Tilda – Mums Helping Mums

CSR programme brings rice to empty bowls this Ramadan

By Jamil Khan @ The Gulf Today-Sharjah, June 25, 2013

DUBAI: As the Holy Month of Ramadan fast approaches, the corporate sector in the UAE is gearing up to launch various initiatives that are targeted at would-be philanthropists, encouraging donations for people who are less fortunate than most.
On Monday, the UK-based company Tilda launched the ‘Mums Helping Mums’ campaign through its UAE office as part of its corporate social responsibility (CSR). This mother and child nutrition project is part of the United Nation’s World Food Programme (UN-WFP).
Deepak Thawani, Regional Manager, Middle East addressed a press conference in Dubai on Monday, stating “While many of us are blessed with abundance, there are millions of people in the world who struggle to feed themselves. For this reason Tilda is launching its ‘Mums Helping Mums’ campaign in support of the WFP. The campaign will benefit WFP’s Mother & Child Nutrition programmes and aims to connect women throughout the world through the shared experience of cooking, and feeding their families – creating a long-term bond between mothers who buy Tilda and mothers in need in developing countries.”
From next week onwards, the ‘Mums Helping Mums’ logo will be featured on Tilda’s Pure Basmati 5kg bags, promoting the partnership and encouraging shoppers to make a difference by supporting this initiative. Thawani pledged that “for every bag of specially-marked rice bag sold, Tilda will provide two nutritious meals to a new or expectant mother in a developing country through WFP.”
Consumers who wish to be more involved in the campaign can download a free recipe book which includes concoctions from celebrities, bloggers and a few of Tilda’s own favourites. Thawani upholds that for “every book downloaded we will donate a meal to a mum through the UN’s WFP.”
Tilda had launched this initiative two years ago in the UK, and this year it decided to broaden its reach by extending its reach to the UAE and Canada. “During the Holy Month of Ramadan Tilda will donate an equivalent of two meals to WFP which will help them reach out to thousands of mothers and children across the world,” he added impressively.
Ashraf Hamouda, Head of Partnership & Business Development, United Nations World Food Programme, MENA, Eastern Europe & Central Asia, reinforces that: “Good nutrition in the first 1,000 days of life is so essential to the strong and healthy development of a child, which is why WFP focuses its nutrition programmes on pregnant women, new mothers and young children. Partners like Tilda help us bring greater attention to this important cause.”
End

~ by jamilkhan on June 25, 2013.

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