Rewe Group has launched a new charity donation scheme, whereby customers will be encouraged to purchase a batch of products from its Ja! private label range and donate them to the Tafel food bank organization.
Starting today, November 2, and running for two weeks, the 'Gemeinsam Teller Füllen' scheme, which translates as 'Together We Fill The Plate', will see customers purchase a pack of eight long shelf-life products for €5 in store, which will then be distributed to the needy.
"In recent months, the number of people who call for help from emergency food boards has risen by more than 10 per cent," said Jochen Brühl, Tafel chairman.
"For many of the refugees who seek protection in Germany, such services are a first point of contact. This rising challenge shows how essential the commitment of strong partners such as REWE and its customers will be in the future."
Rewe has worked alongside Tafel on similar projects since 1996.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. To subscribe to ESM: The European Supermarket Magazine, click here.