Convenience retailer Co-op and brewers Brewgooder have joined forces to highlight the work of food banks. They have collaborated with social media outfit Twisted designed to raise awareness of and combat the rising dependency on food charities.
For every four-pack of the Twisted IPA sold, a donation from sales is made to the national food redistribution charity, FareShare, to help provide vital support to those that need it most. Food banks saw a significant drop in donations during the pandemic, but it is in these times of national crisis that they remain a lifeline for those who rely on the donations to feed their families.
Jonathan Price, beer buyer at Co-op said: “As a community retailer, we have a critical role to play in helping the most vulnerable communities, and we’re proud to be able to support the amazing work of FareShare to ensure that no one goes without food. Supporting communities to have access to food has never been more important and this is a great example of us all working together to provide essential supplies to those in need.”
James Hughes, co-founder at Brewgooder, added: “At Christmas we ran a campaign to support local social supermarkets that had been overwhelmed as a consequence of the rising costs of living in the UK. With the issue only worsening into this year we wanted to do more, and the amazing team at Twisted and the Co-op were equally motivated to help.
"While we've created something fun and delicious for drinkers, we would all prefer that emergency food initiatives were not a requirement in 2022. We hope this project can generate over 100,000 food items through Fareshare and inspire other companies much larger than us to help bring an end to food injustice for good.”
Tom Jackson, Creative Director at Twisted, commented: “I’m immensely proud that our first beer has been brewed with purpose - I can’t think of a more fitting cause, helping families in need put food on the table, or a better partner for Twisted in Brewgooder.”
The 4 x 330ml pack is available now across 1,200 Coop stores for £6.
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