When the family behind Craggy Range learned that 27% of children in Hawke’s Bay were living below the poverty line, they called on their community to help. “We joined forces with some other local and national businesses to try and make a difference for these families in what can be an extremely stressful time of the year, Christmas,” says David T. Peabody.
“We believe that to be great farmers, it isn’t just about looking after the land in which you farm, but also the community.” David T. Peabody
Eight years on, the Children’s Christmas Foundation has seen more than 25,000 Santa Sacks delivered to struggling families in the Hawke’s Bay and Wairarapa, with preparations for another 3,000 in full swing for this festive season.
David says each year the Children’s Christmas Committee comes together with charity partners and supporters to consider what should go into the Santa Sacks. “The goal is always to ensure these gifts are not only exciting but also meaningful, providing real benefit to the children and families receiving them. The focus is often centred around items that encourage learning and education, inspire adventures in the great Kiwi outdoors, support children with necessities such as valuable school resources, as well as including something that can bring families together, which is especially close to the heart of the Peabody family.”
Then comes the annual packing day, when Santa’s little helpers (aka partners, supporters, community organisations and charity organisers) pack the Santa Sacks according to age groups. None of the items are branded, allowing parents and caregivers the option to wrap the gifts themselves and gift them to their children. “This small detail helps preserve the magic of Christmas morning, while giving families the joy of being at the centre of the giving experience,” David says.
“We believe that to be great farmers, it isn’t just about looking after the land in which you farm, but also the community.”
In the aftermath of Cyclone Gabrielle, Craggy Range used donations of almost 12 tonnes of food, along with the efforts of its chefs and employees, to prepare more than 11,000 meals at the Giants Estate site in Hawke’s Bay. “We are incredibly grateful to our employees and members of the community who gave their time to volunteer, coordinating logistics, packing meals, and ensuring they were delivered to community hubs and directly to those most in need,” David says.
“Hawke’s Bay is our home, and it’s important that Craggy Range contributes in a meaningful way. Whether that’s through supporting local initiatives, creating opportunities, or simply bringing people together, we see it as a responsibility and a privilege.”
This article was first published in New Zealand Winegrower magazine issue 155 and is republished with permission.
