Noble Foods and Co-op partner with Yellow Wellies for farm safety

Noble Foods has partnered with The Co-op and the Farm Safety Foundation, also known as Yellow Wellies.

The initiative, launched exclusively in Co-op across 100 stores this September, is designed to raise awareness of the challenges facing British farmers.

Core issues include long working hours and isolation, and the fact agriculture has the highest workplace fatality rate of any industry.

Noble Foods and The Happy Egg Co will donate £10,000 to Yellow Wellies – an independent charity founded and supported by NFU Mutual – to champion farmer wellbeing and promote safer working practices across UK agriculture.

“We are incredibly grateful to Noble Foods and Co-op for supporting us through this promotion,” said Stephanie Berkeley, manager at the Farm Safety Foundation. “As a small charity dedicated to changing attitudes and behaviours towards farm safety and mental wellbeing among the next generation of farmers, backing from organisations spanning the agricultural sector makes a real difference and means the world to us.”

The in-store activation runs from 10 September and features shelf displays, aisle flags, tear-off recipe cards and floor stickers leading shoppers to Happy Egg products.

Co-op members who purchase Happy Egg large six-packs will also have the chance to win one of 10 £100 prizes.

“At The Happy Egg Co, everything starts with the farmer,” said Kate Charman, senior brand manager for The Happy Egg Co. “Partnering with Co-op and Yellow Wellies gives us the chance to bring that connection right into store, reminding shoppers that every box of eggs has a story behind it.

“This collaboration is about more than just eggs on shelves – it’s about supporting safer, stronger farming communities and celebrating the people who make it possible.”