Outdoor apparel expert Schöffel Country raised £17,950 in support of Kids Country, thanks to their Giveback initiative over the Black Friday weekend.

Kids Country is an organisation whose work reaches to our Rutland heartland and beyond, providing enriching, inspiring experiences for children in the East of England.

Its program of educational (and fun) events are held throughout the academic year and provides children with hands-on experiences of food, farming and the countryside. It is one of the largest children’s programmes run by a UK agricultural society, and its impact can reach more than 10,000 children in a year.

Sandra Lauridsen, Kids Country education manager, said: “We are so grateful to the Schöffel Country team and all its customers who took part in the Black Friday event to support Kids Country, this is amazing news. This generous donation will allow us to reach even more primary school children across the East of England through our programme of events, delivering hands on food and farming activities directly into schools.”

Marcus Janssen, sales director at Schöffel Country, added: “As someone who grew up on a farm, and a father of three children, I am only too aware of the disconnect that exists between us as consumers – and, in particular, children – and our food.

“Never before has society been so far removed from the countryside, and all of the processes that go into the growing, producing, harvesting and processing food for our consumption.

“At Schöffel Country, we certainly recognise how important it is that children understand and appreciate where their food comes from, and the effort and care that goes into preparing it for the plate.

“So, to be able to support a brilliant organisation that is dedicated to giving children exposure to the real countryside that they wouldn’t otherwise have, is just wonderful.

“Kids Country does what so many of us at Schöffel Country would love to spend more time doing – sharing our passion for the countryside with the next generation, and getting to see how that exposure changes their views of the world and gives them perspective and a proper appreciation for food and food producers.”