Embargoed for publication until 00.01 Friday 26th November
Co-op ‘bins’ this year’s Christmas TV ad to put spotlight on food waste • Ethical retailer will instead host UK’s first ever live TV advert to highlight community solutions to food waste
• Co-op funding to double network of Community Fridges to 500, saving 34m meals from going to waste annually
Instead of a traditional supermarket multi-million-pound TV commercial, this Christmas, Co-op will shed a light on the power of real communities in real time. As part of its commitment to reduce food waste and help more people get the meal they deserve this Christmas, tonight (26th Nov), Co-op will be interrupting ITV’s Coronation Street to host a live link to a Community Fridge within the Afghanistan and Central Asian Association Community Centre in Feltham. There, TV personality, Dermot O’Leary alongside TV chef and rapper Big Zuu will put the spotlight on that local community and how a fridge is bringing people together to eat, connect, learn new skills and reduce food waste. The Community Fridge Network was set up by environmental charity Hubbub in 2016. Each Community Fridge redistributes an average of 2.4 tonnes of food per month. Now, Co-op is committing to doubling Hubbub’s network of fridges, by funding a further 250, which will save a total of 34 million meals from going to waste annually across the network of 500 fridges. Dermot O’Leary, TV presenter commented: “Everyone deserves food on their plate all year round not just this Christmas, so I’m pleased to give my support to this initiative. It’s been a horrendous 18 months for a lot of people. This shows the power of communities and what can be achieved when we all come together.” The fridges which will be open over the festive period are a place where communities can gain access to fresh food, cook together and learn new skills.