Allied Bakeries bread brand Kingsmill is looking at rolling out a national scheme to create safe play areas for children.
Kingsmill is working with environmental regeneration charity Groundwork UK to create a children’s play area on a site less than two miles away from Allied Bakeries largest bakery in Carters Green, near West Bromwich, one of the UK’s most deprived areas. It is ploughing &£55,000 into the play area.
If the scheme is successful, Kingsmill may roll the idea out to other areas near its bakeries across the UK. It has 13 bakeries.
The pilot scheme will involve local schools and communities. Retailers and staff from the bakery will also take part in fundraising activities to raise money for individual pieces of equipment, in addition to the Kingsmill donation.
Kingsmill marketing controller Louise White says: “The move fits well with Kingsmill’s brand values of innovation, fresh thinking and families. This scheme gives Kingsmill the chance to give something back to the local community where many West Bromwich bakery staff live.”
White is adamant the initiative is a long-term commitment to build something the community wants.