Broccoli brand in fight against hunger
Published: 16 Dec 2013
Tenderstem has announced that it will sponsor Action Against Hunger in 2014 to help support the humanitarian agency's work to end child hunger and acute malnutrition around the world.
The sponsorship will contribute to vital emergency aid supplied by the organisation, and to the longer-term food security programmes it manages such as providing seeds and tools for agricultural recovery.
Some of these schemes are in Tenderstem-growing regions, such as Kenya, where the branded broccoli variety already works to support a sustainable and ethical farming model.
For the past 15 years, the humanitarian organisation has worked with the food industry to host fundraising initiatives.
In 2013, these include creating a '5 star burger' with their star chefs that was available to buy at Taste of London; and in collaboration with The Ship's annual Scotch egg challenge, inviting top restaurants to design gourmet Scotch eggs that were then auctioned to the highest bidder.
Hundreds of restaurants and a host of celebrity ambassadors, including Raymond Blanc, Atul Kochhar and Angela Hartnett, took part in this year's campaign, which will raise £250,000 from participating restaurants.
One of the organisation's biggest initiatives is 'Love Food Give Food', an annual campaign that invites food lovers across the UK to help get child hunger off the table.
From participating restaurants across the country typically adding £1 to their bill as a donation for a limited period of time, through to individuals running 'Supperheroes' fundraising supper clubs, Love Food Give Food runs from September until November.
In 2014 Tenderstem will be the headline sponsor of a 'thank you' event to be hosted by the charity which will recognise those who took part in the campaign. There will be several well-known faces present, including chefs and restaurateurs, and Tenderstem will be available to sample during the evening.
Building on this, Tenderstem will also be a national sponsor of a brand new campaign for Action Against Hunger, which is set to launch in autumn 2014. The initiative will focus primarily on social media as a way of generating donations from its partners. Tenderstem will support the activity across its social media platforms and on its website.
Andy Macdonald, managing director at Coregeo, which licenses and markets Tenderstem in the UK, said: "Tenderstem is proud to be joining forces with Action Against Hunger. We feel that they have a fantastic groundswell of support from the food community and we are excited to be a part of that. We hope that our involvement will help bring the charity one step closer to its aim of ending child hunger."
Jean-Michel Grand, executive director of Action Against Hunger, said: "Action Against Hunger is delighted that Tenderstem have confirmed they will be supporting our live-saving activities around the world, by joining our Love Food Give Food initiative and headlining one of our major food industry events.
"We are lucky to be supported by many great organisations in the UK food and hospitality industry and Tenderstem represents a great brand which delivers a nutritious product enjoyed by food lovers and families alike. We think there is a great fit between our two organisations and we look forward to working together closely in the months ahead."
Courtesy of the Fresh Produce Journal: http://bit.ly/1kgHUUq