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Matters of Interest

MONAT Gratitude Helps Veterans’ Foundation to Support and Remember Veterans

October 18 2021

A generous donation from MONAT Gratitude – the charitable arm of global business MONAT - will help the Veterans’ Foundation to support today’s veterans in need and remember fallen heroes.

Part of the award will be used by the VF to help develop the new Armed Forces Memorial Wall – a place where families, colleagues and members of the public can remember passed heroes who have served. The remainder of the money has been given to ICARUS, a veterans charity that assists ex-service personnel suffering with mental health issues.

The money was raised from sales of MONAT's limited-edition Gratitude Treat for Your Feet Duo and the brand has donated 100% from every sale to support veterans and first responders in the UK, Ireland, the USA, Canada and Poland.

“We strongly believe in the power of creating conversations and inspiring a greater network to take action,” said Lu Urdaneta, CEO of MONAT Gratitude.

“The MONAT Gratitude Treat for Your Feet Duo fundraising campaign has been one of our biggest initiatives to date and we wanted to donate to organisations like The Veterans’ Foundation in honour of those who have given the most by sacrificing their lives and celebrating those who are still with us today,” she added.

“It’s truly outstanding the dedication and positive impact our Market Partners demonstrate across the world and we’re honoured to have supported The Veterans’ Foundation with our campaign.”

David Shaw CBE, Founder and CEO of The Veterans' Foundation, said; "The Veterans' Foundation is immensely grateful to MONAT Gratitude for the considerable donation to assist us with our work to help members of the Armed Forces who are in need and to help the public remember their veteran loved ones online." 

For more information on MONAT Gratitude, please visit

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