Loafer Pale Ale

Endeavour Drinks releases first circular economy beer

September 10, 2019
By Alana House

Unsold loaves of bread from Woolworths Supermarkets have been repurposed and brewed into Loafer Pale Ale.

The beer, which is being sold at BWS and Dan Murphy’s, will help raise funds for the Feed Appeal, to put meals on the table for Australians impacted by food insecurity.

Dubbed as the Woolworths Group’s first circular economy beer, more than 350kg of leftover bread from Woolworths Supermarkets has been diverted from potential landfill  to help create the unique brew.

Woolworths Head of Sustainability, Adrian Cullen said: “We like to constantly challenge ourselves in the sustainability and community space and look at how we can make an impact simply by doing things differently.

“The ability to divert surplus food away from landfill, and to help support our local food rescue partners to help feed Australians that would otherwise go hungry, is a critical part of our day-to-day operations and support of the community.

“We’re excited to bring to Australians our first circular economy craft beer. For every six-pack of Loafer Pale Ale purchased, you will not only help to put a meal on the table for someone in need, but you will also be enjoying a beer that has helped divert unsold loaves of bread from heading to landfill.”

Loafer pale ale

The craft beer has been made by Tribe Breweries, based in Goulburn, NSW.

Tribe Breweries Head of Innovation, Josh Gaudry said: “We wanted to create a beautiful craft beer and were excited to be able to support Feed Appeal and Woolworths in their fight against hunger and food waste.

“Through collecting rescued bread from Woolworths, we were able to incorporate this into the base of our brew, and lovingly crafted each beer with the aroma of fresh toast to produce an easy going pale ale with bright hoppy aromas reminiscent of pear and pineapple. 

“If you ask me, it’s the best thing since sliced bread.”

100% of funds raised through the purchase of Loafer Pale Ale goes directly to support Feed Appeal, a not for profit organisation that provides grants to support local charities that deliver food relief programs and meals to vulnerable Australians who need it most. 

Feed Appeal CEO, Katherine Gokavi-Whaley said: “Feed Appeal is here to help everyday Australian families who rely on food charities in their local community for their next meal.

“All money raised through the purchase of ‘Loafer’ goes directly to community food relief charities to supply ovens, freezers, cool rooms, transport and other vital infrastructure to help them store, cook and share meals often cooked from rescued food to meet the growing demand for food relief. 

“We are pleased to see that there is now good beer, doing good on the market.” 

Loafer Pale Ale is available while stocks last exclusively at BWS and Dan Murphy’s stores across Australia. For every six-pack sold ($25), 50 cents is donated to Feed Appeal which equates to one meal. For every carton sold ($73), $2 is donated to Feed Appeal, which can help to feed a family of four.

Sustainability focus for Endeavour Drinks

Endeavour Drinks was the Award Partner of the Corporate Social Responsibility Award at the 2019 Australian Drinks Awards.

Diageo Australia won the trophy for The Smashed Project, which aims to address the dangers of underage drinking and reduce alcohol-related harm in young people.

Australian Drinks Awards Endeavour Group

Adam Fry, General Manager – Buying and Merchandising at Endeavour Drinks, presented the award to Diageo, together with Drinks Association Board Executive Director Michael Ritoli (pictured above).

Fry said Endeavour Drinks felt a particular affinity with the award, as the commitment to corporate social responsibility is intrinsically tied to Endeavour’s values of “Caring Deeply” and “Always Doing the Right Thing”, through initiatives.

“We know that our customers are growing increasingly conscious of the choices they make everyday, from what they drink and how much they consume, to the impact that their decisions have on the world around them. What’s important to our customers is important to us.

“This award category recognises the unique ways that our industry can make a positive impact in the lives of our customers and we are proud to support the really unique initiatives and strategies in this category that demonstrate a commitment to corporate social responsibility principles.”


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