Starting next week, Colruyt will donate 11 tonnes of surplus potatoes every week to organisations in Brussels, in collaboration with NOJAVEL!, in addition to the donations already made through the Food Banks. Colruyt Group Foundation has been supporting NOJAVEL! since 2024. The organisation is now being used as an additional lever to reach Brussels-based organisations that might otherwise fall through the cracks. Colruyt customers can also benefit from this Belgian flagship product free of charge by redeeming points from the sustainable savings programme in the Xtra app for a 5 kg bag of potatoes. Belgian growers involved in Colruyt Group’s potato project will continue to receive their fixed purchase price, even when supply exceeds demand.
In addition to the weekly donations of surplus Belgian potatoes that Colruyt will make to the Food Banks until the summer, NOJAVEL! will also distribute 11 tonnes of potatoes each week to organisations in Brussels.
Lisa Colruyt, Head of Colruyt Group Foundation, is pleased that the potatoes can also be meaningfully distributed in Brussels: “NOJAVEL! distributes and processes unsold, high-quality organic food for people in vulnerable situations, some of whom are also supported through socio-professional reintegration programmes. In addition, it plays a key role as a redistribution platform. For example, they also distribute goods to some fifty social organizations in Brussels, thereby reaching an additional 2,000 people. We have been supporting the organisation—founded by people who themselves experienced food insecurity—for several years and share essential values, with a strong focus on respect and human dignity. This approach strengthens the social fabric of the community while promoting healthy and sustainable food."
Customers in Colruyt stores can also place a free 5 kg bag of potatoes in their trolley by redeeming points from the sustainable savings programme in the Xtra app. Those looking for inspiration can find almost 2,000 potato recipes on the website or in the Xtra app. The Colruyt Group Academy also offers plenty of ideas and storage tips for preparing potatoes at home.
