Laila rice donates million rice servings to hungry
Monday May 12, 2014 at 10:03am
Basmati rice brand Laila Rice is launching its most ambitious charity project to date – to donate one million servings of rice to the hungry via UK foodbanks and NGOs in India and Africa. During the campaign, which launched at the start of this month, every promotional bag of Laila rice bought will build towards Laila's one million servings target. The Trussell Trust, which operates the largest network of foodbanks in the UK, will be one of Laila’s key distributing partners in the UK for the project, while the campaign is being backed by celebrity chefs including Ken Hom OBE, Cyrus Todiwala OBE and Anjum Anand, as well as London Food Board chair Rosie Boycott. Last month, the Trussell Trust revealed that the number of people in Britain forced to rely on emergency food tripled during the last year to reach almost one million – the fastest rise ever recorded. Half of all referrals to Trussell Trust food banks in 2013/2014 were the result of benefit delays or changes. The charity believes the figures are just the tip of the iceberg, with many people too ashamed to even ask for help and, instead, choosing to go hungry. Harry Dulai, managing director of Surya Foods, owners of the Laila brand, says: “This is our most ambitious CSR project to date and sees us move from a focus on international aid in Pakistan, the origin of Laila rice, to also recognising the growing number of UK families reaching crisis point here. A million servings is an incredible amount of rice. To put it into perspective, when cooked this much rice would weigh around 225 tonnes.” Laila’s first ‘Rice for Life’ campaign was launched in 2011 in association with The British Red Cross, with the first project providing seeds and fertiliser to those affected by the devastating Pakistan floods. The second campaign, also in association with the British Red Cross, was in October 2012 with the simple message ‘Buy one pack, save one life’, with each pack sold paying for simple but effective treatments like oral rehydration salts to prevent easily treatable diseases claiming children’s lives needlessly in Pakistan. In the latest campaign, for every promotional bag of Laila rice bought, Laila will donate servings of rice to reach its target of one million servings. One serving is the equivalent of 45g of dry rice and the number of servings donated depends on the size of bag purchased.