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West Brom hit food delivery landmark

25 Feb 2021
WAOT West Brom food parcels

Albion Foundation has now delivered 100,000 food parcels to the most vulnerable during the pandemic

Since the coronavirus pandemic began in March 2020, the Albion Foundation has embarked on a large-scale operation to help feed the most vulnerable in the local community.

And this week, West Bromwich Albion's charitable arm is marking the delivery of 100,000 food parcels over the last 11 months.

"I am very proud of what we have done to support the local response to the pandemic," Foundation director Rob Lake told the club's official website.

"The staff have been amazing in how they have thrown themselves in to the operations of packing and distributing the food week in and week out, especially through the difficult winter months."

When the pandemic first hit, the Albion Foundation changed from its normal face-to-face community delivery to finding other ways to support local people.

In the early months, it worked closely with Sandwell Council to distribute food parcels to those shielding, isolated and most in need. This progressed to working with partner schools, who identified specific families in need of support.

During the summer, the Foundation used the East Stand concourse at The Hawthorns to set up its own food distribution hub.

And together with partners the National Lottery, Barclays, Fair Share, Sandwell Council, partner schools, Community Sync and West Brom fans, around 300 to 450 parcels have been delivered each week.

"It allows us to connect with the community," said Kielo Brown, a community sports coach at the Albion Foundation. "They are always thankful for the help we give them.

"There's one family in Handsworth and whenever I pull up, the child is always happy to see me and she's always running before her mum to collect the delivery.

"It's good to see that we are going above and beyond to try to make sure all children have got good experiences, especially during these times."

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