Alexandra Rose Charity

Rose Vouchers for Fruit and Veg Project

The Rose Vouchers for Fruit & Veg Project helps low-income families buy fresh fruit and veg & supports them to give their children the healthiest possible start. Families get £3 of Rose Vouchers per child, £6 if the child is under one. Vouchers can be redeemed for fruit & veg at local markets.

Donations open 12:00 PM, 3 December 2019 to 12:00 PM, 10 December 2019


Registered Charity in England and Wales (211535)

Campaign target


Amount raised




Championed by The Childhood Trust CC19

  • 'We stopped buying ready meals as it's expensive and we have more ingredients to cook with now.'

    — Parent, Hammersmith & Fulham

  • 'Now I am so happy because my boys are eating broccoli, cauliflower, okra, spinach. The lady at my market stall knows that I like spinach that I can cut so that it grows again and makes my money go further.’

    — Parent, Hackney

  • 'The Rose Vouchers have really impacted positively in my life. I was lonely when I had my baby and didn't have much money, but when I started coming to the Children's Centre, I met friends and the Rose Vouchers helped me financially.'

    — Parent from Jubilee Children’s Centre, Lambeth


A family’s economic situation can have a direct impact on the food choices they make. The first 1,001 days of a child’s life from conception to age two are the most important in setting their future life chances. More than 1 in 5 children are overweight or obese when they begin school. Children from the most deprived areas are twice as likely to be obese than those from least deprived areas. Food poverty, food scarcity & lack of fresh fruit & veg are all factors in childhood obesity.


Through our Rose Vouchers for Fruit & Veg Project, pregnant women & families with children under 5 receive weekly vouchers that can be redeemed for fresh fruit & veg from local market traders. We work with Children’s Centres who identify the families and distribute the vouchers weekly. We aim to help families engage better with the other activities at the centres that support child and maternal health & early childhood nutrition and reduce social isolation.