In honour of World Food Day, KFC Africa has unveiled a groundbreaking initiative aimed at combating child hunger, not through its famous recipe of 11 herbs and spices, but with a recipe of hope.
At its ambitious “Biggest Hunger Hack” event held in Johannesburg, the company took an unprecedented step by open-sourcing its Add Hope framework, inviting the world to adapt and scale South Africa’s largest non-governmental feeding programme.
This initiative, designed to encourage grassroots efforts in the fight against hunger, promises a beacon of hope for millions of vulnerable children.
Since its inception 16 years ago, the Add Hope programme has made significant strides, feeding millions of children in need thanks to a combination of donations from KFC’s customers and the corporation itself. With over R1 billion raised, R600 million from the public and R400 million contributed by KFC, the programme has become a vital lifeline for underserved communities.
This latest iteration of the Add Hope initiative was driven by the energy and creativity of South Africa's brightest young innovators. Over the past week, 60 talents, teaming up with the University of Johannesburg, have explored dynamic ways to reimagine the Add Hope framework to enhance its effectiveness and address the issue of child hunger more comprehensively.
Andra Nel, KFC Africa’s head of Corporate Affairs, expressed the importance of engaging the Gen Z innovators in this quest. “They truly get it because they’ve lived or witnessed it. They understand technology, community, and systems thinking. So, we gave them our blueprint and challenged them to turn it into fresh solutions for even more hope,” she said.
The event not only showcased innovation but also emphasised the significance of collaboration in tackling hunger. New partnerships formed with companies such as McCormick, Coca-Cola Beverages South Africa, Tiger Brands, Foodserv, Digistics, CBH, and Nature’s Garden signify a crucial step in amplifying the fight against food insecurity. Nel remarked, “Collaboration is the only way to address the immense need that still exists.”
Professor Letlhokwa Mpedi, vice-chancellor of the University of Johannesburg, commended the collaboration, underlining how innovation can be a catalyst for social change: “This partnership shows how young innovators, equipped with Fourth Industrial Revolution expertise, can develop scalable solutions with real societal impact.”
During the event, panellists delved into the pressing issue of child hunger, recognising it as a societal challenge that requires a collective approach for sustainable solutions.
Dr Imtiaz Sooliman, founder of Gift of the Givers, highlighted the pervasive nature of hunger, stating, “When you go to a disaster site, the first thing people ask for is food. That’s when you realise that hunger is not two hours old; it’s been there for days.”
Siya Leshabane of UN Women brought attention to the staggering statistics, noting that South Africa is among 20 countries that collectively account for two-thirds of severe poverty worldwide. “Hungry children struggle to focus and retain information. Poor nutrition leads to fatigue. It’s a struggle for children to take themselves out of that whirlwind,” she said.
As World Food Day approaches on 16 October, KFC Africa's Add Hope blueprint serves as a rallying cry for individuals, businesses, and communities around the globe to unite in the fight against hunger. This year’s theme - “global collaboration for a world without hunger”—resonates deeply with KFC Africa’s vision, as it seeks to transcend borders and advocate for a world where no child goes to bed hungry.
Dr Marc Aguirre, Country Director at HOPE worldwide, highlights that hunger is not merely a physical challenge, but it also profoundly affects cognitive development.
Aguirre emphasises that hunger impedes both physical growth and mental capabilities.
“Hunger is far more than a physical problem; it strikes at the core of a child’s emotional well-being and his or her potential to learn and thrive,” says Aguirre.
“Children who live with hunger experience constant worry about when they will eat next, which can create deep anxiety and distract them from engaging fully in school or play. What research tells us is that during the first 1,000 days, a child’s brain forms up to one million neural connections per second - the foundation for learning, emotional regulation, and intelligence. The brain needs an enormous amount of fuel in the form of nutrients such as protein, iron, iodine, zinc, and omega-3 fatty acids, which are essential for building these neural pathways. Malnutrition disrupts this process, leading to fewer and weaker neural connections. The result is slower brain growth, poorer memory, delayed language acquisition, and reduced problem-solving skills. The damage caused by malnutrition in these years is often irreversible, setting children on a trajectory of disadvantage before they even start school.”
Teachers are witnessing visible and heartbreaking effects in classrooms, as behavioural and emotional distress is often linked to hunger, according to Aguirre.
“Across our programmes, teachers have often noticed and mentioned that children who come to school hungry are quieter, more isolated, or easily overwhelmed by small frustrations. Studies have linked malnutrition to increased rates of depression and chronic stress among children, reinforcing what we see every day in the field. Research consistently shows that malnourished children are much more likely to struggle with concentration, memory, and emotional regulation in the classroom. These effects can become long-lasting, affecting self-esteem and how children see their own potential.”
He further explains that when provided with consistent and nutritious meals, children experience immediate and transformative changes, indicating a hopeful outlook for their wellbeing.
“Providing regular, nutritious meals is transformative, not just physically, but for a child’s confidence and sense of worth,” he details.
“When children are fed consistently, attendance improves, participation rises, and children become more energetic and curious. Teachers and parents notice this visible shift. Restoring reliable nutrition brings back not just health, but joy, dignity, and hope for both children and families.”
“The University of Cape Town’s Children’s Institute Child Gauge Report (2020) described child malnutrition as a form of ‘slow violence’ - the gradual, often invisible harm that food and nutrition insecurity inflict on a child’s body, mind, and future. Hunger doesn’t just steal a child’s energy for today; it steals their hope for tomorrow,” explains Aguirre.
Saturday Star