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Choithrams joins UN WFP’s Zero Hunger campaign to help provide meals to school children in the region

More than 5 million meals donated since the first campaign in 2015

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We are proud to launch #ZeroHungerwithGoodness campaign 2020 to support our long-term partner the UN World Food Programme (WFP). The campaign, in its sixth year, aims to support marginalised children living in challenging circumstances through the provision of nutritious school meals. It will run in selected supermarkets and on Choithrams online from 1 September until 31 December 2020.

Through the #ZeroHungerwithGoodness campaign, Choithrams pledges to donate up to AED 4 every time a customer purchases a product from the “Goodness Foods” range marked with a special sticker. Proceeds will go to support WFP’s School Feeding programme in the Middle East.

“Our commitment to the United Nations World Food Programme gives us an opportunity to rally behind children facing the risk of hunger and malnutrition,” said L. T. Pagarani, Chairman of Choithrams. “Our goal is to help children thrive in life and continue their education and personal development by providing them with nutritious food through WFP’s successful School Feeding programmes. We count on the continued support and donations of our diligent staff and generous customers and partners for the success of this initiative and hope to exceed our target of one million locally-made school meals,” he added.

Popularised through the social media hashtag #ZeroHungerwithGoodness, the integrated fundraising campaign builds on the success of the past five years, during which Choithrams - together with its partners, customers and well-wishers - was able to raise more than USD 2 million. Proceeds were used to fund WFP’s school feeding programme and ensure continued education of marginalized children.

According to WFP, the global average cost of one nutritious meal for a child in school is about AED 1, and the average cost of one year of school meals is about AED 200.

WFP’s school feeding programmes span 61 countries and serve as a critical social safety net for poor and vulnerable households. In 2019, WFP provided school meals to 17.3 million schoolchildren and supported national school feeding programmes, benefitting a further 39 million children. Some programmes provide complete meals while others provide fortified snacks. Because of the COVID-19 pandemic, WFP has shifted its work in some cases, providing nearly 7 million schoolchildren in 45 countries affected by school closures with take-home rations.

For more information contact: kmalhotra@choithrams.com