With food poverty in the UK worsening as a result of the pandemic, the Independent Food Aid Network reported that food banks use has seen an increase of 120%. As a result, food banks are now facing shortages and under pressure, and so the need for donations has never been more crucial.
Amid criticism of the government’s Free School Meals parcels, organic baby food brand, Piccolo, is striving to do what it can to support families in need with its food pouches which double up as snacks for older children.
By launching its new One For You, One For Mum campaign, Piccolo is continuing its on-going commitment to giving back. To support parents struggling to feed their babies, Piccolo is matching every pouch purchased in Waitrose with a donation. The campaign will see the brand donating over 50,000 meals packed full of vegetables and fruit to vulnerable families nationwide.
The donations will go to some of the UK’s top food banks, including Fare Share, City Harvest and children’s charities, to make sure babies and children get the healthy meals they need.
The charities are striving to distribute food donations to the vulnerable by delivering meals to community organisations which play an integral role in children’s lives. Piccolo’s donation aims to support this essential work and provide some relief to families after a challenging year.
Founder, Cat Gazzoli, says: “We’re doubling efforts this year to help families in need. 2020 was a difficult year for many households and we want to do what we can to take some pressure off families. Through February, we’ll be donating a Piccolo pouch for every pouch bought in Waitrose. The work done by these charities is invaluable, so we want to support them however we can”
To support the campaign, customers can purchase Piccolo from Waitrose in store or online. Piccolo is also hosting its largest competition yet in an effort to encourage consumers to get behind the initiative – all consumers need to do is email a photo of their receipt to firstname.lastname@example.org. Piccolo hopes this will help to increase the number of donations made to the charities and food banks.
Piccolo was founded on the belief that it is possible to create organic wholesome goodness from ethically sourced suppliers, the commitment to which comes from Cat Gazzoli’s experience in the food industry. Voted in the 30 most philanthropic businesses in the UK, Piccolo is committed to giving 10% of its profits to charities.
The One For You, One For Mum campaign will run throughout the whole of February as Piccolo’s latest action in its dedication to giving back. To find out more about Piccolo’s philanthropic work, visit https://www.mylittlepiccolo.com/giving-back/