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Soup and salvation are seen asa winning combination

The Royal Horticultural Society, the Bat Conservation Trust and the Salvation Army might appear to be a disparate collection of charities, but they have been carefully chosen as partners over the past few years by the New Covent Garden Food Co.

According to Nick Munby, senior brand manager at the company, they all appeal to a particular type of consumer that is likely to purchase the firm's range of soups.