The brand believes in the power of communities to create positive change. It fights injustice by providing the tools to allow communities to prosper. That’s why it donates all its profits to good causes through its owner Kavli Trust, a charitable foundation. Last year, the organisation reached a milestone with project funding totalling more than £100 million since 1962. In 2022, the organisation allocated over £3 million to UK good causes and £7.6 million internationally. The funding supported communities, including the fight against food poverty, the mental health epidemic, and the cost-of-living crisis. Teamwork is a core value at Primula. Working together with consumers, colleagues, and communities is critical to the success and longevity of the much-loved household brand. It has allowed the brand to become a leader in sustainable food production that gives back to communities’ year in and year out.