Having scooped the Nobel Peace Prize in 2020 for its efforts to combat hunger around the world, the World Food Programme (WFP) is doing great things globally. Here at Choithrams we are also doing our bit. Here’s how you can help.

What’s for Lunch?

Is the seventh annual #ZeroHungerwithGoodness campaign between Choithrams and the WFP. It aims to raise money and awareness in support of the WFP’s school feeding programmes in the Middle East region. The partnership provides meals to school children in need, ensuring continuity of education in conflict-affected areas. For many of these children, the meal they receive at school is the only meal they get for the day.

Commenting on the vision to spread goodness through food, Choithrams’ Chairman L. T. Pagarani 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 the United Nations World Food Programme to keep children in school.”

According to the WFP, the global average cost of one nutritious meal for a child in school is around one dirham, and the average cost of one year of school meals is just AED 200.

As part of the four-month #ZeroHungerwithGoodness campaign, What’s for Lunch? hopes to trigger conversation about nutritious and balanced meals for families across the region, as well as for those in need. From now until December 31, 2021, Choithrams will donate up to AED 4 when a product from its extensive Goodness Foods range is purchased, marked with a special sticker, whether in-store or online.

A series of informative videos curated by Dubai’s popular clinical dietician Mitun De Sarkar will also help raise awareness on the importance and positive impact of the school feeding programmes for vulnerable children. Plus there’ll be inspiring recipes and lunch ideas for all shoppers. Featured at 12noon, for a period of 12 weeks, on Choithrams social media platforms, including Instagram, Facebook and Twitter, the videos will cover smart lunch habits, nutrition, exclusive recipes and meal planning strategies.

“Due to an increasing number of natural disasters, conflicts and the devastating effects of COVID-19, the level of food insecurity is on the rise and millions of vulnerable people are suffering from hunger, especially children. Our valuable partnership with Choithrams, enables us to continue supporting some of the most vulnerable children in the region”, said Mageed Yahia, Director of WFP office in the UAE and Representative to the GCC.

Choithrams has been supporting #ZeroHunger since 2015 and this year the goal is to reach 5.6 million meals, provided to vulnerable school children in the Middle East. Funds have been allocated to WFP’s School Feeding programme in Benin, Jordan, Egypt and more recently Algeria, encouraging families most in need to send their daughters and sons to school and keep them there. The meal keeps them healthy and focused in class so they can learn and play, make the best of their education, fulfil their potential as adults and participate in their country’s development as productive citizens in the future.