Mission Services of London is hoping to "Scan Away Hunger" at grocery store checkouts across the city.
The annual campaign asks Lononders to add $3.11 to their weekly grocery bill, which is the cost to Mission Services to provide one meal to someone struggling.
The goal this year is to raise $100,000, or enough to feed 32,000 people.
"We think it's a great way for someone who's grocery shopping, when they're buying food for themselves and their family, to say 'if I throw in an extra $3.11 it can help someone else,'" says Connie Spuria of Mission Services London. "People that use Mission Services of London are in a great place when they can enjoy a meal, it can really help offer hope and nutrition for them."
Mission Services London operates five locations across the city, three of them which serve daily meals to the less fortunate.
