From surplus to support: Social Supermarket’s 230 tote bags find a new home at Soup Kitchen London

At A Good Thing, we love seeing businesses turn surplus into something meaningful. In January, Social Supermarket, a purpose-driven social enterprise, generously donated 230 branded tote bags to Soup Kitchen London. This simple yet impactful donation is already making a difference for those who need it most.

What is Social Supermarket?

Social Supermarket is a London-based social enterprise with a mission to connect conscious consumers with ethical brands. As a certified B Corp, it is part of a global movement of businesses committed to high social and environmental standards. It believes in business as a force for good, supporting sustainable, ethical products while also giving back to communities. Like A Good Thing, Social Supermarket is a member of both People & Planet First and Good Market, initiatives that champion businesses prioritising purpose over profit.

The match: how 230 tote bags found a purpose

The donation came about when Social Supermarket found itself with a batch of misprinted tote bags that weren’t suitable to send to a client. Head of Marketing and Brand, Katie Rose, explained:

“They'd been gathering dust in our warehouse after we had asked a few different charities if they could give them away. Some of them said no, some didn't come back to us, and some said they'd have no use for them – so finding A Good Thing was a great solution. The process was super-easy, and we got loads of interest.”

The response through A Good Thing was overwhelming: 34 different charities requested the bags! Ultimately, Social Supermarket was matched with Soup Kitchen London, an organisation providing essential services to homeless and vulnerable individuals.

Barney Close, Account Manager at Social Supermarket, went on to explain:

"We gave the bags away along with a few other products we had available at the office. They were so well received!”

A meaningful visit: the power of giving first-hand

Since Soup Kitchen London was just a short walk from their office, the Social Supermarket team decided to drop off the bags in person. What started as a simple delivery became a team-bonding experience that left a lasting impact.

"It was a wintry day in the office, and the team was feeling low. Visiting the soup kitchen gave everyone a boost, making us feel more connected to our overarching mission!"

Katie Rose, Social Supermarket

“Myself and four of my colleagues went to the soup kitchen to drop them off personally and look at the space. Thanks so much, we were all so happy that these found a good home."

Barney Close, Social Supermarket

The soup kitchen team welcomed them warmly, showing them around the premises and sharing insights into their work.

“They were so grateful and kept thanking us,” Katie recalled, “but we kept saying, no, don’t thank us – it should be the other way around. The soup kitchen is doing something genuinely amazing.”

The connection didn’t stop there. One of Social Supermarket’s team members exchanged contact details with Soup Kitchen London, so that the organisation could make further donations. Just two days later, Social Supermarket staff returned with more supplies, including food and blankets: the soup kitchen said this was perfect timing for Valentine’s Day.

How the bags are making a difference

Soup Kitchen London does vital work, providing food, clothing, and support services to those in need. The tote bags have proven to be incredibly useful for its guests, allowing them to carry clothing, food, and personal items with dignity and ease.

Soup Kitchen London Director, Alex Brown, told us:
“We're hopeful that some of our regular guests will reuse the bags and help cut down on waste by doing so.”

Overwhelming demand: a testament to the need

The level of interest in the bags took Social Supermarket by surprise, Barney explained:

"I was taken aback – I had 25 requests within 24 hours, which was nuts!"

The experience reinforced just how many charities are in need of even the simplest resources.

Strengthening community connections

Beyond the donation itself, this experience helped Social Supermarket discover Soup Kitchen London, an incredible charity right on its doorstep. Katie went on to say:

“We didn’t even know about the soup kitchen before this, even though it’s so close to us! We’ve now asked about volunteering opportunities as it's part of our community.”

This match is a perfect example of how A Good Thing can help businesses build deeper connections with their local communities, while ensuring surplus items don’t go to waste.

See more from Social Supermarket

Keep your eyes peeled for a reel on Social Supermarket’s socials to see more about this inspiring match!

Get involved!

And if your business has things to give away, get involved! It takes 30 seconds to create an account, and then you can begin listing items straightaway.