KFC’s Add Hope programme, a finalist in the Best Corporate Category at the prestigious CSI Legacy Awards, stands as a powerful example of transformative corporate social responsibility in South Africa. Launched in 2009, Add Hope has dedicated itself to combating child hunger and malnutrition, becoming one of the nation’s largest and most impactful feeding initiatives. Over its 15-year journey, the programme has created profound ripple effects, addressing one of South Africa’s most pressing challenges with innovation and unwavering commitment.
The initiative was built on the vision of creating sustainable change through collective action. Customers are invited to donate R2 with their KFC meal purchases, contributions that are combined with significant funding from KFC itself, amounting to nearly R400 million. These efforts have made it possible for Add Hope to deliver 80,000 meals daily to vulnerable children, surpassing 1.2 million meals in total. Every customer donation is managed with transparency, channelled through an independent trust, and audited to ensure maximum impact.
South Africa’s hunger crisis remains stark, with nearly one in four households experiencing food insecurity, according to StatsSA. For children, the effects of hunger are devastating, impacting their growth, learning, and overall development. Add Hope partners with over 130 non-governmental organisations and feeding schemes, operating at more than 3,300 feeding centres nationwide. These partnerships are critical to its success, ensuring meals are not only cost-effective but also nutritionally balanced and culturally appropriate to meet the dietary needs of children.
Marking its 15th anniversary this year, Add Hope achieved the significant milestone of raising R1 billion in funds. An independent study by GIBS Business School highlighted its transformative impact, calling the initiative a landmark in the fight against hunger. The outcomes for children are striking, with improved physical growth, higher energy levels, and better concentration in school. Health benefits include stronger immune systems and better management of conditions such as eczema, ADHD, and even HIV. Schools partnering with Add Hope report improved attendance rates, while parents express relief from the financial burden of feeding their children during tough economic times.
The programme’s innovative model sets it apart from traditional corporate social responsibility initiatives. Unlike efforts that rely solely on corporate funding, Add Hope empowers ordinary South Africans to contribute to a collective cause. By turning small individual donations into monumental societal change, the programme embodies the potential of community-driven solutions.
Its nomination in the Best Corporate Category of the CSI Legacy Awards underscores the significance of this approach. The programme works only with credible and well-established partner organisations, ensuring that every rand is used effectively. This rigorous evaluation process strengthens its impact and maintains its reputation as a trusted and transparent initiative.
The stories of those impacted by Add Hope bring the programme’s achievements to life. At St Michael’s Primary School in Khayelitsha, Principal Benedicta Ngalwa credits Add Hope with removing hunger as a barrier to learning, transforming the school environment. Similarly, Onyi Nwaneri, CEO of Afrika Tikkun, praises Add Hope for its science-based approach to nutrition, saying the partnership elevates their feeding strategies and ensures children receive the nutrients they need to thrive.
As hunger remains a persistent challenge, Add Hope is committed to expanding its reach and impact. Plans to add more partners and feeding centres reflect the programme’s alignment with South Africa’s National Development Plan, which emphasises long-term solutions to address hunger and inequality. For KFC, the work is far from done. By continuing to encourage R2 donations from customers and growing the initiative’s scale, Add Hope proves that small acts of generosity can create monumental change.
This recognition at the CSI Legacy Awards is a testament to Add Hope’s innovative approach and tangible impact. The programme exemplifies what corporate social responsibility should be: deeply rooted in community involvement, transparent in its operations, and focused on creating lasting change. As a finalist in the Best Corporate Category, Add Hope is a beacon of what is possible when companies and communities come together to address critical social challenges. Its journey thus far is a powerful reminder of the transformative potential of collective action, offering hope to millions and paving the way for a hunger-free future in South Africa.
Leave a Reply