Since the pandemic started, the situation for the underprivileged in Hong Kong has become harder than ever. Hong Kong’s popular supermarket Wellcome has always helped to support those in need during difficult times.
The brand launched its year-round “Rice Donation Charity Programme” across Hong Kong and Macau. To kick off the program, Wellcome announced a generous donation of HK$3,000,000 to Foodlink.
Foodlink Foundation is a registered Hong Kong charity striving to fight hunger, reduce food wastage in hotels and F&B in the city. It aims to foster nutritional wellness among those in need, and more.
From today onwards, Wellcome will donate HK$0.5 per kilogram sold from its full range of Yu Pin King rice. It’s targeting to raise HK$5,000,000 to help those in need. It’s applicable to the full range of 12 products from Yu Pin King rice. On the first day of every month, it will increase the donation from HK$0.5 to HK$1 per kilogram of rice sold. The same applies for three key Chinese festivals – Chinese New Year, Mid-Autumn Festival and Winter Solstice – when families will be bulking up on rice orders. For the Chinese festivals, Wellcome also donates one for every purchase a customer makes from a selection of premium food from the Yu Ping King range – You Buy One, They Donate One.
Ian Mcleod, CEO of DFI Retail Group, said: “The reason we are doing this is because rice is ingrained into Asian culture. ‘Have you eaten yet’ is more than just a greeting – it’s a way to express our care for each other”.
Aurea, Head of Operations of Foodlink, said: “The poverty rate has risen to a record high in Hong Kong. As a food support charity, our work has been seriously affected as food donation has dropped 70% during the pandemic. We are very happy to see Wellcome launch the Rice Donation Charity Programme to send our warmest regards to the needy”.