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Freedom Furniture and Bellyful collab hits the heart and stomach

Established in 2009, Bellyful is a service that provides meals to families with newborn babies, as well as families with young children who are dealing with illness, particularly those lacking a good support network.

Freedom has launched a limited-edition capsule collection (including a mug, water bottle, and tea towels) designed by Sydney-based design studio Blacklist, from which all proceeds from product sales will be donated to Bellyful.

The collection is available in stores around New Zealand now. The items can expect to be available for the next several months.

A selection of products will continue to be developed specifically for the charity, with all proceeds from the sales going to Bellyful.

Managing director of Freedom NZ, Debbie Ridling, says that Bellyful’s values truly resonate with the company’s customer base and staff.

“Freedom wanted to support a charity with values that our customers would resonate with and, more importantly, a charity where our contribution would make a real, significant difference,” says Ridling.

“When we learned about Bellyful and the amazing network of individuals who commit their time to the cause we knew that it was the perfect fit for Freedom.”

Jennie Wyllie, a Bellyful trustee, says that every dollar raised will go directly towards the Bellyful goal of having a branch within reach of every New Zealander that needs it and providing practical support in the form of cooked meals.

“In 2015, Bellyful delivered 17,000 meals to 3,500 families, and with Freedom’s support, our goal is to deliver 25,500 meals to 5,250 families in 2019. We are incredibly excited about partnering with Freedom, as the funds raised through its efforts will make a huge impact to thousands of families.

Ridling says Bellyful’s work is important to Freedom as a company, and is not the first time the furniture chain has been involved with a charity group. It has previously worked with the Child Cancer Foundation.

“We hope to create national awareness of Bellyful and assist the charity in achieving its goal of providing a branch in reach of every Kiwi family who needs it,” says Ridling.

Alongside the charity collaboration, Freedom will be launching a ‘Mug month’ activity in February, where all proceeds from any mug purchased during the month of February in a Freedom Furniture store will be donated to Bellyful.

This story first appeared at The Register.
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