MasterCard Worldwide and the World Food Programme (WFP) have announced a global partnership on a digital food project that would be used to help people around the world break the cycle of hunger and poverty, using digital innovation.
According to WFP’s Director of Communications, Public Policy and Private Partnerships, Nancy Roman, the game-changing partnership will combine MasterCard’s expertise in electronic payments systems with WFP’s global reach among the world’s hungriest populations to meet the nutritional needs of the most vulnerable.
He said, “by drawing on MasterCard’s technical know-how and international reach, WFP will further develop both its electronic voucher programme that enables hungry families around the globe to buy nutritious food in local markets as well as its online donation mechanism that engages individuals and brands in a global community working together to solve hunger.”
Speaking further, Roman stated that in every stable market, WFP often distributes vouchers that are redeemable in local shops for food and other staple items in other to boost local economies as well as allow poor communities to receive food assistance with dignity through the Project.
“Our partnership with MasterCard is a great example of how transformative private sector partnerships innovate against hunger,” he said.
Speaking in the same vein, Ann Cairns, President of International Markets, MasterCard said: “MasterCard’s vision of a world beyond cash is the perfect partner for WFP’s vision of a world beyond hunger. Today we have committed to delivering a ground breaking partnership, which will ensure that our Digital Food initiative go on to meet the requirements of those who need it most around the world.”
Cairns also said that alongside the project, MasterCard will help WFP to create an enhanced online donation mechanism that will enable more people to donate through a wider variety of online payment methods.
He added that the enhanced online donation mechanism is part of an “Integrated Giving” platform that would allow brands to integrate donation mechanisms onto their products, as well as afford retailers to offer donations at checkout so that customers can donate to WFP without having to leave the site.
All donations would be tracked and credited to both the brand and the consumer, offering new opportunities for consumers and brands to work together and have a meaningful, measurable impact on the fight against hunger.
MasterCard has committed to use its marketing and brand capacity to help raise awareness and funds for WFP in several key markets. MasterCard has already carried out two fundraising campaigns for WFP, in Poland and in the Netherlands, raising tens of thousands of Euros for WFP’s operations around the world.