Paradigm Mortgage Services has launched its fifth annual reverse advent charity drive in aid of The Trussell Trust network of food banks, which will run throughout December.  

The mortgage club is encouraging its 1,700-plus member firms, strategic partners, and the wider financial services industry, to make a financial donation to the food bank charity.   

Or, firms can use a reverse advent calendar approach, by adding a non-perishable food item to a box, or bag, every day, which can then be taken to a local food bank to help those who may be struggling at Christmas.  

Last year, Paradigm collected £2,500 in financial donations, as well as a large quantity of non-perishable food items. The club says it aims “to beat this amount in 2022”.  

The business has set up a Just Giving page, adding that it wants to hear from everybody involved in the reverse advent scheme through social media, and encourages organisations to share details and photos using the hashtag: #ParadigmHelpFightHunger.  

The Trussell Trust’s network distributed 2.1 million emergency food parcels between last April and March – a 14% increase on the same period in 2019/20, with 832,000 of these parcels going to children.   

In the five years that Paradigm has run this festive initiative, The Trussell Trust says it has seen an 81% jump in the need for its food banks.  

Paradigm director of marketing and operations Riona Mulherin says: “It will not need me to point out just how difficult many families are finding the current economic situation, with household finances under severe pressure as a result of the cost-of-living increases, and specifically the rising cost of energy.   

“As we move towards December and Christmas, we are very pleased to be starting our Help Fight Hunger initiative to support The Trussell Trust in providing food via its 1,200 food bank network.   

“Some members of the Paradigm team will also be spending the day at their local Trussell Trust foodbank distribution centre in December, where they will be helping to process and package donations for those in need.   

“We are urging the mortgage, protection and wider financial services industry to once again support The Trussell Trust at Christmas via a food collection or a financial donation which will go towards making the lives of many families a little easier over the holiday season.”