Primula Cheese, owned by Kavli Trust, has reaffirmed its commitment to supporting communities nationwide with another year of charitable donations, continuing its long-standing tradition of giving all profits to good causes.
This year, Primula’s profits will make a tangible difference to two standout organisations: Feeding Families, which addresses food insecurity, and the Alan Shearer Centre, a lifeline for individuals with complex disabilities. Each charity will receive £17,500 to bolster their work during the festive season and beyond.
“At Feeding Families, our mission is to support families facing hardship by providing essential food parcels and a sense of hope. Primula’s generous contribution will allow us to expand our reach and positively impact even more lives. We’re incredibly thankful for their partnership in tackling food insecurity together,” Juliet Sanders, chief executive of Feeding Families, commented.
Sarah Croft, residential home manager at Alan Shearer Centre, said: “We knew we had made a shortlist of candidates for the donation, but were totally surprised when we found out we had been selected. It’s really hard to find the words to say how much this means for our home and the people we support.”
Primula said its charitable initiatives are integral to its broader marketing and brand strategy, resonating with a growing base of socially conscious consumers. Research suggests that shoppers increasingly care about how companies donate, not just how much, with brands that prioritise meaningful, transparent contributions gaining greater consumer trust and loyalty.
With over 60 years of sharing its profits to help good causes, Primula added that it is well-positioned to appeal to these values, offering a unique opportunity for retailers to partner with a purpose-driven brand.
“These donations are a testament to our ongoing mission to champion meaningful causes that benefit people locally and nationally. When consumers choose Primula, they’re not just buying a delicious product - they’re helping to support communities in need across the UK,” Lisa Thornton, head of marketing at Kavli UK, added.
Primula’s charitable ethos was also celebrated during its 100th anniversary campaign earlier this year. A radio-led initiative invited the public to nominate charities close to their hearts, resulting in £25,000 being shared among five UK organisations.
In total, the Kavli Trust - owner of Primula and other household brands like Castle MacLellan - has donated over £31 million to good causes globally since 2013, including £8 million in 2020 alone.
