Charitable Initiative


Joint Winner: The Great Fruit Adventure

Joint Winner: Nationwide Produce & Three Musketeers


Recruiter Max MacGillivray and dairy specialist Gareth Jones set off from New Spitalfields Market on a pair of Triumph Tiger 800s GS motorbikes in November, kicking off a fourmonth journey that is taking them from Spain, Morocco and Senegal to South Africa via Ghana, Ethiopia, Kenya, and Tanzania.

The duo are chronicling the story of their journey and the characters they meet via video, social media and blogs, and will be making all the materials freely available to schools to use in educating kids in food and farming when they return. They hope to visit as many as 30-40 farms on their epic journey and raise thousands for charity.


Nationwide and Suffolk growers Three Musketeers replaced the Mint leaf brand on each box of salad potatoes with a poppy, pledging to give Royal British Legion 50p from every box sold throughout a three-week appeal.

The campaign was promoted by Nationwide’s team of 41 traders throughout Europe, social media, email and text marketing and press releases.

The restaurant community also backed the campaign, with Michelin-starred chef Mark Poynton championing the cause through Twitter, reaching a further 9,000 industry followers.

Actual sales were 28,886 boxes, a 93 per cent uplift on normal, resulting in a donation of £14,443.