Seafood giant John West has teamed up with Alzheimer’s Research UK to help people look after their brains.
The charity has launched its ’Think Brain Health’ campaign aimed at supporting the public to take steps to reduce the risk of developing dementia.
Through the one-year collaboration, the seafood brand has pledged £75,000 to the charity as part of its ‘Eat Strong. Go Strong’ message and will include the Alzheimer’s Research UK logo across 11 of its sardine and mackerel products from the middle of June.
“We will be raising awareness throughout the year in the John West office to fundraise and educate our employees about dementia and the importance of brain health,” said Vikki Babb, international marketing director at John West.
“Our support aims to advance research and awareness of dementia, in the hope that one day a cure will be found, and families no longer have to endure the sadness and heartache of dementia.”
Research shows that up to 40% of dementia cases could be linked to preventable factors yet less than a third of people in the UK realise it is possible to reduce the risk.
Evidence shows that heart and blood vessel health can have a significant impact on brain health, with omega-3, which is naturally present in oily fish such as sardines, mackerel and salmon, playing a particularly key role.
“This partnership between Alzheimer’s Research UK and John West will help put a spotlight on the benefits of brain health, which is so often overlooked, by spreading this important and empowering message through their products, and by supporting our wider Think Brain Health campaign,” said Hilary Evans, chief executive of Alzheimer’s Research UK.
