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CHaRITy CaMpaIgNs
IN 2011
BRACELET CAMPAIGN HELPED
KENyAN MOTHERS AND CHILDREN
In May, Kesko Food implemented a bracelet
campaign for the second time. Kenyan
women made 300,000 bracelets,
which were included within the covers
of Pirkka Fairtrade flower bunches. Part
of the money coming from bracelet sales
is used for the public good in Inkoriento,
the home village of the women. The funds
raised by the previous campaign of Kesko
Food were used to buy a water tank, which
provides clean water for 10,000 Kenyans.
FAIRTRADE ROSES TO MOTHERS
ON MOTHER'S DAy
Kesko celebrated Mother's Day at the
'Expectation' sculpture in Kaivopuisto
Park in Helsinki on 8 May. At the event,
mothers and grandmothers were given
10,000 Pirkka Fairtrade roses. The Fairtrade
premium generated to Kenya from
K-food stores' sales of flowers totalled
around €158,000 in 2011.
TWO DRIvING ASSISTANTS
In the 'summer job beyond compare'
campaign organised by Volkswagen Commercial
Vehicles, Antero the Assistant
took small waste electronic equipment
for recycling and Annukka the Assistant
was in charge of food service transportation
to old people.
PINK RIBBON CAMPAIGNS
PROvIDE SUPPORT FOR BREAST
CANCER RESEARCH
Pirkka Fairtrade Pink Ribbon roses were
sold in K-food stores in October. For every
bunch of roses sold, €0.10 was donated to
the Pink Ribbon breast cancer campaign
of the Cancer Society of Finland. The total
number of bunches of roses sold was
around 100,000 and the sum donated exceeded
€10,000.
The Facebook sites of Anttila and
NetAnttila were launched in October and
they organised a charity campaign, the
aim of which was to donate, with the help
of 'likes' on the sites, €10,000 to the Pink
Ribbon campaign of the Cancer Society
of Finland. Each fan increased the sum to
be donated by €0.10. The sum obtained
was over €5,300. Anttila and NetAnttila
donated the rest and the total donation
to the Society was €10,000.
In the spring, K-rauta stores sold Pink
Ribbon herb pots and watering cans, donating
10% for every product sold to the
Cancer Society of Finland. The sum donated
totalled €8,200.
CLEAN WATER TO AFRICA
In May-December, K-food stores and
Bonaqua donated three litres – and in
September six litres – of clean water to
Mozambique for each bottle of water
REspONsIblE PURCHasING aNd saLEs
bought in K-food stores. In practice, water
was donated as 'Lifestraw' filter straws
and family filters to be used for cleaning
water. The amount of clean water donated
to Mozambique for the Bonaqua bottles
sold by K-food stores totalled over 10 million
litres.
SUPPORT FOR THE PROTECTION
OF THE BALTIC SEA
K-food stores and Ben & Jerry’s carried
out a collection campaign in K-food
stores. For each half a litre can of Ben &
Jerry’s ice cream sold during the campaign,
€0.10 was donated to the WWF's
Operation Mermaid. The campaign raised
more than €14,000 for the WWF.
GOOD CHRISTMAS SPIRIT
Kesko participated in the Good Christmas
Spirit collection, which was arranged
for the 15th time in November-December.
Kesko's Board of Directors donated
€35,000 to the Good Christmas Spirit
collection, which generated more than
€1 million for low-income Finnish families.
TETANUS vACCINES TO
DEvELOPING COUNTRIES
K-food stores participated for the fourth
time in the international vaccine campaign
of UNICEF and Pampers in November-December.
The campaign included
Pampers, Ariel and Fairy products. For
each product sold, K-food stores donated
an additional vaccine. In all, K-food stores
collected and donated more than 1.2 million
vaccines for UNICEF.
POTS AND PANS RECyCLED
In February, Anttila and Kodin Ykkönen
department stores and K-citymarket hypermarkets
participated in Hackman's recycling
campaign, during which consumers
brought used pots, pans and cutlery to
stores. More than 8,400 kilos of products
were returned for recycling and nearly
100% of their raw materials – steel and
aluminium – can be reused.
Kesko Corporate Responsibility Report 2011 35