Project information

Rose Vouchers for Fruit & Veg Project

Rose Vouchers help families on low incomes to access a healthy diet & avoid food poverty by providing vouchers that can be redeemed at local street markets & independent green grocers. We work in partnership with local children's centres to engage families. Vouchers are worth £3 per child per week.

It's an ongoing project

Charity information: Alexandra Rose Charity

Alexandra Rose Charity logo
  • Need


    Diet-related disease now causes more premature deaths than smoking or alcohol. More than 1-in-5 children in Reception & 1-in-3 Yr6 children are obese or overweight. Children from the most deprived areas are twice as likely to be obese than those from least deprived areas. Food poverty damages early development, growth & school readiness. Scarcity of food, poor maternal diet, weaning onto unhealthy food and lack of fresh fruit & veg are all big factors in childhood obesity & long term ill health


    Our mission is to give families access to fruit & veg in their community. We do this through the Rose Vouchers for Fruit & Veg Project (RVP) by helping parents & carers on low incomes to buy fresh fruit and veg while developing the skills and confidence to give their families a healthy start. As well as combatting hunger and immediate food poverty, RVP is about early intervention - preventing diet-related health problems and supporting children from an early age to access a healthy diet.

  • Aims

    Aim 1

    Feed 550 families facing food poverty this Christmas via our Rose Vouchers for Fruit & Veg Project


    » Distribute £10,000 worth of vouchers to 550 families to spend on fruit & veg at local markets this Christmas

    What success will look like

    £10,000 of vouchers distributed & tracked. Participatory Appraisal workshops to evaluate impact of RVP on financial resilience, shopping & eating habits as well health benefits.

    Aim 2

    550 families to engage with local children's centre services in the lead up to Christmas


    » Through the distribution of vouchers at local centres families will connect with activities, build social connections, & access other support services

    What success will look like

    Feedback from children's centres assessing overall engagement from Rose voucher recipients. Attendance at pre-Christmas events and activities.

    Aim 3

    Support economic vibrancy of street markets in five low income areas across the UK


    » £10,000 extra income. Supporting financial sustainability & ensuring markets survive to continue to deliver access to healthy food in low income areas

    What success will look like

    £10,000 distributed. Surveys with traders to assess economic impact of the scheme

  • Impact


    By 2022, we want to be supporting 2,000+ low income families to live healthier lives & combat food poverty. We know RVP works. Outcomes include: 95%+ of families increase consumption of fruit & veg; 75%+ decrease consumption of processed food & ready meals; 65%+ increase preparation of meals from scratch; and 95%+ of families report general or specific health improvements, e.g. general feeling of increased wellbeing, weight loss, improved sleep, higher energy levels, improved bowel health etc.


    Risk: Cuts to early years services limit delivery in children’s centres. Response: Explore alternative delivery with other health & community services.
    Risk: Fail to secure enough funding to make local projects sustainable. Response: Fundraising Strategy includes a balanced range of sources including trusts, foundations, corporates, public donations & local authorities.
    Risk: processing vouchers becomes unmanageable. Response: we have invested heavily in new tech to digitise voucher redemption.


    Big Give match donors will receive regular reports (quarterly / annual as they wish), summarising case studies, qualitative evaluations of local projects and our metrics dashboard including numbers of families supported & vouchers distributed. Similar info will also be on our website/in newsletters.

  • Budget

    Budget - Project Cost: £10,000

    Loading graph....
      Amount Heading Description
      £10,000 Rose Vouchers £10,000 worth of vouchers distributed directly to families experiencing food poverty
  • Background


    We’re a small national charity working closely with a broad range of community partners in some of the UK's most deprived & marginalised communities - inner city areas in London & Liverpool, as well as the former coalfield community of Barnsley in South Yorkshire. We work with children’s centres, grassroots community groups & local markets. We focus our work with people living in wards that are amongst most deprived - i.e. generally in the top 10% measured by the Indices of Multiple Deprivation.


    We give direct support to families affected by food insecurity and at risk of diet related ill-health, including those out of work & those who may be in work, but are struggling financially. We currently work with over 850 families. Parents want to feed their children well and give them the healthiest start possible, but they face challenges of low incomes & lack of access to healthy food and are daily presented with a food landscape where unhealthy food is more plentiful & much more affordable.

  • Why Us?

    Why Us?

    We’re a 106 year-old charity tackling one of society’s big modern day problems through a simple and innovative partnership project. We believe that long-term solutions for childhood obesity, dietary related ill health and food poverty must have a retail response and Rose Vouchers are now recognised as an effective intervention. We want to grow RVP so we can support more families and work with more markets, partnering with local authorities & communities to set up effective projects across the UK

    Read more about the Charity running this project.


    Jonathan Pauling

    Chief Executive Jonathan has more than 20 years experiance working on food issues covering sustainability, health, and food poverty.

    Mike Morris

    Chair - Mike led the reinvention of the charity to focus on food poverty & healthy eating first as Vice Chair & now as Chair for the past four years

    Faith Holland

    Programme Development Manager - Faith has worked for ARC for the last year leading on digitising of the reimbursement & distribution of vouchers.

    Eleanor Wilton

    Communications & Project Manager - El leads the charities communications work as well managing local projects