Rice Farmer Howard on Tour With Central England Co-op

Angus Coull • September 8, 2024

An inspring visit to Staffordshire for our guest from Malawi

Back in 2022 Central England Co-op launched an innovative Co-operative International Trading Development Fund to help move global communities out of poverty. The current focus is the Our Malawi Partnership and in their stores, they’re selling a range of products linked to the country in support of producers and farmers. A proportion from the sale of these products will support the initiative and strengthen trading capacity in Malawi.

Along with some other great Fair Trade products from other importers like Liberation, Nutcellars and Revolver our Kilombero Rice is on shelf in around 200 Central Coop stores.

Ahead of Fairtrade Fortnight rice farmer, Howard Msukwa was the guest of Central England Co-op and he has had a great time meeting management and staff, customers and visiting a school and a community food project.

Here's some pics of the tour. Hope he's not too tired before he starts the Scottish leg.

Below, here he is accompanied by T.O. Chair, Mary Popple at the Streethay store and meeting with Debbie Robinson, Chief Executive of Central Co-op at the Boley Park store in Lichfield.

Below are Howard and Mary on a visit to Streethay Primary School in Lichfield, where pupils have recently successfully completed the 90KG Rice Challenge.

Cooking rice and curry in a community centre in Burton-on-Trent with Central Coop and Trent Dove housing association. Enjoying a slow cooker rice recipe with the team and True Origin Chair, Mary Popple.

Below. A chance to meet the marketing team, and record a familiarisation video for store colleagues to understand the True Origin product. With Howard and Lauryn Mellor (Central England PR).

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By Nicola Taylor • July 3, 2026

A Fair Trade stall is about so much more than selling tea, coffee and chocolate. Every purchase supports smallholder farmers and producers who are working incredibly hard to build sustainable livelihoods in the face of climate change, rising fuel costs and an unpredictable global market. For many of the communities we work with, having reliable customers is essential. By running a True Origin stall at your church, you become part of that support network, helping to create regular demand for products that often aren't available in supermarkets or high street shops. Whether your church is passionate about global justice, caring for creation or simply making a practical difference, a Fair Trade stall is a simple but powerful way to turn those values into action. Start Small You don't need a huge team or a large budget to get started. Begin by talking with your church leaders about the idea. Many churches are happy to provide a small loan or donation to purchase initial stock, particularly if it can be repaid gradually as sales grow. Remember that most of the income from a stall is best reinvested into buying more stock rather than raising money for church funds. This helps keep the stall sustainable and ensures producers continue to receive orders. If you're new to running a stall, don't worry, you won't be on your own. The True Origin team and experienced Fair Traders are always happy to share advice and practical tips.