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Retailer Donates £3,000 Prize Won in Birds Eye Competition to Schools

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Feltham, England-headquartered Nomad Foods’ Birds Eye unit has helped a lucky retailer share £3,000 worth of sports equipment with three local schools, as the prize of the Birds Eye Kit Out Your Community competition. Charlotte Southgate of Premier Stores in Gunnislake won the contest, which was initially launched in the summer as part of Birds Eye Green Cuisine’s sponsorship of Team GB athletes attending the XXXII Olympiad held July 21-August 8 in Tokyo.

The competition, which saw over 500 retailers apply through a redemption initiative run with the support of Shopt, was exclusive to the convenience channel, and helped to celebrate the Green Cuisine brand becoming the official plant-based supporter of Team GB in Tokyo. It not only supported Birds Eye’s ambition to make eating meat-free products more mainstream, but also sought to help retailers give back to their local communities after enduring a challenging past 18 months caused by the coronavirus pandemic (SARS-CoV-2).

“Communities like that of Gunnislake are so important to convenience retailing, so we’re thrilled that we could help Premier Gunnislake give back and become an even more important part of their shoppers’ lives.” said Joss Bamber, Birds Eye’s head of convenience. “The Kit Out Your Community competition was launched to celebrate our partnership with the Team GB Olympic team, so it’s great that through our prize fund, we can help the next generation of budding sportspeople.

“Over the last 12 months, Birds Eye’s Green Cuisine range has performed exceptionally well within the channel. With increased distribution and trial rates leading to repeat shoppers, we’ve seen the frozen meat-free sector grow +50.5% over the last two years [according to Nielsen Scantrack figures], underlying the great sales opportunity available to retailers looking to expand their frozen and plant-based offering.”

The Premier Gunnislake store donated the £3000 prize fund to local community causes, including Lamerton Primary School, Delaware Pre-School and Tamar Valley Pre-School – all of which received £1000 worth of sports equipment in the form of branded balls, bibs, hula hoops and other kit to help children get active.

“We’re delighted to have won the competition and to have the chance to repay the store’s long-standing connection with the community,” said Ms. Southgate, store manager at Premier Gunnislake. “Our local shoppers have been so important to the store over the last few years, so it’s been great to give back to them through the Kit Out Your Community competition. A big thank you goes out to Birds Eye for this fantastic prize – it really will go a long way to reinforcing our position within the community.”

There are over 3,200 Premier stores operating in the United Kingdom, all of which are locally owned by independent retailers.