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‘Poppy Box’ potato sales target smashed: £14k windfall for armed forces community

A FRESH produce partnership have smashed their annual Poppy Appeal fundraising target – donating more than £14,000 to The Royal British Legion from sales of their signature Mint salad potatoes.

Nationwide Produce PLC and Suffolk-based potato growers Three Musketeers Ltd pledged to give the armed forces community charity 50p from every box sold throughout the three-week appeal, and set an original target to raise £10,000.

When the sales receipts from the special ‘Poppy Boxes’ of potatoes were tallied, they had exceeded that goal by almost 50 percent.

“This charity fundraising promotion has been far more successful than expected,” said a thrilled Tim O’Malley, Group Managing Director at Nationwide Produce PLC.

“We would have been delighted to have raised £10,000. However, the ‘Poppy Boxes’ were so well received by new and existing customers that we managed to raise a huge £14,443.

‘The British Legion are thrilled and so are we. A big thanks from myself and Edward Blanchard from Three Musketeers Ltd goes out to all the customers and staff involved – your generosity is much appreciated!”

Tim and Edward were inspired to launch the fundraising initiative after making separate visits to the Western Front battlefields of the Great War.

“We were both moved by these experiences and wanted to do something to help raise funds for The Royal British Legion,” recalls Tim. “The charity relies on public generosity so it can continue to provide lifelong support for the armed forces community – serving men, women, veterans and their families.

‘We hit on the idea of replacing the iconic Mint leaf on our popular Mint salad potatoes packaging with a poppy, and donating money from every ‘Poppy Box’ sale to the appeal. We’re proud to have created a unique opportunity for buyers to support the Poppy Appeal while also backing British farming.”

The ‘Poppy Boxes’ were sold between 21 October and 11 November 2015 in leading wholesale and food-service companies throughout the country.

Mark Poynton, Chef and Owner of the Michelin-starred Alimentum restaurant in Cambridge, was the first person to champion the ‘Poppy Box’ project on behalf of the restaurateur community.

Money raised through the Poppy Appeal goes directly to the charity’s welfare work, providing through-life care to anyone who currently serves in the British Armed Forces, who has previously served, and their families.


Editor’s Notes

Nationwide Produce PLC: Established in 1975, Nationwide Produce PLC started life as a local produce merchant based in Southport, Lancashire. Today, the company is one of the largest produce companies in Europe.

For the second year in succession, Nationwide Produce PLC featured on the Fresh Produce Consortium’s (FPC) Fresh Awards 2015 winners’ list alongside household names including Aldi and Marks & Spencer. They took home the ‘Food Service Supplier of the Year’ 2015 winner’s trophy to add to last year’s ‘Wholesale Supplier of the Year’ award.

Three Musketeers Ltd: Established in 2001, Three Musketeers Ltd was set up as a marketing company on behalf of three farming businesses in the East of Suffolk. Today it represents seven farms throughout Suffolk and covers over 30,000 acres. The business is owned by six shareholding farms who supply 100% of their potato crop to the business for the team to market throughout the UK and Europe.

For all interview enquiries and media queries, please contact Michelle Ewen at

PHOTO CAPTION: From left to right: Tim O’Malley (Nationwide), Ed Blanchard (Three Musketeers), Lyn Hatch (The Royal British Legion) and Mark Poynton (Alimentum).


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