Bishop John welcomes ‘meaningful milestone’ for Real Easter Egg

Bishop John samples the Real Easter Egg

Bishop John samples the Real Easter Egg

THE Bishop of Oxford has welcomed a move by the UK’s biggest supermarkets to stock a Fairtrade chocolate egg containing the Easter message.

For three years, customers have pestered stores and bishops written letters of endorsement to senior management, calling for them to stock the Real Easter Egg. Now, for the first time Sainsbury and Tesco will stock The Real Easter Egg, though stock levels will vary.

Speaking from Jerusalem where he is leading a pilgrimage, the Bishop of Oxford the Rt Revd John Pritchard said: “I am absolutely delighted that the supermarkets have recognised the importance of the real Easter egg.

“I’ve been a supporter of the Meaningful Chocolate Company since the very beginning and salute the imagination behind it.

“It’s wonderful to think that parents and grandparents will have the chance to buy an egg with a message from their local supermarket this Easter. My wife and I will certainly be giving them to our four grandchildren.”

Launched in 2010 after being piloted in the Oxford Diocese, The Real Easter Egg is backed by church leaders. All the supermarkets turned down the idea at first so The Meaningful Chocolate Company, which makes the Fairtrade egg, sold more than 250,000 through mail order. The leading supermarket turn-around is therefore a milestone.

David Marshall, from the Meaningful Chocolate Company, said: “The response from Tesco, Morrisons and the Co-op has been particularly encouraging. I am sure Sainsbury and Waitrose will also discover real demand for an egg explaining the religious understanding of Easter on the box and which supports charitable projects.

“Our aim is to change the Easter egg market forever by making it more spiritual, more generous and more faithful. This is a great breakthrough – there are Real Easter Eggs available in some stores but quantities will vary.

“Tesco has the biggest supply across 450 of their largest stores. Morrisons and the Co-op have quantities available in selected outlets. Sainsbury and Waitrose have only about 12 eggs in a small number of stores. We have a Google map showing which stores are stocking the egg.”

Out of 80 million eggs on sale in the UK, The Real Easter Egg is the first and only one to explain the religious significance of Easter on the box. This year it is also the only charity Easter egg with more than £60,000 donated to Traidcraft Exchange from sales by Easter 2013.

It is also the only Fairtrade egg that will appeal to children and adults with its free Easter story activity pack in the box.

 

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