Kepak’s Rustlers, the UK’s No. 1 micro-snack*, is partnering with ASDA and two other major food suppliers in a charitable initiative which is expected to result in over one million products being donated to FareShare, the nationwide food redistribution charity.
The ‘You Buy One We Give One’ promotion will help ASDA customers donate food to people in need throughout the UK. When shoppers buy a Rustlers All Day Breakfast Sausage Muffin, Richmond Sausages or ASDA’s Extra Special Italian Meatballs, another similar product will be donated to FareShare.
It is expected that approximately 300,000 Rustlers breakfast products will be donated in an initiative that will see food issued to frontline charities and community groups including food banks, shelters for the homeless and school breakfast clubs.
Rustlers will also highlight the charitable partnership to its customers in a one-minute video which will show the partnership in action, featuring consumers buying Rustlers in ASDA through to an equivalent product being used by a charity to provide food for people in need.
Adrian Lawlor, Marketing and Business Development Director at Kepak, said: “We’re delighted to partner with ASDA and two other like-minded meat providers to help charities which are doing such a marvellous job in helping people who are facing food shortages. We know people who buy Rustlers and the other participating products will be really supportive as we work together to help fight hunger by providing hot meals for people in need.”
Stephi Brett-Lee, ASDA’s Senior Director for Community said;
“Our customers are already incredibly generous in the amount they donate through our in-store food bank donation points, but we wanted to look at ways we can make the donation process easier and increase the volumes donated. By working together with Richmond Sausages, Rustlers Burgers, ABP and FareShare, we can get even more food to those in need in our communities.”
Lindsay Boswell, Chief Executive of FareShare, said: “The burgers, meatballs and sausages provided by Richmond Sausages, Rustlers Burgers and ABP, as a result of Asda customers’ generosity, will make a huge difference for the people our network of thousands of charities support.
“While one in eight people across the UK are experiencing food insecurity, we are grateful to Richmond Sausages, Rustlers Burgers, ABP, ASDA and their customers for their generosity which will not only raise awareness of the issue, but also help us to fight hunger on a more meaningful level.”
* Nielsen Scantrack, 52 WE 2nd November 2019