Birds Bakery announces two-year partnership with pawsome charity
Added by Love Business East Midlands | 8 April 2026
UPDATED: 8 April 2026
Birds Bakery has announced a two-year fundraising partnership with Canine Partners, a charity based in the East Midlands who support and train assistance dogs to help transform the lives of disabled people across the UK.
Birds previously worked with the charity in 2022 and raised £34,101. To kick off the new partnership, Birds will donate 20p from every sale of its popular dog bone biscuits, available across all 62 stores across the East Midlands.
The money raised will support the specialist two-year training process for each assistance dog, during which they learn to support with essential daily tasks, from opening doors to loading washing machines.
Assistance dogs make a life-changing difference for their owners, helping them to gain independence and live their lives to the fullest.
Shelley, from Bedfordshire, who lives with Ehlers-Danlos Syndrome, was matched with her first assistance dog Kibble in 2014. After Kibble retired, she was partnered with Meikle in 2024.
She said:
“It gave me my independence back. I was never on my own. Things turned dark after my first dog retired, but when my new partner Meikle arrived, I felt like the lights came back on.”
Canine Partners currently operates with a full waiting list and no government funding. This partnership will help the charity expand its presence across the East Midlands and help those in need.
Lesley Bird, director of Birds, said:
“We are delighted to be renewing our partnership with Canine Partners for the next two years, following a hugely successful collaboration. Canine Partners trains incredible assistance dogs who transform the lives of people with various disabilities, helping them with greater independence and enabling them to live fuller and happier lives.
“With the Training Centre based right here in the East Midlands, continuing to support a local organisation making such a meaningful impact felt like the perfect fit for Birds.
“We are really looking forward to building on our community-focused collaborations between Canine Partners and Birds, so keep an eye out for special events and fundraising activities taking place in our shops.
“Supporting charities remains a vital part of who we are at Birds. Our teams love getting involved, and we hope our customers will join us in raising funds and awareness for this fantastic cause. Together, we can make a real difference.”
Lucy Eldred, CEO of Canine Partners, said:
“A partnership with Birds will increase our charity’s awareness, generate funds and get people talking about us, which will help us to continue providing assistance dogs to change lives and give people back their independence.
“We will be able to reach more people, fundraise and expand our volunteer network which will help us to continue to grow as a charity.”
For more information about the work being done by Canine Partners, visit https://caninepartners.org.uk/
For more information about Birds Bakery and to follow the events, visit https://birdsbakery.com/ or follow on Instagram, Facebook, and Tiktok.
