TV Baker expands charity across the UK as demand soars due to COVID-19

A TV baker and food judge who went from living off £10 a week, to running a £1million cake-making business and being honoured by the Queen, is rapidly expanding her charity Jedidiah UK across the country, following soaring levels of demand from people left in poverty due to the Covid-19 pandemic.

Cynthia Stroud who appeared in the BBC 2 series The Sweet Makers and is a TV food judge on the Food Network and Channel 4 is best known for her multi-award winning Pretty Gorgeous Cake Co. and recently launched Pretty Gorgeous Jam.

After the Covid-19 pandemic hit in March, it quickly became clear that there was hunger behind some of the front doors where Cynthia lives in Hertford. This prompted her to launch the charity Jedidiah UK (meaning Beloved of the Lord in Hebrew), and it has rapidly been expanded to help those most in need.

Initially working with neighbours to provide 100 food parcels to families in the local area, the charity is currently delivering around 25,000 meals each week with new requests currently increasing by around 5000 a week.

The parcels are co-ordinated by a team of volunteers based in Hertfordshire, solely through schools to preserve the family’s privacy and dignity. They are currently being delivered to Liverpool, Hertford, Ware, Hoddesdon, Hatfield, Stevenage, Welwyn, Luton and Harlow with requests now starting to come in from schools in Manchester, Reading, Leeds and London.

Cynthia Stroud explains:

“Jedidiah UK was set up with the core mission of ensuring that no one goes hungry. We started working with the YMCA and planned to provide weekly cookery classes and meal planning sessions to help families cook quick, nutritious and delicious meals, also helping with confidence, motivation and health.

“When the Covid-19 pandemic hit, we wanted to help and provided 100 food parcels to local families which we thought would be a one off but the seriousness of the situation soon became clear and we knew we had to continue to help people.

“As children started to go back to school, we were able to connect with more schools in many more areas and we have now started to get even more enquires from different areas, across the UK.

“Following the increase in enquires for support, we aim is to increase our operations and be able to work on a national basis. To achieve this, we are looking to work with some national brands to provide the staple items we need including cereal, rice, pasta, tinned products etc.”

The charity is a registered partner of FareShare and the funding for this is the core challenge as demand is outstripping funding which at present is from the founder, Cynthia Stroud and volunteer funds. But continuing with her mantra of ‘everything is possible’, Cynthia is determined to find ways to continue to expand the help available.

“If there are any food producers who are able to support the charity or if any members of the public or businesses would like more information please get in touch via the Jedidiah UK website:

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