NEW COVENT GARDEN LAUNCHES LIFEBOAT CAMPAIGN

July 20th, 2010

Fresh food company New Covent Garden is raising funds for the Royal National Lifeboat Institution with an on-pack appeal on its popular Smoked Haddock Chowder soup.

New Covent Garden will make a donation for every pack sold and is hoping to raise a minimum of £10,000 for the brave volunteer crews.

Smoked Haddock Chowder was launched by New Covent Garden 10 years ago and is the UK’s only fresh, fish-based soup to last more than a year.

The RNLI lifeboat Spirit of Padstow appears on the front of pack along with the RNLI logo and information about the charity.

Money raised will go towards training and equipping the RNLI’s volunteer crew members.

New Covent Garden Group Marketing Director Nigel Parrott said:

‘Most RNLI crews are volunteers who put themselves at risk to help others in danger, sometimes in very treacherous weather conditions. We wanted to show our support for the RNLI on our Smoked Haddock Chowder soup packs and in particular highlight the charity’s role in helping to keep fishermen safe.

Fishing is one of the UK’s most hazardous industries and the RNLI rescued eight hundred and sixty four fishermen
last year alone. Smoked Haddock Chowder already has a really loyal following and we are confident that the RNLI fund-raising activity will attract new consumers to it.”

New Covent Garden continues to maintain its dominance of the UK’s one hundred and forty million pound fresh soup market.

The brand has a forty per cent value share of the market, five times more than the combined share of all other branded fresh soups.

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