Business partner: Pizza Express and the Children's Food Trust

The restaurant chain links up with the children's charity

Pizza Express and the Children's Food Trust
Pizza Express and the Children's Food Trust

Pizza Express is the largest brand that the Children's Food Trust has worked with, according to the charity's director of fundraising, Duncan Bell.

This comparison comes in the context of the trust's short but eventful life. It began in 2005 as a non-departmental public body, set up in the wake of the 'turkey twizzlers' school dinner campaign started by the TV chef Jamie Oliver. It was one of the casualties of the government's 'bonfire of the quangos' in 2011, when the trust changed its name and made a fresh start as a charity.

The partnership, which was launched by the musician Alex James of Blur, aims to raise £200,000 through an automatic corporate donation of 25p for every Fiorentina pizza sold. The money will fund the trust's work with schools, nurseries and children's centres, its lobbying activity and its flagship Let's Get Cooking programme, which has involved 2.5 million people in 5,000 school cookery clubs since 2008.

The partnership will run until April next year, but the trust hopes to broaden the relationship with the restaurant chain after that.

Pizza Express has worked with charities including Oxfam in the past, but charity of the year partnerships are a new venture. "We've now decided that a 12-month focus is the right way to approach our work with good causes," says its head of communications, Parveen Johal.

Bell says the partnership is vital to the nascent charity's long-term success. "We have to make the Pizza Express partnership work so that we can demonstrate to other corporates that we are a really good organisation to work with - one that delivers," he says.

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