The Bristol-based pie firm is encouraging pie fans to get involved in order to raise a target of £40,000 for African development charity Send a Cow.
Pieminister is hoping to raise enough money to help 30 families start a farming business, through the provision of livestock, seeds, training and ongoing support.
It has also opened a fully-licensed pop-up pie shop - the Cattle Market - opposite London’s famous Stables Market in Camden, which will be serving pies for free, in return for a charitable donation, until 17 November.
Pieminister will also be donating 10p from every pie sold to the cause, through retailers including Waitrose, Sainsbury’s, Ocado, Budgens and Wholefoods.
Other initiatives include hosting a series of Cattle Drive nights at selected Pieminister restaurants nationwide, where customers can also enjoy a pie in return for a donations.
Businesses across the UK can also get involved by participating in Pieminister’s ‘Cattle Auction’, to bid for pies, said the firm. It will provide the pies for free, so staff can bid for their favourites and raise money. A prize will be awarded to the office that raises the most amount of money for the Cattle Drive.
Jon Simon, co-founder of Pieminister, said: “We hope that pie-lovers everywhere will get behind this campaign and help us reach our target through the exciting fundraising activities planned.
“We love Send A Cow’s ‘pass it on’ principle which encourages families to pass on livestock, seeds or training. This means people will continue to benefit from the skills, confidence and self-respect seeded from our Cattle Drive, long after these 30 farms are built.”
Find out more and get involved visit www.pieminister.co.uk/cattledrive