East of England Co-op to fund increased value of Healthy Start Vouchers in Stores

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We have joined forces with Marcus Rashford’s Child Food Poverty Taskforce, calling for the government to increase the value of Healthy Start vouchers from £3.10 to £4.25.

In the absence of government action, from the 21 September 2020, we will fund the £1.15 balance thereby increasing the value of the Healthy Start vouchers redeemed in their stores to £4.25, funding the £1.15 difference per transaction themselves. We plan to support this increase in value until the government takes action to increase the value of Healthy Start vouchers to £4.25 for all.

Marcus Rashford said “Little steps make huge differences to so many in need. Proud to see another Task Force member take it upon themselves to cover some of the deficit felt by families across the UK.”

Roger Grosvenor, Joint Chief Executive for the East of England Co-op, said: “We believe that all children should  have access to good food, supporting not only their nutritional and mental health but also providing them with the energy they need to learn effectively.

“We’re very proud to be a part of the Child Food Poverty Taskforce, and wholeheartedly back the campaign to increase the value of Healthy Start vouchers. We feel it is such an important issue , that we’ve taken the decision to fund the additional £1.15 ourselves, allowing customers who shop with a Healthy Start voucher to purchase products up to the value of £4.25.

“Retailers, businesses and individuals, like Marcus, are stepping up and doing their bit. What we need now is government to take notice, listen and do the right thing for these children and their families.”