Who we are Our history Our history Founded in 1912 by Queen Alexandra, the Alexandra Rose Charity was established to support Londoners in poverty. Inspired by a priest in her native Denmark selling roses to raise money for those in need, Queen Alexandra brought the idea back to the UK. Real roses were substituted for silk ones, and Rose Day was created, where funds raised from the sale of these roses would be distributed to support Londoners in poverty to access healthcare. Over the many years since, our organisation has evolved to continue to support a wide range of charities through Rose Day appeals, with our focus turning towards tackling food poverty in 2014. We now have a timely modern mission to continue to support those in need, through the Rose Vouchers for Fruit & Veg project which gives families on low incomes the means to access fruit and veg in their local community. We are proud to have as our Patron Queen Alexandra’s great granddaughter, HRH Princess Alexandra. You can stay up to date with our work by signing up to our mailing list below.