Advertising helps fund Big Issue’s mission to end poverty
SPECIAL PRICE: Just £9.99 for your next 8 magazines
Subscribe today
Social Justice

Sainsbury’s will start highlighting foodbank essentials to shoppers

The brainchild of 13 National Citizen Service teenagers, special instore labels will identify products that would most help foodbanks will be rolled out nationwide

Sainsbury's foodbank

Sainsbury’s has launched a nationwide initiative to point out foodbank essentials to shoppers – and the initiative is a “a new idea to an old problem” from 13 teenagers.

The National Citizen Service (NCS) graduates from Exeter spotted foodbank donation bins in supermarkets around the country and bemoaned the fact that they were located beyond the tills, meaning it was often too late to donate.

This gave them the brainwave to come up with the ‘Help to Brighten a Million Christmases’ campaign – a new on-shelf label highlighting priority products to be donated.

Sainsbury's foodbank label
Sainsburys-foodbank-label
The 13 teenagers found a simple approach to boosting foodbank donations with their shelf label

The label – which was produced in an NCS social action project this summer – has been trialled in Sainsbury’s Exeter store following a successful pitch to manager Sarah Spurling and will now be rolled out across the country as a permanent fixture from December 16.

Tinned goods, pasta, tea, long-life milk and spreads will all be placed under the label in a bid to boost donations. Foodbanks have been facing increasing need with national charity The Trussell Trust reporting a 13 per cent rise in the number of packages given out in the last year –the troubled roll-out of Universal Credit has been blamed.

Sister firm Argos will also be accepting toy donations at its stores.

Advertising helps fund Big Issue’s mission to end poverty
Advertising helps fund Big Issue’s mission to end poverty

“We are committed to making a positive difference in local communities and we hope our customers get on board to help brighten the lives of those less fortunate in the community,” said Claudine Blamey, Sainsbury’s Group head of corporate responsibility and sustainability. “It’s been brilliant to work with NCS graduates to permanently roll out their fantastic label initiative to all our stores and help reach our target of one million donations.”

Mark Richardson, manager of Exeter Foodbank, added: “Teenagers these days often have an unfair reputation for being unengaged with the world around them, so it’s great to see young people being empowered by programmes like NCS to go out into their communities and make a difference.

“The results of this initiative just goes to show that sometimes you just need a new mind on an old problem, sometimes the most simple ideas have the greatest impact. This campaign has already had fantastic results locally, and I’m excited to see how it can benefit foodbanks and their clients across the UK.”

Images: Sainsbury’s

Advertising helps fund Big Issue’s mission to end poverty

READER-SUPPORTED SINCE 1991

Reader-supported journalism that doesn’t just report problems, it helps solve them.

Recommended for you

View all
Inside the fight to save independent cafes from 'corporate greed and exploitative capitalism'
independent cafes

Inside the fight to save independent cafes from 'corporate greed and exploitative capitalism'

Everyone thinks pensioners are rich. But I'm forced to choose between heating and eating
pensioner
Pensioner poverty

Everyone thinks pensioners are rich. But I'm forced to choose between heating and eating

Single people must earn at least £30,500 per year to live well in the UK
woman in supermarket
Living standards

Single people must earn at least £30,500 per year to live well in the UK

Revealed: Millions of disabled people went to a food bank last year as Labour plotted benefit cuts
A Trussell food bank worker sorting food parcels. Image: Dan Prince
Food banks

Revealed: Millions of disabled people went to a food bank last year as Labour plotted benefit cuts

Most Popular

Read All
Renters pay their landlords' buy-to-let mortgages, so they should get a share of the profits
Renters: A mortgage lender's window advertising buy-to-let products
1.

Renters pay their landlords' buy-to-let mortgages, so they should get a share of the profits

Exclusive: Disabled people are 'set up to fail' by the DWP in target-driven disability benefits system, whistleblowers reveal
Pound coins on a piece of paper with disability living allowancve
2.

Exclusive: Disabled people are 'set up to fail' by the DWP in target-driven disability benefits system, whistleblowers reveal

Cost of living payments: Where to get help in 2025 now the scheme is over
next dwp cost of living payment 2023
3.

Cost of living payments: Where to get help in 2025 now the scheme is over

Citroën Ami: the tiny electric vehicle driving change with The Big Issue
4.

Citroën Ami: the tiny electric vehicle driving change with The Big Issue

Reader-supported journalism that doesn’t just report problems, it helps solve them.

Every day, Big Issue digs deeper – speaking up for those society overlooks. Will you help us keep doing this work?