Alexandra Rose Charity

Rose Vouchers for Fruit & Veg Project

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

history Campaign has now closed

It ran from 12:00 PM, 23 June 2020 to 6:00 PM, 3 July 2020


Registered Charity in England and Wales (211535)

Check mark Match funded

Campaign target


Amount raised




Championed by The Childhood Trust


  • Community Support & DevelopmentCommunity Support & Development
  • Health/WellbeingHealth/Wellbeing
  • Poverty Alleviation/ReliefPoverty Alleviation/Relief


  • Children (3-18)Children (3-18)
  • Infants (<2)Infants (<2)
  • Women & GirlsWomen & Girls


United Kingdom

  • 'The Rose Vouchers have really impacted positively in my life. I was lonely when I had my baby and didn't have much money and the Rose Vouchers helped me financially.'

    — Parent, from Jubilee Children’s Centre, Lambeth

  • '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

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

    — Parent, Hammersmith and Fulham


A family’s economic situation has a direct impact on the food choices available to them. At this difficult time as a result of the COVID-19 crisis more families than ever are struggling to access healthy food for their children. 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. We will ensure that this opportunity is not missed so families can still give their children a healthy start in life even during this crisis


Your support will enable us to respond to this situation by adapting and focusing our work where it is needed most. Through our Rose Vouchers for Fruit & Veg Project, we’ll support pregnant women & families with children under 5 that are at risk of food poverty to access fresh fruit and veg from local markets & independent shops using Rose Vouchers. We’ll work with Children’s Centres that identify the families most in need and distribute the vouchers in Lambeth, Hackney and Hammersmith & Fulham.