Creating Opportunities For Young People Facing Employability Challenges

The Midcounties Co-operative and social enterprise Miss Macaroon have announced the launch of a groundbreaking programme to help young people in the West Midlands overcome barriers to employment and are calling on other businesses to join them.  

Youth unemployment is rising across the UK, with government data showing 526,000 young people aged 16 to 24 were unemployed in May to July 2023, an increase of 154,000 from the previous year¹. 

To help tackle this growing issue Midcounties and Miss Macaroon have combined to create the Fairer Futures programme. Over the next three years, the programme will help create opportunities to transform and empower the lives of young people who are facing challenges in finding long term employment. These challenges can range from overcoming social anxiety, the impact of disability or ill health, having spent time in prison, or issues around childcare.  

The programme will provide 1-2-1 support, training and work experience and in some cases access to further education to help participants achieve their longer-term career ambitions.  

By helping people back into work, whether that is with Midcounties, other local organisations or even starting their own business, the programme not only aims to give individuals the tools and opportunities to build a brighter future, but also to bolster local economies and help tackle some of the ongoing recruitment challenges in sectors such as retail and childcare. 

The programme, which launched earlier this year, operates from the Midcounties Your Co-op Food store in Walsall Town centre, where unemployment rates show almost 6% of the population are claiming benefits with 22.4% of 16–64-year-olds being classed as economically inactive².   

Midcounties has traded in the Walsall area since 1886 and as a co-operative is committed to making a positive difference in the communities where it operates. Working in partnership with Miss Macaroon, the Society therefore identified the opportunity to utilise the space within the store for the benefit of the community.  

Working alongside the existing You Co-op Food store colleagues, areas of the store have been redeveloped to create a training room specifically for the new trainees as well as a quiet room for delivering counselling, reflection, and mindfulness.  

Trainees are given access to a programme leader on site at all times, alongside a part time counsellor and a previous graduate of the Miss Macaroon scheme acting as an inspirational work buddy and job coach. Additional support is also provided for all successful graduates for six-months following completion of the programme, including writing CVs and Cover Letters, as well as interview practice.  

A pilot phase of the programme began in​ May​ 2023 and has already seen 12 young people successfully graduate, with 10​ ​going on to gain employment in roles including within Your Co-op Food stores as well as wider organisations. 

Following this success, the Fairer Futures programme is now offering more spaces, with almost 40 vacancies for participants available. Crucially, Midcounties and Miss Macaroon are also calling for businesses across the region and across the UK to join them in expanding the programme further and helping even more young people to get into work. 

Midcounties Chief Executive Phil Ponsonby said: “Partnering with Miss Macaroon has enabled us to use our stores in new ways that can positively impact the Walsall community and contribute to a brighter, fairer future for all. Through the Fairer Futures programme we want to empower struggling young people, removing the barriers to employment and deliver genuine social value for the community.  

“With youth unemployment rising and a recruitment crisis facing so many sectors across the UK, we implore businesses and employment groups to join us in helping to provide both opportunity for our graduates and solutions for employment throughout the Midlands and beyond. We know that by doing good together we can create a brighter tomorrow.” 

Miss Macaroon CEO Rosie Ginday MBE said: “It’s been great working collaboratively with such a supportive employer as Midcounties Co-operative. The Your Co-op Food team members have been so invested in the growth of the trainees on the Fairer Futures Programme and have been thrilled to see them move onto employment in the local area. 

“To come to work every day and know that you are doing good alongside your normal job has been so motivating for everyone involved. We see anxious young people join at the start of the programme and with support from the teams on the ground, the counsellor and programme manager, the trainees experience such change, becoming more confident in their own abilities and hopeful for their future.” 

Catherine Smith, Fairer Futures graduate said: “The skills the programme has taught me have been invaluable. How to interact with customers, how to deal with food and all the technicalities. I’ve also now got a level two Food Health & Safety qualification which means I can now work in any setting where food is being prepared.  

“I, like everyone on the programme, have received help at a level that reflects both my experience and confidence. Having people in the cohort with similar experiences has been eye opening. You realise you’re not alone.”  

Miss Macaroon is a social enterprise based in Birmingham and founded by Rosie Ginday, that produces premium macaroons whilst providing opportunities for young adults seeking a career and building confidence in themselves. 100% of the business’ profits are reinvested into helping unemployed young people gain skills that will help to change their lives. 

Midcounties Co-operative is one of the largest independent UK co-operatives and is fully owned by its members. It operates the Your Co-op family of businesses, covering more than 230 Your Co-op Food stores across the West Midlands, Oxfordshire, Gloucestershire and Wiltshire. The Society also trade nationally through its Your Co-op Travel, Your Co-op Childcare, Your Co-op Energy and Your Co-op Broadband and Mobile businesses.