How AG has impacted communities

In 2025, Ambassadeurs Group (AG) set out a new approach to giving back. Its corporate philanthropy was reshaped to focus on London-based activity to give back to the communities where the AG team live and work. Through a combination of charitable donations, volunteering and partnerships AG has donated more than £200,000 to good causes over the past 12 months.

Guided by the Giving Back Strategy and shaped by the AG team – the WorkFamily – the approach empowered colleagues to champion causes that matter most. Three key charities were chosen by the WorkFamily to reflect a different pillar of AG’s giving. The three charities are Hospitality Action (HA), The Felix Project and the Royal Shakespeare Company (RSC)  (Creative Learning Programme). Alongside these the AG Charity Committee identified and supported a diverse range of organisations responding to social and humanitarian challenges. And throughout the year colleagues across AG have rolled up their sleeves to volunteer directly, strengthening connections with the communities being supported.

Key charities

Hospitality Action – AG’s key charity for education and employment with a focus on hospitality. ‘AG’s £30,000 gift supported ongoing programmes that include emergency grants, helplines and outreach,’ says Krishna Hathi, Charity Initiatives Advisor at AG. ‘This charity is close to our hearts because so many of our team work in hospitality. We know its vital financial, emotional and mental health support changes lives.’

The Felix Project – AG’s key charity for support of Londoners in challenging circumstances. The Felix Project is London’s largest food redistribution charity, with a central aim of stopping food waste and fighting hunger. ‘Our relationship with The Felix Project goes back several years, with teams from AG having previously volunteered at the charity’s redistribution centres,’ explains Krishna. ‘AG’s donation of £30,000 will contribute to The Felix Project’s transformational impact.’ In 2024 the charity rescued and distributed enough surplus food to provide 38 million meals through 1,264 community organisations and schools.

The RSC – AG’s key charity to support arts and cultures opportunities and accessibility. The RSC’s Creative Learning and Engagement Programme helps more than 500,000 young people annually to access arts and culture opportunities. ‘Krishna says: ‘AG’s £30,000 contribution ensured the programme could continue reaching schools in disadvantaged areas in London with Shakespeare-based educational workshops.’

Giving back more – at a glance

AG made other charitable donations, responding to need. ‘We carefully selected other charities to support financially and through volunteering,’ says Krishna. The total donated to these additional good causes was almost £120,000.

• Supporting wellbeing and housing: Crisis, The Abbey Centre, Better Change, Refettorio Felix
• Championing youth and inclusion: London Youth, Just Us Dance Theatre, Barrie Wells Trust, CHIPS
• Responding to urgent crises: DEC humanitarian appeals
• Promoting safer gambling: Gordon Moody, Better Change

Volunteering in action

The AG team continued to volunteer. Highlights include:

Refettorio Felix: The 6 Hamilton Place kitchen team cooked four three-course meals during the year, as groups of AG volunteers served and cleared plates. Each time, between 70-100 vulnerable people in Earl’s Court and surrounding areas enjoy a restaurant experience alongside important social interactions.

Battersea Dogs & Cats Home: 15 volunteers cleaned, weeded and help maintain the home’s space.

Looking ahead

AG remains committed to giving back. The process of selecting next year’s key charities is underway, guided by the same principles that define the Giving Back Strategy. Krishna says: ‘We will continue to focus on the areas where AG can have the greatest impact: community resilience, social inclusion, and wellbeing, while deepening our partnerships with the charities that share our purpose.’

Case study: Hospitality Action

Hospitality Action received its donation from AG early in 2025. Since then, the charity has given grants that have helped transform people’s lives across the industry. ‘This money allowed me to buy the things I needed most: a fridge, an oven, a washing machine, and essentials for my baby,’ says one recipient.’ I worked as a restaurant manager for 10 years, so this industry is a big part of my life. Unfortunately, after losing the café-restaurant, I fell on very hard times. I faced pension and pay issues, redundancy, and then I went through a divorce and became homeless. On top of all that, I was unable to walk due to ill health. Being able to get these items, a working kitchen and the means to wash clothes and care for my baby, means everything to me. These purchases are not just appliances; they are the start of a new, stable life. They give me the ability to safely feed and look after myself and my baby. Thank you so much for stepping in and providing this vital support when I had nowhere else to turn. Your help has truly allowed me to get back on my feet.’