Hovis partners with Morrisons and Fareshare to support UK communities

A new partnership with Morrisons and Fareshare

As millions struggle with the cost of living crisis across the UK, Hovis will donate one loaf of Hovis® Best of Both® to Fareshare with every loaf purchased via the Morrisons More Card or app*. The promotion launches in stores from 2nd October until 22nd October and will run across 497 Morrisons stores in the UK. Hovis has worked with Fareshare since 2014, and in this ten-year period has contributed an equivalent of 1.4 million 800g loaves to the charitable cause. This is the first time Hovis has worked exclusively with Morrisons More Card and Fareshare. This collaboration will give Morrisons shoppers the chance to give back to those in need through Fareshare, the UK’s biggest charity tackling the problem of food waste for social good.

Alistair Gaunt, Commercial Director at Hovis said: "Our partnership with Morrisons and Fareshare gives thousands of shoppers the chance to help communities throughout the UK. With the cost-of-living crisis still an issue for many across the country, we’re devoted to doing our bit to help people in need."

“We chose our Hovis® Best of Both® as a focal point since it’s enjoyed by almost 1 million households each month* and with an equal blend of white and wholemeal flour in every loaf, it’s the perfect fit to support those families most in need,1 therefore we’re confident that this promotion will have a positive effect. We’ve always recognised the support and work done by charities such as our partner Fareshare and we’re thrilled to have joined forces again in this exclusive partnership with Morrisons.”

Faye Atkins, The Category Director on Bakery and Cakes at Morrisons: “Morrisons is delighted to be working with Hovis and Fareshare throughout October. For every Hovis’® Best of Both® loaf purchased with a Morrisons More Card, Hovis will donate one loaf to Fareshare. It is anticipated that a minimum of 140,000 loaves will be donated (at £1.25 RRP) That is a total retail sales value donation of £175k.

“Thanks to all involved at Morrisons for supporting this initiative and to our Morrisons shoppers for giving back to their local communities.”

¹ 52 weeks MAT Nielsen all outlets 18.05.24

² NIQ Homescan, 4w/e 07/09/24

Kirsty Ford, Head of Fundraising at Fareshare said: “We are so grateful to everyone at Hovis and Morrisons for supporting this campaign. The donations made to Fareshare from this initiative will help us get good-to-eat food, which might otherwise go to waste, to people who need it. Every day, the food we redistribute to a network of over 8,000 charities in every region helps to strengthen communities. From homelessness shelters and afterschool clubs to refuges and older people’s lunch clubs, these groups are all working harder than ever to support people and communities. Hovis and Morrisons’ generous support for Fareshare will make a huge difference in helping us make the food go further.” 

Fareshare Registered Charity Number 1100051.