Date published: 19 September 2017
Add Hope - the power of the collective to change lives
What started out as a simple idea to combine KFC Corporate Social Investment contributions and customer donations to fight hunger, has become something extraordinary. 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.
With World Hunger Month coming up in October, including World Food Day on 16th October, KFC is aiming to raise over R5 million in 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 health, wellbeing and education of millions of children, initiatives like this that channel funds towards feeding children are playing a vital role.
The pressure is on to maintain levels of feeding and increase the children Add Hope is able to reach through beneficiary partnerships. KFC Public Affairs Director for Africa, Thabisa 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 on physical, mental and social development. 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 also really appreciate every customer donation as these donations enable Add Hope to keep increasing the amount of children we reach.”
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.”
“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,” says Mkhwanazi. “Your R2 fills 120 000 children with hope.”
To find out more about the Add Hope, visit www.addhope.co.za
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About Add Hope:
Add Hope, a powerful initiative that sees KFC customers and staff unite in the fight against hunger, has now reached the milestone of feeding 120 000 children around the country nutritious meals, every day, through supporting sustainable feeding programmes at a growing list of 137 beneficiary organisations.
Add Hope raises money through customer donations added at the till or on the Add Hope website, as well as donating a percentage of KFC profits as its own Corporate Social Responsibility contribution. In 2016, Add Hope raised R39 million, with every cent of customer R2 donations going towards feeding children. Over the past seven years, Add Hope has raised close to R400 million in KFC corporate social responsibility donations and customer donations combined.
KFC is part of Yum! Brands, Inc., the world's largest restaurant company in terms of system restaurants with more than 36,000 restaurants in more than 117 countries and 1.4 million company and franchise associates. Yum! is ranked #214 on the Fortune 500 List, with revenues of more than $12 billion in 2011. KFC Corporation, based in Louisville, Kentucky, is the world's most popular chicken restaurant chain, specialising and famous for its Original Recipe®. The secret recipe of 11 herbs and spices was first developed in 1940 and the same recipe is still used across the world today.
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Issued on behalf of:
Corporate Communications Manager, KFC Africa
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