Vision, Mission and Values

Our vision is for everyone to have access to healthy and affordable food.

Our mission is to give families access to fresh fruit & vegetables in their communities.

We know that a family’s economic situation has a direct impact on the food they eat, with healthy food far less accessible to those on lower incomes.

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 under five, as we want to ensure children get the best possible start in life.

Figures from the Food Foundation’s Broken Plate report show that the poorest fifth of UK households would need to spend 47% of their disposable income on food to meet the cost of the Government recommended healthy diet. This compares to 11% for the richest fifth[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.

We currently provide Rose Vouchers in five London boroughs (Hackney, Hammersmith & Fulham, Lambeth, Southwark and Tower Hamlets) and in areas of Liverpool, Barnsley and Glasgow.

We believe everyone should have access to healthy, affordable food. If you would like to support our work, you can learn more about fundraising opportunities here.

[1] The Food Foundation, Broken Plate Report 2022

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 2023. All Rights Reserved.