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Asda’s Winter Fruit and Veg Pledge to Deliver One Million Meals to Communities in Need

Asda has unveiled a heartwarming initiative for 2025, pledging to donate the equivalent of one million meals between January and March as part of its new “Winter Fruit and Veg Pledge.”



Partnering with FareShare and the Coronation Food Project, this generous scheme will see over 420 tonnes of fresh produce distributed to those most in need during the harsh winter months.


The donations, made through Asda’s direct supplier IPL, will include a vibrant assortment of surplus fruits and vegetables such as carrots, parsnips, cabbage, sprouts, pears, grapes, citrus, and potatoes. These come from trusted suppliers including Poskitt Carrots, Strawson’s, Frank Clarke & Son, Benzies, Bedfordshire Growers, and Lincolnshire Field Products.


Building on its legacy of support, Asda and IPL were founding partners of the Coronation Food Project, delivering 1.2 million Christmas dinners during its inaugural run in 2023. The upcoming initiative reflects their ongoing commitment to combating food poverty and reducing waste.


Jane Berry, IPL Group Managing Director, said: “Food poverty is a significant problem in the UK, and with charities in urgent need of donations during the colder months, we hope our donation of one million meals can make a big difference to those most in need in our communities.


“We are immensely proud of our strong relationship with FareShare, which spans over 13 years. In that time, we’ve developed how we make waste efficiencies while better supporting the charities and communities that our redistributed food reaches. With Winter a particularly tough time for many, we’re delighted to continue our support of FareShare through this initiative and help the vulnerable members of the community in which we operate.”


Kris Gibbon-Walsh, CEO at FareShare, said: “We’re incredibly grateful to our longstanding partner Asda for donating the equivalent of over 1 million meals this winter. These nutritious fruit and vegetables will be transformed into meals by 8,000 charities we support, helping people in need, changing lives and strengthening communities during the cold winter months. This donation will make a huge difference, thank you.”


The Winter Veg Pledge is the latest initiative launched by Asda, having recently marked eleven years of partnership with FareShare by hitting a major milestone, with the redistribution of the equivalent of 40 million meals in that time. Over 8000 charities and community groups continue to receive surplus food from Asda’s stores and depots, ensuring good food avoids going to waste and reaches those who need it most.


The donations have been made possible by redirecting surplus ingredients directly from producers within the Asda and IPL supply chain. Suppliers supporting IPL and Asda’s Winter Fruit and Veg Pledge include Poskitt Carrots, Strawson’s, Frank Clarke & Son, Benzies, Bedfordshire Growers, and Lincolnshire Field Products.

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