Going MADL with Easter giveaway for Fitmums and Friends

Thanks to Sewell on the go’s ongoing partnership with Co-op, we’ve been able to give local charity Fitmums & Friends £100’s worth of Easter treats to support their cause.

The donation has kindly come from Making a Difference Locally (MADL), Co-op Wholesale’s charity that supports communities local to its wholesale customers. This isn’t the first benefit our local charities have seen from our partnership with Co-op, as in 2025, we were able to donate £10,000 to five of our nominated charities (£2,000 each) to support the work they do.

The Easter egg donations will be going to two different groups of people that Fitmums supports – the first group being their bereavement walking group, Together in Grief, which helps bereaved individuals cope with the loss of loved ones and helps them connect with others. You’ll see from the photo below how happy they were with their delicious Thorntons eggs!

Founder of Fitmums & Friends Sam Barlow said: “Look how happy you made our bereavement walking group. They were thrilled with the surprise of an Easter Egg. Thank you so much for making this happen. Heading into a long bank holiday weekend is not always easy, many of this group are now on their own post bereavement and so this lovely little surprise was so well received.”

The second group who will benefit from the donation is aimed at children and young people who take part in Fitmum’s The Forest Project, an innovative programme that uses forest activities, literature and bereavement support to create a safe space in which participants can explore and express their grief.

Sam Barlow started Fitmums & Friends when her eldest child started school and she realised she was missing an opportunity to meet new people, so decided to use her love of running to try and meet other parents in order to make new friends and develop a support network for future school life.

Since then, the group has grown astronomically and has helped support countless people of all ages across the region. We’ve been involved with Fitmums & Friends since 2013, from fundraising, sponsoring events, sharing their news and providing safe spaces for those out walking and running and in need of safe respite.

Sewell on the go MD, Patrick Sewell is incredibly proud of how much they’re able to do for local charitable and community organisations such as Fitmums. He says:

“The partnership we have with Fitmums & Friends is more than just us giving them money – we like to get involved as much as we can and support them in ways that sometimes might be outside the box. Our stores are ideally placed to reach lots of people across Hull and East Yorkshire, and ideally placed to raise awareness and provide safe spaces for the Fitmums & Friends members.

This latest donation from MADL is brilliant – we know that the Easter eggs will bring joy to those who receive them and help remind them that they have the support of the Fitmums team.”