Foodinate is a social enterprise designed to make having an impact on food poverty in the UK ‘as easy as dining at your favourite restaurants’, where every ‘Foodinate’ branded meal sold results in a meal for a local person in need.
Foodinate has partnered with several food outlets in Manchester, including George’s Dining Room and Bar owned by Ryan Giggs, to deliver an innovative scheme that lets restaurants choose at least three meals to brand as a ‘Foodinate’ option on its menus.
Since the restaurant agrees to cover the cost of the donated meal, all the diner has to do is order a meal from the menu that’s been marked with a Foodinate sticker.
The Manchester-based social enterprise ran a four week trial in September 2015 and secured more than 1,000 meals for homeless people.
Rich Leigh & Company’s Manchester office, led by Emily Urban-Smith, will support Foodinate with social media, brand strategy, media relations and creative campaigns.
Caroline Stevenson, founder of Foodinate said: “I hoped to work with a PR agency that has experience in both charity and food PR, but as a new social enterprise with an incredibly limited budget, knew that was a big ask.
"As soon as I was introduced to Rich Leigh & Company though, their experience and excitement for the idea shone through and, on hearing the agency’s commitment to providing pro-bono support for one charity partner in each office, was so happy when they said they’d like to help Foodinate.”
Emily Urban-Smith, director of Rich Leigh & Company’s northern office said: “I think Foodinate is going to be a huge success. It offers a quick and easy way for dining businesses and the public to support a cause and, frankly, is a win-win for everybody involved, from the restaurants through to the homeless communities it benefits.
“Homelessness is a rising issue in the UK and one that needs to be addressed. I’m glad that we can be a part of it and look forward to calling on our charity and food PR experience to get the Foodinate cause out there and in as many restaurants as possible!”