Ethical Entrepreneur’s Recycled Tyre Flip Flops Regenerate African Community

Published: 22 May, 2011

Rebecca Gray a 26 year old ethical entrepreneur and founder of Nottingham based fair trade fashion and green products company Fresh Cargo, has re-invented a hundred years of Maasai Warrior sandal making in order to support the Maasai community and globalise recycled tyre flip flops.

The new line of recycled flip flops has recycled tyre soles, 100% hemp uppers and will be available from May onwards through independents, Viva La Diva on line and www.freshcargo.co.uk. Currently the project employs 20 people and hopes to employ a hundred by the end of 2012, creating a positive effect on the Maasai community in what is currently a 40% unemployment rate in Kenya.

Rebecca Grey founder of Fresh Cargo said, “All components of our recycled flip flops are sourced locally, I am a great believer in trade not aid and hope that national UK retailers will help me in my vision in creating further employment within this community”.

While visiting Kenya and meeting with Maasai Treads founder Fareed Khimani and the Maasai community Rebecca Grey the founder of Fresh Cargo saw an opportunity in modernising the “Akala” a sandal worn by the Maasai community.

Rebecca Grey also said, “When I met the Maasai team there were four people supplying local stores and tourists in Kenya, the flip flops were raw in design and not very female friendly. I knew with the right design and colours these recycled flip flops could become a global success and employ hundreds of people offering a sustainable business for the community, so we created a partnership”.

The project took 12 months of planning and testing to ensure the recycled green product could reach the standards of non recycled products, Fareed Khimani founder of Maasai Treads said, “With Fresh Cargo’s support we have created a product that our team and community are very proud off”

Alongside the positive impact of the project for the planet and Maasai community 5% of the sales of Fresh Cargo Maasai Treads will be donated to the Born Free Foundation. The Foundation saves orphaned big cats, great apes and elephants and provides their food and care.

Fresh Cargo Maasai Treads Flip Flops are available in men and women designs and priced at £22 retail in navy, pink, black, chocolate and purple.

[ENDS]

FACTS

Rebecca gray is one of the youngest ethical entrepreneurs (aged 26) in the UK and foundered Fresh Cargo when she was 24 years of age.

Maasai men over the centuries developed the craft of sandal making using cow hide, this footwear is called Akala.

The Maasai population has reported as numbering 840,000 in Kenya in the 2009 census

The protection of animals in the wild in the seventies against poaching and unnatural death has seen the move from animal hide to tire treads for Akala production by the Maasai community.

An average tyre will run for 35,000 miles, a recycled tyre sole could cover 20,000 miles before becoming fully worn.

Maasai Warriors in 2008 ran the London Marathon in recycled flip flops to raise money for their community.

5% per cent of Maasai Treads annual profits go towards The Born Free Foundation

[CON’T]

NOTES FOR EDITORS

Nottingham-based Fresh Cargo was launched in August 2009 by Ethical Entrepreneur Rebecca Gray. Rebecca Gray started planning the business at the age of 22 and finally launched the business after taking out a £15,000 pound loan.

Today Fresh Cargo sells across a hundred UK stores including Oxfam, Fenwicks, Viva La Diva, Pulp Stores, Blue Banana.

Bookmark this

Cherry Blossom Goes Green with New Shoe Care Range
Cherry Blossom has launched a new collection of eco friendly shoe care products, allowing customers to shoe shine away whilst being environmentally friendly. The range offers water based, solvent-free formulations and propellant-free sprays, including weather and stain protectors, leather creams and suede cleaners which are all available in recyclable packaging
'FITTING' NEWS' - Summer 2012 - Another Warm Welcome from the President – Jan Parry
In my last column I was hoping for a hot – or even warm summer – not much luck so far I am sad to say, and as the last edition was just prior to MODA, I was also hoping to meet more of our members – fortunately I had better luck on that score! Thank you so much for coming up to say ‘hello’ to my husband Francis and I, it was lovely to meet you and chat about trade. We have since had our AGM and I embark on my second year in office – where does the time go? The Minutes of the meeting are available from our Secretary, so if you want to know how the SSF has performed over the past year, do request a copy. My address at the meeting was as follows:
Padders For Kids
Padders, with nearly 100 years’ experience of quality shoemaking, has extended its family to include Padders for kids at its factory outlet shop in Kettering. The shop has a relaxed atmosphere and is run by experienced and friendly staff under the management of Charlotte Lyddon. The best shoe fi tting service is available with quality brands including Geox, Lelli Kelly and Hush Puppies, in addition to the own Padders brand.
JEFFREY CAMPBELL UK
Laceys Footwear are delighted to announce they are now the official UK distributor for Jeffrey Campbell, the fastest moving brand in footwear that everyone is talking about. The meteoric rise of the Jeffrey Campbell brand in the las 10 years is nothing short of amazing, it is currently available in 49 countries and rising. Jeffrey Campbell styles are being worn by pop stars and movie stars including Jessica Alba, Rihanna, Sarah Harding and Jessie J most recently on the VOICE and the Graham Norton show.
Snuguns, Gripping the ‘Soles’ of the Nation
Snuguns are delighted to announce the launch of Grippa Socks. Supportive non-slip socks that protect, fit and support growing feet. Designed along the guidelines set out in “feet for life” by The Society of Chiropodists and Podiatrists, Snuguns Grippa Socks provide great grip with maximum comfort and flexibility. Grippa Socks help with the care of babies and children’s feet during crucial growing stages, from six months to four years!