Waitrose is today launching a major new initiative to help support elderly, homeless and vulnerable people this Christmas.
The retailer will help provide Christmas lunch events across the UK for people who would otherwise be on their own on Christmas day.
With more than three quarters of a million Brits over 65 saying they often feel lonely [TNS Agenda for Later Life survey for Age UK] the support is aimed at cutting these numbers at what is considered the most sociable time of the year for others.
The drive will see every Waitrose shop supporting community Christmas lunch events – offering food, money and other resources.
Waitrose will also ask its customers through in house publications to think of people in their community who might be lonely this Christmas and make small actions that might make a big difference.
Each of the retailer’s nearly 300 shops has an allocation of money and volunteering time to put towards community Christmas dinner events.
Waitrose is asking groups to apply for this support from their local branch if they are already organising – or thinking of organising - such a lunch.
“As a food business we’re acutely aware of how important Christmas is to so many people. But for many it can be the most lonely time of the year," said Waitrose community manager Tina Varns.
"This new Isolation Campaign will complement the great work our shops are already doing in their local communities - and we're excited about the difference it will make to so many people," she said.
