Hotpoint has raised a total of £20,000 for FoodCycle, a charity that fights food waste, food poverty and loneliness across the UK.
The Hotpoint Fresh Thinking for Forgotten Food campaign, in association with Hotpoint’s brand ambassador Jamie Oliver, has been encouraging consumers to make more mindful food decisions in an effort to reduce domestic food waste.
The campaign saw the launch of the Fresh Thinking Pop-up Café, which opened to the general public in October, serving dishes that had been inspired by consumers who shared their recipes on how to use up some of the most commonly wasted foods in the UK. The café operated on a ‘pay-as-you-feel’ basis, with proceeds donated to FoodCycle.
In addition to the Pop-Up Café, from September 17 to October 12, Hotpoint donated £3 to FoodCycle for each cooking product sold within a selected range.
FoodCycle supports those who are hungry and lonely, serving three-course meals in towns and cities across the country. Volunteers serve over 1,000 meals each week, using surplus food that is cooked in spare kitchen space. FoodCycle strengthens communities by bringing people together and encouraging friendships around a healthy meal. FoodCycle creates spaces that welcome people from all backgrounds, to unite communities, using surplus food.
Hotpoint head of brand Jennifer Taylor commented: “FoodCycle is dedicated to creating a society where no one is left hungry or lonely. It has been a pleasure to contribute to such a brilliant mission, by raising money that will be contributed to the 38 community projects that span the country.”
FoodCycle chief executive Mary McGrath added: “The donation from Hotpoint will go a long way in helping support our fight to reduce food waste, food poverty and loneliness across the country. FoodCycle relies on volunteers and donations to provide regular community meals to those that are hungry and lonely, and we’d like to thank Hotpoint for their continued support.”