Merityre Southfields inflates charity coffers through Bridgestone tyre campaign
A flagship Bridgestone e-CENTRE has provided a welcome boost for two South London causes after raising almost £1,000 for organisations at the heart of the Wandsworth community.
Merityre Southfields has raised £938 through a five-month charity initiative, with St Michael's Church Social Projects and the Friends of Wimbledon Park the beneficiaries.
The campaign involved motorists receiving a £1 donation token for each Bridgestone tyre purchased between November and December 2025 and February to April this year. They were then able to allocate it to one of two local organisations, resulting in donations of £464 to St Michael's Church Social Projects and £474 to Friends of Wimbledon Park.
St Michael's Church Social Projects will use its donation to install an additional water tap at its thriving Kitchen Garden Project on the Church Memorial Field in Viewfield Road. Established in 2020, the project has grown into an enclosed allotment featuring more than 30 raised beds, fruit trees and bushes, producing fresh organic fruit and vegetables for twice-weekly community lunches and a weekly food bank. The additional tap will significantly reduce the time volunteers spend watering the expanding garden, allowing them to focus on supporting the retired, unemployed, isolated and vulnerable people who benefit from the initiative.
Beyond providing fresh produce, the Kitchen Garden Project offers participants a safe and welcoming environment where they can improve their physical and mental wellbeing, develop new skills and build meaningful relationships through gardening.
Meanwhile, Friends of Wimbledon Park plans to use its donation towards a new 'Friends' Bench' within the park's Waterfall Garden, creating another welcoming space for visitors to enjoy one of the area's best-loved green spaces. Any remaining funds will support further park improvements, including tree and bulb planting and the purchase of materials needed to maintain the charity's ongoing work.
The community initiative reflects one of the key pillars of Bridgestone's e-CENTRE Excellence Programme, which encourages retailers to create a positive impact beyond the workshop by supporting local communities and championing environmental and social causes.
Dene Arnold, Director at Merityre, said: “As a business rooted in the local community, we wanted to give our customers the opportunity to support causes that really matter to people in Southfields.
“We're incredibly grateful to everyone who got behind the campaign and helped us raise such a fantastic amount. Being part of Bridgestone's e-CENTRE network is about much more than providing premium products and services. It's about making a meaningful contribution to the communities we serve and creating a positive impact beyond the garage doors.
“It's especially rewarding to know exactly where the money is going. Whether it's helping volunteers continue to grow fresh produce for people in need or creating new spaces for the community to enjoy in Wimbledon Park, these are projects that will make a lasting difference locally.”
Gresia Cabrera, Bridgestone's Business Development Manager and project lead for the e-CENTRE programme, added: "Community engagement sits at the heart of the eCentre philosophy, so it's fantastic to see Merityre Southfields bringing that vision to life.
“The team continues to demonstrate that modern tyre retailers can be a force for good, supporting local people and causes while delivering outstanding service for motorists. Initiatives such as this show that the industry can make a genuine difference and create value far beyond tyres alone.
“One of the strengths of the e-CENTRE programme is that it empowers retailers to make a meaningful impact in the communities they serve. Seeing these donations translated into practical improvements that will benefit local people for years to come is exactly what the programme is all about.”
Bridgestone has committed more than £1 million to its e-CENTRE programme, with the initiative designed to help retailers embrace best practice and set new standards for the future of mobility.
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About Bridgestone in Europe, the Middle East and Africa
Bridgestone in Europe, the Middle East and Africa (Bridgestone EMEA) is the regional Strategic Business Unit of Bridgestone Corporation, a global leader in tyres and sustainable mobility solutions.
Headquartered in Zaventem (Belgium), Bridgestone EMEA employs more than 14,000 people and conducts business in 35 countries across the region.
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