Hope is stronger than hunger this World Hunger Month

Hope is stronger than hunger this World Hunger Month

Date published: Posted on 1 October 2017

Add Hope - The power of the collective to change lives
With World Hunger Month in October, including World Food Day on 16th October, KFC is aiming to raise over R5 million in Add Hope customer donations, which will go towards the overall target of R43 million in customer donations in 2017. In a country where hunger and poor nutrition pose a major risk to the physical, cognitive and social development of millions of children, initiatives like this that channel funds towards feeding children are playing a vital role.

When Add Hope started in 2009, customers quickly started to donate R2 at the till. Since then, this remarkable initiative has seen donations from customers multiply every year, from R6.2 million in 2010 to R38.6 million in 2016. Add Hope has now raised over R400-million through KFC and customer donations combined and feeds over 120 000 children through partnerships with over 137 NGOs, making it one of the biggest private sector feeding initiatives in South Africa.

KFC Public Affairs Director for Africa, Thabisa Mkhwanazi, says the World Hunger Month campaign focuses on the message – hope is stronger than hunger. “We’re exploring how better nutrition in early childhood can have a lasting impact on physical, cognitive and social development, giving the next generation hope by unlocking potential and boosting prosperity. It’s the single most important factor in creating a better future for these children. When you add hope, you give a child so much more than food.”

The growing list of 137 organisations Add Hope supports currently includes 12 national organisations and 125 smaller local organisations that work across the provinces. “We work with larger, national beneficiaries, including JAM, Afrika Tikkun and SOS Children’s Villages, as well as over 125 smaller organisations nationally that are chosen by our franchisees so that they can have an impact in their local communities,” says Mkhwanazi. “The funds can only be used for feeding children from birth to 18, including on-site feeding and food parcels that are sent out to families. Beneficiaries including childhood development organisations, children’s homes and school feeding programmes are added every year.”

The pressure is on to maintain levels of feeding and increase the children Add Hope is able to reach, and Mkhwanazi says that KFC wants to partner with customers to do more. “Statistics SA shows that 51% of people are living in poverty, most of whom are children and African. Malnutrition is rife and this has a lifelong impact. We need to do everything we can to turn the tide on hunger. As KFC, we continue to increase its own CSI contributions, based on a percentage of profits. We appreciate every customer donation as these donations enable Add Hope to keep increasing the amount of children we reach,” says Mkhwanazi. Add Hope works because it’s a small donation that is quick to add – it’s really the power of the collective to change lives.”

To find out more about the Add Hope, visit www.addhope.co.za #AddHope

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