In honour of World Food Day, Tilda® brand Legendary Rice celebrates donating the value of over 100,000 nourishing meals through the United Nations World Food Programme.
After only the second year of Tilda® brand Legendary Rice’s® Moms Helping Moms campaign in Canada, overwhelming consumer support has enabled Tilda® brand to donate the value of over 100,000 nutrition-boosting meals through the United Nations World Food Programme (WFP).
In support of mothers and their children in developing countries, in 2014 alone thousands of Canadian consumers purchased over 35,000 specially marked packs of Tilda® Pure Basmati and/or downloaded the celebrity recipe book.
Worldwide, Tilda’s® brand Moms Helping Moms campaign has already donated the value of over 1.3 million nourishing meals to WFP, helping thousands of mothers to give their children the best start in life. Low birth weight can seriously affect babies’ physical and cognitive development, so it is essential that they receive vital nutrition from the start.
About 2014 The Moms Helping Moms Campaign
For every 1.8 kg specially-marked pack of Tilda® Pure Basmati sold, Tilda® provided a nutrition-boosting meal for an expectant mother in the developing world through WFP.
Celebrity Recipe Book
Canadian moms downloaded a free online recipe book with contributions by Mississauga Mayor Hazel McCallion and Grammy Award–winning musician Sarah McLachlan. In addition, the book featured recipes by other celebrities, bloggers and a few of Tilda’s® own favourites. For every download Tilda® donated another meal to a mom through WFP