Cheddar maker Cricketer Farm has teamed up with development charity Send a Cow for a new on-pack partnership.

Cricketer has redesigned 350g and 200g packs of its Cheeky Cow half-fat cheese, adding the Send a Cow logo and a donation message. The new packs are set to roll out to Tesco and Spar stores in the South West as of next week.

From each pack of Cheeky Cow sold, Send a Cow will receive 5p, which will be used to provide dairy cows to families in Africa.

Separately, egg brand Blackacre eggs is adding a Send a Cow logo to its 10-packs, and will raise 2p for every pack sold, which will go towards Send a Cow’s poultry programme.

Send a Cow CEO Martin Geake said the quirkiness of the Send a Cow brand lent itself to corporate tie-ups, especially in the food industry. “But we take our approach to development very seriously,” he added.