Focus: Corporate Responsibility - Side by side Send a Cow and Rachel's Organic

Rachel's Organic has teamed up with Send a Cow to raise £20,000 and buy up to 25 cows for farmers in Kenya. Rachel's Organic will provide one cow for every 1,000 pledges received when consumers enter on its website the barcode found on promotional yoghurt and milk packs.

VICKIE KING, donor fundraising manager, Send a Cow

Why did you choose this partnership? It seemed like the ideal link-up because our brand fits so well with its branded dairy products.

How do you benefit? As well as a substantial donation pledge from Rachel's Organic to support our work in Kenya, it has helped to raise the profile of Send a Cow.

Did you have any reservations and how were they overcome? We worked with Rachel's Organic to draw up a contract covering the promotion to ensure that both parties were clear on each other's responsibilities.

What are your plans for the partnership? We will be working with Rachel's Organic to provide the people who supported the promotion with updates on our work in Kenya.

HOWARD GARDINER, marketing director, Rachel's Organic

Why did you choose this partnership? Rachel's Organic was looking for a partner that shared its goal of putting into practice practical, sustainable farming methods and helping others to help themselves.

How do you benefit? The link has helped us to reinforce our caring organic brand values in the minds of consumers. Being involved in providing genuine help to people who need it has also given the people working for the dairy a great sense of personal satisfaction.

Did you have any reservations and how were they overcome? We were enthusiastic about the promotion from the start.

What are your plans for the partnership? We've decided to extend the promotion on our Rachel's Organic milk products until the autumn. Another substantial donation will help even more needy farmers.

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