Wellcome launches Rice Donation Charity Programme to raise HKD$5 million for Foodlink

“Have you eaten yet?” is more than a local greeting but also an expression of care and kindness to others. As poverty rate hits record high in Hong Kong with over 1.6 million people living below the poverty line, supermarket giant Wellcome puts its corporate beliefs and commitments into action by launching a ‘Rice Donation Charity Programme’ in Hong Kong and Macau.

Aiming to raise HKD$5 million within 365 days, Wellcome kick-starts the programme by donating HKD$3 million to Foodlink Foundation, a charitable organisation that provides hot, delicious and nutritious meals to the elderly, the homeless and low-income families.

Confident that Wellcome can hit the initial fund-raising target, CEO of DFI Retail Group Ian Mcleod says, “To help customers stretch their budget further 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 we are taking one step further to help the needy put food on the table.”

He reveals that despite rising costs from its suppliers, Wellcome has persisted with its ‘Low Prices Locked’ programme for which the company has absorbed price increases of over HKD$40 million.

A long term partner with Foodlink, Wellcome turns rice into a blessing of compassion and love as it initiates the Rice Donation Charity Programme. Mcleod adds that he has made visits to Foodlink’s kitchen and is deeply moved by Foodlink’s dedication and efforts during this challenging year.

Showing her gratitude for Wellcome’s generous support, Aurea Yung, Head of Operations of Foodlink says, “As a food support charity, our work has been seriously affected as food donation has dropped drastically by 70 percent during the pandemic. Unable to get safe-to-eat surplus food from hotels and F&B outlets, we need new ways to find new donors.”
“Rice, a staple food in our diet, is also the main item in the food bags that we distribute. We are very happy to see Wellcome launch the Rice Donation Charity Programme to send our warmest regards to the needy,” she says. “I hope this is a start to more donors coming forward to support this good cause.”

Let’s fill the ‘Rice Bank’

Mcleod stresses that the programme raises not only funds but also awareness as he looks forward to inspiring customers and businesses to join in. As small actions can bring about massive changes and collective efforts can lead to great impacts, the campaign is not just a one-off donation, but a year-long programme in which the public is invited to lend a helping hand.

First of all, Wellcome pledges to donate HK$0.5 for every kilogram of ‘Yu Pin King’ brand of rice sold in all Wellcome Supermarkets, selected Marketplace, 7-Eleven in Hong Kong and San Miu Supermarket in Macau. This is applicable to all 12 ‘Yu Pin King’ rice products.

Wellcome’s donation will increase to HKD$1 on ‘Double Up Days’ held on the first day of each month and ‘Festive Feast Up’ during three important Chinese festivals – Chinese New Year, Mid-Autumn Festival and Winter Solstice.

Moreover, as festive seasons are the times when relatives traditionally come together for family meals, Wellcome hopes to make their meals more hearty by ‘You Buy One, We Donate One’: for every item of selected ‘Yu Pin King’ brand of premium food purchased, Wellcome will donate one matching item.

‘Yu Pin King’ quality rice is directly imported from Thailand. The Thai Hom Mali Jasmine rice has been voted as the best-tasting rice in the 12th World Rice Conference.
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.

For details and to keep track of the fund-raising progress, please refer to the “Rice Bank” at https://wellcome-csr-dev.itehk-services.com/.