German retailer REWE has announced a new food donation campaign in association with Tafel Deutschland, in a bid to help households struggling to meet basic requirements amid the coronavirus pandemic.
The campaign will see the retailer invite shoppers to buy a bag of long-life food from REWE, REWE Onlineshop, or nahkauf outlets, which will be donated to Tafel Deutschland.
The food bags, priced €5 each, comprise six items - rice, spaghetti dish with tomatoes, vegetarian tortelloni, tomato cream soup, nut nougat cream and biscuits.
The campaign will also allow customers to donate products of their choice to the food bank.
'Happy To Support'
REWE's managing director of sales, Peter Maly, said, "We at REWE are convinced that if everyone participates, we can improve the situation of many needy people in Germany.
“As one of the leading food retailers we are aware of our responsibility and are happy to support Tafel Deutschland even in these particularly difficult times.”
The retailer added that it will top up the donations with 40,000 bags of food items.
The two-week campaign, scheduled from 19 October to 1 November, aims to collect and donate food worth more than €2 million.
In this period, the social brand ‘share’ will also participate in the campaign and donate a part from the sales of its food items at REWE stores.
Tafel Deutschland, an umbrella organisation for more than 940 food banks in Germany, has been a partner of REWE since 1996.
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.