Provider in Focus | CAMMS Meals on Wheels Ltd
Discussion took place on 6th May 2026
This month, we’re speaking with Justina Augustaviciute, Charity Manager of CAMMS Meals on Wheels Ltd, a service operating in Cambridgeshire.
In this Provider in Focus, Justina shares what it takes to run a Meals on Wheels service across Cambridgeshire and Fenland – from managing rural delivery routes (covering 50-60 villages across Cambridgeshire) and rising costs, to reaching isolated older people and supporting families from afar.
Justina Augustaviciute, Manager of CAMMS Meals on Wheels, attending a local community event to raise awareness of the service
Delivering more than a meal
CAMMS Meals on Wheels delivers hot meals across a large rural area, operating from two bases and reaching people across Cambridgeshire and Fenland.
The service supports mainly older adults who want to remain living independently at home but need support with accessing or preparing food.
As Justina explains, the service is about far more than delivering meals:
“We provide welfare checks, which I think is sometimes more important than the hot meal deliveries.”
Drivers are DBS-checked and, where appropriate, trusted with key safe access so they can respond if a customer is unwell, unable to answer the door, or has had a fall.
“We have unfortunately had cases where the drivers did enter the house and found our customers unconscious or after a fall… this is where I think our service becomes vital.”
The service also provides reassurance to families – particularly those living far away from relatives.
“The service is not only for the people themselves – it’s for their contacts, their children… many live far away, even abroad. Meals on Wheels is a lifesaver.”
“I’m not saying we are the most important service in the world, but we are extremely important… I can’t even imagine what would happen with quite a few of our clients if Meals on Wheels wasn’t here.”
Image: A CAMMS Meals on Wheels team member delivering a meal to a client at home
A familiar face and a daily routine
Justina describes how important daily contact can become for many customers.
For some, the delivery driver may be:
- The only person they see that day
- A source of routine and reassurance
- An important connection to the outside world
“We have people literally coming outside and waiting for the drivers to come.”
“Meeting the delivery driver every day, sometimes seven days a week, becomes an essential part of their life.”
One of the CAMMS Meals on Wheels drivers preparing to deliver meals in the community
Running a flexible service in a challenging environment
Operating across rural areas brings logistical challenges, but Justina emphasises that flexibility is key.
New referrals are carefully matched to routes, with office staff and drivers working closely together to manage capacity and geography.
“We have a system, but it’s also very much run by people.”
At the same time, the service faces increasing financial pressures. Like many providers, CAMMS Meals on Wheels has experienced:
- Rising supplier costs
- Increased fuel prices
- Higher staffing costs and national insurance contributions
- Declining new inquiries following price increases
“We are left to manage these things on our own… it’s very difficult to pay for supplies, pay drivers’ wages, and still remain not-for-profit.”
Meals being prepared and packed for delivery as part of the daily CAMMS Meals on Wheels service
Justina is clear that raising awareness and attracting new customers is becoming increasingly important for sustainability.
Marketing and visibility matter
One of the strongest themes throughout our discussion is the importance of visibility and community engagement.
Justina spends significant time promoting the service directly in local communities.
“If you don’t have a lot of funds for paid advertising, you have to do it yourself… my tip is never give up on the hard work.”
One practical approach that has worked well is targeted leafleting.
“If you already have a customer in a particular area, make sure you deliver leaflets nearby as well.”
This helps reduce additional mileage costs while reaching people who may benefit from the service.
Representatives from CAMMS Meals on Wheels attending a local community event, helping to raise awareness of Meals on Wheels services and connect with potential supporters and partners
To help raise awareness, the service also uses:
- Networking events
- Community contacts
- Local organisations and community navigators
“We need to make sure people know we exist and how to find us.”