Business Charity Awards: Charity Partnership - Small Businesses - Winner: Belu Water with WaterAid

For a successful partnership of whatever duration between a business with a turnover of less than £6.5m and a UK charity

Belu Water with WaterAid
Belu Water with WaterAid

What is the partnership?

In 2011, Belu Water, the bottled water social enterprise, formed a partnership with WaterAid and pledged to give 100 per cent of its profits to the charity.

What has it done?

Belu undertook to donate a minimum of £100,000 a year to the charity for three years. The company has also rebranded all of its products and communications to incorporate the WaterAid logo and to communicate that all of its profits now go to the charity. The partnership has allowed Belu to position itself as an ethical company in a market that is often viewed as environmentally unfriendly.

Why did it win?

The company exceeded its target and donated £312,075 to the charity in 20 months, which will help more than 20,000 people. The partnership has also helped to generate new business for Belu. WaterAid's corporate partners, HSBC and JP Morgan, now stock its products in their staff restaurants. The supermarket chain Sainsbury's also stocks Belu as its only charitable water brand after a joint pitch from the company and the charity. The partnership has proved so successful that it has been extended to 2020.

What did the judges say?

Alex Swallow, chief executive of the Small Charities Coalition, said: "You get a real sense that both parties worked hard culturally to make this a success."


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