For 4 weeks at the end of 2102, Australian shoppers were invited to buy Helga’s or Wonder White for their daily bread, and help those in need.
For each loaf purchased, Goodman Fielder committed to providing another loaf to Foodbank. The target of the campaign was 3 million loaves.
Chris Delaney, Goodman Fielder CEO said, “The great work of Foodbank inspires us to do whatever we can to help. We’re thrilled that, with the help of our customers, we’re able to fulfil our commitment to provide bread to people around Australia who are experiencing hardship.”
John Webster, CEO of Foodbank Australia said, “We want to thank Australia for getting behind this initiative and helping to ensure the target was reached. We also want to thank Goodman Fielder for this wonderfully generous initiative.”
Throughout the next year, the bread will be distributed to 2,500 welfare agencies and 640 school breakfast programs that rely on Foodbank’s services. The bread will be used in prepared meals, grocery hampers and emergency relief packages.
Foodbank Australia is the nation’s largest hunger relief organisation, offering a logistics conduit between the food industry’s surplus product and the welfare sector’s need. In 2012, the organisation provided sufficient food for over 31 million meals via thousands of charities and community groups across Australia.
Watch the video about this hunger relief initiative on Foodbank Australia