Registration for the CSM Ingredients-sponsored charity drive (taking place 7-15 May 2022) is now open and free to all to participate: as a baker, a hospitality operator, a school or any business that just wants to show its social responsibility.
National Doughnut Week was launched in 1992 by Christopher Freeman, co-owner of North London Dunns Bakery, and has raised £1,019,588 to-date.
Last year, donations reached record levels, bringing in well over £35k for various charitable causes, including The Children’s Trust.
Freeman set up the charity week after viewing a harrowing report by former BBC journalist and newsreader Michael Beurk on the famine in Ethiopia. Beurk’s 1984 report is regarded as a watershed moment that influenced modern coverage in crisis reporting, and inspired the Band Aid charity record and Live Aid concerts.
The devastating effects of the prolonged hunger crisis in the country no doubt impact its entire population, however, it's particularly hard on children. To help make a difference, Freeman’s obvious move was to exploit his craft and contacts in the industry.
Since founding, National Doughnut Week has raised over £1m for two UK charities, including The Children’s Trust, which has already received £504,381 from the annual initiative. The chosen charity this year is again The Children’s Trust, which will receive 100% of all funds raised during the 2022 event.
Every year, 40,000 children in the UK suffer from a brain injury as a result of an accident or illness, and many have to live with ongoing, long-term difficulties. The Children’s Trust gives children and young people with brain injury and neurodisability opportunities to live the best life possible, by providing specialist rehabilitation, education and community services across the country.
Sell, sell, sell
While the aim of the initiative is firmly rooted in raising funds for charitable causes, the week is also designed to offer bakers, coffee shops and other doughnut providers a ramped up opportunity to sell their delectable wares.
As per testimonials from past participants:
“For National Doughnut Week last year, we produced an extra range of hand-finished luxury doughnuts … we sold over 3,500 doughnuts, donating 25p [from each sale], raising £900. It was a fantastic way for us to offer support in the way we know best – [with] sweet treats.”
“It is a seasonal event that our staff in the bakery and our retail teams look forward to during the year. Not only is it a great opportunity to showcase our superb range of doughnuts but also to support The Children’s Trust.”
It’s easy to get involved and there is no charge to participate. However, registration is mandatory, after which, you will receive a pack of goodies to help organise and promote the week.
The initiative is sponsored by Luxembourg-headquartered CSM Ingredients, a leading ingredients supplier for multiple industrial applications in the bakery, dairy, non-dairy and ice cream sectors. The company’s team of professionals serves artisanal and industrial bakers, global foodservice operators and retail chains in more than 100 countries. Brands include some of the industry’s most trusted names, including MeisterMarken, Ulmer Spatz, Marguerite, Artisal, Arkady, Craigmillar, Braims, Agivega, Masterline and Waldkorn.
“We hope that bakers from around the country sign up and help us raise much needed funds for The Children’s Trust,” said Cristiana Ballarini, CMS Ingredients marketing director, Pastry Mixes.
“It’s been a tough couple of years for everyone and charities are still experiencing a hard time when it comes to fundraising, so every penny raised is much appreciated and goes towards supporting children and their families that benefit from The Children’s Trust.”
Make sure you are well prepared with stock to sell during the week, prepare for a little more elbow grease, but above all, remember to have fun. Afterall, that’s exactly what a doughnut represents.