For the fifth consecutive year, Choithrams will be running an in-store and online campaign throughout its Dubai stores in support of the World Food Programme’s (WFP) School Feeding programme in the Middle East. WFP school meals help children grow strong and healthy while learning and building a brighter future for themselves and their community.
Each AED1 donation is enough to feed a child one nutritious school meal, and AED200 is enough for an entire school year. Last year, funds raised from our campaign were enough to provide more than one million school meals for vulnerable children in the region.
This year, the campaign, running from 1 September to 31 December 2019, will see Choithrams donate between AED1 and AED4 to WFP every time a customer purchases a “Goodness Foods” product marked with a special sticker in selected supermarkets in Dubai or online, throughout the duration of the campaign.
And starting 15 November through 31 December, Choithrams customers will be invited to add a donation to their bill at checkout. Customers donating with a Mastercard payment card will see their contributions doubled, thanks to MasterCard. “At Mastercard, we understand our responsibility of being a force for good and believe that we can leverage our global brand to create a positive impact in our communities.
These campaigns reinforce our promise to doing well by doing good while highlighting what can be achieved when the business community comes together for the greater good. We look forward to again working closely with Choithrams, the World Food Programme and the generous UAE public to Start Something Priceless in the lives of those less fortunate,” said Mustapha Kassem, VP, Marketing and Communications, MENA, MasterCard.
This annual campaign highlights the power of partnership and the strong spirit of generosity among the UAE community. Since 2015, Choithrams has worked with WFP on four successful campaigns, helping build a world in which everyone has access to the food they need to survive and thrive. To date, Choithrams has contributed and raised a total of US$2million through direct funding and in-store and online campaigns.
“It’s a delight to yet again partner with UNWFP for the fifth consecutive year in support of Zero Hunger. We, at Choithrams, are convinced that we all have a role to play in ensuring that each and every child around the world gets the food they need to survive, learn and reach their full potential,” said L T Pagarani, Chairman, Choithrams. “Together with our partners Mastercard and WFP, we tried and built a bridge to connect Dubai residents with children who require support to study and stay healthy. We are grateful to our staff and customers for crossing that bridge once again to help deliver one million school meals to children in need last year and hope to contribute more this year.”
School meals are a powerful incentive for poor parents to send their children to schools, and they provide many benefits to the whole community. Choithrams has helped WFP provide locally-made school meals each day to thousands of children in Jordan and Benin throughout the year.
In Benin, funds not only provide vitamin-enriched meals each day; they have also equipped local schools with gardens to grow fresh fruits and vegetables and are empowering local women to become school meal suppliers, creating new revenue-generating opportunities for families.
As the largest humanitarian organisation fighting hunger worldwide, WFP delivers food assistance in emergencies and works with communities to improve nutrition and build resilience in the long term. Each year, WFP assists about 90 million people in more than 80 countries.
At the end of this year’s campaign, Choithrams and Mastercard will announce the number of school meals funded through their contribution to WFP.
This is a non-profit initiative approved by the Islamic Affairs & Charitable Activities Department of the Government of Dubai under license no. 2414, with the support of the International Humanitarian City.
Photo credit: WFP/Mohammad Batah
WFP does not support any product or service.