People who have never needed foodbank support are increasingly seeking help as Tauranga families grapple with cost-of-living pressures.

It has prompted the Tauranga Community Foodbank to launch Kai Now, a programme to reach those falling through the cracks.

The emergency initiative gets food directly into communities and connects struggling whānau with support through local organisations.

The programme launched in August and works alongside community partners including Toi Ohomai Institute of Technology, the University of Waikato and local marae such as Mangatawa Marae to reach people facing barriers to accessing traditional foodbank services.

Rather than waiting for people to come to the foodbank, the initiative uses community networks to identify need and delivers food directly to families.

Tauranga Community Foodbank general manager Nicki Goodwin said the initiative came from growing concerns over households struggling with rising costs.

“How on earth are people getting by? Because we know that there’s nothing left after paying essential costs.”

Stats NZ’s latest household living cost figures show the cost of living for the average New Zealand household increased 3.2% in the 12 months to June.

The rise, measured by the Household Living Costs Price Indexes, followed a 2.1% increase in the 12 months to March this year.

“We’re seeing more people needing a full week’s kai and that has definitely increased,” Goodwin said.

Food prices rose 4.5% in the 12 months to February, up from a 4.2% increase in the year to January 2026, according to the most recent Stats NZ figures.

Higher prices for meat, poultry and fish, which rose 7.5% over the year, made the largest contribution to the annual increase in food prices.

Fruit and vegetables also rose 9.4% in the same period.

Goodwin said the human impact of food insecurity was often overlooked.

Tauranga Community Foodbank general manager Nicki Goodwin. Photo / Kaitlyn Morrell

“When people are struggling week in and week out with something as fundamental as food and there’s no hope of change, I dread to think what that does to someone mentally and emotionally.”

Rising fuel costs and stretched household budgets are also creating barriers for families needing food support, Goodwin said, with some unable to afford the trip to the foodbank.

According to Stats NZ, rising petrol prices were the main driver of the increase in living costs across each household group in the 12 months to June.

For the average household, petrol prices rose 27.5% over that period.

Higher petrol prices accounted for almost one-third of the annual increase in living costs for the average household.

“The delivery of groceries has skyrocketed since the fuel increases. We’re now delivering twice as much to people rather than them being able to access kai themselves.”

Goodwin said the impact of Kai Now was already being felt since its launch last month.

Kai Now has shared enough food to support more than 900 people and provide more than 8000 meals across breakfast, lunch and dinner.

Goodwin said more than 22,000 people would receive food support through the foodbank this year, with enough food provided to create more than 260,000 meals.

“We’re seeing a higher level of new people connecting with our service, and we know that these people have never accessed our service before.”

She said the “beauty” of Kai Now was the way it strengthened community connections and created new pathways for people to seek help.

Kai packages distributed from Tauranga Community Foodbank. Photo / Kaitlyn Morrell

“All of us are working for the same purpose of helping with food insecurity. It’s a huge part of what foodbank does, and getting ahead of it is a real challenge.

“But everything takes time. It’s a marathon, not a sprint, and we know that this will be reaching the people that need it most. There’s no doubt about that.”

Toi Ohomai executive director ākonga success Koren Hopoi said the institute was seeing an increase in students experiencing financial hardship.

She said this was largely driven by ongoing cost-of-living pressures.

“For some learners this can affect their ability to meet essential needs while continuing their studies.”

Hopoi said Toi Ohomai had limited funding to support students experiencing financial hardship.

She said exploring a partnership with Tauranga Community Foodbank aligned with the organisation’s commitment to supporting learner wellbeing and success.

“Initiatives such as Kai Now can play an important role in reducing barriers to success and ensuring ākonga have the best possible opportunity to achieve their goals.

“By working together, we can better connect ākonga with the resources they need during challenging times.”

Kaitlyn Morrell is a journalist for the Bay of Plenty Times and Rotorua Daily Post. She has lived in the region for several years and studied journalism at Massey University.