Warburtons has announced a partnership with Parkrun, a not-for-profit organisation that organises free and timed running events across the country.
Focusing on the junior runs for children aged four to 14, the three-year tie-up will see the UK’s leading bread brand [Nielsen 52 w/e 10 October 2015] donate £300,000 to help add 72 more kids’ events to the current 81, with initial emphasis on bringing the two-kilometre runs to disadvantaged communities.
Warburtons said its partnership with Parkrun aimed to engage more than 60,000 extra children and their families, particularly in areas of the country where the need for greater awareness about the benefits of physical activity was greatest.
“As a family-owned business, family is at the heart of everything we do,” said executive director Brett Warburton. “We believe we have a responsibility to play an active role in our communities. We are committed to supporting young families build healthy lifestyles through a balanced diet and exercise.”
Parkrun founder Paul Sinton-Hewitt added: “Inclusivity has always been at the heart of Parkrun, and this partnership will allow us to engage even more effectively with all communities.
“Junior Parkrun is an ideal way to get children into the habit of taking part in enjoyable regular exercise in a supportive environment, which is vitally important if we are to successfully encourage young people to pursue active and healthy lifestyles in adulthood.”