5.3 million meals donated since the start of the partnership in 2015

Choithrams reveals “What’s for Lunch?” awareness and fundraising campaign to support the UN World Food Programme’s school feeding programmes in the Middle East region. WFP, the 2020 Nobel Peace Prize Laureate, and Choithrams mark the seventh year of their strategic partnership that provides meals to school children in need, ensuring continuity of education. For many of these children, the meal they receive at school is the only meal they get for the day.

From 1 September until 7 December 2021, 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, whether in store or online. #ZeroHunger remains an important purpose that Choithrams has been advocating for the past seven years, and this year the goal is to reach 5.6 million meals to needy school children in the Middle East.

As part of the #ZeroHungerwithGoodness 4 months campaign, “What’s for Lunch?” is the question that will be featured on the related communications tools in all Choithrams outlets to trigger a conversation on nutritious and balanced meals and to help increase customers’ and followers’ awareness.

Through a series of informative videos curated by experts, “What’s for Lunch?” will inform and inspire viewers about effective lunch ideas. The episodes will be presented at 12 noon across 12 weeks on Choithrams social media platforms, including Instagram, Facebook and Twitter. Discussions will be around smart lunch habits, nutrition, exclusive recipes and meal planning strategies. Fans and followers presenting attractive lunch ideas will win attractive prizes every week – follow Choithrams social media pages for more information.

Commenting on the brand’s vision to spread goodness through food, L. T. Pagarani, Chairman of Choithrams said, “At the peak of the pandemic, more than 370 million children were deprived of the main meal of the day. At Choithrams, we aim to be part of the solution, and advocacy and donations help in bringing relief to millions. Together with our generous stakeholders, our customers, partners and staff, we will continue supporting the School Feeding programmes administered by United Nations World Food Programme to keep children in school.”

No child should go to bed hungry. With that aim, #ZeroHungerwithGoodness brings together the community to make a difference in the lives of millions. The 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.

For more information contact: kmalhotra@choithrams.com