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9.5Community work projects

The provision of food to the least privileged or most vulnerable, the fight against food waste and coverage of infant nutrition needs lay at the heart of DIA”s community work in 2015.

Food bank donations

DIA has been working with FESBAL, the Spanish Food Bank Confederation, since 2009, regularly distributing surplus food to the least privileged; it has similar long-term agreements in all its other operating markets.

In 2015, the group´s food donations reached 3.96 million kilograms, up 44% from 2014, marking a new record.

By country, donations in Spain jumped 60% to 3.43 million kilograms, which is equivalent to over 9,000 kg/day. It is also worth highlighting growth of 80% in donations in Brazil to 169,000 kilograms. These sums were complemented by similar drives in Portugal, Argentina and China, which between them donated over 350,000 kilograms.

The Brazilian figures are partly attributable to a collaboration agreement between DIA Brazil and the Commerce Social Service under which the company has committed to delivering food on an ongoing basis.

It is also worth highlighting the organisation of 35 ‘Kilo Operations’ in Spain, which collected 139,185 kilograms of food with the help of customers and employees.

Food bank donations totalled 3.96 million kilograms in 2015

It is worth highlighting an alliance between the DIA Group and MundoFranquicia covering the launch of a campaign called ‘Franchises against Hunger’. The goal of this charity drive, which remains ongoing at the time of writing, is to raise money for the purchase of non-perishable foods for the Mensajeros de la Paz Foundation’s Charity Bank. DIA is providing as many resources as it can to this project, optimising unit order costs and investing the savings eked out in delivering more kilos of food.

DIA Spain also collaborated once again in the gala organised by the Hoy Corazón magazine in collaboration with Spain’s public television service. For every person attending the event, DIA promised to donate five kilograms of food, a figure it ultimately doubled, delivering over 5,000 kilograms.

In parallel, DIA works to prevent and reduce food waste across all the links in its value chain, continually upgrading its food storage, packaging and transportation systems to minimise losses.

Since 2012, the company has been part of a pioneering project for the prevention of food waste: “Food is not for wasting, make the most of it”. This initiative, which is unique in Europe, is championed by the Spanish association of food manufacturers and retailers, AECOC, with the goal of preventing waste and making the most of surplus food via donations, the confection of eco-products, recovery or recycling.

In 2015, AECOC and DIA ran a competition dubbed ‘Brainstorming to Prevent Food Waste’ with the aim of searching for original ideas for ways to help consumers make the most of their food. The winning idea was to include recipes for using up leftovers from the products purchased and awareness messages on store receipts and the winner received free shopping for one year.

Support for infants and the most vulnerable

DIA lends its support to the least privileged groups by means of donations and participation in campaigns to raise funds for and awareness of the problems faced by the sick and needy.

Ayuda a la infancia

In 2015, it continued to collaborate with the Spanish organisation for rare disorders, FEDER, to raise these illnesses’ profile. Once again last year DIA sponsored this organisation’s Charity Race for Hope, in its sixth edition, in which 3,500 people participated, 850 of whom DIA employees. Against the backdrop of this collaboration, it ran a campaign called ‘A gesture can change everything’, handing out 5,000 green-coloured lipsticks at all FEDER offices, encouraging recipients to upload photos onto the social networks with a green line painted across their faces in a show of support. This initiative was supported by some famous Spanish ‘faces’, including top chef Sergi Arola, TV reporter Iñaki Gabilondo, TV presenter Anne Igartiburu and science broadcaster Eduardo Punset.

DIA has been working with FEDER for six years to raise the profile of rare diseases

It also used its online store to contribute to the research into multiple sclerosis being spearheaded by the EME Foundation and Novartis by setting up a micro-donations tab within its www.dia.es and www.oportunidades.dia.es. websites. The group collaborated with the Josep Carreras Foundation’s efforts to cure leukaemia, joining the list of firms sponsoring the Women’s Race in Madrid in aid of Spain’s Cancer Society, AECC, and contributing to the ASPRONA charity walk in Valladolid.

Elsewhere, it launched an online campaign in Spain dubbed #GlutenFreeMay: that month shoppers buying online received a direct 15% discount on gluten-free products; sales of these products rose by up to 30% on certain days, in proportion to the number of retweets and mentions of the campaign hashtag.

As part of its child support strategy, it is worth highlighting the alliance with the regional government of Andalusia for the eradication of child poverty, recurring Christmas campaigns in Spain and Brazil where employees buy clothing, shoes and toys for children, and the warm winter clothing drive in Brazil; the Argentine initiatives include the ‘United for Children’s Day’ and ‘Ponete el guardapolvo’ [put your coat on] campaigns; lastly, the firm promotes a number of sporting activities to help fight child poverty and social exclusion, notable among which the ‘Street Football’ initiative in Portugal.

The company also supports other initiatives designed to raise community awareness of the need to eradicate different social scourges. For example, to mark International Day for the Elimination of Violence against Women last November, DIA’s shopping bags featured the logo, phone number and mobile app of the ‘There is a way out’ campaign sponsored by Spain’s Ministry of Equality.


Parque empresarial de las Rozas - Edif. TRIPARK
C/ Jacinto Benavente 2 A 28232 Las Rozas. Madrid - España

Realización y coordinación:
DEVA | Comunicación financiera y sostenibilidad

STROCEN.COM | New Corporate Design

Desarrollo web:
efe6 <Rebuilding ideas/>

Tara O’Donoghue

Jesús Umbría / DIA