A recent study by the South African Department of Health names South Africa as one of the 34 countries contributing to 90 percent of the burden of malnourishment globally. This, together with the fact that approximately 34 percent of children under the age of five die from malnutrition in South Africa every year, points to a country facing a significant nutrition crisis, which if not addressed urgently will undermine our ability to be a growing nation. More than this, it will result in a legacy that creates a future generation of leaders unable to meet their truest potential because they themselves are unable to bridge the gap created by a hungry mind.
This World Hunger Day, 28 May 2015, highlights the fact that those experiencing hunger lack the focus to be educated, gain skills, and are without the basic health requirements for growth. It is also about raising awareness and celebrating the achievements that have made a difference in the efforts to help alleviate this problem of hunger in South Africa.
In order to raise awareness of this day, Add Hope – KFC’s corporate social responsibility initiative – reveals a giant sized Add Hope Bowl of Hope at Sandton City’s Checkers Court. Over a period of four days, from 28 May to 31 May, the giant sized Add Hope Bowl of Hope will be showcased to allow South Africans an opportunity to actively participate in adding hope and making a difference, by donating their R2 and making a wish of hope for the 100 000 children Add Hope feeds.
“Overcoming hunger requires deliberate and sustained interventions, one meal at a time. At KFC, we truly believe that every day should include a nutritious meal to nourish and support a child’s development. We have been committed to the plight of hunger since launching our Add Hope initiative in 2009. Over the past six years, KFC Add Hope has raised a total of R263 million to feed children nutritious meals every day. In 2014, customer and restaurant donations amounted to almost R54 million. Customers contributed R31 million and KFC’s restaurant donations amounted to R23 million” says Mike Middleton, Chief Marketing Officer, KFC Africa.
Since the inception of Add Hope in 2009, the number of children supported through this program has grown exponentially; Now creating a meaningful difference of 100 000 children every day. The importance of a nutritional meal is evident in the wellbeing and growth of these children over the years, with continued effort working with the many beneficiaries around the country.
Supporting the awareness of World Hunger Day, with a specific focus on children in South Africa sits at the heart of KFC. Thabisa Mkhwanazi, Marketing Director, says, “Add Hope knows the importance of nutrition and growing healthy bodies, feeding children across the country daily with 100 beneficiaries countrywide including 11 national beneficiaries. Beneficiaries including childhood development organisations, children’s homes and school feeding programmes are added every year, giving children balanced and nutritious meals so they can grow, learn and thrive.”
Visit the Add Hope Bowl of Hope to celebrate World Hunger Day and add your wish of hope, see below for activation dates in Sandton City’s Checkers Court:
- Thursday, 28 May (World Hunger Day) – 09:00 to 20:00
- Friday, 29 May – 09:00 to 20:00
- Saturday, 30 May – 09:00 to 20:00
- Sunday, 31 May – 09:00 to 18:00
Show your support this World Hunger Day by visiting KFC’s Add Hope Bowl of Hope or you can contribute 365 days a year at all our KFC restaurants across the country.