Interview: An Update on GroceryAid

Frank Wainwright went to the wonderful Barcode Festival this year for the first time in 3 years. After another successful Barcode, he followed up with questions to Grocery’s Aid’s Welfare Director, Mandi Leonard

(top photo, Mandi Leonard, GroceryAid, kindly suplied by GroceryAid, bottom 2, Barcode scene at Kenwood and Rhian Teasdale, Wet Leg, performing at Barcode, by Frank Wainwright)

1. What developments at GroceryAid have made a major impact in the last three years?

One of the most significant developments for GroceryAid has been the charity’s brand refresh, unveiled at the end of last year. It was the most important evolution of the brand in GroceryAid’s 169-year history and was designed to reflect the commitment, resilience and pride of grocery colleagues across the industry.

The refreshed brand puts grocery workers front and centre, celebrating the millions of hardworking, dedicated people who keep the nation fed every day. It also helps modernise GroceryAid, so we can reach new audiences, grow awareness and make it easier for colleagues to access the financial, emotional and practical support they have earned.

Throughout the rebrand, our focus has remained clear: helping as many grocery colleagues and their families as possible, while challenging the stigma that can stop people asking for help. GroceryAid is not a handout; it is support colleagues have earned through their vital contribution to the industry. Asking for help is a sign of strength, and we want every colleague to feel confident in reaching out before they reach crisis point.

Our 2025/2026 Impact Report shows that this investment in awareness is already translating into real outcomes. Financial grant applications increased by 15% year on year during the campaign period, while visits to the welfare section of the GroceryAid website increased by 12% during the first awareness campaign.

Seeing more people come forward is exactly what we set out to achieve. As awareness grows, sustainable funding becomes even more important so GroceryAid can continue providing life-changing support whenever grocery colleagues and their families need it. Our exciting portfolio of events plays a vital role in generating this funding, while bringing the industry together.

2. How many people does GroceryAid support?

In the last year, GroceryAid supported 19,200 grocery workers and their families through its range of welfare services, helping colleagues access the financial, emotional and practical support they have earned.

• Providing financial grants to 8,162 colleagues
• Supporting 4,210 people through the GroceryAid Helpline
• Funding specialist support for 1,421 people through trusted partners
• Helping 4,576 people access additional welfare support via its website

This support is being delivered at a time when households across the UK continue to feel the effects of wider economic and societal pressures, including the cost of living, housing costs and mental wellbeing. GroceryAid’s latest research highlights the impact these challenges are having on grocery colleagues, with more than half (53%) of grocery workers experiencing unexpected, tough times during the past 18 months.

Alongside its essential financial support, GroceryAid continues to provide a wide range of emotional services to help colleagues through some of life’s toughest moments. In the past year, more than 4,200 grocery colleagues accessed support through the GroceryAid Helpline, resulting in over 11,000 support sessions covering anxiety, complex mental health issues, stress, bereavement and relationship challenges.

In 2025, the charity introduced a new High Intensity Counselling service, providing specialist cognitive behavioural therapy for people experiencing moderate mental health conditions. The service contributed to an 84% increase in structured counselling sessions.

While awareness of GroceryAid is increasing, there is still more to do to ensure colleagues feel comfortable asking for support. Nearly one in three people who need help say the fear of being judged stops them from reaching out. That is why we are continuing to raise awareness, tackle stigma and remind grocery colleagues that they have earned support when life gets tough.

3. What would represent success for GroceryAid over the next 12 months?

Success over the next 12 months means continuing to close the awareness gap so every grocery colleague knows who GroceryAid is, what support is available and how to reach us. Our ambition is to make GroceryAid visible and accessible across every part of the industry, from shop floors and factory floors to distribution centres and delivery drivers.

It also means continuing to convert growing awareness into action. The 15% increase in financial grant applications shows that more colleagues are finding us and reaching out, which is exactly the progress we want to see.

We will also continue evolving our welfare programme, so it remains relevant to the challenges colleagues are facing right now. Financial pressures remain a key reason people seek support, while mental wellbeing continues to rise in importance. By strengthening our services, growing our funding base and working with partners across the industry, we can help ensure GroceryAid is there for eligible colleagues when they need us most.

4. Can we look forward to another special Barcode Festival in 2027?

Absolutely. Following another hugely successful event this year, which welcomed 4,600 attendees and raised £1.19 million, we are delighted that Barcode Festival will return to Kenwood House, London, on 1 July 2027.

Barcode continues to grow because it delivers something truly unique – bringing together business, entertainment, networking and purpose in one unforgettable day. It is a chance to celebrate colleagues, strengthen relationships and raise vital funds so GroceryAid can continue supporting grocery people when they need us most.

For brands, Barcode provides an unrivalled platform to connect with key decision-makers from across the grocery sector through immersive activations, product sampling, new product launches and memorable experiences. It is a unique opportunity to put products and brands in front of the people who matter most.

For businesses and teams, the festival offers a brilliant opportunity to reward and recognise colleagues, build customer relationships and enjoy networking with industry peers in a relaxed, engaging environment.

Barcode is just one of 16 central events GroceryAid delivers across the year, offering something for everyone across the industry. From the GroceryAid Ball and Sporting Lunch to the UK Cycle Challenge, Co-op Windermere Row and Waitrose & Partners Garden Party, each event provides a different way for businesses to bring teams and customers together, build industry relationships and raise vital funds to support grocery colleagues and their families.

For brands, the calendar also provides opportunities to increase visibility and engage directly with industry audiences through sponsorship, product showcasing and brand activations, helping businesses meet their commercial objectives while supporting GroceryAid’s work.

More information on the 2027 line-up will be released in due course. In the meantime, to secure tickets or explore activation opportunities, please visit barcodefestival.co.uk.