Surya launches 'Rice for Life' campaign for Pakistan flood victims
1st September 2011

In a bid to keep the spotlight on the continuing humanitarian crisis in Pakistan following the floods last year, leading world food supplier Surya this month launched a 'Rice for Life' campaign - donating vital funds to the British Red Cross for every pack of Laila premium quality basmati rice it sells. At least 20 million people were affected by last July's floods and, more than a year on, millions of people remain homeless and in need of food and emergency aid, with new threats of serious malnutrition in the worst-hit areas. More than 70,000 children are estimated to be severely or moderately malnourished across affected provinces, and villages in the south remain surrounded by contaminated water, creating breeding grounds for waterborne diseases.

During the last year the International Red Cross has provided emergency relief, including food, shelter, clean water, cooking equipment and other items to more than 4.2 million people. The British Red Cross has helped provide food for almost 500,000 people and as part of the recovery process, it is providing people with seeds and fertiliser; enabling them to restore their financial independence, benefit the local economy, look after their families and live with dignity. Seeds and fertiliser have been identified as playing a key role in the recovery process for thousands of families which rely on agriculture as a source of income.

Pakistan pop singer Annie Khalid who is backing the campaign said: "A year on it is heartbreaking to see so many people still in desperate need of help. I am proud to support this fantastic campaign, which is not just about providing aid, but about giving families in Pakistan an opportunity to regain their independence." She added: "I have visited the worst affected areas several times in my capacity as a Norwegian Red Cross goodwill ambassador and cannot express how terrible the conditions for these families are. It is essential that we don't forget these people and keep up the momentum to help Pakistan get back on its feet."

To donate to this campaign please visit: http://www.redcross.org.uk/laila

About Surya

Founded in 1971, Surya has experienced a meteoric rise to the top of the world food sector and, in 2010, has firmly established itself among the industry's major players - with an annual turnover of £60 million. In 2010, within just two years of trading with the multiples Surya became the largest supplier of world food lines to supermarket giants Tesco and Asda. The company has its own rice mills in India, Pakistan and the UK and is the market leader - or in the top two - of the rice and flour market and also Afro-Caribbean and Polish foods.

Surya currently has over 2000 outlets distributing its products, including national retailers, independent stores, cash and carrys and wholesalers. The company has created some leading ethnic brands in Europe such as Laila, Salaam, Shahi, Jamaica's Pride, Island Sun and Tropiway and represents over 50 agency lines from some of the World's leading companies.

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