Leon launches Feed Britain initiative

Leon has announced the launch of Feed Britain, a new online delivery service that provides customers with fresh grocery essentials and  ready meals amid the ongoing coronavirus crisis. 

Whilst Feed Britain is designed in the long run to be a commercial enterprise that makes it possible for suppliers to sustainably serve people at home, 

For the duration of the pandemic, 100% of the profits made by Feed Britain will be donated to the NHS through FeedNHS, an initiative launched by Matt Lucas, Damian Lewis, Helen McCrory and Leon to provide meals to NHS critical care workers.

The Feed Britain initiative is part of the brand’s “ongoing commitment” to support the NHS, and it will also enable the delivery of essential goods to the vulnerable.

Leon said that the scheme will also help to connect food manufacturers, suppliers, farmers and other brands, in order to “help the foodservice industry survive” through the crisis. It will also be a commercial enterprise “in the long run”. 

Customers will be able to choose between four different boxes for delivery, including a fruit and vegetable box, an everyday essentials box from partners Premier Fruits, and prepared meals from Mustard Foods. More boxes will be added to the range in the coming days.

John Vincent, founder and CEO at LEON said: “We’ve created Feed Britain to connect people directly to the suppliers who traditionally provided food and ingredients to restaurants.  

“There are many suppliers who no longer have restaurants to sell their produce to. And at the same time people stuck at home are finding long delays on their supermarket home deliveries.” 

He added: “We are giving 100% of all profits of Feed Britain during this Covid-19 crisis to FeedNHS, and in the longer term we hope that we can build a successful business that keeps Leon trading and preserves businesses and jobs throughout the restaurant industry. 

“By working closely with British food producers, farmers and wholesalers who no longer have restaurants to sell to, we are able to help them avoid the threat of closure and give people at home access to quality produce.”

Jason Tanner, chairman of Premier Foods Service Provider said: “The Premier Fruits Group is delighted by the partnership we have been able to forge in such a short space of time with the team at LEON, in relation to their Feed Britain initiative.

“Both companies can bring a wealth of knowledge to this project encompassing all sides of the fresh industry, coming together to deliver the “As Fresh As it Gets” options to UK households.”