Tilda and the UN World Food Programme are bringing back the ‘Helping Mums Together’ campaign this year, partnering with TV chef, author and sustainability champion Cyrus Todiwala OBE DL. Every specially marked Tilda Pure Basmati Rice pack will fund an equivalent of one nutrition-boosting meal to a new or expectant mother or young child in Bangladesh to help fight malnutrition and low birth weight.
Over the past five years Tilda has donated the equivalent of almost 6 million nutrition-boosting meals through the World Food Programme, helping communities in Bangladesh affected by malnutrition.
Commenting on the campaign, Cyrus said: “It’s an honour to be partnering with Tilda to support the World Food Programme. “Nutrition is important to children in their first 1,000 days, in ensuring proper physical and cognitive development. The Helping Mums Together campaign directly targets this vulnerable group of people.”
Cyrus has created and shared one of his favourite recipes that is perfect for any occasion.The nutrition-boosting meals come in the form of Super Cereal for mothers and Super Cereal Plus for children, which are vitamin- and mineral-enriched porridges that help provide the nutrition needed to combat low birth weight.
Jane Howard, Head of Communications, Advocacy & Marketing at the World Food Programme’s London Office explains: “The work that we do with both refugees and local people in and around Cox’s Bazar is a vital part of our programme. We want to help create a strong community that can cope better with emergencies. We are actively working to provide more economic opportunities, such as setting up a farmers’ market where local smallholders, including women who have received WFP training in entrepreneurship, can sell their produce to refugees.
Tilda’s support over the past five years has contributed to the wellbeing of malnourished mothers and children under the age of five. We are grateful for the support of Tilda for the 6th year.”
The special packs of Tilda Pure Basmati Rice and Tilda Basmati Rice pouches are available at all major retailers nationwide.
To find out more, visit tilda.com/mums.