Primula Cheese has given £341,000 through Kavli Trust to help support people feeling the impact of the cost-of-living crisis.
As the cheese brand is owned by the Kavli Trust, a charitable foundation, all profits from the sale of Primula products are shared with charities and good causes in the UK and around the world. The donation follows the rise in the number of consumers being impacted by the cost-of-living crisis as the brand continues to fund communities most in need and who may be feeling the biggest pinch.
“This year has seen Primula launch new flavours to the market to engage new and existing customers, but we have also continued to donate all profits to good causes, which is something we’ve been doing for the last 60 years,” Gareth Watson, brand communications manager at Primula Cheese, said.
“Sharing is at the heart of everything we do here at Primula, and we focus on donating our profits to charities who are truly helping to make a difference.”
Primula supported Cedarwood Trust with a £171,000 donation. The funding will be used to create an environmentally-friendly kitchen which will provide thousands of meals to vulnerable people in North Tyneside.
Cedarwood Trust works to reduce food waste and redistribute it to residents with low incomes living in the Meadow Well Estate. The charity prevented people from going hungry during the Covid-19 pandemic by using up tonnes of donated food to create free, healthy meals for those who needed them. Surplus food will continue to be made into meals in the new industrial kitchen to support the Trust’s existing customers whilst tackling the environmental impact the food industry has on the planet.
Cedarwood Trust also runs a community shop, Nourish Store, which enables members to pay a small monthly fee and choose items for a weekly amount. This provides people with the opportunity to contribute financially, which removes the stigma associated with other initiatives whilst helping members manage their expenses.
The funding will also enable the charity to increase the number of places available at its Nurture Academy. The academy is run by Cedarwood’s catering team and provides culinary-related qualifications for young people. Trainees prepare meals for the charity’s Nurture Bistro and their local community.
“This will help people who are really struggling at the moment. There are a lot of hidden costs associated with cooking – for example gas and electricity which are costing more than ever – and these meals negate those extra costs for people,” Wayne Dobson, Cedarwood Trust chief executive, said.
“The money we make will also help us to reach a level of self-sustainability – it will be reinvested straight back into the Trust and the various services that we offer, that are dedicated to fighting poverty on the Meadow Well Estate and further afield in the North East.
“In these times which are so difficult for charities to navigate, when grant provisions are down massively, this could really be the start of something special. It could be our magic bullet. We are absolutely overwhelmed by what Kavli Trust has done for us, and are so excited about what this could mean for the region.”
With research suggesting that more consumers are now favouring brands who seem to be giving a larger share of their profits to charities, Primula noted that it’s more important than ever for retailers to back brands who are doing their bit to support local communities.
“As part of the broader food industry, we have a responsibility and a potential to contribute to solutions that support responsible consumption and production of food,” Watson added.
“These are central pillars to Primula's success, longevity and continued growth. An approach supported by a unique business mission of sustainably sharing all profits generated by the group's operation with good causes through its owner the Kavli Trust.”
In 2021 £7.8 million was awarded to communities and good causes by Primula's owner, Kavli Trust, through the sale of its products.
