Coronavirus: Iceland adds donation banner for National Emergencies Trust to website homepage

'They need our help at this unprecedented time and we are proud to be supporting', says Iceland boss

Iceland Foods has added a donation banner for the National Emergencies Trust to its website and social media channels in response to overwhelming demand from customers.

On Monday, the supermarket announced its next steps in supporting the most vulnerable, as the effects of the coronavirus crisis continue to take hold.

Following a surge in enquiries from customers seeking ways to help their local communities, Iceland has added a banner to its website’s homepage to enable shoppers to donate to the National Emergencies Trust, an organisation that works with local charities and distribution partners to ensure that support is delivered to those that need it most.

The charity has launched a “Coronavirus Appeal” specifically for those affected by the outbreak, whether that be due to ill health or economical and social struggles.

Iceland will also be including links via its social media channels to ensure it is as easy as possible for customers to show their support for the charity, with the hopes of reaching its millions of customers with the call to action.

The retailer will also email its customers with details of how to donate, further supporting the appeal.

Richard Walker, managing director at Iceland Foods, said: “The National Emergencies Trust is raising vital funds for those most affected, and its work will support local charities to help the most vulnerable people and ensuring they are cared for. They need our help at this unprecedented time and we are proud to be supporting.

“We have seen an overwhelming level of support and goodwill from our customers over the past few weeks, with many asking us how vulnerable groups in their communities can be helped.

“As well as donating where possible, we continue to ask our customers to support us by adhering to our priority and exclusive shopping hours, and acting with kindness and respect when visiting our stores.”

In addition to its support for the National Emergencies Trust, Iceland Foods has already donated £150,000 to Age UK’s Emergency Coronavirus Appeal, as older people find themselves some of the worst hit within our communities.

Last week, the retailer also became the first supermarket to announce dedicated hours for the elderly and the vulnerable, which has now been extended to include exclusive hours for the NHS over the weekend.

Other supermarkets have also picked up on the initiative, including Lidl and Tesco in Ireland and Sainsbury’s.

In an open letter, Sainsbury’s said that after receiving messages from many customers, it had decided to allocate specific shopping times for NHS and social care workers for half an hour before opening every day, from 7.30am to 8am Monday to Saturday.

The dedicated shopping hours for the elderly, disabled customers and carers are running from 8am to 9am on Mondays, Wednesdays and Fridays.

Marks & Spencer also recently released a statement online announcing it is setting aside the first hour of the day for the elderly and vulnerable customers on Mondays and Thursdays, in addition to NHS and emergency workers on Tuesdays and Fridays.