Choithrams, Mastercard and World Food Programme join hands to fight against hunger

RetailME Bureau

For the fifth consecutive year, UAE-based supermarket Choithrams is running a charitable campaign across its stores in Dubai to help the World Food Programme (WFP) deliver school meals to children in need in the Middle East. Until December 31, 2019, Choithrams will donate between AED1 and AED4 to WFP every time a customer purchases a Goodness Foods product marked with a special sticker. For WFP, AED1 is the average cost to feed a child a nutritious school meal around the world.

Building on the success of last year’s campaign, which saw more than 1 million school meals being donated to vulnerable children in the region, and as part of its commitment to be a force for good, Mastercard is pledging its support to Choithrams and the WFP to achieve its vision of a world with Zero Hunger. From November 15 until the end of the year, Choithrams’ customers will be invited to add a donation to WFP upon checkout, with Mastercard rewarding shoppers’ generosity by doubling each donation made using a Mastercard product.

“Choithrams’ history and corporate culture are deeply anchored in our commitment to the community. Five years ago, we chose to join forces with WFP and put all our weight behind offering as many children as possible the nutritious food they need to go to school, focus in class, lead healthy lives and achieve their potential, and we intend to pursue that road for another ten years,” said Lekhu Pagarani, chairman, Choithrams. “Our long-standing relationship with both WFP and Mastercard, who have made it possible for us to contribute to a cause we feel deeply connected to, continues to grow. Foremost, we applaud our generous customers and our employees in making this effort a success over the years; they are the key driver of our engagement.”

Mastercard is deeply engaged in the fight against hunger alongside WFP in the UAE and around the world, engaging in a global partnership with the institution since 2012. Together, Mastercard and WFP are helping vulnerable communities take important steps towards breaking the cycle of hunger and poverty for future generations. With the support of its customers and business partners such as Choithrams, Mastercard has fundraised for more than 33 million meals for WFP through 84 campaigns and activations last year.

“Mastercard is committed to giving back to society and positively impacting the lives of millions across the globe,” added Mustapha Kassem, vice president, marketing and communications, MENA, Mastercard. “Our partnership with Choithrams supports our pledge to provide meals to children in need across the region and around the world as part of our global partnership with WFP. Doing well by doing good is in our DNA, and we’re delivering on this promise by forging partnerships that allow us to Start Something Priceless in our communities.”

“We value our continuing partnership with Choithrams and Mastercard,” concluded Mageed Yahia, head of the World Food Programme Office in UAE and WFP Representative in GCC. “Their ongoing support coupled with their wide reach contribute to our constant efforts to raise much-needed public awareness and funds for WFP’s mission and cause. Together, we work hard to ensure that many of the children and families affected by hunger and food insecurity receive the support they need and remain hopeful of a future world with Zero-Hunger.”