McCain doubles its 2023 donation for families raising disabled or seriously ill children

McCain has announced that it will double this year’s donation to UK charity partner Family Fund, in a move to offer even further support to families raising disabled or seriously ill children during the exceptionally challenging current economic climate.

The incremental donation of £300,000 comes on top of McCain and Family Fund’s existing three-year partnership, which has already seen the brand pledge £1 million up to 2023, to provide 150,000 grants and services to families supported by the charity. It is hoped McCain’s most recent donation booster, will help support families that recently released research has shown are disproportionately affected by the ever-rising cost-of-living crisis.

The research conducted by Family Fund found that over 70 per cent of parents and carers that the charity supports are unable to work amid the cost-of-living crisis due to the care their children’s needs, alongside a post-pandemic reduction in support services for children, which have often gone hand-in-hand with reduced benefits.

As a further demonstration of McCain’s belief that every family should be able to enjoy mealtimes together, especially during these challenging times, the additional £300,000 donation will help Family Fund to provide essential grant items that are critical to easing the strain of their day-to-day lives. From kitchen appliances such as fridges and ovens, to technology, such as tablets and computers, the grants will support some of the UK’s most vulnerable families, who are disproportionately feeling the pinch of recent inflation rates and mounting fuel expenditures.

“As a family-owned business, we believe all families should be able to enjoy the little moments that matter together like mealtimes,” said Mark Hodge, Vice President, Marketing at McCain Foods. “Looking at the current climate, and following the stats unveiled by Family Fund’s recent research, it’s no question that families raising disabled or seriously ill children, who are disproportionately affected by the cost-of-living crisis, need our support now more than ever.

Cheryl Ward, Group Chief Executive at Family Fund said: “Now more than ever, many families with across the country are struggling to keep their head above water. The recent cost of living crisis has meant that families with disabled or seriously ill children have felt this strain much more acutely. ”

McCain has also launched a new national primetime advertising campaign across the UK’s top channels and radio stations that aims to promote the ongoing work Family Fund does to support families raising disabled or seriously ill children. The heart-warming campaign is centred around two young beneficiaries of Family Fund support, eight-year-old Kaj and nine-year-old Max, as they sit down to enjoy their family mealtime using products that they received through McCain and Family Fund partnership.