News article

Seachange delivers Fruitshare for River Cottage and Crowdfunder

Seachange has helped launch a fruit-tastic national campaign to get schools planting fruit trees, backed by food-campaigner, Hugh Fearnley-Whittingstall and

Food campaigner, Hugh Fearnley-Whittingstall said: “I am on a mission to make the most of fruit, so what better place to start than with our kids. If we can get them to propagate a positive relationship with fruit, it could be a love affair that lasts a lifetime.”

The Fruitshare website, commissioned by KEO films and created by Seachange, will compliment the River Cottage To The Core TV series starting Weds, Oct 16, 8pm Channel 4. The site will give away 550 packs of 4 trees, free to schools, on a first come-first serve basis.

It will be followed by a crowdfunding campaign with, to get children planting fruit trees across the nation to provide an edible educational legacy that will last for decades.

Schools will have the opportunity to raise £270 on When they reach the crowdfunding target they will receive a pack of twenty fruit trees to plant in the school grounds.

Crowdfunding relies on people pledging money in return for rewards. Crowdfunder UK, in partnership with Plymouth University, has teamed up with Abel and Cole, the organic veg-box company, The Woodland Trust and River Cottage who are providing great rewards to encourage people to back the school-led campaigns.

Schools are encouraged to reach out to their local communities and businesses to pledge to fund the trees helping educate children about where their fruit comes from as well as getting more fruit eaten by youngsters everywhere.

Hugh continued: “Gathering local communities and businesses to use to raise funds to get growing fruit trees is a brilliant way of demonstrating what can happen when a group of people get together to achieve something great.”

Phil Geraghty, Managing Director of Crowdfunder UK added: “I grew up in a generation that believed fruit grew on a supermarket shelf complete with a bar code. If I could give the next generation one gift it would be access to free healthy food, food that grows on trees!

“Crowdfunding fruit trees for schools is a great chance for the whole community to provide a better future for our children.”

Jill Attenborough from The Woodland Trust said: “I don’t think there are many things more powerful than a child planting a tree. Not only do they get a connection with the world around them by planting a tree, but they also gain an understanding of food production also which is missing in so many people’s lives.”

Schools can launch their individual Fruitshare campaigns by registering on


Posted on October 8th 2013