News and Insights

The Jersey branch of the Guide Dogs for the Blind has received just over £1,044 through William Highfields' hard work making and selling his home-made ‘Magic Reindeer Food’ this Christmas.

Half of the money raised, £522, was funded by Jersey law firm, Viberts, who matched the amount William collected.

William maximized the amount of money he raised by selling his magic reindeer food in several places - including the Co-op Grande Marche St. Helier, ‘Funked Up Felt’ - in the Jersey fish market, and at the creative agency ‘Us Creatives’. He even took the food to meet some real reindeers in Lapland to show them what to look out for on Christmas Eve!

Seven years ago, William, who is in year seven at Grainville School, came up with the original idea to create and sell Magic Reindeer Food to raise money for local charities. In those seven years he has raised a staggering £6,670 - the equivalent of around 13,340 bags of Magic Reindeer Food.

In the lead up to Christmas he spent his time after school and at weekends making up the eco-friendly compostable bags of food which contain a mixture of oats, cupcake sprinkles (and of course magic!) – ensuring that Santa’s reindeers didn’t go hungry on their busiest night of the year.

William creates the entire product himself from the reindeer food mix to the packaging for the food and even the labels on the packaging, with a little help from his Dad.

Viberts Managing Partner, Zoe Blomfield described William's “ongoing commitment and success” as “an inspiration to us all”. “We are delighted to support William’s efforts by matching the amount he raised for the Jersey Guide Dogs for the Blind. He puts so much effort into raising money for local charities – well done William once again!’

William’s charity work has a dedicated Facebook group: William's Magic Reindeer Food – Jersey Facebook run by his mum which you can join to stay informed on William’s upcoming work and plans for the future.