“Winter is always the toughest time of year”: We speak to Manchester South Central Foodbank about the reality of Christmas hardship

With demand rising by 63% since the start of November, we caught up with Heidi Exell, operations manager at Manchester South Central Foodbank, to talk about the growing pressures facing local families, the importance of support over Christmas and how the community can help.

For many families, Christmas is an exciting time. But for those already struggling financially, this time of year can look very different. Rising energy bills, food costs and the pressure of making Christmas special for children can make an already difficult situation feel impossible.

And at Manchester South Central Foodbank, the pressure is already being felt, with demand rising quickly.

“Winter is always the toughest time of year - and Christmas adds extra strain,” Heidi explains.

“As the weather gets colder, energy bills rise, and families are forced to make impossible choices between heating and eating. We have already seen a 63% increase in demand since the start of November.”

We previously spoke to Heidi in July about how the need for foodbank support has changed. Now, with Christmas on its way, we wanted to catch up again to hear more about the challenges facing local families, how the foodbank is helping people through the winter and what we can all do to help.

Christmas brings extra pressure

The festive season can be particularly difficult for families already struggling to cover everyday essentials. For many parents, buying presents or little treats for their children comes a long way down the list when food, rent and energy bills need paying first.

“In 2025 our services supported 10,000 individuals facing hunger and hardship. Demand can double just before Christmas, with families trying to budget what little money they have on keeping up with the rising bills before they even start to think about gifts and treats for the family.”

Over the next two months, the foodbank expects to support around 1,000 individuals with emergency food parcels and a further 1,000 through its Christmas holiday food hampers and toy sacks. Working with local schools and community groups, these initiatives help ease some of the pressure on vulnerable families and bring a little extra joy to the festive season.

The scale of the challenge reflects a much longer-term increase in hardship. Since the pandemic and cost-of-living crisis, demand for support has remained consistently high. During 2025/26, the foodbank distributed 3,289 emergency food parcels, supporting 6,055 people, with around a quarter of those supported being children. This represents a 148% increase in demand compared with pre-pandemic levels.

More than just a food parcel

For Manchester South Central Foodbank, supporting people means much more than providing emergency food.

Its hubs across Hulme, Moss Side, Whalley Range and Old Trafford offer warm, welcoming spaces where people can enjoy a cup of tea, feel listened to and access practical advice and support, including help with benefits and housing.

Heidi is keen to reassure anyone worried or embarrassed about asking for help that they will be welcomed without judgement. Because sometimes, knowing there's somewhere to turn and someone willing to listen can make all the difference.

“Please reach out to us. Our foodbanks hubs our safe, welcoming spaces where you will find warmth, support, and access to life changing advice.”

Help make a difference this Christmas

With demand rising, the foodbank is asking the local community to come together to help ensure it can be there for everyone who needs support.

For the third year running, Manchester South Central Foodbank has partnered with Aviva Foundation through the Aviva Communities Fund to raise vital funds for its work.

And there's an added reason to get involved: every donation made through the campaign will be doubled by Aviva, helping supporters make twice the difference your generosity go twice as far.

“Everything we achieve is only made possible by the compassion and generosity of our supporters - individuals, community groups, corporate partners, trusts, and foundations," says Heidi. "Their contributions enable us to meet the immediate needs of people facing hunger and hardship while building long-term resilience in our communities.”

Donate to the winter and Christmas campaign through the Aviva Communities Fund. Every donation will be doubled by Aviva.

As Heidi reminds:

“No-one should have to face hunger or hardship alone.”