Freshly Ground Goodness

Tuesday, 25 June, 2013
Whatever your thoughts on petrol station forecourt coffee, here's a good reason to choose Engen and the Corner Bakery crew.

Corner Bakery has created another great reason for consumers to indulge their coffee habits, but this time for a really good cause: Corner Bakery, located at Engen Quick Shops nationwide, will donate R1 to the Desmond Tutu HIV Foundation (DTHF) for every cup of freshly-ground Equatorial Coffee purchased between 15 July and 31 August 2013.

Equatorial Coffee has joined forces with popular local band, FreshlyGround, to help drive this initiative. FreshlyGround has been actively supporting the DTHF for a number of years already and it is an initiative that is close to their hearts. The band recently returned home from a successful USA tour and was very keen to get behind the freshly-ground Equatorial Coffee 'do some good' initiative.

The Desmond Tutu HIV Foundation's pilot community adherence counsellor project was established in 2002, and is called the Sizophila Programme, which means, “We will survive”. The project employs twenty-five HIV positive people with a personal commitment to guiding others in similar circumstances through the process of antiretroviral treatment (ART). It is their dedication, knowledge, and empathy that has boosted our ART adherence rates to some of the highest in the world. FreshlyGround joined forces with the Desmond Tutu HIV Foundation to help promote and foster this project, as well as raise funds and awareness for their youth centres - safe places where youth affected by HIV and Aids can receive treatment and counselling, as well as more traditional broad-spectrum assistance.

FreshlyGround's lead singer, Zolile Mahola, says, “It's a great partnership all round! Members of the public get to enjoy a great cup of coffee and smile in the knowledge that they are contributing to the critical work that the DTHF is doing in the field of HIV and Aids in South Africa today.”
Simon Attwell from FreshlyGround adds, “We are thrilled to be involved in the Equatorial Coffee 'do some good' drive - not only does this fresh campaign highlight the on-going need for support and increase public awareness of the Foundation's excellent work, but we also think it's an awesome way to tackle some of the donor/media fatigue that surrounds the disease.”

Corner Bakery's marketing manager, Jason Tunguy-Desmarais, says “We believe that South Africans are always willing and wanting to 'do good', but unfortunately for the majority of us, our busy lives get in the way of actually seeking out and participating in a good or worthwhile cause. As the country's leading HIV research centre, we felt that the DTHF's contribution to our society is unparalleled. The work that they have conducted and continue to drive is vitally important for the future of this country. The Equatorial Coffee 'do some good' drive is a simple way for all South Africans to get involved and help support this wonderful and much-needed organisation.”

With the help of FreshlyGround, Corner Bakery hopes to raise R750 000 with this initiative.

The DTHF works to lessen the impact of the HIV epidemic on individuals, families and communities through research, treatment, training and prevention of HIV related diseases and infections in Southern Africa.

For more information, visit

Press release by Symbiotic Communications.

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