A freshly baked loaf can bring comfort to anyone and that’s why leading French artisan bakery and pattiserie PAUL, located in Grand Central Birmingham, is now donating its food to the homeless charity Let’s Feed Brum.
Set up by local entrepreneurs, Let’s Feed Brum encourages Birmingham’s trendy cafés, restaurants and bars to pass on unsold goods that would otherwise go to waste. Any unsold food and drink goes straight to Birmingham’s New Street Soup Kitchen, which caters to as many as 100 homeless people every night. Anything still leftover is handed to those who couldn’t make it to the soup kitchen by a team of dedicated volunteers.
PAUL has partnered with the charity and is currently donating its unsold bread and viennoiserie from its Grand Central shop every day, which follows the success of its partnership with The Felix Project in London, where PAUL donates unsold food daily. Over Christmas, PAUL got its customers involved in the campaign by donating 50p from very loaf sold to the charity to reduce waste and hunger in the capital.
CEO of PAUL UK Jean-Michel Orieux comments: “We have always been very conscious of the high level of food waste
that comes hand in hand with the food retail industry and are passionate about contributing to those in need who
cannot always put food on the table.
Our partnership with The Felix Project in London was a great success for us, so it was only natural we’d want to work with local projects, too. We’re proud to be teaming up with Let’s Feed Brum and look forward to seeing our loaves and fresh pastries put a smile on someone’s face.”
Tara Tomes, Director of Let’s Feed Brum, said: “Having PAUL on board is a fantastic achievement for Let’s Feed Brum; our initial aim was to engage the whole community and this is proof that Birmingham – and its biggest brands – care about making a difference.”
Baking bread since 1889, PAUL’s philosophy is simple: excellent bread depends on excellent ingredients and time honoured
methods of production. All PAUL bread is made using traditional French recipes, baked with time and care, fresh every day in the ovens of PAUL bakeries across London and in Birmingham, Oxford, and Newbury, ready to be enjoyed at its best.