The launch of retail food sharing in X5 Group stores hit the headlines in 2022. The project was launched in cooperation with Foodbank Rus and ANO Foodsharing in Moscow and Chelyabinsk. Food sharing is currently used by Pyaterochka and Perekrestok stores in other cities as well, including St. Petersburg, Ryazan, Yekaterinburg, and Tomsk.
Anna Alieva-Hrustalyova, Vice President of the Charity Foundation Foodbank Rus: “It could seem very easy to give unsold food to those in need. However, there is a lot of work behind the apparent simplicity. Employees of Pyaterochka and Perekrestok identify good products with a sufficient shelf life every day, sort them into categories, and our volunteers carefully check each item and deliver the food to people in need on the same day. This requires developing clear algorithms, technological processes, and involve lots of people, including volunteers. Our goal is 1.2 mln tons of food: this amount will allow us to provide food to all Russians who find themselves in difficult situations. We continue to develop food sharing all over the country, so this is not the last time we hit the headlines.”
Members of the jury of the annual prize Newsbreak of the Year evaluated the nominees by several parameters, the Media Index being the key one. This is a unique indicator of the Medialogy monitoring system, which allows to qualitatively measure the PR efficiency based on three factors: citation, visibility, and tone of voice. The higher the index, the more vivid and positive the news.
The news story about the launch of retail food sharing won in the Retail category.