Malaysian Red Crescent Society helps to launch TLFP Rice Bucket Challenge 2020

Organised by The Lost Food Project (TLFP) and the Malaysian Red Crescent Society (MRCS), the Rice Bucket Challenge is a response to the impact of COVID-19 and is in line with World Food Day which falls on October 16, 2020.

Giving nod to the word “rice” which is the staple food of more than half of the world’s population, the Rice Bucket Challenge encourages the community to get together to fill up a bucket (or basket) with rice or essential food/non-food items at The Food Purveyor stores – Village Grocer and Ben’s Independent Grocer – and donate it to those in need from 12 October till 12 November 2020.

In the Klang Valley, Village Grocer stores taking part include KL Gateway, Tropicana Gardens, Subang Parade, EkoCheras, Melawati Mall, Tamarind Square and Atria; while Ben’s Independent Grocer stores include Publika and The Linc. in Johor Bahru, Village Grocer stores participating include Mid Valley, Southkey; while Ben’s Independent Grocer stores include Toppen Shopping Centre and Mall of Medini.

Participants can also join the Challenge by purchasing virtual buckets online at: 

The Challenge aims to end hunger in Malaysia and encourage donations to sustain and expand TLFP’s efforts to rescue surplus food and other products from supermarkets, manufacturers and wholesale markets, and redistribute them to those in need in the Klang Valley and beyond. The essential food and other products collected through the Rice Bucket Challenge from corporates and the general public are expected to reach at least 30 charities and 7,500 B40 children and families nationwide.

Since the COVID-19 outbreak in March 2020, TLFP has doubled up its efforts by providing 865,543 meals to B40 families and charities that are most in need despite the decline in surplus food since the start of lockdown, while the Malaysian Red Crescent Society has stepped up its game with the #responsMALAYSIA (Malaysia’s Response) initiative which provides relief to those impacted by COVID-19.

Mohd Syazwan, General Manager of The Lost Food Project, said:

“Now, more than ever, we’re all looking for ways to connect with others and stay encouraged. This Challenge is a fun and meaningful way to provide relief for the rising number of Malaysians struggling with financial uncertainty and food insecurity, in most cases worsened by the COVID-19 pandemic. We are grateful for the continued support from MRCS, The Food Purveyor, P&G, and other partners, as well as the community, and can’t wait to see Malaysians

get together and ‘rice’ against hunger nationwide.”

Tuan Hj. Hakim Bin Hj. Hamzah, Honorary Secretary General of the Malaysian Red Crescent Society, added:

“Every day, we’re strive to respond to the increasing needs of Malaysians facing food insecurity. It is crucial for communities to stand united to uplift those in need of help during these difficult times. We are pleased to co-organise the Rice Bucket Challenge with TLFP aimed at channelling resources directly to the most vulnerable communities impacted by the COVID-19 crisis throughout the country which we believe will support the recovery efforts of the Nation.”

Participants are encouraged to post photos or videos to document the Challenge using #ricebucketchallengemy as well as tag three friends or family on social media to complete the Challenge.

To date, the key influencers supporting the Challenge include Yasmin Hani and Reshma Martin, while organisations taking part in the Rice Bucket Challenge include: The Food Purveyor, P&G, Mediabrands, Football Association of Selangor and several other companies which will be announced on TLFP’s social media channels closer to the launch date. Follow @thelostfoodproject for more information about the Challenge.


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