Project Director James Burton talks about the impact of our wonderful partner Liberty

Department store Liberty in London.
"Small charities like Miracles (just one full time employee) will always struggle to be heard. Being granted access to a worldwide organisation like Liberty is an almost impossible dream" James Burton (Project Director)
When Liberty called me to say they had selected Feed London as their charity partner for 2023 I have to admit I cried. I cried again when Alice McDonald, Liberty General Counsel and Director of Corporate Social Responsibility, called me just a few weeks ago to say they are going to continue supporting us through 2024 as well – I was halfway down the Whitechapel Road in the pouring rain so at least no one noticed.
What is Feed London? It’s Miracles response to the terrible food poverty crises taking place amongst London children specifically during the school holidays. We deliver food boxes stuffed with enough fresh and healthy ingredients for 6 main meals along with a pudding, child friendly recipe's that compliment the ingredients, an £80 supermarket voucher and lots of creative activities and treats - all at the start of the school holidays.
You did know that London has some of the highest rates of child poverty anywhere in the UK? All our families are living poverty and facing a serious life crises such as child illness.
After two difficult years getting Feed London off the ground, finding funding (just after the Covid crisis), setting up referral partnerships with GOSH, Young Lives v Cancer, Hackney Ark amongst many others, meeting our families, finding fresh food suppliers and figuring out the complex logistics (fresh produce doesn’t wait for anyone)… getting that kind of affirmation from one of the world’s leading retailers was the best news I have ever had at Miracles - it’s also a little daunting – I mean how do you live up to the expectations (mine not theirs).
Small charities like Miracles (just one full time employee) will always struggle to be heard. Being granted access to a worldwide organisation like Liberty is an almost impossible dream – we are a squeak in the big wheel of hugely competitive charity organisations, many with generously funded marketing and PR departments, all fighting for recognition and support.
Liberty understands the power of simplicity. Small charities are agile - working within local communities – passionate about the people they support and the issues they face and delivering practical and rapid help directly to those in most need. It’s a short step from Miracles Board of Trustees to the beneficiaries' front door – this is what makes us so powerful.
The people behind Liberty are considerate, thoughtful, professional, insightful and hugely supportive – from fundraising to raising awareness of the issues we are fighting (child poverty in London), to activity getting involved as volunteers delivering food boxes (as well as donating toys and books for every family). The perfect partners in every way.
I’ve loved Liberty all my life. It’s one of the few remaining truly glamorous stores in London. It was genuinely thrilling to learn they also care deeply about the children of this great city.
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