06 November 2022

Feeding the potential of SA’s children

As a people first brand – focused on unlocking potential - we have always aimed to truly drive the spirit of youth development - after all they are the future and the legacy of our country. More than ever, we’re committed to helping the youth across all walks of life reach their full potential through access to food and opportunity. It is about uplifting the communities in which we serve.

National Children’s Day acts as a reminder that all children are protected under the constitution. Every child has the right to nutrition, shelter, healthcare and social services. And while the rights of children are progressively and clearly defined, ensuring that these rights are fulfilled for every child in the context of deep-seated inequality, remains a pressing challenge. However, through collective efforts we can help cultivate a brighter future - a future where every child has equal opportunities and a full belly – with the potential to change the world.

In fact, it’s very clear brands have a critical role in driving the potential of South Africa’s children – from education and feeding schemes to sports development and access to opportunities: Barriers can be broken together.

Just look at Add Hope. We see this come to life daily when we partner with our customers who donate their R2 and with our non-profit partners who bring our feeding programme to life, having served more than 250 million meals since inception. Add to that our collective, bold ambition to reach the 500 million mark by 2030. We also see it in our Mini Cricket - South Africa’s leading cricket development programme which not only teaches children the fundamentals of cricket but also helps them explore and develop life and social skills. This year the programme celebrates 40 years of changing lives - we couldn’t be more proud of the strides that these programmes are making.

It is clear that with our recipe for good based on our strategy of genuine purpose, a little can go a long way and for all those that stand up for our children: We see you and we celebrate your efforts. Together we can feed the potential of South Africa’s children – let us all continue to add hope.
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