Kraft Malaysia and Tesco collaborate for a cause

As part of the ‘We care’ campaign, consumers who purchase Kraft brands including Oreo, Cadbury, Chipsmore, Twisties, Tiger Biskuat, TigerSusu, and Jacob’s Tin will see 10 sen out of every RM 10 purchase go toward the cause.

The month-long fund raising program is targeted to raise RM20,000. For Kraft, the campaign is in line with its Global CSR initiatives, which have contributed more than US$1 billion to various causes. Recently, the company committed $400 million to improve the livelihood and living conditions of cocoa farming communities in India, Indonesia, Cote d’Ivoire, Ghana, Dominican Republic and Brazi. In the Philippines, the company continues to support vulnerable communities  by providing health education and opportunities to deprived families.

“Globally, Kraft Foods is synonymous with Good Corporate Citizenship and have demonstrated that by contributing over $1billion via various community initiatives,” said Swadheen Sharma, Kraft Malaysia sales director. “Tesco’s extensive chain of hypermarkets means that more consumers will have the opportunity to take part in this CSR initiative by purchasing their favourite brands.”

Azlam Shah, Tesco Government and Corporate Affair Director said, “’We Care’ is in line with Tesco’s values of actively supporting the local community and Kraft Malaysia makes an excellent partner as their products such as Oreo, Cadbury, Chipsmore, Twisties, Tiger and Jacob’s are already favourites of many Malaysians.”

Tesco hypermarkets attract nearly three million people every month. The funds will be given to the beneficiaries at end of the campaign during a visit to the hospital by both Kraft Malaysia and Tesco’s management.