Booths is to donate £1 from every sale of lines of its own-label sparkling and rosé wine to support British farmers.
In an extension of its charity partnership with the Royal Countryside Fund, from 1 July, £1 from every bottle of EH Booth & Co English Sparkling Wine and EH Booth & Co Rosé English Sparkling Wine will be donated to the charity, which provides support to farming families and rural communities.
The initiative was unveiled to a host of farmers, businesses and supporters of British agriculture by Booths chief brand officer Emma Booth, at a reception hosted at the Yorkshire Dales farm of Carol Moffat to celebrate English Wine Week.
By donating a portion of its English wine sales, Booths hoped to highlight “the connection between British farming, food production and one of the country’s most exciting agricultural success stories”, the supermarket said.
“Supporting British farmers and producers has always been at the heart of Booths, and our partnership with the Royal Countryside Fund reflects that commitment,” Emma Booth said.
“Launching this initiative during English Wine Week feels particularly fitting. We’re celebrating an exceptional British product while helping support the farming families and rural communities that are so vital to our countryside and food system.”
The supermarket has a long association with the Royal Countryside Fund, which was founded in 2010 by the then Prince Charles, as The Prince’s Countryside fund. Booths’ chairman Edwin Booth was a founding trustee.
It provides a programme of localised support for rural communities, including the farm resilience programme.
“Behind every farm is a family, and behind every thriving rural community is a network of people working hard to sustain it,” said Keith Halstead, executive director of the Royal Countryside Fund.
“By choosing EH Booth & Co English Sparkling Wine, customers will be making a direct contribution to the future of the countryside and helping us support the people who are at the heart of rural Britain.”
Earlier this month, family-owned Booths unveiled a major brand refresh aimed at highlighting its northern roots, as well as its long-standing commitment to local producers.
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