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Tru-Cape joins campaign to provide 1.1 million meals

South Africa’s leading fresh produce retailer is proud to announce that through the support of its partners, it has already raised 1.1 million meals for Hunger Month, which will be distributed through FoodForward SA. With the assistance of FoodForward SA – whose main focus is reducing hunger in South Africa by safely and cost-effectively securing quality food for those who need it – Food Lover’s Market and partners drive awareness and do extensive fund-raising during Hunger Month, culminating with World Hunger Day on 28 May every year.

While the goal of the sixth consecutive Hunger Month is still to collect meals for vulnerable South Africans, Food Lover’s Market and its partners have changed their approach to reaching this critical number by making a very large contribution upfront. With Tru-Cape as the biggest donor, the campaign has also been supported by Westfalia, Hexco, Crest Shelf, Wegro, African Fresh, Fresh Approach, The Fruit Farm Group and Dapper Market Agents.

Shoppers will still be able to contribute to feeding a hungry South African by purchasing a meal at Food Lover’s Market till points nationwide for 68 cents. As the price point is so low, Food Lover’s Market would like to encourage shoppers to purchase as many meals as they can to support this very worthy cause.

Says Kate Marais, CSI Manager for Food Lover’s Market Holdings, “With the initial cash injection into the campaign, we’ve already come out of the gate swinging as the situation out there is dire. With rising living costs and unemployment at 32.5%, South Africa’s rate of food insecurity and household hunger remains a major concern.”

“We could not have made the process of giving back any easier this year. Throughout May, shoppers can support Hunger Month by contributing 68 cents to a meal at Food Lover’s Market till points nationwide. On 28 May 2022, which is also World Hunger Day, Food Lover’s Market has agreed to match all shopper contributions on the day.”

With 30 million food-insecure South Africans, it’s easy to understand that hunger and food insecurity is a very serious issue in South Africa. This year, Food Lover’s Market has approached key partners – such as Tru-Cape and Westfalia Avocados – to contribute financially at the onset of the campaign.

“We’ve had many contributions from grocery and fresh produce suppliers, who were eager to assist. These much-needed contributions will go directly to feeding beneficiaries through FoodForward SA, while we will also leverage the campaign to bring awareness to the challenges vulnerable South Africans face,” says Kate Marais.

Testament to the hardship and vulnerability South Africans have faced in the last year is the staggering amount of food distribution by FoodForward SA during the 20210 2022 fiscal. FoodForward SA distributed 48 million meals, reaching 875,725 people daily through a network of 2,225 beneficiary organisations across South Africa. They achieved this at a cost per meal of only R0,68.

Says Andy du Plessis, Managing Director of FoodForward SA, “The partnership between Food Lovers Market and FoodForward SA is now in its sixth year. Not only has this campaign raised much-needed funds to address endemic hunger, but it is also an opportunity to unite supply chain partners in the fight against hunger and create awareness of this growing problem. The past few years have been particularly challenging for SA, and the poor are always the worst affected. With more than 30 million people suffering from food insecurity, we must work together to eradicate hunger and malnutrition.”

Tru-Cape Fruit Marketing, the largest exporter of South African apples and pears and a business wholly owned by the growers from Ceres Fruit Growers and Two-a-Day in the greater Grabouw area is proud of its long association with Food Lover’s Market’s Hunger Month initiative.

Tru-Cape Managing Director Roelf Pienaar says, “From day one of this important initiative by Food Lover’s Market, Tru-Cape has partnered to help feed the hungry, the most vulnerable people in our country. Since lockdown, people on the margins have only been harder hit and all of us at Tru-Cape are deeply aware of the dire circumstances many find themselves in. Sometimes the greatness of the need makes it seem too overwhelming to contribute but even making small changes can have a deep and lasting impact on improving lives. We believe this initiative to be such a thing.”

During May, shoppers will have the opportunity to voluntarily buy a meal for a fellow South African at a Food Lover’s Market till point – 68 cents will feed one South African, while a mere R6,80 will feed ten. On World Hunger Day, 28 May 2022, Food Lover’s Market will match any meal bought by a shopper at till points.

For more information on #flmhungermonth visit

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