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Ambassadeurs Group commits £145,000 to The Felix Project

As the cost-of-living crisis tightens, families are increasingly choosing between heating and eating.

The Felix Project, which has been tackling food inequality since 2016, was set up with an aim of deliver surplus food to charities and schools so they can provide healthy meals and help the most vulnerable in our society. The charity recognised that whilst there is no silver bullet to combat the pressures of unemployment, low income and poverty, there is a simple approach a complex issue: match good quality surplus food from the food industry with people experiencing hunger.

The London-based food redistribution charity rescues good, surplus food from shops, restaurants and delis – food that would otherwise go to waste. It then sorts and delivers this high-quality, nutritious mix of fresh fruit and vegetables, baked goods, salads, meat and fish, to over 1,000 charities, primary schools and holiday programmes in London. Through an alliance with Ambassadeurs Group (AG) The Felix Project will receive £145,000, which has been committed to the charity’s schools’ project. This will provide 50 schools in London for one year with over 500,000 meals and reach the families where choosing between heating and eating is a daily reality.

‘We’re delighted to be partnering with AG, which will play a critical role in us securing our mission of seeing a London where no one goes hungry and good food is never wasted. The support comes at a critical time for London and we’re excited to build this partnership,’ says Ellie Fletcher, Corporate Partnerships Manager at The Felix Project.

For Krishna Hathi, AG’s Head of Charity Initiatives, this alliance speaks to the principles of the Group. ‘We are delighted to announce this alliance and funding for The Felix Project. We are committed to building better futures for our community as well as the next generation. This alliance speaks to both these aims. Nothing is more important than ensuring school children have nutritious food – we know it fuels their learning and health, impacting them both now and in the future, in all ways.’

An additional £10,000 has been donated by AG to The Felix Project’s Empty Plate Emergency Appeal, which aims to help some of the 400,000 children who have nothing to eat for dinner. The support of AG will go further than money. Members of the AG WorkFamily, who work across the Group’s brands, will also volunteer for The Felix Project. Volunteering is already underway and began at the charity’s largest depot in Poplar. ‘It gave me a great opportunity to learn and give back to the community,’ says AG’s CC Ahmet.

The Felix Project was inspired by Felix, the son of Jane and Justin Byam Shaw, who founded the charity. Felix died suddenly from meningitis in 2014, and when his parents were searching for a fitting way to commemorate him, they were reminded of something their son had said after he had played in a football tournament. He told his father he had been upset to learn that many of the 10-year-old boys on the opposing team hadn’t had anything to eat that day. It was that simple piece of compassion that has led to more than 500 suppliers, including supermarkets, wholesalers, farms, restaurants and delis, signing up to be part of The Felix Project network.

Together with the charities that help distribute the food, they are helping to reach the 4.7m UK adults and children who are at risk of missing their next meal. This includes vulnerable people, homeless people, people with mental health issues, and those who simply can’t afford to buy food – as well as the school children.

There are plans to grow AG’s alliance through the year; currently, every £10 provides 50 meals to be given to people across 1,000 charities in London.


*** News published: 15th February 2023***