**Major UK Supermarkets Introduce New Checkout Donation Initiative to Tackle Food Poverty**
Four of Britain’s largest supermarket chains—Tesco, Sainsbury’s, Morrisons, and Waitrose—have joined forces in a fresh bid to address food insecurity across the country. The retailers have announced the rollout of an enhanced payment option at checkouts, providing shoppers with the opportunity to round up their total bill to the nearest pound. The additional contributions will go directly toward supporting those experiencing food hardship, as part of the newly unveiled “Let’s make a meal of it” campaign.
This initiative, which will run for the next two weeks, is designed to allow customers to make a small but significant difference with each shop. At Tesco and Sainsbury’s, the option to round up will be available both in-store and online, whereas Morrisons and Waitrose will offer it to their online customers. All donations will be channelled to FareShare, the UK’s leading food redistribution charity, which works to ensure surplus food reaches people most in need.
Current figures highlight a mounting crisis, as recent studies indicate that one in seven people in the UK now face food insecurity. This campaign, therefore, arrives at a crucial time as various groups—including children in youth clubs and individuals affected by loneliness—struggle to access nutritious meals. FareShare estimates that every £1 donated through this scheme can be transformed into five meals for vulnerable people, demonstrating the multiplier effect of even the smallest contributions.
The campaign is not only aimed at giving immediate support, but also reflects a broader industry commitment to long-term solutions. This collaboration has garnered significant industry attention, coming hot on the heels of a public appeal from King Charles III during his 75th birthday celebrations, which called on the food sector to address the gap between food waste and hunger in Britain.
Statements from participating supermarket leaders underline the significance of this united approach. Simon Roberts, CEO of Sainsbury’s and President of IGD, stressed the fundamental belief that everyone deserves access to wholesome food. He highlighted the spirit of collective responsibility, noting that such partnerships are crucial for meaningful progress in tackling food insecurity. Matthew Barnes, UK CEO of Tesco, echoed these sentiments, expressing excitement over supporting the campaign and enhancing the retailer’s ongoing partnership with FareShare.
Morrisons’ CEO, Rami Baitiéh, spoke about the dual aim of battling both food waste and food poverty, saying, “As a food retailer and manufacturer, we are committed to tackling food waste from field to fork,” he explained. “We want to help eradicate food poverty and are delighted to play our part in this industry initiative to redistribute surplus food to people in need.” This stance highlights the ongoing shift among supermarkets from being mere retailers to active participants in the broader fight against waste and hunger.
Central to the campaign is the broader formation of the Alliance Food Sourcing coalition, uniting supermarkets, food producers, logistics companies, and charitable organisations. The coalition aims to drastically reduce the staggering 4.6 million tonnes of edible food wasted across the supply chain each year. Innovative solutions, such as redirecting vegetable trimmings for soup production or transforming surplus basic ingredients into baked goods, are being explored to ensure as much viable food as possible ends up on dinner tables rather than in landfill.
Waitrose’s Managing Director, James Bailey, also commented on the new alliance: “We are proud to be part of Alliance Food Sourcing to reduce food waste while tackling food insecurity. Working with our suppliers, we’re helping to divert surplus from our supply chain that would otherwise be wasted, to get good, nutritious food to people in need.” This holistic approach not only diverts potential waste, but also ensures that those most at risk of food poverty are directly assisted.
For shoppers wishing to make a difference, the process is straightforward: simply choose to round up your bill at the till, or alternatively, donations can be made directly via the FareShare website. Supermarket leaders are hopeful that this two-week window will see widespread participation, supporting both immediate hunger relief and long-term systemic change in the UK’s approach to food supply and security.
As the cost-of-living crisis continues, this initiative demonstrates the voluntary sector, business community, and public all pulling together in response. Such joint efforts signal a positive step forward in ensuring that no good food goes to waste—and that fewer people go without their next meal.