Spanish retailer Eroski announced that it has earned more than €100,000 in its 'Estrellas Solidarias' (Caring Stars) campaign during the festive season.
The chain organised the campaign in partnership with the Vasque committee of the office of the United Nation's High Commissioner for Refugees, the Fundación Amigos de los Mayores (Seniors' Friends Foundation, or FAM), and the Spanish branch of Unicef.
Starting on 10 November, consumers could buy 'caring' decorations in the form of a star, at a symbolic price of €1.
The campaign was initiated by an Eroski employee who used to share her best experiences of the year by writing them down on Christmas decorations.
This year, the group increased the number of beneficiaries of the funds raised to three. More than 10,000 Eroski customers decided which three causes to support by voting online. They decided to help children (Unicef), improve seniors' quality of life (FAM), and provide protection and assistance to refugees (UNHCR).
"The customers have emptied their pockets once more and demonstrated a great level of caring. On Eroski's part, we have contributed five cents for every Eroski SeleQtia product sold in the month of December, added to the amount that the clients' purchases of the star has generated," said director of social responsibility, Alejandro Martínez Berriochoa.
A representative from UNHCR said that the money raised would go to providing shelter and basic necessities to Iraqi families that have fled from the military offensive in Mosul.
Fundación Amigos de los Mayores said they would use the donations to fund a companion program to provide emotional support to older people who are on their own.
Finally, Unicef said it would use its portion of the money to help millions of children that live in dire situations, going towards potable water, sanitary facilities, health, nutrition, protection and education.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. To subscribe to ESM: The European Supermarket Magazine, click here.
