With the aim of fostering social entrepreneurship and the financial sustainability of third sector institutions, we promote the sale of food products produced by charities dedicated to combating social exclusion in the Portuguese society.
Under the motto “Being Generous Has Another Flavour”, the Social Market initiative gave our customers the opportunity to get to know and buy the products of Casa de Santo António and the Semear grocery store at the Telheiras Pingo Doce store, in Lisbon. Sales resulting from this initiative amounted to more than 4,600 euros;
The collaboration of Jerónimo Martins with the Semear institution started in 2014 with the objective of supporting people from 18 to 45 years old with intellectual and developmental difficulties, through projects that allow them to overcome barriers to their socio-professional inclusion, with a special focus on the agri-food sector.
In addition to the technical support offered both by the Group and the supplier Estevão Luís Salvador, the Pingo Doce stores commercialized Semear’s products, seeking to foster a culture of business activity that contributes to the financial sustainability of the institution. In 2018, 7.5 tonnes of butternut squash (butter) produced by Semear were sold.
In partnership with CEERDL – Centro de Educação Especial Rainha Dona Leonor, an institution that provides occupational services, therapeutic rehabilitation, residential and home support, professional training and support to the employment of people with disabilities and mental illness, we have been selling since 2012, bouquets of lilies. In 2018, the flowers totalled more than 107,000 euros in sales.
Since 2013, we have supported the “Cogumelo Solidário” project of the AANP – Associação dos Albergues Nocturnos do Porto, for the sale of biologically produced shitake mushrooms. This project aims to contribute to the financial sustainability of the services provided by this entity to homeless people. More than 4,100 shitake packs were sold in 2018 at Pingo Doce stores.
Also worthy of note are the initiatives promoted by Pingo Doce among its clients, with the aim of raising funds for social projects.
The “Super Animais 3” campaign, carried out in partnership with Dino Parque da Lourinhã, aimed at raising awareness among the younger audiences and their families about the knowledge of the various species of prehistoric animals.
For each “Grande Álbum do Explorador” (Great Album of the Explorer) sold, the Pingo Doce offered 0.20 euros for projects of development and conservation of the Portuguese Palaeontological Heritage of Dino Parque. With more than 452,000 units sold, more than 93,000 euros were delivered to the fund that manages the Park’s activities.
The “Super Desportos” was developed in the scope of the promotion of sports and social inclusion by sport, with the collaboration of the Instituto Português do Desporto e da Juventude (Portuguese Institute of Sports and Youth).
For each album sold, € 0.20 returned in favor of the ”Desporto com Sentido” (Sport with Sense) project of the APCAS – Associação de Paralisia Cerebral de Almada Seixal (Cerebral Palsy Association of Almada Seixal) which aims to include children and young people with disabilities through sports and the promotion of healthy lifestyle habits. More than 71,000 euros was donated to this institution.
At the Corporate level, we support the Eco-Cooks project, launched in partnership with ABAE – Associação Bandeira Azul Europa, within the framework of the Healthy and Sustainable Food Programme, which aims to sensitize students from participating schools to topics such as food, nutrition and sustainability of agri-food production.
As part of this project, which directly covered more than 60,000 children from various academic levels, from kindergartens, to primary, secondary and professional schools, the students submitted 190 evaluations.
Since 2014, we have been supporting the “O Que de Verdade Importa” (What Really Matters) conference in Lisbon, an initiative of the foundation with the same name, which counted on 2,700 participants in 2018. The aim of these conferences is to disseminate, together with different audiences, universal human, ethical and moral values. For this, it counts on speakers who seek to motivate for social, cultural and humanistic change.
As part of a partnership with Danone, Lubella and Instytut Matki i Dziecka (Polish Institute of Mother and Child), – Partnerstwo dla Zdrowia (Partnership for Health) – more than 522 thousand units from the Milk Start range were sold every month at cost price.
This project, launched in 2006, aims at fighting the malnutrition of the most underprivileged children in Poland. Over these more than 10 years, we have sold more than 200 million units from this product range, without any associated profit. The range provides 25% of the daily recommended nutritional needs in vitamins and minerals to promote children’s growth.
Within the framework of the same partnership, the Śniadanie Daje Moc (Breakfast Gives You Strength) programme, which seeks to raise awareness among children up to three years of age, their parents and teachers, for the importance of the first meal of the day in the context of balanced nutrition and healthy growth.
The 2017/2018 school year saw the accession of 8,318 Polish primary schools (an increase of 6.3% over the previous school year), representing more than half of the country’s schools and involving more than 275,000 pupils, an increase of more than 80,000 children. In the academic year 2018/2019, and until December, about 344,000 students and 8,711 schools participated in this initiative (an increase of 25% and 5%, respectively);
In partnership with the vegetable supplier Green Factory, we continued to support the Zielona Kraina (Green Earth) programme, in which Instytut Żywności i Żywienia (Polish National Food and Nutrition Institute) also participates, to help encourage healthier eating habits among the younger generations.
With support from nutritionists and chefs, and by aligning school curricula and nutritional standards recommended by experts, we held 402 cooking workshops at 143 schools in 14 cities, which had a target audience of 7,934 students and also around 400 teachers.
Biedronka is, since 2018, the main sponsor of the Nadzieja In the World Cup (Hope for the World Cup), an association that aims, through socialization through sport, to support the development of children from families with economic difficulties and who are institutionalized.
This institution promotes football tournaments with children and young people from Poland and the rest of the world. The investment of 150,000 euros allowed to support the logistics of the competitions, to offer food during the events to the approximately 400 children participating as well as pay for the prizes to the winners.
Between 2014 and 2016, we supported Madres Comunitarias (Community Mothers), a governmental initiative aimed at providing food to the nannies who take care of children up to the age of 5 from families with little financial resources.
The support given by Ara was monitored with the nannies, through representatives of ICBF – Instituto Colombiano de Bienestar Familiar (Colombian Institute of Family Well-Being), who checked the correct routing of the food, as well as the mental and physical well-being of the children who benefited from the programme.
During this period, we helped more than 3,600 children from 262 day care centres. We offered over 14,750 food baskets over these three years, amounting to more than 179 thousand euros, which corresponds to over 220 tonnes in food donations.
In 2018, a new protocol was established with the Instituto de Bienestar Familiar (Institute of Family Welfare) for the supply of personal hygiene products to more than 9,400 children under the care of the “Madres Comunitarias” (Community Mothers) programme, by offering the equivalent of 8,800 euros in products such as toothbrushes, toothpaste, bath gels and hand wipes. In addition, for Christmas, gifts were offered to the children, worth about 66,000 euros.