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Premier Foods backs Prince Charles’ flood relief

By Mike Stones+

10-Mar-2014
Last updated the 10-Mar-2014 at 11:54 GMT

Premier Foods is backing Prince Charles’ charity, In Kind Direct, to support communities devastated by floods in the south west of England.

The UK’s second largest ambient food manufacturer has donated pallets of soup, through In Kind Direct, to be distributed by local charity Flooding on the Levels Action Group (FLAG).

Martine Lewis, a member of the manufacturer’s charity committee at its Ashford Site, said: “Premier Foods donated pallets of soup products to In Kind Direct, a proportion of which has been sent to Somerset, as part of a range of essential supplies. It is great that our soup is being given out to people displaced by the floods and is also being used in the relief centres to support the volunteers in their clean-up efforts.”

Procter & Gamble

Premier Foods’ contributions have joined donations from Procter & Gamble, Reckitt Benckiser, Kimberly-Clark, Church & Dwight and others, in a bid to remedy the devastation left in the wake of the receding flood waters.

In addition to soup, donations have included: household cleaning products; mops; brushes; soap; toilet rolls; baby wipes; nappies and batteries.

Midlands Kingscote Rojay Limited (KRL) is transporting the products from In Kind Direct’s warehouse in Telford, Shropshire to the flood affected areas without charge.

In Kind Direct’s ceo Robin Boles said there was an urgent need to transport key items to the flooded areas. “This is being made possible thanks to fantastic support from our goods donors and the generosity of KRL,” he said.

“The clean-up is only just beginning and now is when we really need practical support from UK manufacturers and retailers. The government and local agencies can only do so much and the demand is greatly outstripping current supplies.”

Donated a total of £130M

The charity has worked with 925 manufacturers and retailers, which have donated a total of £130M in value of new consumer products. Kind Direct has supported 6,600 charities, with donations of essential products including: household goods; toiletries; clothing; toys and nursery items.

The volunteer-run FLAG in Somerset established an emergency relief centre for those who have lost their belongings or are unable to return to their homes.

Luisa Fontana, a local resident, warned the flooding crisis was far from over. “Flood victims are likely to be displaced from their homes and businesses, for months to come,” she said. “The pumping programme and the weather are two big factors in the hope of returning to normal. These items from In Kind Direct will be invaluable in helping people to clean up and get back on their feet.”

Meanwhile, 2 Sisters Food Group reported in February that flood damage last year had cost the business £500,000.