TV personality Jonathan Ross emerged from hiding on 25 November to join the Restaurant Association (RA) Chairman Robert Walton as the Meal Appeal scheme was officially launched jointly by the RA and the Variety Club.

This dynamic new initiative is to help raise funds for sick, disabled and disadvantaged children, young people and those in the hospitality industry who have fallen on hard times. The initiative - Meal Appeal - couldn't be simpler. Every establishment that joins the scheme adds a discretionary donation on to each bill it raises. Over 25 restaurants and hotels have already pledged their support by signing up to the scheme, including von Essen family friendly hotels, The Vineyard at Stockcross and the London Fine Dining Group, which includes Aubergine, Zafferano and L'Oranger. Funds raised will be split between Variety Club Children's Charity and Hospitality Action.

"Meal Appeal has been designed to provide the industry with a really simple and cost effective mechanic to give something back. We're delighted to have received so much initial support in the pilot of the scheme and hope to see lots more people sign up. "These are challenging times for us all, but we mustn't forget those that need our help. Meal Appeal allows operators to offer ongoing support as well as providing a feel-good factor for their customers. I urge every hospitality establishment in the country to sign up to the scheme; collectively, we could make a remarkable difference," said Bob Walton, Chairman of the Restaurant Association.

BHA Chief Executive Bob Cotton has also shown his support for the initiative. "Never has the need to help people been greater. The Meal Appeal will extend fundraising to enhance all sections of the hospitality business." For more information and details of participating restaurants, visit the website at: www.mealappeal.org.uk