Midcounties Co-operative & Miss Macaroon award-winning ‘Fairer Futures’ Programme
Together Midcounties Co-operative x Miss Macaroon are transforming young lives through employment
The Midcounties Co-operative, in partnership with social enterprise Miss Macaroon, has been honoured with the Community Engagement Initiative of the Year award for their “Fairer Futures Programme,” a remarkable project aimed at tackling youth unemployment in underserved communities. This initiative, launched in April 2023, focuses on providing long-term unemployed young people with the tools, confidence, and skills needed to build fulfilling careers and contribute meaningfully to their communities.
Phil Ponsonby, CEO of The Midcounties Co-operative, said: “We are incredibly honoured for The Fairer Futures Programme to have been recognised as Community Engagement Programme of the Year. We couldn’t be prouder to see the success of the programme so far and the hard work of both the dedicated team at Miss Macaroon and our remarkable Walsall colleagues being recognised for delivering a lasting impact on young people within the Walsall community.
“As a member-owned organisation with people at its heart, it’s our responsibility to provide opportunity for the communities we serve. By partnering with Miss Macaroon, it has enabled us to positively impact the Walsall community, removing barriers to employment, and doing good together to contribute to a brighter, fairer future for all. It absolutely goes to show that taking the leap and investing in projects like this is so important and we hope The Fairer Futures Programme inspires other businesses to launch similar projects to widen the support for unemployed young people.”
What makes the Fairer Futures Programme so special?
The Fairer Futures Programme is based in Walsall, an area with a high unemployment rate where almost 9.2% of the population claim benefits compared to the national average of 5%. The initiative addresses these challenges head-on by creating opportunities for young people facing multiple barriers, such as social anxiety, disability, neurodiversity, mental health issues, and caring responsibilities. Through personalised support, counselling, one-to-one mentoring, training, and hands-on work experience, the programme empowers participants to overcome obstacles and thrive in their careers.
The transformative impact
Since its inception, the programme has made a significant impact, with 25 young people completing the programme in just 11 months, 88% of whom have successfully found employment – an extraordinary achievement considering 80% of them had never held a job before. This level of success is a testament to the commitment of The Midcounties Co-operative and Miss Macaroon to create meaningful change within the community.
The programme provides more than just job training. It also includes wellbeing workshops on topics such as personal strengths, self-care, healthy eating, and communication skills, ensuring that participants gain the holistic support needed for long-term success. This intensive, transformative approach sets the Fairer Futures Programme apart, making it a beacon of hope for those who have faced obstacles in their journey to employment.
A community effort rooted in collaboration
The Midcounties Co-operative didn’t just provide financial support but also actively engaged their staff in the initiative, with employees volunteering their time and acting as role models and mentors for the trainees. Team members received training in disability and mental health awareness to create an inclusive and welcoming environment in the Walsall store, which was specially redeveloped to support the initiative.
Phil Ponsonby, Chief Executive of The Midcounties Co-operative, highlighted the programme’s impact: “Partnering with Miss Macaroon has enabled us to use our Walsall store in new ways that can positively impact the local community and contribute to a brighter fairer future for all.”
Facing and overcoming Challenges
The programme’s commitment to supporting young people with complex needs means that it has faced challenges such as dealing with mental health issues, learning difficulties, and individuals at risk of trafficking. However, by building out a strong safeguarding process and providing mental health training, the programme has been able to navigate these challenges effectively, ensuring a safe and nurturing environment for all participants.
A truly inspirational initiative
The Fairer Futures Programme not only equips young people with the skills they need for employment but also offers them a sense of belonging and confidence to face the world. It has transformed lives, as highlighted by participants like Catherine, who said: “The skills the programme has taught me have been invaluable,” and Luke, who described the experience as “life-saving”.
By actively involving employees, forming partnerships, and creating sustainable, long-term change, The Midcounties Co-operative and Miss Macaroon’s Fairer Futures Programme exemplifies how business and social enterprise can work together to deliver genuine impact. This is why they have rightfully earned the title of Community Engagement Initiative of the Year at the People in Retail Awards.
