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 commented: “We are proud to support the World Food Programme’s important work. 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.”
This year Tilda have partnered with Bake Off star Ruby Bhogal, who has created a special Mother’s Day Dish celebrating the role food has played in her relationship with her own mum.
Patrick McKenna, Senior Private Sector Partnerships Manager at the World Food Programme explains: “In Bangladesh, a quarter of the population is food insecure, without regular access to the proper nutrition for 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, to date the Tilda– WFP partnership has delivered over four million nutrition-boosting meals to mothers in need, with 1.8 million more meals projected through this spring’s campaign.
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