Businesses across the grocery sector are invited to come together for GroceryAid Day and unite behind a single purpose – boost awareness of the support available for grocery colleagues facing tough times.
Taking place on Thursday 30 April, GroceryAid – the charity behind the awareness day which provides free and confidential support – is challenging the sector to double participation compared to last year and reach more colleagues than ever before.
The ambition stems from growing demand for GroceryAid’s financial, emotional and practical support, while awareness remains critically low.
In 2024/25, GroceryAid was there for more grocery colleagues than ever, with a 67 per cent increase in help provided YOY. Over £6.5 million was spent on welfare, including financial grants, counselling, debt advice and legal support and the charity’s 24/7 Helpline provided 5,300+ in-the-moment counselling sessions. Yet just four per cent of grocery workers are aware of GroceryAid when prompted. That means the vast majority of the 2.6 million people who keep the grocery industry moving across the UK – from factory floors and distribution centres to shop floors and head offices - simply do not know it exists. This is why GroceryAid Day matters.
"Every day, we see the difference our support makes to colleagues going through tough times, whether that is financial hardship, emotional distress or a sudden change in circumstances," said CEO Kieran Hemsworth. "But we can only help people who know we are here. There are hundreds of thousands of grocery workers who have no idea that free, confidential support is available to them.
"GroceryAid Day is the industry's chance to change that. Last year, 193 businesses stepped up to support the day. This year, we are asking the industry to double that number. Whether you are a major retailer, a wholesaler, a supplier or an independent, your participation can make a real difference. Download the assets, share the message and help your colleagues access the help they have earned."
Getting involved is simple and free. GroceryAid has developed a comprehensive toolkit of digital and printed materials designed to make participation as easy as possible.
Businesses can download digital assets for use across internal communications, social media and company platforms, and order free printed materials including posters, leaflets, wallet cards and stickers to display across stores, depots, warehouses and offices.
The toolkits are designed to provide everything needed to help raise GroceryAid awareness among colleagues. Many organisations take the opportunity to have fun with GroceryAid Day, hosting activities such as team quizzes, bake sales and physical challenges.
All assets are available to download now at groceryaid.org.uk/get-involved/groceryaid-day/
For more information on GroceryAid’s free and confidential financial, emotional and practical support, visit groceryaid.org.uk