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.

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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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