Tilda and the United Nations World Food Programme are bringing back the ‘Helping Mums Together’ campaign this year, partnering with influential TV chef, author and sustainability champion Cyrus Todiwala.
Specially marked Tilda Pure Basmati Rice packs will fund an equivalent of one nutrition-boosting meal for new and expectant mothers in Bangladesh to help them stay healthy and fight malnutrition. The nutrition-boosting meals come in the form of a Super Cereal for mothers and Super Cereal Plus for children, which are vitamin and mineral-enriched porridges that help provide vital nutrition.
Jonathan Calland, head of external affairs at Tilda, commented: “We understand the vital role that nutrition plays in proper cognitive and physical development, especially in the first 1,000 days of a child’s life. For the past five years, we have helped provide the equivalent of almost six million nutrition-boosting meals to expectant and nursing mothers and young children who are most vulnerable to malnutrition.”
Jane Howard, head of communications, advocacy & marketing at the World Food Programme’s London Office, added: “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 is able to cope better with emergencies. We are actively working to provide more economic opportunities to Cox’s Bazar 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.
“Nutrition and food security are at crisis levels in Cox’s Bazar with 80% of new arrivals fully dependent on humanitarian assistance. Tilda’s support over the past five years has contributed to the wellbeing of those most at risk: malnourished mothers and children under the age of five. We are grateful for the support of Tilda for the sixth year.”