GET IN GEAR TORONTO! CADBURY BICYCLE FACTORY OPENS SHOP FOR 2011

Darius Bashar inspires residents to bring freedom, mobility and change to Ghana - one bike at a time

To view the Social Media Release, click here: http://smr.newswire.ca/en/the-cadbury-bicycle-factory/get-in-gear-toronto-cadbury-bicycle-factory-opens

TORONTO, April 19 /CNW/ - For kids in rural Ghana, a bicycle represents much more than just fun - it represents access to education and a chance for a brighter future.  That's why Cadbury's Bicycle Factory has its gears in motion for a third consecutive year - to inspire Canadians to help build even more bikes - and lots of hope - for the kids of Ghana.

"Since 2009, The Cadbury Bicycle Factory program has delivered over 9,000 bikes to children in remote communities of Ghana," said Aditi Burman, Senior Promotions Manager, Corporate Scale, Kraft Canada.   "The overwhelming support we've received from Canadians is remarkable and we are so excited to see the results of our collective efforts again this year. The Cadbury Bicycle Factory represents our ongoing support of cocoa growing communities in Ghana."

Each bicycle delivered is the culmination of 100 virtual parts that Canadians have built online by entering UPC codes from any participating Cadbury chocolate, gum, candy or cough product at www.thebicyclefactory.ca.  Each UPC code equals one virtual part, and once 100 virtual parts are assembled into a virtual bike, a real bike - specially designed for the rugged terrain of rural Ghana - is built and ready to be delivered to Ghana.

Cadbury works closely with international associations and local partners on the ground in Africa to ensure effective distribution of the bicycles, and each community receives training and tools to ensure that the bikes remain a sustainable and valuable resource.

Darius Bashar changes area codes for the experience of a lifetime

Earlier this year, two honorary "Factory Workers" - bloggers Darius Bashar of Toronto and Rebecca Bollwitt  (a.k.a. Miss 604) from Vancouver - had the chance to experience the Cadbury Bicycle Factory first-hand by travelling to Ghana to help deliver over 4,000 of the bicycles assembled from the 2010 program and engage with local children who've benefited from  a previous delivery.

"Living in Toronto, bicycles are a part of daily life and something we may take for granted," said Darius.  "However, for children living in Ghanaian villages - it represents so much more.  It means they can travel further and faster to school, giving them the opportunity to earn an education and make their hopes and dreams come true."  Now that he's returned, Darius will be sharing his experience through his blog and Twitter as well as hosting other fun activations across Toronto in order to encourage other Torontonians to join the movement.

"It's amazing really to think that someone in Toronto who buys a Fair Trade Certified Cadbury Dairy Milk bar or a pack of Dentyne gum at their corner store and goes home and types in the UPC code online could actually influence one of these children's lives - but they most certainly do," said Darius. 

Help Build a Bike TODAY!
It's time to get building those bikes, Canada!  From now until July 31st, 2011, simply log onto www.thebicyclefactory.ca and enter the UPC code from any participating Cadbury product including chocolate bar favourites such as Caramilk and Dairy Milk and great brands like Toblerone, Côte d'Or, Trident, Dentyne, Stride, Maynards candies and HALLS. One UPC code entered on the site equals one virtual bicycle part and the UPC code from Fair Trade Certified Cadbury Dairy Milk product equals two virtual bicycle parts.  It takes 100 virtual parts to create one bicycle.  The Bicycle Factory program website brings to life the virtual bike making process and offers real-time updates on virtual bikes built to-date.  Canadians are also encouraged to visit www.facebook.com/BicycleFactory  for the latest updates and discussions from the Bicycle Factory community.

About The Cadbury Cocoa Partnership

In January 2008, the Cadbury Cocoa Partnership was established together with the United Nations Development Programme, local governments, farmers and communities, and it is the largest sustainable cocoa farming program in existence. This ground-breaking initiative is designed to secure the economic, social and environmental sustainability of one million cocoa farmers and their communities in Ghana, India, Indonesia and the Caribbean. Kraft Foods is already building wells and libraries, fostering micro-finance loans, and developing long-term programs to encourage biodiversity and sustainable cocoa growing. Kraft Foods is investing more than $80 million CDN through the partnership and estimates that it will make a difference in the lives of half-a-million cocoa farmers in Ghana by 2018.

About Kraft Foods

Northfield, Ill.-based Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love.  Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2010 revenue of $49.2 billion, more than half of which was earned outside North America.  Eleven of the company's iconic brands -- including Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia and Trident -- generate revenue of more than $1 billion annually, and 40 have been loved for more than a century.  A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. For more information, visit www.kraftfoodscompany.com and www.facebook.com/kraftfoodscorporate.

In Canada, company brands include Kraft Dinner macaroni and cheese, Christie cookies and crackers, Kool-Aid and Del Monte beverages, Caramilk chocolate, Maynards candy, and Stride and Dentyne gum.

/NOTE TO EDITORS: Media Assets accompanying this story are available as follows:/

Photos :

1)     http://smr.newswire.ca/media/articles/1227/rebecca-bollwitt---smr.jpg

2)     http://smr.newswire.ca/media/articles/1227/darius-bashar---smr.jpg

SOURCE The Cadbury Bicycle Factory

For further information:

or to speak to one of the Factory Workers, please contact:
Christine Lu/Alicia Storey
christine.lu@edelman.com 
alicia.storey@edelman.com
416.849.1954/416.849.8935

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