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Soul City
Responsibility
and
accountability
Mohammad
Kamaluddin
Mohammad
Effendie
CEO of Beras
Corporation Sdn
Bhd (Bernas
Subsidiary in Sabah
and Sarawak) walks
the talk on CSR
Commitment is a serious
responsibility for Mohammad
Kamaluddin Mohammad
Effendie, CEO of Beras Corporation
Sdn Bhd (Bernas Subsidiary in Sabah
and Sarawak) in fulfilling pledges
and other associated Corporate
Social Responsibility for the national
corporation. In walking the talk, the
Chief Executive Officer personally
attends most of the CSR events
throughout East Malaysia (Sabah and
Sarawak) in spite of the heavy job
responsibility with the corporation.
“I am very happy be able to attend
these events as this is one way in
which we are all reminded of how
lucky we are and why it is therefore
more important that we give
back to society, especially for less
fortunate and marginalized groups,”
said Kamaluddin when presenting
collective donation of rice amounting
to RM48,920 to 449 orphans from
six orphanages in Sarawak recently.
10 | BorneoTalkApr-Jun2012
The figure represents for year 2011 last
quarter sales collection in Sarawak.
Our CSR “Bowls For Humanity”
campaign pledged to donate 25 grams
of rice towards feeding orphanages
in Malaysia with every bag of 10kg
pack of BERNAS rice purchased and
these will be distributed on a quarterly
basis. It was estimated that there were
about 7,000 orphans in the country
and BERNAS contributions are its way
to ensure that these children will be
nourished.
Apart from doing CSR activities for
the farmers, BERNAS also focuses
on the poor, single mothers, those
unfortunate and the needy. They
also work closely with NGOs, various
community activities regardless of
race, religion or territory.
Kamaluddin believes if every
organization plough back some of
its profits to the society, we will be
having less social and economic
problems, as every society will play
their roles. Adding that for a start, a
city like Kuching can have a caring
neighborhood and society by being
involved in various activities organised
by BERNAS throughout the year.
The CEO opined that just mere
words or instructions would not do
justice to the campaign if the top
management were not committed by
delegating the tasks to subordinates.
By taking part, he believes that not
only will entire workforce of BERNAS
be motivated and committed
but also showed that the
corporation is a team effort.
To be successful, every part of the
organization has to perform well in
their own areas and he emphasized
on accountability and responsibility
when carrying out their duties.
“BERNAS is a public listed company,
we believe our foundation for today’s
achievement is what we portray to the
public. Our journey as a responsible
corporate citizen perseveres with
community investments and programs
which go beyond contributions of
cash and kind whilst focusing on
being locally relevant and aligned with
BERNAS’s business directions,” he
pointed out.
“No doubt CSR has long been in our
culture, yet, the current emphasis
on this social involvement across all
industries has further provoke us to
fulfill our obligations to strengthen
and expand on our own CSR structure
in order to perform to the highest
standard and meet the challenge
of sustainable development for the
nation.”