Innovative fruit and veg scheme to fight food poverty launches at North End Road Market

A scheme to help for families on low incomes get fresh fruit and vegetables launched at North End Road Market today (23 June).

The Rose Vouchers Project, organised by the Alexandra Rose Charity and funded by H&F Council helps families by providing vouchers which can be redeemed at North End Road Market for fruit and veg.

Families across H&F are being encouraged to sign up to the pioneering scheme.

“This innovative project is a really easy way for families in H&F to enjoy fresh, healthy fruit and vegetables,” said Cllr Sue Fennimore, Deputy Leader of H&F Council.

“We’re determined to give everyone the opportunity to eat healthily and also to continue our ongoing work to support local traders and raise awareness of North End Road as a food destination.”


Cllrs Sue Fennimore and Ben Coleman (centre) with North End Road Market traders

Makes healthy food affordable

“With Rose Vouchers people have a more personal experience when buying fruit and veg, compared to supermarkets,” said Fulham parent, Lucy Myers, who is signed up to the scheme.

“Children are given healthy tips and encouragement and it is good to get to know people and know you are doing something good for your family and making good habits.”

Another Fulham parent, Lamyae Loudiyi said: “It is very helpful. It helps you cook more vegetables for the children.

“I can cook different things with them as I am trying to give them five a day. It is easy at the market as I go there all the time and the guy there knows me.”

How to sign up

Specific criteria apply to ensure that residents taking part in the scheme are those most in need.

The criteria for families to receive Rose Vouchers are as follows:

  • Eligible for, or already receiving Healthy Start vouchers (see below)
  • Melcombe and Fulham Central Children’s centres will identify families meeting the basic Healthy Start criteria and who live near North End Road Market.

The launch

The official launch of the scheme took place at North End Road Market on Friday 23 June.

Attending on the day were Cllr Fennimore and Cllr Ben Coleman, H&F Council Cabinet Member for Health and Adult Social Care. They were joined by members of Hammersmith-based Disney UK, who support the scheme through the Disney Healthy Living Fund.

Also attending was Jonathan Pauling, Chief Executive of the Alexandra Rose Charity, which created the scheme.

“The Rose Vouchers project is an innovative retail response to the problem of food poverty and unhealthy diets,” said Jonathan.

“By working with traditional street markets we help families access a healthy diet but also support local and sustainable food economies.

We’re excited to be working in partnership with Hammersmith & Fulham Council, North End Road Action Group and the Disney Healthy Living fund to bring this project to the borough.”

Matthew Grossman, VP, Corporate Citizenship and General Manager, Healthy Living at Hammersmith-based Disney UK, said: “We’re thrilled to be working with Alexandra Rose Charity & Hammersmith & Fulham Council to support this unique and much-needed initiative.

“Disney is committed to helping create healthier generations and, as a corporate resident of H&F, we are really pleased our Disney Healthy Living Fund will help encourage local families to make healthier food choices, starting at an earlier age.” 

Activities included tours of the market, cooking demonstrations, fruit and veg displays and for youngsters, the chance to make fruit and veg faces and play food-themed games.


L-R: Ray Truss, Rebecca McKie and Kate May at the launch event

What is Healthy Start?

If you are at least 10 weeks pregnant, or have children under the age of four, and are receiving certain benefits you could qualify for the Healthy Start programme. Visit www.healthystart.nhs.uk for full details. Find out if you’re eligible here.

Each week you’ll get free vouchers which can exchanged for milk, fresh and frozen fruit and vegetables, and infant formula milk. You can also get free vitamins.

To check your eligibility and apply, please contact either the Melcombe Children’s Centre or the Fulham Central Children’s Centre.

Traders at the North End Road Market taking part in the Rose Vouchers scheme will also accept Healthy Start vouchers.

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