East of England Co-op to continue topping up the Government’s Healthy Start vouchers

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From 1 April 2021, the value of Healthy Start vouchers will increase from £3.10 to £4.25. Our region’s largest independent retailer has today announced that it will top up the vouchers to the value of £5.

The increase in value of the Government’s Healthy Start vouchers follows a campaign by Marcus Rashford’s Child Food Poverty Taskforce, which aims to tackle the devastating effects of child food poverty in the UK. As a member of the taskforce, East of England Co-op has been enhancing the value of Healthy Start vouchers by £1.15 from £3.10 to £4.25 in their stores since September 2020.

Healthy Start vouchers provide additional support for pregnant women and families on lower incomes to access healthy foods. The vouchers can be used in a wide range of retailers to buy fresh, frozen or tinned fruit and vegetables, fresh, dried or tinned pulses, plain cow’s milk and infant formula.

East of England Co-op Joint Chief Executive, Niall O’Keeffe said: “Our Co-op welcomes the Government’s decision to increase the value of Healthy Start vouchers. No child should have to go hungry and through our work to tackle and understand food poverty in our region we have seen the effect that food insecurity has had on local parents and children.

“Whilst welcoming this much-needed change from the Government, we feel that we must go further to ensure families can access healthy nutritious food and so we are proud to be topping up the new value of Healthy Start vouchers to £5.

“We encourage all local families to check to see if they are eligible to receive Healthy Start vouchers. Once you have received your vouchers just pop to your nearest East of England Co-op and present them at the till when buying any eligible food items. The value will automatically be topped up to £5.”

According to the Child Poverty Action Group there were approximately 4.2 million children living in poverty before the pandemic and this number is now predicted to be higher.

The East of England Co-op has been working with communities across East Anglia to tackle the issue of food justice. In addition to enhancing the value of Healthy Start vouchers by £1.15 in their stores, the East of England Co-op wrote to local MPs last September, encouraging them to support struggling families and call upon the Government to act by increasing the value of Healthy Start vouchers. 

Since March 2020, the retailer has donated over £82,000 from its Community Cares Fund to foodbanks across the region. East of England Co-op also runs collections for local foodbanks across their stores.

On 17-18 November the retailer ran a virtual Food Justice Conference where participants discussed the challenges ahead for foodbanks and other organisations striving for food justice, to understand how it could further help to tackle food poverty.

For more information on the Healthy Start scheme and how to apply visit: www.healthystart.nhs.uk/how-to-apply/

To spend your Healthy Start vouchers at the East of England Co-op, just present the vouchers at the till and the value will automatically be topped up to £5. Find your nearest East of England Co-op: www.eastofengland.coop/food/stores