Waste not want not

20 December 2017 | Jo Doverman

With Christmas just five sleeps away (not that I’m counting), it seems fitting to take a look at another festive campaign.

It’s not another Christmas advert doing the rounds, but it is, yet again, a supermarket making the headlines.

Earlier this month, it was announced that Aldi will be donating all unsold fresh food on Christmas Eve for charities and food banks to collect and give to those less fortunate.

I think it’s about time the supermarket giants dished out their unsold and still in date food to the homeless and those who simply cannot afford to eat, so nice one Aldi! Other supermarkets have also been making some big changes recently, most notably Co-op, which is now selling perfectly good food after the ‘best before’ date.

My only concern is that Aldi’s campaign will just be for Christmas, when there are sadly people going hungry in our own country every day.

Don’t get me wrong, it’s a lovely campaign and designed for all the right reasons. I’m sure it really will benefit many hungry families and individuals across the country, who long for a home-cooked Christmas dinner in just under a week’s time.

Through the power of social media, Aldi appealed to organisations across the country to head to their local Aldi at closing time on Christmas eve. Aldi hopes the unsold products benefit “less fortunate individuals” whilst preventing food going to waste.

The campaign gained a lot of praise from social media followers, who urged the other big name stores to follow suit. It’s expected around 20-30 crates of unsold fresh food will be available from Aldi stores for charities and local community groups to collect.

However, unless this ‘good-Samaritan’ move continues throughout 2018 I just can’t help but think it’s a bit of an empty incentive. It’s all well and good doing your bit at Christmas and putting an extra couple of coins in the collection boxes at the check-outs as you fall hook, line and sinker for the consumerism event of the year that is Christmas. But, I think their campaign won’t bear any impact unless the good will gestures continue across the seasons.

Tesco on the other hand, has been handing out unused fresh stock to local charities since February. Hopefully Aldi’s campaign continues into the New Year and beyond too!