Celebrity chef Gary Rhodes has agreed to spearhead a new campaign by Hospitality Action to attract 20,000 supporters over the next two years.
The charity is to launch its new "membership" scheme at a reception to be hosted by Cherie Blair at Downing Street next week (19 May). The aim is to sign up 20,000 individual supporters and 10,000 companies.
A third category of sponsorship, called "guardian membership", will be available for up to 500 invited participants. Cherie Blair is expected to become the charity's first guardian member.
According to Hospitality Action chief executive Jim Stephenson, Rhodes will help promote the campaign, particularly outside London. "It is important that the charity is not seen to have a London bias," Stephenson said. "Someone like Gary has tremendous national appeal."
Rhodes, who ended a partnership with contract caterer Sodexho in January and is expected to open a restaurant in the Caribbean later this year, said that the work of Hospitality Action was important because "we never know what life has in store, and any of us may one day need somewhere to turn."