After a fantastic launch in London, Tolly Boy rice was in Birmingham recently to promote its exciting new campaign.

Celebrating the work of 20 African and Bangladeshi community groups from across the UK as part of its ‘Spread the Joy with Tolly Boy’ campaign, the brand will contribute £26,000 to local charities that sit at the heart of the communities that the company serves.

The brand, which has been serving both communities since 1962, brought the initiative to the heart of the Midlands community, with a promotional event at world foods retailer Bangla Station in Birmingham.

The campaign commenced on June 18thand will continue until September 10th, giving people a chance to vote for a range of community project by purchasing a promotional pack of Basmati, Long Grain or Easy Cook rice variants. With each purchase, a number of votes will become available for the consumer to assign to their preferred cause. The charity with the highest number of votes will receive funding of £10,000, with the first runner up receiving £5,000 and the second £2,500. Each of the remaining community groups will receive a contribution of £500 for their efforts towards their activity.

Representing the communities in Birmingham, the event was attended by – Bangladesh Women’s Association, Black Country Women’s Aid and West Bromwich African Caribbean Community Centre who focus on women empowerment, health and social care and community integration. Through the 20 charities participating, the ‘Spread the Joy with Tolly Boy’ campaign will be highlighting various charitable causes such as elderly care, promoting wellbeing, education and uplifting the underprivilege.

Speaking about the event Steven Perry from Tolly Boy said: “We have always endeavoured to support our communities through various initiatives. This year, we want to further our contribution by helping raise the profile of these groups who do vital work in helping the African and Bangladeshi communities integrate and flourish in the UK.”

Amina Chowdhury from Bangladesh Women’s Association said: “Ever since BREXIT, it has been hard for small Charity Organisations to survive. In such times, it is heartening to know that a brand like Tolly Boy is running a campaign, to support small community groups in sustaining themselves”

To support any of the community groups all you need to do is pick up one of the 5kg, 10kg or 20kg packs of Tolly Boy Easy Cook, Long Grain or Basmati Rice from participating stores and vote on


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