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Percol puts kids education back on pack
26th February 2007
Percol, the pioneering, award winning Fairtrade and organic coffee brand is to donate 25p from each jar of its 100g Fairtrade Colombia Instant and 100g Fairtrade Decaffeinated Colombia Instant to the Coffee Kids Charity.
Since 1998 Percol has donated almost $400,000 to the Coffee Kids Grounds for Hope charity www.coffeekids.org . Percol’s customers have been directly helping children for the last nine years. Money has been raised from the sales across all of Percol’s range of multi-award winning coffees. Percol has won 28 awards for taste and quality.
The 25p contribution will go directly to a children’s educational project in Jimotega, Nicaragua. 180 children in 15 different schools from coffee growing families are currently on board with the project. The main goal of this project is to nurture the next generation of people to have the confidence and leadership skills to improve their own quality of life and that of their community.
The current educational curriculum in Nicaragua does little to promote active participation and decision making. The curriculum is not holistic and does not promoted leadership. This scheme encourages the skills that are essential to a young person’s development and can have lasting impact on the community.
Activities include exchanges with communities outside the group to broaden life experiences and establish a network of like-minded students.
Children will also plan to have their own projects. One of which is the establishment of nurseries of forest and fruit trees and planting trees in communal areas. This teaches to children to take pride in cultivation and also nurtures basic agricultural skills.
Brian Chapman, MD of Percol says; “Alongside our customers we have been supporting children in Latin America for nearly ten years. We are proud to say that in that time we have already donated the equivalent of $400,000. We hope that through our new on-pack promotion we can be more open and transparent with our customers about the charities we support.”
From March 2007 Percol Fairtrade Colombia Instant 100g and Percol Fairtrade decaffeinated Colombia 100g will carry on-pack message indicating that 25p from each product goes direct to the projects in Jimotega.
