A church backed campaign has succeeded in convincing retailers to stock The Real Easter Egg, the UK’s first and only Fairtrade charity egg to mention Jesus on the box.
Morrison’s, Waitrose, Co-op and Booths are to stock a limited ‘trial listing’ of the Real Easter Egg and sell it in their biggest stores. A number of independent shops and a selection of cathedrals are also stocking The Real Easter Egg. And hundreds of Traidcraft supporters have ordered thousands of eggs on behalf of their communities.
UK’s biggest direct mail order egg
Despite selling over 80 million Easter eggs a year, supermarkets initially turned down The Real Easter Egg, unsure if there was a place for a charity-faith egg in their Easter range.
In September 2010 a campaign to prove demand for The Real Easter Egg was launched by the Church of England’s Bishop of Manchester. It received national and international attention and was backed by the Archbishop of York and other church leaders.
Campaign organisers asked church schools, churches and individuals to place a direct mail order for The Real Easter Egg from October 2010 onwards. Over 70,000 eggs were ordered in the first few weeks overwhelming the manufacturer who had to increase production in an attempt to meet demand. Manchester based Meaningful Chocolate Company, who developed the egg and ran the campaign, believe it is the UK’s biggest selling direct mail order Easter egg.
David Marshall, speaking for the Meaningful Chocolate Company, said; “We are delighted that our customers have made The Real Easter Egg such a success. I think we have proven that people are not afraid to buy The Real Easter Egg and we hope we have changed the face of Easter forever.”
The Rt Revd, Nigel McCulloch, Bishop of Manchester, said; “It is great news that for the first time people will have the chance of buying an Easter egg from a shop that explains the significance of the festival on the box. Through the charitable donation and its Fairtrade chocolate the egg brings to light the Easter themes of hope and new life. I believe there will be widespread support for the product from the faith community with many others likely to be interested.”
Virtual Real Easter Egg hunter
With demand expected to outstrip supply Google Maps is providing the ‘Virtual Real Easter Egg hunter’ which allows people to hunt for an independent shop or church in their area where they can buy the Real Easter Egg.
Making a big chunk of difference
The retail price of The Real Easter Egg is £3.99. It is made from high quality Fairtrade chocolate. Two charities benefit from the sale of the egg: Traidcraft Exchange receives 30 pence from every egg sold and Baby Lifeline will receive 10% from Real Easter Egg net profits.
About Baby Lifeline
Baby Lifeline supports new mothers and new-born babies in the UK. It supplies hospitals with life-saving equipment such as incubators and helps to give specialist training to doctors and midwives. www.babylifeline.org.uk
About Traidcraft Exchange
The UK’s leading fair trade organisation, Traidcraft fights poverty through trade, helping people in developing countries to transform their lives. We run development programmes in some of the poorest countries in the world, and campaign in the UK and internationally to bring about trade justice.