WFP and Choithrams call on customers and supporters across the UAE to join the Journey of Goodness, support school meals to children in need, and help achieve a new record of school meals provided
DUBAI, United Arab Emirates – EQS Newswire – 7 September 2026 – Choithrams, the community-favourite supermarket for more than 50 years in the UAE, is launching a new edition of its annual humanitarian campaign with the United Nations World Food Programme (WFP) under the theme "Join the Journey of Goodness." The campaign marks a decade of shared impact, during which more than 6.5 million meals have been delivered to children in vulnerable communities in the Middle East, all made possible through the generosity of Choithrams customers, both UAE residents and visitors.Running from September to December 2026, the initiative continues Choithram International Foundation's long?standing partnership with 2020 Nobel Peace Prize laureate, WFP, the world's largest humanitarian organisation fighting hunger. Through the purchase of more than 200 specially marked Goodness Foods products, customers can actively contribute to WFP's school meals programme, which provides children with nutritious meals that support learning, health, and long?term development.
"School meals are one of the most effective investments for human flourishing," said Bashar Alhammami, WFP Representative to the UAE, adding, "They improve nutrition, encourage school attendance, particularly among girls, and help build stronger and more resilient communities. Through their generosity, the people of UAE are not only helping protect children from hunger today, but also investing in their education, future opportunities and long-term development."
Choithrams Chairman L.T. Pagarani added, "Goodness has been the central inspiration of our journey of giving with our customers and partners. Every meal donated reflects the kindness of our customers, and every child reached represents a future strengthened through nutrition and education. We invite everyone to continue this journey with us."
This year's campaign will be active online at choithrams.com, key advocacy messages will be amplified by leading influencers including well known clinical dietitian and nutrition expert Mitun De Sarkar. On?ground awareness will be driven through messaging at Choithrams outlets in the UAE and along the Dubai Metro Green Line. Customers can also follow their impact through WFP's ShareTheMeal app via the dedicated page, "ShareTheMeal" and the hashtag #ZeroHungerwithGoodness.
BOUNZ rewards, a leading loyalty programme, is boosting the campaign by offering members 2X BOUNZ reward points on all Goodness Products that contribute to school meals. Regular reminders on the BOUNZ app, supported by social media messaging, will highlight the opportunity to Join the Journey of Goodness.
Distributed by APO Group on behalf of Choithram International Foundation.
Download Image: https://apo-opa.co/46tfeVU (School meals improve nutrition, encourage school attendance, this is especially relevant for girls, and in turn this strengthens community resilience. By joining the Zero Hunger 2026 campaign titled Journey of Goodness, the people of the UAE are helping protect children from hunger and giving them a fair chance to learn and thrive. Pictured: a young student receiving school meals in Jordan. Photo: © WFP)
Download Video:https://apo-opa.co/3VcDt8h
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About The UN World Food Programme:
The United Nations World Food Programme is the world's largest humanitarian organization saving lives in emergencies and using food assistance to build a pathway to peace, stability and prosperity for people recovering from conflict, disasters and the impact of climate change.
WFP does not endorse any product or service.
Follow WFP on X @WFP_GCC & Instagram: @WFP_GCC
About the WFP – Choithrams Partnership:
Established in 2015, the strategic partnership between WFP and Choithrams, through Choithram International Foundation, has delivered tangible, life-changing results for many in vulnerable communities. Choithrams and WFP have collaborated as partners on a variety of Zero Hunger campaigns in supermarket locations across the United Arab Emirates. Over 6.5 million meals have been donated since the start of the partnership in 2015. For many of the school children supported by the partnership, the meal they receive at school is often the only one they may eat that day. That's why the partnership works hard to increase access and availability to food for children in marginalized communities in the Middle East and beyond. To learn more, visit 
https://apo-opa.co/3SJFA2L
About Choithrams:
With over 50 years of experience, Choithrams has grown from a trusted supermarket retailer into one of the region's leading names in food retail and distribution. Since entering the UAE in 1974, Choithrams has expanded across the Gulf, with a strong presence in the UAE, Oman, Bahrain and Qatar.
Today, we serve a diverse community through our supermarkets and digital platforms, offering a wide range of fresh food, groceries, household essentials and everyday products - with quality, value and convenience at the heart of what we do. Our experience across retail, distribution, manufacturing and trading gives us strong expertise across the food and FMCG sector, while our focus remains simple: to make everyday shopping easier and better for our customers. With decades of experience and a growing digital presence, we continue to evolve with the way our customers shop - bringing the Choithrams experience closer to you, wherever you are.
Follow us on Instagram at @choithrams or check our website: www.Choithrams.com
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