Rice Farmer Howard on Tour With Central England Co-op

Angus Coull • September 8, 2024

An inspring visit to Staffordshire for our guest from Malawi

Back in 2022 Central England Co-op launched an innovative Co-operative International Trading Development Fund to help move global communities out of poverty.  The current focus is the Our Malawi Partnership and in their stores, they’re selling a range of products linked to the country in support of producers and farmers. A proportion from the sale of these products will support the initiative and strengthen trading capacity in Malawi.


Along with some other great Fair Trade products from other importers like Liberation, Nutcellars and Revolver our Kilombero Rice is on shelf in around 200 Central Coop stores.


Ahead of Fairtrade Fortnight rice farmer, Howard Msukwa was the guest of Central England Co-op and he has had a great time meeting management and staff, customers and visiting a school and a community food project.


Here's some pics of the tour. Hope he's not too tired before he starts the Scottish leg.


Below, here he is accompanied by T.O. Chair, Mary Popple at the Streethay store and meeting with Debbie Robinson,  Chief Executive of Central Co-op at the Boley Park store in Lichfield.

Below are Howard and Mary on a visit to Streethay Primary School in Lichfield, where pupils have recently successfully completed the 90KG Rice Challenge.

Cooking rice and curry in a community centre in Burton-on-Trent with Central Coop and Trent Dove housing association. Enjoying a slow cooker rice recipe with the team and True Origin Chair, Mary Popple.

Below. A chance to meet the marketing team, and record a familiarisation video for store colleagues to understand the True Origin product. With Howard and Lauryn Mellor (Central England PR).

By Angus Coull March 26, 2025
After six years of leadership, Mary Popple has retired from her role as Chair of the True Origin Board to assume the role as an ordinary board member. She leaves a legacy of steadfast, values-led leadership, resilience and commitment to Fair Trade during a period of significant transition for the social enterprise. First appointed to the True Origin Board in 2013, Mary became the first woman to take on the role of Chair in April 2019. Her journey into the position was shaped by a successful career in the IT industry and a passion for Fair Trade. Mary was an active member of the influential St Andrews Fair Trade group which successfully campaigned to designate the town as a Fairtrade area, and for The Open Golf championship to become the first UK sports tournament to commit to using Fairtrade products. This was complemented with over twenty years’ experience of involvement in other trade justice and development opportunities for women. During her six-year tenure as Chair of the True Origin board, Mary strategically led the social enterprise through a challenging external environment at a challenging time for many small businesses. Less than a year into her new role, the Covid pandemic emerged, causing significant uncertainty for staff, producers and customers as well as disruption in global supply chains. The war in Ukraine and cost-of-living crisis soon followed. Despite the challenges, under Mary’s leadership, True Origin generated over £2.3million in sales income that included £733,000 worth of Kilombero rice from Malawi. That’s equivalent to 245 tonnes or nearly 5 million servings of rice! The sale of the rice provides families in Malawi, one of the least developed countries in the world, with sustainable incomes and better food security. Mary played an instrumental role in rolling out the social enterprise’s rebrand and positioning the organisation as the go-to place for fair and fine products under the new True Origin banner. The product range subsequently increased during her tenure, solidifying True Origin’s reputation in the fine foods market. New products included a range of condiments such the soon-to-become both a customer favourite and one of Mary’s favourite products, sun-dried fig balsamic reduction as well as the popular beer bread of which over 150,000 packets were sold during her term. Mary’s leadership as Chair will also be remembered for her values-led approach, guiding the organisation to decisions with its founding fair trade principles in mind and the interests of producers always at the forefront. She invested time in expanding the board’s skillset and further developing the organisation’s robust governance procedures, upholding True Origin’s commitment to transparency with its stakeholders and leaving the organisation in a strong position to tackle future challenges. She also brought an instinctive knowledge of Fair Trade customers in Scotland and beyond to the role.
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