Addressing Food Insecurity in Vulnerable Communities
Deliveroo, the renowned food delivery giant, has joined forces with St. James’ Settlement to introduce the “Smile for Food” programme. This initiative is designed to tackle the pressing issue of food security among Hong Kong’s vulnerable communities. Starting today, Deliveroo’s vast customer base can contribute to the cause by rounding up their bill or adding a donation during the checkout process, either via the app or the website.
Recent studies by St. James’ Settlement FOOD-CO, in collaboration with The University of Hong Kong, revealed a concerning statistic: over 60% of respondents from low-income households in 2022 faced challenges in affording food and maintaining a balanced lifestyle.
A Vision for Change
Sammy Chan, Acting Senior Service Manager, Charity Services at St. James’ Settlement, expressed optimism about the partnership, stating, “We believe the “Smile for Food” programme has the potential to help improve the lives of those in vulnerable communities for the better. Partnering with Deliveroo empowers us to engage more potential donors with our CharityToday platform, we can make a real difference in fighting food insufficiency in Hong Kong with their support.”
Programme Details and Goals
Over the forthcoming six months, the “Smile for Food” campaign has set an ambitious target of raising HK$480,000. The funds will be directed towards aiding over 300 families from ethnic minority backgrounds, providing them with roughly 12,000 hot meals. Eligible families stand to receive a monthly food subsidy of HK$1,600, translating to ten hot meals every week. To commemorate World Food Day and give the programme a robust start, Deliveroo has pledged to match the initial HK$50,000 in donations.
The programme, powered by the CharityToday E-subsidy platform, promises digital convenience and a plethora of choices for its beneficiaries. Those in need can simply download the CharityToday app, apply for the programme, and receive their subsidy on their Octopus card. Furthermore, they can select from a diverse array of restaurants when utilizing their subsidy.
Deliveroo’s Legacy of Community Service
Before the inception of the “Smile for Food” campaign, Deliveroo had previously collaborated with St. James’ Settlement. On Mother’s Day, Deliveroo’s riders went above and beyond by delivering flowers and meals to low-income single mothers. Additionally, the Deliveroo team volunteered during the Tuen Ng Festival, delivering sustenance to over 100 senior citizens.
Deliveroo’s commitment to the Hong Kong community is evident in its previous collaborations. The company raised over HK$3 million with Feeding Hong Kong during the pandemic, resulting in the distribution of over 530,000 meals. Last year, on World Food Day, Deliveroo furthered its partnership with Feeding Hong Kong, launching the No Waste Cooking Challenge, emphasizing zero food waste.
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Gabrielle Kirstein, Founder of Feeding Hong Kong, expressed gratitude, saying, “During the pandemic, we saw demand for food assistance soar at a time when surplus food donations were dramatically disrupted. In the midst of this challenging time, the HK$3 million raised via Deliveroo was vital to Feeding Hong Kong’s work in saving food and tackling food insecurity. We are incredibly grateful for Deliveroo’s continuous support of our mission whether it is via donations, volunteering, food drives or awareness campaigns and want to extend our sincere thanks to all the Deliveroo customers who responded to our calls to action. Together, we have made a significant impact, providing meals to those who need them most.”
Nick Price, Deliveroo Hong Kong’s Interim General Manager, shared the company’s vision, stating, “At Deliveroo, we’re dedicated to working towards a world with zero hunger. We want to take this opportunity to thank our customers, who supported our various initiatives to achieve the goal of our Full Life campaign. In light of our past successes, we look forward to partnering with St. James’ Settlement in the “Smile for Food” programme. We believe that everyone has the right to access nutritious meals, and we are thrilled to provide this access through this collaboration and make a real difference to at-risk communities in Hong Kong. We encourage our customers to share the joy of food, and put a smile on the faces of those in need.”
For more details on the programme’s eligibility and application process, interested parties can visit CharityToday.
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