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Manchester-based jam and marmalade maker, Duerr, has sponsored three local paralympians ahead of London 2012.
The firm is pledging financial support to swimmers Tom Young and Natalie Waddon, as well as cyclist Rik Waddon as they train for the finals.
Duerr is also providing the athletes with their peanut butters and range of super honeys, and has launched the ‘Proud to be British’ campaign to rally the country behind them.
As part of the scheme, the firm's 2012 edition marmalade jars will carry a QR code that links to a microsite hosting video footage designed to inspire patriotism.
The clips include moments from the Royal wedding, British humour, and vox pops from the Duerr factory floor.
Duerr pledged their support to the athletes after attending a meeting with former paralympian and motivational speaker Marc Woods, who informed them of the financial pressure young paralympians face.
Managing director Mark Duerr said: “With our strong British heritage, it seems natural that we support this fresh talent that will be representing our country on the world stage. The three paralympians are an inspiration to us all and it’s a bonus that they enjoy our products so much.”
