Five food and drink challenger brands have joined forces to tackle modern slavery, launching the Picnic With Purpose campaign ahead of World Day Against Trafficking in Persons on 30 July.
Urban Rajah, Holos Kombucha, Tribe, Just Ice and Bramber Bakehouse have partnered with four anti-slavery charities – Ella’s; Justice and Care; Sophie Hayes Foundation; and Orchards – to raise awareness of modern slavery and human trafficking in the UK.
The initiative is designed to push modern slavery higher up the retail and consumer agenda, the group said, and aims to create a collective platform for brands, charities and retailers to “raise awareness, amplify survivor support organisations and encourage more conscious consumer choices”.
It comes at a time when modern slavery in Britain is estimated to be at its highest recorded levels. According to Justice and Care, more than 100,000 people could be trapped in modern slavery in the UK, with exploitation taking place across sectors including hospitality, food production, agriculture, construction and county lines drug trafficking.
Meanwhile, Home Office statistics show 23,411 potential victims of modern slavery were referred in 2025, up 22% from the previous year.
The group said Picnic With Purpose will showcase products and spotlight how retailers and brands can play a more active role in amplifying social impact and ethical consumer choice.
Naomi Partridge, co-founder of Holos Kombucha, said: “There’s a growing movement of brands trying to tackle social injustice, but too often those stories exist in isolation. Picnic With Purpose is about bringing those voices together to create real visibility and momentum, with a particular focus on supporting survivors of exploitation in the UK.”
Ivor Peters, founder of Urban Rajah, added: “Modern slavery remains largely hidden in plain sight across the UK. As founders, we believe brands have a responsibility to use their platforms for more than just selling products. Together, we have an opportunity to engage retail, media and consumers in a conversation that genuinely matters.”
The group launched the campaign at an event in London on 24 June that was attended by partner charities, retail buyers, investors, donors and industry advocates.
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