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Asda and GroceryAid launch Tickled Pink Fund to support grocery colleagues going through a breast cancer diagnosis

February 6, 2024 08:15am
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Tickled Pink Launch
Tickled Pink Launch

Asda have announced it is collaborating with GroceryAid to provide financial, emotional and practical support to grocery colleagues affected by breast cancer as part of it’s Tickled Pink campaign.

Asda’s Tickled Pink campaign works with charity partners, Breast Cancer Now and CoppaFeel!, to raise funds for better treatments, vital education and life-changing support, for anyone who needs it.

The Asda Tickled Pink Gala Ball is a fundraising event with suppliers and partners and raised over £1.4 million for its charity partners; Breast Cancer Now, CoppaFeel! and GroceryAid at the event in November. This year, for the first time, working in collaboration with GroceryAid, funds will be available to provide financial, emotional and practical support to grocery colleagues or their partner/spouse who has received a breast cancer diagnosis in the last 12 months.

Grocery colleagues, a partner/spouse, who have received a breast cancer diagnosis or treatment in the last 12 months that has had a financial impact, may be eligible for a financial grant. (More detail on the criteria is here apply here. )

GroceryAid is a charity supporting people who work for a supermarket, wholesaler, manufacturer, supplier, convenience store, independent grocer, petrol forecourt store or service providers to the grocery industry. We also support businesses in the foodservice wholesale sector. Grocery is considered fast moving consumer goods (FMCG) sold in supermarkets or grocery stores.

Tori Pourzand, Asda’s Senior Director - PR and Community Relations, said: “Asda’s Tickled Pink campaign is one of the longest running UK corporate partnerships raising over £89 million in 28 years. Each year we hold the Asda Tickled Pink Gala Ball which sees hundreds of suppliers and colleagues come together to raise vital funds for our charity partners Breast Cancer Now and Coppafeel!. We are incredibly proud that money raised from this event has enabled us to collaborate with GroceryAid to launch a new Asda Tickled Pink fund that will provide financial, emotional and practical support to grocery colleagues across the industry who have a household member affected by breast cancer.”

Mandi Leonard, Welfare Director at GroceryAid, said: “It is fantastic to see how our new partnership with The Asda Tickled Pink Gala Ball has resulted in us creating a fund that offers crucial financial support to colleagues during a very difficult time. Colleagues, and their partners and dependents, can also reach out to us for emotional and practical support, ensuring they get the best help possible from their industry charity when they need it.”

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