Alexandra Rose Charity

Rose Vouchers Project - Tower Hamlets

We’re raising funds to pilot a new Rose Vouchers for Fruit and Veg Project in Tower Hamlets in East London. Tower Hamlets has the highest child poverty rate of all London boroughs, with 57% of children living in households in poverty but also excellent children’s centres and vibrant local markets.

history Campaign has now closed

It ran from 12:00 PM, 30 November 2021 to 12:00 PM, 7 December 2021

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


Tower Hamlets has the highest child poverty rate of all London boroughs and the 6th highest rate of childhood obesity in England. A family’s economic situation has a direct impact on the food choices they can make. Having access to a healthy diet is critical. 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 and access to nutritious food during this time lessens chances of ill health in later life.


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.

  • Rose Vouchers basically made me go from someone cooking chicken nuggets and chips with one type of veg, and then here’s a banana, because that’s all I could afford, to now where I can give the kids a nice meal with 1-2 types of vegetables.

    — Parent

  • At the market, I get more than at the supermarket, whole bowls of fruit for £1. Before I had the vouchers I didn’t have enough fruit and veg for everyone in my family, now I do. The Rose Vouchers are doing a lot in our home, giving me less anxiety & worry about where our food is going to come from.

    — Parent

  • The Rose Vouchers make a big difference when you’re working on a budget. At least you know you’ve got the vouchers for fruit and veg, so don’t have to worry about spending money you don’t have. With the vouchers I buy more veg, It’s helped change our whole family’s diet.

    — Parent