Whānau struggling as Foodbank demand goes through the roof

Early numbers from the Manukau Urban Maori Authority (MUMA) Christmas appeal, known as the “3 days of Christmas” has already reached record levels with Waatea News able to report, with phone lines only opened from today, 28,000 incoming requests have been made but with only 1,000 packs available: “We’ve received 28,000 calls. We’ve booked 334 food parcels out of the 1,000 we’ll be giving away over the next three days. Phone lines will be open again tomorrow at 10am.”

The  “3 Days of Christmas” initiative  is a heartfelt effort to bring aroha, support and manaaki to whānau in South Auckland during a time of the year when Christmas can be especially hard for many.

So whats it all about?

• Over the three-day period, MUMA distributes free kai parcels, grocery support, and Christmas gifts for tamariki and whānau.

• It’s designed for whānau facing hardship – especially those who might otherwise struggle to meet basic needs, let alone afford a festive Christmas.

• The support typically includes food, essential groceries, and presents, ensuring children and families can experience some Christmas cheer even in tough times.

MUMA has moved away from chaotic overnight queues. Instead, they now run a drive-through collection service, where whānau can pre-book a pick-up time – preserving dignity, manaaki, and respect. The drive-through model involves MUMA staff and  volunteers, showing MUMA’s commitment to making the process smooth, safe, and mana-enhancing.

Tania Rangiheuea,  the Chief Executive Officer of MUMA said: “we have not seen demand like this before” and “whanau are struggling so the feedback we are getting is it’s going to be a very challenging Christmas for a lot of people.”

As the festive season approaches, foodbanks around South Auckland are bracing for an overload – and many warn they may already be stretched beyond capacity. What should be a time of joy and giving is shaping up to be another season of hardship for too many whānau across Tāmaki Makaurau.

• Recent reporting shows that foodbank usage in Auckland is rising sharply, driven by a combination of rising cost of living, inflation, unemployment or underemployment, and more whānau struggling to make ends meet.

• Across the region, there have been public warnings that several foodbanks may be forced to reduce services or even close next year if ongoing funding is not secured.

• For many families, Christmas already presents difficult choices – between paying rent or buying food, and whether there will be gifts or even a proper meal on the table.

Some foodbanks that had stepped in to help are now themselves at risk. Worse still, experts estimate that thousands of whānau may face a “Christmas without food and presents” – children missing out on basics or treats, and parents left struggling to stretch ever-diminishing dollars.

Food insecurity isn’t just about hunger. Reports show that lack of reliable access to nutritious kai affects both physical health and emotional well-being.

For children, it can affect their health, their schooling, and their sense of security. For parents – the stress of not knowing whether there will be enough food tomorrow – can be a heavy burden on whānau wellbeing.

• Many foodbanks have called publicly for stable, multi-year funding instead of short-term grants or ad-hoc support. Without consistent support, their long-term viability remains uncertain.

• The wider community is being urged to support foodbanks – whether through donations, volunteering, or kōrero – but experts warn this isn’t a long-term fix. Addressing underlying issues like low incomes, unaffordable housing and rising living costs is essential to halt growing food insecurity.

More to come

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