Food company EAT has helped raise £35,193.61 for Fit and Fed, an initiative run by children’s charity Street Games. The initiative helps to children at risk of hunger and inactivity during the school holidays.
The summer campaign originally had a target of £25k and ran from 19th June until 3rd September and helped highlight the importance of providing real food to people, and the relationship between nutritious food and fitness during the summer.
The money raised will help support projects to serve 5,500 meals to 350 children during the school holidays.
EAT. supported the charity across all channels in store and online to encourage customers to donate. Furthermore, through its Charity Committee, EAT. employees, from shop to head office, got involved through fundraising and volunteering.
As part of the campaign, four Fit and Fed hero products, including a Wiltshire Ham & Piccalilli Bloomer (from £3.85), and Mozzarella, Pesto & Tomato Baguette (from £3.85) were sold at all EAT. stores across the UK to raise money for the charity, donating 25p from each sale to Fit and Fed. In addition, several EAT. stores allowed customers to blend their own fresh fruit smoothie using a smoothie bike, all for a £2 donation, with 100% of proceeds donated to Fit and Fed.
An estimated 3 million children are at risk of experiencing holiday hunger in the UK. The threat of hunger, isolation and inactivity means that many children lose their fitness built up over the school year and are more likely to be obese and suffer from poor mental health.
‘Fit and Fed’ supports projects in the heart of local communities across the UK, giving children free access to sports and healthy meals.
“We are incredibly proud to have raised over £35k for this brilliant cause, completely smashing our target of £25k,” says Holly Oades, customer director at EAT. “We are delighted to build on our existing relationship with Fit and Fed, helping raise awareness and vital funds to achieve their goal to reclaim the summer holidays for children across the UK. The amount we raised at EAT. will help support projects to serve 5,500 meals to 350 children during the school summer holidays, which is amazing!”
“It’s been enormously rewarding to work with EAT. on this campaign, which has not only raised an incredible amount of money but has also helped to put the spotlight on the issue of food poverty and holiday hunger in the UK,” adds Mandy West, head of corporate and major donor fundraising. “We are incredibly thankful for the work of all those involved, and for the kindness of so many of EAT.‘s customers in choosing to donate. The money raised will go towards helping us to tackle holiday hunger for thousands of children.”
EAT. has worked closely with some of the Fit and Fed London-based projects since 2018, including one project which is based on the edges of the largest Housing Estate in London where 7,500 people live.