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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.”
SIGNED, SEALED, DELIVERED, Inside www.borneotalk.com Soul City 4 • Tourism - Product 22 • Tourism - Events 34 • Map 40 • Tourism - Sports 46 • Food 47 • Hotel 56 • Education 64 • Conference 68 • Furniture 70 • Muslim Wear 72 • Books & Movie 73 • Etc 74 • ST3 BorneoTalk is published by Bumi Serasi. The contents of the magazine may not be reprinted or reproduced without prior written permission. The publisher is not liable for statements made and opinions expressed in the publication. Endorsed by 4 th Sarawak Hornbill Tourism Award 2009/2010 Outstanding Contribution to the Tourism Industry - Media: Publication (winner) Ministry Of Tourism Sarawak Sarawak Tourism Board Editor-In-Chief Ivy Pan Executive Editor S C Goh Marketing Ivy Pan, Jasmine Wong, Nancy Shukri Administration Ribena Noh Contributors S C Goh, Mark Jacobson, A. Chua, Margaret Law, Corporate Communication Unit, JKMNS Design & Art Direction Steven Yap, Photography David Joseph, Jasmine Wong, Mark Jacobson, Mohd Tremidzi, S K Chin, DBKU, Sarawak Tourism Board (STB), Brunei Tourism, Front Cover Image City of Smiles by Mohd Tremidzi Printer Weng Chuan Creatives Prints, No. 28, Jalan 30B/146, Desa Tasik, Sungai Besi, 57000 Kuala Lumpur, Malaysia. Write to us at BorneoTalk, 242E, Lorong 3, Jalan Green, 93150 Kuching, Sarawak, Malaysia. Tel: +6082 427423, 238968, Fax: +6082 235152 email: ivypan.bumiserasi@gmail.com The next issue of BorneoTalk will be out in July 2012. To Advertise In This Publication Call 6 082 427423 Apr-Jun2012BorneoTalk | 11
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