FUEL10K launches 'Fuel a Breakfast' campaign in partnership with FareShare

Jenni Falconer launches FUEL10K’s ‘Fuel a Breakfast’ campaign for FareShare

Radio presenter and podcaster, Jenni Falconer, has partnered with FUEL10K to encourage the nation to ‘Fuel a Breakfast’ this October, in support of FareShare.

As porridge season officially begins, FUEL10K’s breakfast habits report has revealed that nearly half of Brits (47.75%) switch to a warm breakfast in autumn/winter. The research commissioned by FUEL10K and conducted by Censuswide has also revealed that less than a quarter of Brits (22.35%) say they never skip breakfast, meaning a large proportion of the country are starting the day on an empty stomach, particularly young people.

More households than ever across the country are accessing food support, with FareShare redistributing the equivalent of 135 million meals in the last year.

With one in six people facing food insecurity across the UK, FUEL10K has partnered with FareShare to help fight food insecurity this winter. Throughout October, for every pot or box of porridge purchased, FUEL10K will donate a porridge breakfast to FareShare.

Ahead of the ‘Fuel a Breakfast’ campaign launching, Jenni spent the afternoon at one of FareShare’s 34 regional centres, meeting with volunteers responsible for delivering food to charities and local community groups.

FareShare is the UK’s largest charity tackling the environmental problem of food waste for social good. All porridge donations will be distributed across its network of over 8,000 charities and community groups.

FUEL10K’s ‘Fuel a Breakfast’ campaign will run from Tuesday 1 to Thursday 31 October 2024. FUEL10K porridge pots and boxes of porridge sachets are available at all major UK supermarkets instore online.

“We are so grateful to everyone at FUEL10k for supporting the Fuel a Breakfast 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 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 provide support people and communities. By purchasing these porridge pots and boxes, shoppers can help people affected by the cost of living crisis come together through food and access essential support services. FUEL10k’s generous support for FareShare makes a huge difference in helping us make the food go further.”

Kirsty Ford, Head of Fundraising at FareShare

“With increased demand on foodbanks across the country, we are delighted to be partnering with Jenni to launch our ‘Fuel a Breakfast’ campaign. The importance and benefit of a nutritious breakfast is widely known, with research confirming this belief is widely held. However, it seems that although we know of its importance, far too many of us are still regularly skipping the first meal of the day. Our porridge pots and sachets are quick, convenient and high in both protein and fibre. Ready in minutes and easy to enjoy on the go or at your desk, we hope that our ‘Fuel a Breakfast’ campaign can help more people to start the day with a fuller tummy - through trying our pots and sachets and in turn donating a porridge breakfast to FareShare.”

Brand Director at FUEL10K, Scott Chassels