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Delhaize, La Lorraine and AB InBev join forces for a good cause

 12-05-2020

Three Belgian companies have decided to join forces during this time of crisis for a new solidarity project. Delhaize, La Lorraine Bakery Group and AB InBev have teamed up to offer a completely exclusive bread made from Leffe Blonde or Brune.

For five breads sold in Delhaize stores, the three brands agree to offer a family-size bread (800gr) to Belgian Food Banks. In these times when donations of food and drink are limited due to the decrease in unsold stores, it is important to find a solution to support the organizations feeding people in need.

For many years Delhaize has organized a large annual food collection for the benefit of the 9 Food Banks and their 618 affiliated local associations which distribute free food to more than 170,000 people in need. We wanted to strengthen this support during this particular period thanks to this project”explains Charlotte De Vroey, Head of the sustainability department of Delhaize.

Emma Pieters, Senior Brand Manager AB InBev BeLux: "Due to the temporary closure of cafes and restaurants, we have thought of a creative solution for our Leffe kegs for the catering industry. Drawing on the strong tradition of our abbey, Leffe likes to support charities in order to help support our society. Thanks to this beautiful and creative collaboration between AB InBev, Delhaize and La Lorraine, we are able - by donating free bread to Food Banks - to help the most vulnerable among us."

Prepared in the traditional way in one of the Lorraine workshops in Belgium, these two breads (Leffe Blonde bread and Leffe Brune multigrain bread) are composed of Belgian ingredients. “For La Lorraine Bakery Group, reducing food waste is an absolute priority in our sustainable development strategy. When AB InBev informed us that they were looking for a destination for the unused Leffe because of the closure of the restaurant business, we immediately considered the idea of ??using beer to make a loaf of bread! A traditional and local bread, a unique recipe developed and produced with passion by our local bakers in Barchon, with Belgian flour and an emblematic Belgian beer, sold in Belgian Delhaize supermarkets. But also bread with a message: we want to help those who are suffering in this crisis, and for whom daily bread means a lot. This is why we also collaborate with Food Banks and provide them with bread,”explains Guido Vanherpe, CEO of La Lorraine Bakery Group.

Jozef Mottar, Managing Director of the Belgian Federation of Food Banks, reacts with enthusiasm: “On behalf of the Belgian Food Banks, 618 local affiliated associations, thousands of volunteers, as well as all those who call for free food aid , I would like to sincerely thank Delhaize, La Lorraine and AB InBev for this great action. Since bread is an important commodity for everyone, the initiative to support us in the noble cause that is ours can only be applauded. This beautiful gesture of solidarity warms our hearts and motivates us even more to remain committed to the fight against hunger in our country, which unfortunately increases even more during this coronavirus crisis".

The two Leffe breads will be recognizable via a host present on the upper part of these and available with the other fresh breads in the bakery department, at a price of 2.29 euros.

Original article here

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