Make Veg Poverty History

19 Jan 2021 | Events

We believe brands have a responsibility to help make the world a better place. That’s why our belief that food can be better is at the heart of everything we do. ‘Food can be better’ is our way of saying that food can taste better, can be better for you, and better for the planet and its inhabitants.

Getting more vegetables on plates is something that we’re passionate about. The evidence continues to show that eating more vegetables has a positive impact on personal health and that of our planet too.  

Looking back on our five years in business, one of the things that we’re most proud of, but have never really talked about, has been working with charity partners to help feed people in need. The more we talked about it among ourselves the more it became clear that this was something we really wanted to do more of. 

We talked to some of the experts in the field: nutritionists, health professionals, food banks, and charities to understand the challenges faced by people needing help to feed themselves and their families.  

We were shocked and dismayed to learn about the rising numbers of people in the UK relying on food banks. Equally shocking was how so many food banks weren’t equipped to provide frozen veg – which as a healthy, nutrient-dense food with a long shelf life, can be an essential addition to their service. We did some national research and discovered that millions of people were not getting enough vegetables and fruit in their diet.  

They were suffering from Veg Poverty. 

Introducing: Make Veg Poverty History 


Veg Poverty is the inability to access or afford adequate fruit and vegetable, using the NHS recommended 5-a-day as a guide. Based on our research, about 6.5 million or 1 in 4 British people of working age from lower income households consider themselves to be in Veg Poverty today. 

While for many people, choosing to ramp up their veg intake is a healthy New Year’s lifestyle choice, for others it’s an unattainable goal.  

We’re on a mission to change that. Let’s MAKE VEG POVERTY HISTORY.  

Starting in January 2021 and working with our partner Bankuetwe’re going to help food banks to accept frozen donations and support their ability to distribute healthy frozen food. 

We will deliver freezers and Strong Roots products to food banks around the UK.  On top of that, we’re really excited to be opening the UK’s first Frozen Veggie Food Bank near our London office in Hackney. This dedicated frozen veggie food bank means everyone will be guaranteed frozen veg in their food parcel.  

At a time of year when there’s extraordinary demand on food banks, we hope to play our part in easing some of the pressure on these services as well as providing nutritious options to the local community.  

Throughout the rest of 2021 we’ll keep banging our drums even louder about the benefits of veggies in everyone’s diet and do everything we can to educate people on the benefits of frozen vegetables and improve their access to it. 

Making Veg Poverty History is our long-term commitment to a social cause that can’t be ignored. We recognize that we can bring a special set of skills and resources to the table, to champion a cause that we really believe in.  

We hope you’ll join us. 

Find out more about Bankuet and donate, click here.