Waitrose and its suppliers expect to raise £500,000 through the chain’s foundation to benefit the welfare of black farm-workers on 10 citrus fruit farms in South Africa.
The trust, which was established last year, has already contributed £330,000 from the 2005 season out of profits, at no extra cost to the consumer.
Members include exporter Green Marketing and importer Poupart. It has the backing of the government in South Africa and is in line with the country’s black economic empowerment reforms.
The cash raised so far has provided 25 community projects ranging from health education, crèches, classrooms, education and IT skills, community halls and even a soccer pitch benefiting an estimated 5,000 workers.
The work of the trust is the subject of a TV advertising campaign running on seven stations between May 14 and June 11 stressing Waitrose’s partnership values now extended to suppliers.
This season, the project will add an avocado plantation. And both citrus and avocados from the Waitrose Foundation are identified at retail level by a new sticker.
No comments yet