As Wrexham AFC travel south to face Swansea City this Friday, a different kind of journey is happening too. This week, Faith in Families is sending a Cwtch from Swansea to Wrexham, sharing practical kindness as part of a new Wrexham Multibank pilot.
While football rivals meet on the pitch, a Swansea charity is reaching north with something just as powerful: brand-new essential items for families who need them most. Through this pilot, Cwtch Mawr Multibank is testing how our proven Swansea model can support communities across North Wales and this is only the beginning.
What is Cwtch Mawr Multibank?
Cwtch Mawr Multibank, run by Faith in Families, is Wales’s first Multibank. Based in Swansea and supported by The Multibank UK and Amazon UK, it redistributes brand-new surplus goods from businesses to people facing poverty, crisis or hardship.
Every week, essential items including toiletries, cleaning products, baby supplies, clothing, bedding and household goods move through our warehouse and out into communities. These items are distributed through 129 trusted partner organisations, ensuring support reaches families with dignity and care.
Because of this network, our reach now stretches across Swansea and surrounding areas. Now, with this pilot, that reach is heading north.
A Wrexham Multibank Pilot Built on Partnership
This week’s delivery supports five Wrexham-based charities, each deeply rooted in their communities:
- Caia Park Partnership – providing early help, wellbeing and practical support
- We Are Plas Madoc – tackling poverty and strengthening neighbourhoods
- EYST Wrexham – supporting ethnic minority and migrant communities
- Wrexham Foodbank – offering emergency food and referral pathways
- UareUK – reducing food poverty and social isolation
The pilot forms part of ongoing conversations with the Wrexham Leadership Alliance, helping to build joined-up early help and practical support across North Wales.
Backed by Welsh Businesses with Deep Local Roots
The Wrexham Multibank pilot delivery has been generously supported by McCarthy Group, a Welsh, family-run logistics company with strong roots in North Wales and a long-standing commitment to giving back to local communities.
Mike McCarthy, from McCarthy Group, said:
“I saw the amazing work Cwtch Mawr does in South Wales to help and support families and children living in poverty through its Multibank operation. When it was discussed about setting a Multibank up in Wrexham, I was pleased to be able to offer our support to the project as part of our aim to support and give something back to the Wrexham communities where I have lived and worked all of my life.”
The pilot is also backed by the Welsh Government, reflecting a shared commitment to tackling poverty, strengthening early help, and ensuring vital goods reach families and communities who need them most.
Together, these partnerships make it possible for surplus essentials to travel from Swansea to Wrexham turning logistics into lasting impact.
Why We’re Taking the Multibank North
Faith in Families CEO Cherrie Bija says the goal is simple but urgent:
“Every day we see how much difference access to basic essentials makes for families. Our goal is to support more people, in more places, with the items that protect dignity, wellbeing and stability. This pilot is about testing how we can extend that impact beyond Swansea and into North Wales.”
Meanwhile, demand continues to grow.
Jon Waite, Facility and Development Manager at Cwtch Mawr Multibank, explains why this work matters now more than ever:
“The cost of living crisis hasn’t gone away. In fact, we’re seeing more people needing support just to manage everyday life. Items like shampoo, washing-up liquid or bedding don’t sound like much, but they make a huge difference when budgets are stretched to breaking point.”
Supported by Welsh Government and Trusted Local Employers
The Wrexham Multibank pilot is also supported by the Welsh Government, highlighting the importance of early help, prevention and practical support in tackling poverty across Wales.
Cabinet Secretary for Social Justice, Jane Hutt, said:
“This time of year can be particularly difficult for many and this pilot run to North Wales is a welcome development, driven mainly by members of the Wrexham Alliance. It will enable Cwtch Mawr to understand how they can work with charities in the region and the support needed. Since its launch, it has already provided over one million essential items to those most in need in the Swansea area, and I’m pleased the Welsh Government has also played a role in bringing the Multibank concept to Wales.”
Alongside government backing, the pilot is also being championed by Platts Agriculture, a long-established Wrexham business with deep roots in the community.
Caroline Platt, Managing Director of Platts Agriculture, said:
“Bringing Cwtch Mawr to North Wales is about more than pallets and products — it’s about people. For Platts, supporting this initiative reflects our 53-year commitment to Wrexham and Wales, and our belief in collaboration to tackle poverty and strengthen communities. By working together, we can make a real difference for families who need it most.”
Platts is working alongside Faith in Families, the Wrexham Leadership Alliance, and local partners to help build the case for a sustainable Multibank model in North Wales; one that reflects local need and strengthens existing community support.
The Difference Essentials Make: Partner Feedback
Our partners see the impact first-hand.
One school shared:
“Some of our families have been struggling with ill health and homelessness. Every time we reach out, the support provided is exactly what’s needed. This network is incredible.”
Another partner highlighted how vital these items are:
“The baby bags were a great help to families and very beneficial at such difficult times.”
And feedback from a family supported through the Multibank shows the human impact:
“They were so happy with what they received. Essentials like shampoo and fairy liquid were things they had completely run out of. They said they’d never received anything like this before.”
Cwtch It, Don’t Crush It: A New Call to Action
As we pilot the Multibank in Wrexham, we’re also launching a new campaign:
“Surplus stock? Cwtch it, don’t crush it.”
From 26 November 2025, a major VAT rule change means businesses will no longer pay VAT when donating eligible goods to registered charities. For the first time, donating surplus stock will be cheaper than disposing of it.
“Companies have told us they want to donate more, but VAT made it harder than disposal. This change removes that barrier completely. It’s a win for families, a win for business, and a win for the planet.”
In the past year alone, Cwtch Mawr has distributed over one million brand-new items, creating £5.90 of social value for every £1 invested. That’s £27.7 million of value for communities across Swansea and now, potentially, far beyond.
Join Us in Sending the Cwtch Further
As Wrexham comes to Swansea for football, we’re sending a Cwtch back north, full of essentials, partnership and possibility.
If you’re a business with surplus stock, or an organisation interested in partnering with Cwtch Mawr Multibank, we’d love to hear from you.
📧 cwtchmawr@faithinfamilies.wales
🌐 https://faithinfamilies.wales/cwtch-mawr/
Together, we can make sure surplus goods reach people, not landfill.
