Colruyt Group has launched a fundraising campaign allowing shoppers to contribute to the Belgian Federation of Food Banks, which includes nine regional locations.
The retailer has introduced a flip chart on the trolley, to help customers donate to the campaign, running from 9 to 22 October.
Anne Verdoolaege, who is responsible for collaborating with food banks at Colruyt Group, stated, “It is important for us to minimise food waste, and we achieve this through optimal stock management. We are proud to sell more than 97% of the fresh articles and frozen products in our stores, thereby reducing food waste to a minimum. However, there will always be unsold products.
“We donate this food through food banks to those in need. We work directly and indirectly with over 400 social organisations to ensure that the products reach those who need them most.”
Food Donations
In 2023, Colruyt Group donated over 7,862 tonnes of unsold products – the equivalent of 15.7 million meals – to food banks.
The shopping trolleys at Colruyt Lowest Prices, Okay, Bio-Planet and Collect&Go feature a flip chart that enables customers to donate €2 (or more) to food banks.
Store employees at the checkout scan customers’ flip charts to add the donations to their receipts.
Marc Mertens, managing director of the Belgian Federation of Food Banks, stated, “The food donated by Colruyt Group’s stores is crucial for us. We appreciate their unique approach to providing us with the necessary food products on a daily basis, allowing us to substantially assist people in vulnerable situations – but, in addition, we need financial resources to finance our operation and purchase additional products. So, we applaud Colruyt Group for organising this action and allowing customers to donate through their shopping trolley. We are confident this campaign will be a success.”
