Strong Roots Veg Amnesty

Having developed Strong Roots’ social mission to ‘Make Veg Poverty History’ we wanted to make it relevant to everyone during the national lockdown. Our research suggested that Brits had stockpiled frozen food throughout the pandemic so realising we were sitting on piles of perfectly good veg, we launched the UK’s first Veg Amnesty with the UK’s #1 food sharing app Olio.

‘Make Veg Poverty History’ ambassador Nicola Adams starred in a Rocky Balboa-inspired film shot in her home city of Leeds, whilst our regionally focused media strategy reached 6.6M people. The nation dug deep into their freezers and we garnered endorsements from the Food Foundation’s Peas Please and Veg Power initiatives.