Morrisons is to donate 20p from every pack of own-label British strawberries in a new three-year partnership with children’s cancer charity CLIC Sargent.
Retailing for £2 each, strawberry punnets will feature the charity’s ‘young lives vs cancer’ tagline and logo.
British strawberries will arrive on most Morrisons shelves this week, and are due to be available in all stores by mid-April.
Morrisons strawberry buyer Emma Spencer said: “These strawberries are our first British fruit crop of the new season, which is something we look forward to every year. We’re delighted to be celebrating this year by raising tens of thousands of pounds for this great cause.”
CLIC Sargent will use some of the donated funds to support families and young people affected by cancer. The charity has found that on average parents face additional costs of £600 a month when their child is on active cancer treatment.
The top extra expense is travel costs for hospital treatment at specialist hospitals – closely followed by extra food.
As part of the tie-up, children and families CLIC Sargent has supported are sharing strawberry recipes and personal stories on the charity’s website to help encourage sales.
Jane Wingrove’s daughter Daisy was diagnosed with bone cancer aged eight, and received financial report from CLIC. She said: “I think it’s fantastic that just by popping into Morrisons and buying some strawberries that people can help families like ours through the hard times.
“Most people just don’t realise that chemotherapy can make certain foods taste disgusting, like metal. And that it can cause sores in the mouth and throat that can make swallowing difficult.
“This means that as a parent you are constantly searching for foods that your child can stomach, and catering for these rapidly changing tastes and chemo induced cravings costs a lot of money.
“I remember that sometimes Daisy would eat nothing but packs of Parma ham or nothing but smoked salmon, then only melons and strawberries. It’s frustrating but you just want them to eat anything so they can keep their calorie level up and stay well.”
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