Martha leads Tearfund Big Bake to help families in poverty

Ex-Great British Bake-Off star Martha Collison is leading the nation towards more imaginative baking whilst fundraising for people living in extreme hunger worldwide.

Martha, who is an ambassador for international development charity Tearfund, will be joining thousands of bakers across the country in supporting families like struggling mum of six Jumana.  Like other mothers in the drought-ridden country of Chad in Africa, Jumana is so desperate to feed her children that she has had to plunder ants’ nests for seeds.

Tearfund's Big Bake (8-16 October) will see bakers across Britain making and selling cakes from their churches, schools, workplaces and homes to raise funds that save lives.

The British love affair with cakes continues to rise – four in five of Brits eat cake (80%) – cake sales grew in 2015 and the cake market is expected to reach a staggering £1.22 billion. Extreme flavours are considered to be the way forward for future cake making. (Mintel Market Intelligence)

Inspired by Martha's fresh approach to cake innovation, baking has increased in popularity amongst young people. Under 35s and families are now the core bakers and consumers of most cakes. (Mintel Market Intelligence)

Martha's interest in food science has led to comparisons to a young Heston Blumenthal and explains the elaborate twists in her recipe combinations – aligning with the nationwide trend towards extreme flavours in cake baking and forming the basis for her bestselling first cookbook, Twist.

Her Lime-iced Courgette Cake has been honed to perfection and her dainty macaroons have been elevated into mojito-filled bliss – thanks to mint, lime curd and a dash of white rum. Her Pink Grapefruit Drizzle Cake has replaced the usual lemon and is one of her most popular recipes.

In Chad, for Jumana’s six-year-old daughter, Yasmin, and other children like her, extreme hunger is a heavy burden to bear. Funds raised through Tearfund’s Big Bake could provide nutritious meals, training and tools to transform communities like Yasmin’s. Tearfund’s end goal is to unlock the poverty-fighting potential within these communities, but beating extreme hunger is the first priority.

Martha says: "There are many people like Yasmin in Chad and beyond, living in extreme hunger, so I’m asking you to get baking, hold a cake sale and use cake to change lives! Because money raised through your Tearfund Big Bake sale will help people in communities like Yasmin’s to unlock their own ability to fight poverty."

It’s not too late to join the Big Bake – sign up at tearfund.org/bigbake16 and use your favourite recipes to transform lives!

Twist: Creative Ideas to Reinvent Your Baking by Martha Collison (HarperCollins) £16.99, is out now

Mintel's exclusive consumer survey data. This was a nationally representative online survey, with a 1,500 person sample in December 2015.

 Mintel's Cake and Cake bar survey - 2015

Big Bake week: Tearfund is encouraging bakers to hold their Big Bake sales over the week of 8-16 October, but they can pick any date that suits them to bake and sell their cakes

PHOTO: Iliya Santoso (3), concentrates hard as he carefully helps Martha Collison with ingredients for her chocolate cup cakes. Photo credit: Louise Thomas/Tearfund


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