Wellcome teams up with Foodlink to launch a HKD$5,000,000 Rice Donation Charity Programme

As Hong Kong’s poverty rate hits a record high and the underprivileged hard-hit by the pandemic, supermarket giant Wellcome launches a “Rice Donation Charity Programme” in Hong Kong and Macau, aiming to raise HKD$5,000,000 within 365 days.

The programme kicks off with Wellcome donating HKD$3,000,000 to Foodlink, a charitable organisation that provides hot, delicious and nutritious meals to the elderly, the homeless and low-income families.

Confident that Wellcome can meet the fund-raising target, CEO of DFI Retail Group Ian Mcleod said that to help customers stretch their budget in this difficult time, Wellcome’s “Low Prices Locked” programme has been keeping grocery prices locked for over a year and is still ongoing. Now the company is going one step more to help the needy put food on the table.

Showing her appreciation, Aurea Yung, Head of Operations of Foodlink says, “As a food support charity, our work has been seriously affected as food donation has dropped 70% during the pandemic. We are very happy to see Wellcome launch the ‘Rice Donation Charity Programme’ to send our warmest regards to the needy.”

Wellcome invites the public to support this good cause by donating HK$0.5 for every kilogram of “Yu Pin King” brand of Thailand rice sold in all Wellcome Supermarkets, selected Marketplace, 7-Eleven in Hong Kong and San Miu Supermarket in Macau.

Wellcome will increase its donation to HKD$1 on “Double Up Days” held on the first day of each month and “Festive Feast Up” during Chinese New Year, Mid-Autumn Festival and Winter Solstice.

Moreover, for every purchase of selected Yu Pin King brand of premium food, Wellcome will donate one to the programme during these festive seasons.

Proceeds will be used to purchase Yu Pin King rice at cost, which is estimated to provide over 16 million bowls of rice for Foodlink to distribute to those in need. Details and the progress of the funds raised can be seen in the “Rice Bank” at https://wellcome-csr-dev.itehk-services.com/.