Vision, Mission and Values

A family’s economic situation has a direct impact on the food they eat. Healthy food is currently more than double the price per calorie than less healthy foods, making it a far less accessible and affordable option for those on lower incomes, with the poorest fifth of UK households needing to spend 50% of their disposable income on food to meet the cost of the Government recommended healthy diet.[1]

Through the Rose Vouchers for Fruit & Veg Project we give families the spending power to eat good food. We work directly with children’s centres and community organisations supporting families in need, alongside market traders, to provide weekly Rose Vouchers, which can be spent on fruit and veg at local markets.

Evidence suggests that the first 1,001 days of a child’s life, from conception to age two, are the most important in setting their future life chances. This is why our Rose Vouchers for Fruit & Veg Project focuses on families with children aged four and under, as we want to ensure children get the best possible start in life.

[1] The Food Foundation, Broken Plate Report 2023

Our values


We have over 100 years of innovation in our history. We bring new creative ideas and approaches to meet the needs of the day and we are not afraid to try different approaches and forge new directions.


We want the best for the communities we serve, for each other, and for Alexandra Rose Charity. We believe in what we do and are confident we can create lasting impact.


We learn from evaluation, our successes, and our challenges.

Open & Honest

We champion our success and those of others. We are prepared to learn something new every day. We do not hide from criticism or challenge and are honest about our shortfalls.

Caring & Supportive

We support our beneficiaries, partners and each other. We want to see positive change through our work.

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Alexandra Rose Charity is a charity registered in England and Wales (211535) and a Scottish Charitable Incorporated Organisation SC052479.
© Alexandra Rose Charity 2024. All Rights Reserved.