+Abused women in Ethiopia will soon benefit from a new gourmet home-delivery food service for busy Londoners.
Ready-meals company, My Food For You(http://www.myfoodforyou.co.uk), is to share 10% of its profits with a project in Ethiopia which helps abused women forced into early marriage.
Founder and Chef Lina Forsberg was appalled by the stories told to her by her late missionary grandfather and wanted to make a difference for the Ethiopian women who suffer horrific and barbaric abuse, including female circumcision.
"My grandfather dedicated much of his life to helping Ethiopians and I have always wanted to continue his legacy if I had the opportunity. When I launched My Food For You in London, it seemed obvious that we should share our profits with those in more need of it," said Forsberg, a Swedish national who settled in the UK eight years ago.
My Food For You sells weekly and monthly food subscriptions to Londoners too busy to cook.
"I would get home after a long day on the office and a session at the gym and I'd be too tired to cook for myself. I'd always pick up a supermarket ready meal. I thought there must be a way to eat healthy, nutritious and tasty food affordably. Those supermarket ready meals are so uninspiring and unhealthy. But I couldn't find anywhere that did that, so I decided to test the market myself," said the former analyst for fashion retail group Arcadia.
For two months the 27-year-old entrepreneur cooked different dishes from her flat at weekends and delivered them to friends. "My friends loved it and encouraged me to expand. So I wrote a business plan and found an investor and My Food For You was born."
The company started operations in early September and is based in Twickenham. The adventurous menus, it's eco-friendly packaging and affordability - a week's subscription of five meals costs £25 - have been a hit with customers right across the capital.
Forsberg says the company's ethical and eco-friendly business ethos is also proving popular.
"We use eco-friendly sugar cane food packaging which is compostable and we source only local produce from local farmers," says Forsberg, who creates and cooks all the dishes herself.
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