John Paine from Linkt Community Trust who runs the Otumoetai Social Supermarket with
Brendon Good, Owner Operator of New World Brookfield and Rohan McCloskey CEO and Founder of GeGenerosity.

The campaign ran for two weeks in September with customers across eight participating New World and PAK’nSAVE supermarkets able to voluntarily add a small donation to their spending at the checkout.

Supported by pay-it-forward platform GoGenerosity, every cent donated to the campaign has gone to the social supermarkets in each region, helping reduce food insecurity by ensuring families in need have access to fresh produce and essential items.

The supermarkets that took part in the campaign are:

Earlier this year the campaign was piloted by Tauranga stores New World Brookfield and PAK’nSAVE Cameron Road in support of Linkt Community Trust’s Otumoetai social supermarket Willa Hand, Head of Social Supermarkets for Foodstuffs North Island, the co-operative behind the North Island’s New World, PAK’nSAVE and Four Square stores, says as locally owned and operated stores, Foodstuffs supermarkets have deep rootsin the communities they serve.

“Our partnerships with social supermarkets aim to ensure that families in need are not only fed but are given the dignity of choice in what they take home.  As an organisation, we’ve contributed just under $5 million to support social supermarkets across the North Island,” she says.

“Customers are incredibly supportive of the initiative and often ask us how they can help. This was an easy way for them to directly contribute to the social supermarkets in their region, which I know many will appreciate.

“This completely voluntary pay-it-forward campaign allowed our customers who want to - and who are able to - share in the giving, to make an even greater difference.”

Social Supermarkets are run by local community groups in partnership with Foodstuffs North Island. They rely heavily on a combination of funding from Foodstuffs, support from their buddy stores, grants and donations to provide groceries for those in need. 

Unlike traditional food banks, the social supermarket model empowers families to select the groceries they need through a points system.

Each shopper is allocated a number of points based on their family size, which they can use to select items they want from the supermarket shelves.  

Rohan McCloskey, Chief Executive of GoGenerosity says GoGenerosity was created to allow small acts of kindness to have a big impact on the needs of the wider community.

“We’re very proud to have partnered with Foodstuffs North Island to help address an extremely pressing issue facing many New Zealanders,” he says. 

"The support from these local supermarkets, and now their customers, will go a long way in helping us facilitate a sense of normality and independence for those experiencing food insecurity."