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West Cornwall Pasty Co staff member: Nourreddine Assebbab poses with a mug of Fairtrade coffee
Each of the company's 20 outlets across London will take part in a fundraising day on Friday 24 September, which will see 20 pence taken from the sale of all hot drinks – including the company's own blend Fairtrade variety – donated to the charity.
And Gavin Williams, chief executive, West Cornwall Pasty Co, is hoping to beat last year's £1,200 total raised for the charity with this year's event saying: "Last year we were overwhelmed with the response we received from our customers.
"The World's Biggest Coffee Morning raises thousands of pounds every year to help people with cancer and their families. We're delighted to support such a worthwhile cause and hope to raise even more funds this year."
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