In response to the increased need for food bank donations across the country, New Directions introduced its Christmas Food Bank Match Appeal, and invited its clients and staff to tag or send in photos of their food bank parcels, to be ‘matched’ by an additional donation from New Directions.
Customers from all companies within the New Directions Group were invited to take part and as a result we were overwhelmed by their contributions.
Sophie Cecil, Group COO at New Directions said: “It’s been such a difficult year for so many people, and we were all in agreement at New Directions that we wanted to do something together with our customers to support local food banks.
“We received photos of donations from schools, teachers, sports clubs, pharmacies and care workers we work with all over the UK, including in Cardiff, Swansea, Merthyr Tydfil, Wrexham, Chepstow, Bristol and Birmingham, and we will therefore be sharing our donation between Trussell Trust food banks based in these areas.
“We are also pleased to be supporting the Trussell Trust Cardiff Harvest and Christmas Appeal, which is raising funds for a new van to ensure they can continue to make the necessary food deliveries across the city, and of course we have our own food parcels, which are being delivered to a number of food banks this week.
“We’d like to thank everyone who took part, and from everyone at New Directions we wish you a Merry Christmas.”