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  1. Who we are
  2. Vision, Mission & Values

Vision, Mission & 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 needing the support of food banks has dramatically increased. Statistics from The Trussell Trust show that Between 1st April 2017 and 31st March 2018, their foodbank network distributed 1,332,952 three day emergency food supplies to people in crisis, a 13% increase on the previous year. 484,026 of these went to children.

At Alexandra Rose Charity we work directly with Children’s Centres supporting families in need, and 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 and Barnsley.

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.


Our values

Innovative

We have 106 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.

Ambitious

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.

Reflective

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.

Published: 12th April, 2018

Updated: 8th April, 2019

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    Rose Vouchers in action

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    Our history

    Founded in 1912 by Queen Alexandra, the Alexandra Rose Charity was established to support Londoners in poverty.

Most read

  • Our history

    Founded in 1912 by Queen Alexandra, the Alexandra Rose Charity was established to support Londoners in poverty.

  • How it works

    The Rose Vouchers for Fruit & Veg Project helps families on low incomes to buy fresh fruit and vegetables and supports them to give their children the healthiest possible start.

  • Vision, Mission & Values

    Everyone should have access to healthy and affordable food. Our mission is to give families access to fresh fruit & vegetables in their community.

  • Online donations

    You can help us provide fruit & veg for families with a donation to help fund the cost of Rose Vouchers.

  • Impact

    The Rose Vouchers Project has been running since 2014, the evaluations show improved diet and food security for families involved. Further details of our evaluations are available here.

  • Rose Vouchers in action

    A mum from Southwark shares how Rose Vouchers have benefitted her family.

  • Rose Vouchers Film

    Watch our short film about the Rose Vouchers Project and follow the journey of our vouchers from children's centres, to families, to the market.  Filmed in 2018, in Hackney, Southwark and Liverpool.

  • Royal President

    Alexandra Rose Charity is proud to have as its President, Princess Alexandra, the Honourable Lady Ogilvy, and great granddaughter of our charity’s founder Queen Alexandra of Denmark.

  • How Rose Vouchers work

    The Rose Vouchers for Fruit & Veg Project helps parents with young children on low incomes to buy fresh fruit and vegetables at local markets.

  • Corporate partnerships

    Get in touch to see how we can work together to support more families to access a healthy diet.

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Alexandra Rose Charity is a charity registered in England and Wales (211535)