Advent Calendars have long been the symbol of pre-Christmas celebrations. In their traditional form, they are a simple, coloured cardboard box – usually slightly larger than an A4 paper, with numbered cut-out ‘windows’ concealing a small square of chocolate. Each window is numbered with the dates leading up to Christmas, allowing for a daily treat. The concept has evolved to grander heights in recent years to include different gifts such as makeup, scented soaps and even diamonds, with the cost running from the usual couple of Euros to tens of thousands.

Now, one organisation is planning to return the tradition to its organic, lesser commercial roots - but with a twist. Jacob’s Brew is building on Foodbank Lifeline Federation pre-existing campaign on a Reverse Advent Calendar initiative and the feedback it received has been astronomical. “People know we are genuine and they believe in us,” the team says, while pointing out that their social efforts have won them a People’s Choice Award at the Malta Social Impact Awards, a Commonwealth Points of Light Award and even a letter from Queen E!

Rather than opening a window and sampling a treat, the Reverse Advent Calendar works by storing one item of food everyday during the Advent period, flipping the mechanism from treating oneself to gifting others. Once you reach 25 items, you can then drop it off at Jacob’s Brew. In order to initiate further interest, the team is offering “5 raffle tickets that will give you a chance to win our vouchers for High Teas or English Breakfasts for 2 when we draw the tickets on Boxing Day.”

This brilliant concept serves as an extension to Jacob’s Brew’s pre-existing framework as an official drop off site for Lifeline Foodbank Federation: “people and even companies drop off their donations at our shop and a representative of Foodbank comes by once a week to pick up.”

Although it is not their original concept, they saw the potential behind the idea and are eager to implement it: “It’s our way of paying it forward to another good cause through our shop – that’s what Jacob’s Brew is all about; helping the community. Together we can all make a difference.”

Will you be giving this initiative a try?