News and Insights

The Jersey branch of the Guide Dogs for the Blind has received £1,134 through William Highfields’s hard work making and selling his home-made ‘Magic Reindeer Food’ this Christmas. Half of the money raised, £567, was funded by Viberts matching the amount William collected himself.

William maximized the amount of money he raised by selling his magic reindeer food in a range of places - including the Co-op Grande Marche, a stall at the ‘Funked up Felt’ pop up shop and to the staff at Social Security.

Six years ago, William Highfield, who is in year six at Springfield School, came up with the original idea to create and sell Magic Reindeer Food to raise money for local charities. In those six years he has raised an amazing £5,626 - which equates to roughly 11,000 bags of Magic Reindeer Food.

In the lead up to Christmas he spent his time after school and at weekends making up the 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.

Managing Partner, Zoe Blomfield commented: “We are delighted to be supporting William for the fourth year running by matching the money he has raised for the Jersey branch of the Guide Dogs for the Blind.” She went on to say, “When most children are planning their Christmas list for Santa, William is planning how to make and sell his eco-friendly reindeer food. 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.