Tesco has today opened The Give Back Express, its first ‘reverse supermarket’ where shoppers are able to donate food to those in need this Christmas.
The pop-up supermarket on London’s Poland Street was developed in conjunction with the retailer’s charity partners FareShare and the Trussell Trust. It invites customers to purchase and donate the 25 products most needed by the charities, including tinned food, tea and toiletries.
The value of everything they buy will then be donated directly to food redistribution networks on their behalf, with Tesco matching the value of all goods purchased at the store.
Passers-by can also scan a QR code located outside the store to make a monetary donation through their Clubcard vouchers, or via an online form.
The Give Back Express is open until Sunday, with all the money raised used to help communities across the UK.
The initiative marks the 10th anniversary of the supermarket’s ongoing partnership with FareShare and the Trussell Trust, which has seen customers donating 100 million meals to communities during that time.
Between them, the two charitable food redistributors expect to provide support to more than 1.2 million people in food poverty this winter.
Tesco CEO Ken Murphy said: “This winter will be increasingly challenging for many people facing food uncertainty, and food banks and frontline charities need our help more than ever before.
“Whether it’s at the Give Back Express; in your local store through our annual Food Collection; or via your Clubcard points online, even the smallest donation can make a real difference and help to spread a little more Christmas joy this year.”
NAM Implications:
- An innovative charity portal.
- With Tesco securing the innovator’s advantage.
- This Christmas as never before: Every little helps…
- Well done Tesco.
