Noble Foods has announced a new partnership with Co-op and the Farm Safety Foundation (Yellow Wellies), delivered through its flagship brand, the happy egg co.
The initiative, launched in Co-op across 100 stores this September, is designed to raise awareness of the challenges facing British farmers, from long working hours and isolation to the fact that agriculture has the highest workplace fatality rate of any industry.
In support, Noble Foods and the happy egg co. will donate £10,000 to Yellow Wellies, an independent charity founded and supported by the NFU Mutual, to champion farmer wellbeing and promote safer working practices across UK agriculture.
Stephanie Berkeley, manager, Farm Safety Foundation, said: “We are incredibly grateful to Noble Foods and Co-op for supporting us through this promotion. As a small charity dedicated to changing attitudes and behaviours towards farm safety and mental well-being among the next generation of farmers, backing from organisations spanning the agricultural sector makes a real difference and means the world to us.”
In-store there will be eye-catching shelf displays, aisle flags, tear-off recipe cards and floor stickers leading shoppers to happy egg products.
For more information on Yellow Wellies and the work they do, visit www.yellowwellies.org.