X5 Launched Basket of Kindness Charitable Programm to Provide Food for Vulnerable Social GroupsMoscow, 2 December 2015 – X5 Retail Group, a leading Russian food retailer, and the Rus Food Foundation have launched Basket of Kindness, a nationwide initiative to provide food aid to those in need across Russia. Rus Food Foundation is the Russian arm of the Global FoodBanking Network.
The Basket of Kindness organisers have set up infrastructure for customers to buy and donate food for in-store food drives, an approach used by retailers around the world to help the undernourished. X5 and Rus Food Foundation today launched two-week Basket of Kindness food drives at five Perekrestok stores in Moscow. On December 3, Basket of Kindness will also kick off in five stores in St. Petersburg.
Customers at participating stores can buy long shelf-life foods, as well as ready-made food packs worth up to RUB 200 that include cereal grains, sugar, pasta, tea, tinned meats, biscuits and vegetable oil. Rus Food Foundation volunteers will collect food donations in-store, and the Baskets of Kindness will then be distributed to multi-child families and people in need. In addition to building project infrastructure, X5 Retail Group will make significant food donations in addition to those collected from customers.
Today, Ivan Zubtsov, First Deputy Director at the Moscow City Department of Trade and Services, Andrey Besshtanko, Deputy Director at the Moscow City Department of Labour and Social Protection, visited one of the participating Perekrestok stores in Moscow. The visitors were among the first participants in the food drive,donating bags of food to families in need, and stressing the importance of the iniative for Moscow residents.
"We hope that a simple and convenient food aid scheme like Basket of Kindness will be well received by Moscow and St. Petersburg residents wishing to provide food aid to those in need," said Elena Konnova, Corporate Communication Director at X5 Retail Group.
X5 is the first retail partner of the Rus Food Foundation to sell, collect and assemble ready-made food packs for distributiong to low-income families using the Food Drive approach. The nationwide roll-out was preceded by a pilot in Perm's Karusel hypermarket. In just 11 days, the campaign yielded over 650 kg of food, which was given to 200 families. The initiative is currently being rolled out in Tyumen as well.
X5 Retail Group
X5 Retail Group is the leading multi-format food retailer in Russia. X5 shares are listed on the London Stock Echange (LSE) and Moscow Exchange in the form of Global Depositary Receipts under the ticker "FIVE". The Company operates several retail formats, including the chain of conveniently located proximity stores under the Pyaterochka brand, the supermarket chain under the Perekrestok brand, the hypermarket chain under the Karusel brand.