10:00, 14 January 2021
Words by Smiley Team, Staff Writer, London
Facing an increasing demand for food parcels, businesswoman and baking show star, Cynthia Stroud has scaled up her charitable food distribution service by nearly a third this lockdown. Initially planning to help just 100 families in Hertfordshire, Stroud’s charity Jedidiah, is now dealing with hundreds of other requests across five counties in the South East.
This alternative to government assistance began in Stroud’s garden and grew to distribute around 75,000 meals a fortnight, helped by a team of volunteers based in Hertfordshire. The packages go to families in Hertfordshire, Bedfordshire, Merseyside and Essex, with plans to expand to Greater London.
Alongside her charitable work, Stroud judges Food Network’s Great Chocolate Showdown and is also known for her appearance in the BBC2 series The Sweet Makers. Her community action won her the Pivot for Purpose Award at the Lloyds Bank National Business Awards.
She said: “We are currently delivering parcels to each of the 2,800 plus families each fortnight so they are receiving vital food and the small piece of mind that they have not been forgotten.”
Her initiative is made all the more vital after families and nutritionists complained about the government’s food parcels, outsourced to catering company Chartwells. Following claims they were insufficient to replace free meals while schools are shut, the company announced they will refund the price of any sub-standard food packages.
Stroud said: “If we give food away for free to over 2,800 families every fortnight, why can’t the organisations who charge the government to provide for families do better? So sad.”
With the mounting demand, Jedidiah has outgrown its distribution centre and seeks a 3,000sq ft warehouse or industrial unit to scale up their service. Their current building also presents logistical issues.
Stroud explained: “Our wonderful volunteers are currently working out of a hall in Bengeo but we can’t get vehicles inside, so three hours are lost each week carrying things into the premises from outside. The need to find new premises is becoming increasingly urgent.”
Anyone who might be able to help with finding a new building can email [email protected].
You can also support their cause by donating or offering to volunteer via their website.
Jedidiah is a registered partner of Fareshare, the UK’s largest charity tackling hunger and food waste.
