At the close of 2024, EasyTransfer's Founder and President Tony Gao travelled to Lancang County in Pu'er City of Yunnan Province, China, with the 2024 Yunnan Lancang TOYOU Mountain Coffee Farmers Charity Initiative.
Led by Tony Li, CEO of Tomato Education International, and Allen Qi, Chief Brand Officer of University of Huddersfield, in collaboration with the Little Ya Charity Fund of the China Social Welfare Foundation, the #TOYOU Charity Programme was first launched in the spring of 2021, focusing on supporting educational development in underprivileged areas. The initiative aims to deliver essential supplies to local schools, directly benefiting students in remote regions. As part of the programme’s broader mission, the team worked on a key principle: while giving a fish feeds someone for a day, teaching them to fish empowers them for life. The project’s impact is not just about immediate relief, but long-term, sustainable community support.
During this charity mission, the team donated over 20 acres of land for exclusive coffee plantation, providing financial subsidies to local farmers while supporting training to improve coffee quality and yield. The sales revenue of this specialty coffee will fund the Little Ya Charity Fund, supporting young girls and their families, especially in rural areas.
A visit to the “Little Ya Coffee Garden” highlighted the transformative potential of this initiative. Participants, including Tony Gao, experienced coffee harvesting and processing, gaining insights into how coffee cultivation fosters economic opportunities. Discussions with local farmers underscored the importance of encouraging local youth to stay in their communities, leveraging skills learned to contribute to long-term regional development.
Established in 2013, the Little Ya Charity Fund has been instrumental in improving the lives of girls in impoverished areas. Its initiatives span health, education, and equal opportunity, delivering vital support to young girls and their families. Over 11 years, the Fund has positively impacted countless lives, driving progress in underserved regions.
This year’s charity mission was made possible by a dedicated group of individuals and organisations united in their vision for sustainable and educational development. EasyTransfer extends heartfelt gratitude to Mr. Hang Song, Chairman of Beijing Qihui Future School - 101 Education Group; Mr. Yifei Wang, Investor at Cardiff Academy; Ms. Amanda Zhou, Senior Education Manager at the British Council; Ms. Jiao Liu, Director of Government Relations at Pearson China; and Mr. Liang Hou, China Regional Director at Teesside University. We also recognise the invaluable contributions of organisations such as Shanghai Meiteng Jia Guo Education Group, XINXIGU, Global Education Alliance (GEA), CHOICE, Beijing Qihui Future School, Avaline School, Arts University Bournemouth, and The University of Huddersfield China Office.
EasyTransfer is honoured to have played a role in this impactful initiative. By blending education, sustainability, and empowerment, we aim to continue making meaningful contributions to the communities we serve. This program embodies our commitment to fostering positive change and supporting the next generation through collaboration and innovation.
