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By Leon Aarts

Last week saw the launch of Extraordinary Food, a company that takes social responsibility to a whole new level by making it easier for companies to contribute to charitable efforts.

Extraordinary Food has set up a certification scheme for its social contribution programme, where companies who join give back a percentage of their proceeds to those causes that help to feed and educate children around the world.

I believe we can change the world one bit at a time by every purchase you make. If 1% or 2% of the purchase price goes to social contribution, we can all make a huge difference every year and contribute more effectively.

Even the launch of the new Superbrands book two weeks ago saw a chapter on Corporate Social Responsibility and how brands can't ignore this in the future. Either grab the opportunity or miss the boat and risk the brand. Consumers will make the choice for you in the future – as they are already doing – spending millions per year on products and initiatives that give something back.

The Extraordinary Food logo and certification badge will become instantly recognised by consumers, and they will know that by buying a certified product, money will go to good causes – and consumers will choose your brands because of this.

As Fairtrade represents fairness in manufacture and production, Extraordinary Food stands to be a symbol of contribution for all brands who have a proactive CSR agenda. The Extraordinary Food scheme communicates this message of giving to consumers, while member companies and brands can focus on their main activities of selling and producing their products.

The Bedingfield connection In the UK, we're working with the charity Global Angels, set up by Molly Bedingfield (Daniel and Natasha's mum), which carries out ongoing global initiatives for feeding and educating children. Extraordinary Food and Global Angel ensure that 100% of the contributions go direct to the food programmes. Global Angles also spends a great deal of effort vetting the causes they support in various countries, and Extraordinary Food fits the bill, working with charities who feed children while they're in school. The added benefit for the children is that they're receiving an education at the same time.

Extraordinary Food has created a win/win situation where consumers and brands benefit from taking part. Consumers are more aware of what they buy and why. At the moment, we're talking to a lot of interested parties for certification, from a large department store to great food producers and some of London's top restaurants. It's a good time to get involved.

Leon Aarts is CEO and Chief Food Officer of Extraordinary Food.