Tilda recently announced the release of their 2024 limited-edition tin, which was created in partnership with Lovo, a non-profit organization dedicated to empowering girls and their families. The tin will be available starting in November at independent retailers and will be offered for free with a 2kg purchase of Tilda Pure Basmati Rice for a limited time.
The design of the tin is meant to celebrate diversity and women’s empowerment, featuring intricate patterns that symbolize sisterhood and vibrant wildlife that represent community and personal growth. The color palette of green, yellow, pink, and blue conveys values of energy and gratitude that are important to the Lovo community.
To mark the launch of the tin, Tilda and Lovo held a celebratory event on September 26th, attended by over 150 guests, including the mayor of Southwark, Naima Ali. The event featured a keynote address from a financial expert, a global lunch with dishes like Jollof rice and biryani, lively performances by drummers and dancers, and a special moment where guests were invited to write their dreams and aspirations for the future on a ‘Tree of Aspiration’ at the center of the celebration.
Anna Beheshti, head of marketing at Tilda, expressed excitement about the partnership with Lovo, stating that the vibrant tin reflects the diverse cultures and communities that Tilda serves. She emphasized the importance of rice in global cuisine and the alignment of Tilda’s values with those of Lovo. Ola Stephen, the founder and director of Lovo, described the tin as a true celebration of diversity, highlighting its beauty and embodiment of the spirit of their community.
In addition to the tin collaboration, Tilda also announced a £10,000 donation to support Lovo’s initiatives. This donation will further contribute to Lovo’s efforts in empowering girls and their families, creating positive change within their community.
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