Deliveroo Singapore has launched a new in-app feature that enables customers to round up their food orders and donate to charity organisation Food from the Heart (FFTH). The launch coincides with the upcoming World Food Day on 16 October, in a joint effort to promote awareness and action for those who suffer from food insecurity due to rising costs of living.
As part of the launch, Deliveroo has set a goal to raise SG$90,000 in six months, which will benefit more than 2,200 families and individuals in need. The initiative is part of Deliveroo’s global community-focused campaign, Full Life, which aims to utilise its unique network of riders, restaurants and grocers to support communities in cities where Deliveroo operates.
When Deliveroo customers finalise their orders at checkout, they will be offered an option to round up their bills to donate to FFTH. The donations will go towards FFTH’s community shops, the charity’s milestone initiative that strives to give better to needy families, according to the charity. Operating on a shop-for-free mini-mart concept, beneficiaries have the dignity of choice as they can choose 12 food items they require each month, at a time they need it most. Food items include fresh local produce, canned food, bread spreads and cooking staples like rice, noodles, oil and condiments. The concept also results in less food waste as the beneficiaries are more likely to finish all the chosen items. FFTH currently operates four community shops at Mountbatten, Lengkok Bahru, Boon Lay and Punggol.
One of Deliveroo's sustainability missions is "Zero Hunger". As a socially responsible company, it is constantly looking for ways that the company and its customers can support those in need. Its new in-app round-up donation feature will enable its customers to lend a hand to support families who have been hard hit by the rising prices of basic food items, said Jason Parke, general manager, Deliveroo Singapore.
"Our past collaborations with FFTH have proven successful. Together with our customers, Deliveroo has raised more than a quarter of a million dollars for local initiatives. In total, Deliveroo contributed over SG$50,000 out of the full amount of SG$267,289 raised via Deliveroo Full Life menu page. We are honoured to be working with them again and hope to count on our customers’ continued support to raise SG$90,000 in six months to make a difference in the lives of the beneficiaries,” Parke shared.
Robin C. Lee, CEO of FFTH said: “We’re happy to collaborate with Deliveroo again to encourage Singaporeans to give back to the community. Despite Singapore’s reputation as a food paradise, food insecurity remains a real issue in our country. This is truly a modern form of giving. We thank all Singaporeans who choose to round up their bill and donate to FFTH. Every little bit goes a long way, and every cent counts.”
Besides rounding up their bills, customers can continue donating additional amounts to FFTH in-app through Deliveroo’s Full Life menu page. Deliveroo's partnership with FFTH is a long-standing one since 2020. Past collaborations focused on tackling food insecurity among children and families, with focused initiatives around contributions to philanthropic causes and community service.
Earlier this year, Deliveroo and FFTH launched a partnership to enable Deliveroo customers to feed the less fortunate with local fresh farm produce in a sustainable manner for beneficiaries and local farmers. Just past National Day, Deliveroo donated SG$10,000 to FFTH’s Project Belanja! programme to support hawker culture. Last December, Deliveroo Singapore pledged over 100 hours to deliver essential food packs to more than 100 underprivileged families under FFTH. Other campaigns in partnership with FFTH include the Clean Plate Campaign, where customers took part in a social media challenge to join the fight toward zero food waste.
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