One of Birmingham’s leading social enterprises has sealed a new deal with a high street retailer.
Miss Macaroon – which has made nearly 3 million macaroons for global brands, royalty and a host of celebrities – is now available in Selfridges’ Birmingham store.
Led by founder Rosie Ginday, the brand’s listing in Selfridges includes gift boxes of 10 and 20 macaroons in a range of flavours, including 53% dark chocolate, fresh raspberry, pistachio, fresh lemon, strawberry, rhubarb and custard, mango and cinnamon, passionfruit, salted caramel and tonka bean.
The introduction is part of the retailer’s Project Earth sustainability project and is already surpassing expectations, with shoppers keen to enjoy the lux treats that also help to give local people access to training and employment through its ‘Macaroons that make a Difference’ (MacsMAD) programme.
The MacsMAD initiative has been running for over 10 years and offers a 10 week course to people who are low in confidence, suffering mental health issues or have been unemployed for some time with access to its production kitchen, working alongside professional chefs.
At the heart of the approach is to give them skills in catering, retail and marketing, while also supporting their personal development through mentoring and access to a psychotherapist and counsellor.
Todate, 134 graduates have completed the programme, with 27 currently employed at Miss Macaroon. Last year’s profits have been reinvested into funding Dyslexia, ADHD and Autism diagnosis for MacsMAD graduates who needed it and couldn’t wait the two or more years it takes to receive one off the NHS.
“We’re expecting to train another 80 young people over the next 12 months, but that’s just the start,” said Ginday.
“There is also the possibility of creating a joint venture to deliver MacsMAD in conjunction with a partner organisation and to grow the co-delivery model so we can support even more people who need it.”
She added, “We’ve had a really strong start to sales in Selfridges. This mainstream retail exposure helps us grow our brand and, importantly, tell our unique story to a much bigger audience, leveraging much-needed funding in the process.”