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.

Through the Rose Vouchers for Fruit & Veg Project we help to increase access to fruit and veg by giving families the spending power to be able to make healthier food choices.

We know there is a crisis in the way people are eating, with too much junk food consumed and not enough fruit and veg. We understand that a family’s economic situation can have a direct impact on the food choices they make on a daily basis. Poor eating habits can start in early childhood and there’s growing evidence that a child’s capacity to learn in school is affected by what they eat.

Further 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. In England almost one in three primary-aged children are either overweight or obese. At the same time the number of families facing food insecurity has dramatically increased.

The Food Foundation reported that 4.7 million adults have experienced food insecurity in the past 6 months (to January 2021) and that 2.3 million children live in households that have experienced food insecurity (12% of households with children)[1].

At Alexandra Rose Charity 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 are able to provide Rose Vouchers in four London boroughs (Hackney, Hammersmith & Fulham, Lambeth and Southwark) as well as in areas of Liverpool, Barnsley and Glasgow.

Everyone should have access to healthy affordable food. If you would like to support our work you can find out more about fundraising opportunities or make a donation here.

[1] The Food Foundation, March 2021, A CRISIS WITHIN A CRISIS: The Impact of Covid-19 on Household Food Security

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). © Alexandra Rose Charity 2022. All Rights Reserved.