Derbyshire based bakery is hoping to beat breast cancer once and for all.
Roberts Bakery, based in Ilkeston, has designed new pink wrappers for the wholemeal bread and funds from this will go to a pioneering research project.
The initiative, by Genesis Breast Cancer Prevention, is being driven by Roberts’ family member – and breast cancer survivor - Lindsay Occleston.
She said: “We’re asking everyone in Derbyshire to help us reach our £50,000 target by buying a wholemeal loaf – every pink pack matters to prevent breast cancer forever.
“We’re also encouraging women to take a moment to consider their own diet and lifestyle - to check their breasts regularly, do more exercise, eat more healthily and definitely attend screening appointments. It really is so important.”
Across the UK each year, 50,000 people are diagnosed with the disease, which is why Roberts Bakery has pledged to raise £50,000 to help fund a pioneering research project.
The aims is to predict a woman’s risk of the disease through the analysis of her gene fragments.
The total currently stands at over £17,000.
The fundraising initiative aims to support the charity’s ultimate goal of creating a breast cancer-free future, playing a key role in a wider research project which could revolutionise the breast screening programme in the UK.
Lindsay added: “Before I was diagnosed with cancer I did very little exercise, probably ate a little too much of the wrong foods and was a little over-indulgent.
“I’ve always been a happy person but my cancer experience changed me into a much more positive person.”
How buying bread will fight the disease
The fundraising initiative aims to support the charity’s ultimate goal of creating a breast cancer-free future, playing a key role in a wider research project which could revolutionise the breast screening programme in the UK. Genesis is the UK’s only charity entirely dedicated to the prediction and prevention of breast cancer.
Lindsay says: “We know that an overall healthy diet plays an important part in reducing the risk of developing breast cancer.”
Buying the pink loaves is a healthier choice for diet and lifestyle and are available in shops now.