Cheeky Cow cheese brand aids poor African families in dairy-based charity partnership

New Send a Cow partnership

New Send a Cow partnership

Cheeky Cow, the cheese brand from Somerset Cheddar maker, Cricketer Farm, has teamed up with the Bath-based development charity Send a Cow, which works hand in hand with poor African families, teaching them the skills they need to build new lives free from poverty and hunger.

The partnership, along with one from Blackacre Farm Eggs, was launched at the Frome Cheese Show. It is hoped the tie ups will help the charity reach a million more people.

Cricketer Farm also used the show to unveil its new Cheeky Cow pack design, which celebrates the partnership with Send a Cow, plus eight award wins for its cheese, cream and butter.

Launched in May 2013, Cheeky Cow is Cricketer Farm’s new half fat cheddar-style cheese, which is claimed to be shaking up the UK’s healthy cheese market with sales already far exceeding expectations.

From this week onwards, every sale of the new Cheeky Cow packs will raise 5p for Send a Cow, where the money will help fund dairy cows in Africa, giving families a supply of milk for nutrition, manure for crops and surplus milk and crops to sell to develop sustainable incomes.

Shoppers will now see Cheeky Cow’s 350g and 200g Send a Cow packs in 80 Tesco stores and hundreds of Spar stores across the South West.

Cricketer Farm managing director, Greg Parsons, said: “Send a Cow’s Pass it On principle and long term focus on growing communities sets them apart. As a charity with West Country roots and one with dairy at its heart, there couldn’t be a better match for us as a company. We’re therefore extremely proud to raise funds for Send a Cow’s important work through every single pack of Cheeky Cow sold.” 

Blackacre Farm Eggs has also revamped its 10-pack of free range eggs, with the promise to help crack hunger by making a 2p donation per pack. Funds will go towards the gift of chickens, often given to orphans who are unable to look after a large animal such as a cow. The owners also hope to visit Africa to offer expert advice to the charity’s poultry farmers.

“We are absolutely delighted to be working with Send a Cow and to be able to support the wonderful work the charity does helping African families to transform their own lives for good. In the first year of our partnership we are planning to raise enough money to buy 1,500 chickens to help families in Africa feed themselves. The donation per 10-pack of eggs we sell is just the start for us, as we are very much hoping to be able to go to Africa to talk to families out there about their chickens, offering any help and advice we can to ensure they a bumper egg yield from their birds,” said Dan Wood, managing director of Blackacre Farm Eggs.

Speaking on behalf of Send a Cow, CEO Martin Geake, said: “Send a Cow has a fun, quirky brand which lends itself extremely well to corporate partnerships, especially those in the food industry. But we take our approach to development very seriously.

“Spend on overseas charities is decreasing year on year, possibly because people feel that Africa’s problems are too great for their contribution to make a difference. We have the statistics to prove that our practical and dignified approach to development transforms lives on every level, not just in combating food security and poverty.”

From start to finish, Send a Cow spends around £1,250 to help one family through its transformational five-year programme. Beyond this, each family is able to sustain itself, meaning children are being born into a life free from poverty for the first time.

Each African farmer that receives training, seeds or livestock from Send a Cow is asked to pass on the benefits (including their first born heifer) to another needy family. This unique ‘Pass it On principle’ not only builds stronger communities, it allows the charity to help even more people.