A scheme that offers fruit and veg to low-income families in exchange for vouchers has expanded to the London borough of Hammersmith and Fulham.
Run by the Alexandra Rose Charity, the Rose Vouchers Project is supported in Hammersmith and Fulham by Disney’s Healthy Living Fund, a corporate resident of the borough. Low-income families can now redeem vouchers from North End Road Market.
“This innovative project is a really easy way for families in H&F to enjoy fresh, healthy fruit and vegetables,” said deputy leader of H&F council, Sue Fennimore.
“We’re determined to give everyone the opportunity to eat healthily and also to continue our ongoing work to support local traders and raise awareness of North End Road as a food destination.”
At the launch of the scheme, held on 23 June, visitors were offered tours of the market, cooking demonstrations, fruit and veg displays and the chance to make fruit and veg faces and play food-themed games.
Fulham parent Lucy Myers, who is signed up to the scheme, said: “With Rose Vouchers people have a more personal experience when buying fruit and veg, compared to supermarkets.”
Another parent, Lamyae Loudiyi, said: “It is very helpful. It helps you cook more vegetables for the children.
“I can cook different things with them as I am trying to give them five a day. It is easy at the market as I go there all the time and the guy there knows me.”
Jonathan Pauling, CEO of the Alexandra Rose Charity, said the Rose Vouchers project is an “innovative retail response” to the problem of food poverty and unhealthy diets.
“By working with traditional street markets we help families access a healthy diet but also support local and sustainable food economies,” he said.
Disney UK’s Matthew Grossman said: “We’re thrilled to be working with Alexandra Rose Charity & Hammersmith & Fulham Council to support this unique and much-needed initiative.”
The Rose Vouchers Project already operates in Brixton market and in Barnsley, in the north of England.
