A decade of impact: Tru-Cape applauds most successful Hunger Month campaign yet
As a founding partner of Food Lover’s Market’s Hunger Month campaign, Tru-Cape Fruit Marketing has welcomed the initiative’s most successful outcome to date, with the 10th annual campaign raising an extraordinary 16.3 million meals for vulnerable South Africans – comfortably surpassing its ambitious target of 10 million meals.
Having supported Hunger Month with a financial contribution since its inception, Tru-Cape has witnessed the campaign grow from a simple call to action into a major South African food security initiative. Since its launch in 2016, Hunger Month has helped fund a total of 37,857,829 meals through FoodForward SA’s food recovery network.
According to FoodForward SA’s recent report, The State of Household Food Insecurity in South Africa, nearly one in two South Africans experiences hunger. Households across the country are being forced into difficult trade-offs, from reducing portion sizes to going entire days without food. Children are among the most affected.
“Seeing the incredible response to this year’s Hunger Month campaign fills us with immense pride and gratitude. Raising 16.3 million meals when the target was 10 million is an extraordinary achievement and a powerful reminder of what can be accomplished when businesses, consumers and communities unite behind a common purpose,” says Roelf Pienaar, Managing Director of Tru-Cape.
The campaign enabled consumers to donate a meal for just 47 cents at any Food Lover’s Market till point throughout May.
Through the campaign’s longstanding partnership with FoodForward SA, the meals raised will reach communities across the country where the need is greatest. FoodForward SA operates a smart food recovery system that connects quality surplus food from farmers, manufacturers and retailers with a national network of beneficiary organisations.
For Tru-Cape, the campaign aligns closely with its commitment to food security, community upliftment and responsible agriculture.
“As one of South Africa’s leading apple and pear marketers, we recognise the important role the agricultural sector can play in addressing hunger and building more resilient communities,” says Pienaar.
“We remain committed to supporting Hunger Month and helping build a future where access to nutritious food is within reach for all,” Pienaar concludes.
Tru-Cape extends its congratulations to Food Lover’s Market, FoodForward SA, fellow suppliers and every South African who contributed to this year’s campaign.
“We are deeply thankful to every individual who helped make this achievement possible. Together, we have shown that even small contributions can create life-changing outcomes for millions of South Africans affected by hunger, especially children,” says Pienaar.
For more information, please contact Lucille Botha at lucilleb@tru-cape.co.za or visit www.tru-cape.com. Follow Tru-Cape on X (@TruCapeFruit), Facebook (@Tru-Cape Fruit Marketing), TikTok (@trucape), and Instagram (@trucapefruit).
ENDS
