Record-breaking campaign delivers 16 million meals to fight hunger

South Africa’s hunger crisis remains severe, driven by persistently high unemployment and rising cost-of-living pressures.

To help address this challenge, Food Lover’s Market’s annual Hunger Month campaign last month rallied their shoppers, suppliers, colleagues, and other partners to support the campaign and make a meaningful difference in the lives of vulnerable people.

Because all the food redistributed by FoodForward SA was donated, the organisation’s cost per meal was just R0.47. This enables an efficient food recovery and distribution network that recovers quality surplus food from going to waste and delivers it to communities facing food insecurity.

Feeding vulnerable communities

While the campaign’s initial target was to raise 10 million meals in the tenth year, an incredible 16 357 829 meals, translating into R7.7 million, were donated through the campaign, turning public participation into practical support for communities facing hunger and making it the most successful Hunger Month campaign in the retailer’s history.

According to FoodForward SA’s State of Household Food Insecurity in South Africa report, nearly 70% of households are experiencing chronic food insecurity, while millions of tons of edible food continue to go to waste annually.

Andy du Plessis, managing director of FoodForward SA, said Hunger Month demonstrated what was possible when people take small actions consistently.

“As food insecurity and malnutrition continue to worsen, we need to scale up our efforts to reach as many vulnerable communities as possible. We are deeply grateful to Food Lover’s Market, its suppliers, customers, and staff for delivering such an impactful campaign. Their collective support will help provide nutritious food to nearly one million vulnerable people across South Africa, while reinforcing the power of collaboration in addressing hunger at scale.”

Food Lovers Market’s Hunger Month impact resides within a broader, long-term partnership. Over the past decade, the campaign has helped provide more than 37 million meals to people facing hunger, demonstrating how sustained collaboration can build momentum and reach.

The campaign was supported by the entire Food Lover’s family of brands, including Food Lover’s Market, FreshStop, VetSmart, Food Lover’s Eatery, and Market Liquors.

Brian Coppin, CEO of the Food Lover’s Market Group, said, “As I reflect on that number, I am filled with gratitude. Not only for the meals themselves, but for what they represent, thousands of people choosing to help others at a time when many are facing challenges of their own.

“To every customer who donated at the till, thank you. Your generosity will help FoodForward SA and its network of community partners support families and communities across South Africa.”