The FPC Fresh Awards Fresh Produce Business of the Year, BerryWorld, has joined forces with breast cancer charity CoppaFeel! to launch a limited-edition pack of blueberries, aptly named ‘Booberries,’ in support of Breast Cancer Awareness Month (BCAM).
For every pack sold, 10p will be donated to CoppaFeel!, the UK’s only youth-focused breast cancer awareness charity, to support its mission of educating and empowering young people to regularly check their chests. The packs will be available exclusively through Ocado Retail throughout October and November.
The eye-catching packaging, made entirely from recyclable materials using FSC-accredited paper, was successfully trialled earlier this summer. Not only does it offer a sustainable option for shoppers, but it also helps raise vital awareness for an important cause.
According to Cancer Research UK, one in seven women in the UK will develop breast cancer during their lifetime, with around 56,400 women and 390 men diagnosed annually. CoppaFeel! is working to ensure young people, particularly those aged 18-24, are aware of the importance of self-checking for early detection, which could save lives.
“BerryWorld Booberries and CoppaFeel!’s mission go hand in hand,” said Charlotte Knowles, BerryWorld’s marketing and communications director. “This bold and bright campaign with Ocado Retail has given us the opportunity to use our brand for good, raising awareness of self-checking and breast cancer more widely. Together with CoppaFeel!, we’re bursting with berry goodness, all whilst bringing a splash of colour and British humour to UK shoppers.”
Amber Hodge, head of partnerships at CoppaFeel!, praised the collaboration: “Not only does BerryWorld’s campaign raise vital awareness of our chest-checking message, but the funds raised from each blueberry pack mean that we can reach even more young people to educate, encourage, and empower them to check their chest monthly — which we know can save lives.”
Martha Springham, produce trading manager at Ocado Retail, echoed the sentiment: “We are delighted to have partnered with BerryWorld and CoppaFeel! to raise awareness of breast cancer among the youngest generations. The paper-topped limited edition Booberries pack, available at Ocado Retail, not only supports CoppaFeel!’s mission with an on-pack donation but is also a kinder packaging solution to the planet, with a 100% recyclable punnet which maximises fruit quality and product protection, whilst maintaining a low carbon footprint.”
This innovative collaboration not only supports a worthy cause but brings a fresh and vibrant twist to the UK blueberry market this autumn.
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