This Spring, Tilda’s ongoing partnership with the United Nations World Food Programme is back with the ‘Helping Mums Together’ campaign culminating on Mother’s Day to help fight malnutrition in Bangladesh.
The initiative will see specially marked Tilda Pure Basmati Rice back on-shelf from 25 February, with every pack sold funding a nutrition-boosting meal to a new or expectant mother in Bangladesh. By helping provide vital nutritional support, the campaign works to tackle the life-altering effects of malnutrition in a country that has seen an influx of Rohingya refugees over the past two years.
Anna Beheshti from Tilda comments “We are so proud to support the World Food Programme who do such important work. This is the fifth year of our partnership, and in total we have now managed to donate four million nutrition-boosting meals”.
“As a brand, we are committed to supporting the UN Sustainable Development goals, and the second goal, Zero Hunger, is very close to our hearts. We understand the vital role food plays in bringing families together, and this campaign is one way we can support those for whom good nutrition is not easily accessible.”
To further shine a light on the campaign, this year Tilda have partnered with Bake Off star Ruby Bhogal, who has created a special Mother’s Day Dish that celebrates the role food has played in her relationship with her own mum. Ruby hopes that in sharing her own Mother’s Day Dish and marking the special bond between parent and child she will further raise awareness of Tilda’s important campaign.
“I’ve been lucky enough to grow up as part of a close family where food is a core part of what we share, and as part of that, it can be easy to take the basics for granted and lose sight of a world where a lack of basic nutrition in expectant mothers is a very real issue,” says Ruby Bhogal. “Because of this, I wanted to help in any way I can, so, inspired by my own mother, I have developed my Mother’s Day Dish using Tilda rice – an ingredient that is symbolic of essential nutrition. By encouraging the UK to follow suit and get cooking this recipe for their own mothers, I truly believe that we can make a direct impact and Help Mums Together this Mother’s Day.”
Patrick McKenna, Senior Private Sector Partnerships Manager at the World Food Programme explains: “In Bangladesh, a quarter of the population is food insecure, meaning they do not have regular access to the nutrition they need to live a healthy, productive life. And with nearly half of the country susceptible to natural disasters, far too many new and expectant mothers are vulnerable. Through this campaign, we are delighted to be working with Tilda, Ruby and home cooks throughout the UK to help build healthier futures.”
Now in its fifth year, the Tilda–WFP partnership has, to date, delivered over four million nutrition-boosting meals to mothers in need, with 1.8 million more meals projected through this spring’s campaign.
Available in multiples and convenience stores nationwide, the packs will be on shelf from 25th February 2019 until end April.