The GroceryAid charity has annnonuced it is looking to raise support for GroceryAid Day 2026 and is aiming to double participation this year.
Businesses across the grocery sector are invited to come together and unite behind a single purpose – to boost awareness of the support available for grocery colleagues facing tough times.
Taking place on 30 April, the charity behind the awareness day - which provides free and confidential support - is challenging the sector to double participation compared to last year and reach more colleagues than ever before.
The ambition stems from growing demand for GroceryAid’s financial, emotional and practical support, while awareness remains critically low.
In 2024/25, GroceryAid was there for more grocery colleagues than ever, with a 67% increase in help provided year-on-year, it reports. Over £6.5m was spent on welfare, including financial grants, counselling, debt advice and legal support and the charity’s 24/7 Helpline provided 5,300+ in-the-moment counselling sessions.
Yet just 4% of grocery workers are aware of GroceryAid when prompted. That means the vast majority of the 2.6m people who keep the grocery industry moving across the UK - from factory floors and distribution centres to shop floors and head offices - simply do not know it exists, the charity warned.
Kieran Hemsworth, CEO, said: “Every day, we see the difference our support makes to colleagues going through tough times, whether that’s financial hardship, emotional distress or a sudden change in circumstances. But we can only help people who know we are here. There are hundreds of thousands of grocery workers who have no idea that free, confidential support is available to them.
“GroceryAid Day is the industry’s chance to change that. Last year, 193 businesses stepped up to support the day. This year, we’re asking the industry to double that. Whether you’re a major retailer, a wholesaler, a supplier or an independent, your participation can make a real difference. Download the assets, share the message and help your colleagues access the help they’ve earned.”
Getting involved is simple and free. GroceryAid has developed a comprehensive toolkit of digital and printed materials designed to make participation as easy as possible.
Businesses can download digital assets for use across internal communications, social media and company platforms, and order free printed materials including posters, leaflets, wallet cards and stickers to display across stores, depots, warehouses and offices.
The toolkits are designed to provide everything needed to help raise GroceryAid awareness among colleagues. Many organisations take the opportunity to have fun with GroceryAid Day, hosting activities such as team quizzes, bake sales and physical challenges.
All assets are available to download now here.
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