I went to the launch of a really fantastic new campaign this week.
Tilda rice are teaming up with the UN’s World Food Programme to help mums struggling because of hunger.
If you buy a pack of the rice pictured here, you’ll be helping a mum who really needs a bit more than the lie-in and box of chocolates we’ll no doubt be enjoying this mother’s day.
One pack of specially-marked Tilda Pure Basmati Rice equals one nutrition boosting meal for a new mum or mum-to-be in Bangladesh to help her stay healthy and give her child the best start in life.
It’s a really simple concept, but these facts from the WFP show just how crucial a project it is:
- Malnutrition in the first two years of life can affect mental and physical development into adulthood.
- Undernourished children are more likely to get sick, have trouble concentrating in school, and may earn less as adults.
- Mothers who were undernourished as girls are 40% more likely to give birth to children who do not survive to age five.
- Malnourished mothers are more likely to die in childbirth.
The World Food Programme provides good, nutritious food and specialised nutrition products to pregnant women and young children, to ensure that whole families reach their physical and mental potential. It’s providing that good start in life, so the next generation can break out of the cycle of undernutrition.
I don’t get on my soapbox very often, but next time you’re buying rice remember what a difference you can make with the brand you choose.
The Tilda Pure Basmati Mums Helping Mums pack is available in all major supermarkets priced from £4.49
I really like Tilda, and was very impressed with their ethics when I went to an event with them the summer before last.
Not only do you get to help a great cause, but you get top quality rice too. Win win. It is one of the few things that I have been given as a sample that I actually buy regularly.
couldn’t agree more – top notch product!
PS Did they tell you about the rice waterfall in their factory with a laser that zaps broken grains out of the way? Wonderful stuff!
Now that is very cool – it must be like a rice version of the Wonka factory!
Really interesting, didn’t know this about Tilda, and I would certainly now add Tilda rice to the shopping basket.
It’s a great cause, so spread the word 🙂