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Logotipo Supermercados Día Memoria Anual 2015
03 DIA and its stakeholders

3.6 Society

DIA engages in delivering economic and social progress in its communities through its business activities, its effort to stop food waste and various community work initiatives, most notable among which are its food bank donations and support for the Spanish organisation for rare disorders, FEDER, in Spain. It framed this engagement with society with open communication in 2015, channelled through its website, the media and several public organisations.

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One of the vehicles used by DIA to engage with society is its corporate website, diacorporate.com. DIA uses it to provide interested parties all of the group’s relevant information: news, financial information, relevant fact filings, agenda, updated business structure, legal documents, etc.

To enhance how it communicates with its communities, in 2015, it created a Group Notification Service which sends previously-subscribed users an e-mail with a link to news content of interest.

In addition, the company provides those interested in corporate social responsibility matters with a dedicated e-mail inbox, rsc@diagroup.com, to which they can address their questions and suggestions.

Media relations

DIA engages proactively with the media, which in turn create a special link between DIA and society.

In 2015, the company accounted for its activities in the form of over 70 press releases, in addition to the price-sensitive notices filed with the securities market regulator (the CNMV). To make reporters’ work easier, its website also includes a media library with photos, videos, presentations and various press kits. It also organised a number of press conferences and other events to explain its projects and results, opening itself up to media scrutiny.

Reporter requests for information are channelled through comunicacion@diagroup.com. In 2015, this channel fielded 2,600 enquiries.

The company reported on its activities in the form of 70 press releases and explained its projects at different press conferences and briefing events

This effort translated into media coverage for DIA, which appeared in the press 24,000 times throughout 2015.

Engagement with the public authorities

Dialogue with the public authorities is always framed by respect for prevailing legislation and carried out with the utmost transparency, in keeping with the group’s Ethics Code, upholding each country’s procedures and deadlines scrupulously.

The company takes a totally neutral stance on politics and does not make financial or in-kind contributions to political parties or related institutions.

DIA’s membership of sector business associations plays a very important role in the company’s effort to uphold its interests vis-a-vis the public authorities. In Spain, DIA is a member of ASEDAS (acronym in Spanish for the Spanish Association of Retailers, Self-Service Establishments and Supermarkets), which encompasses the main chains, representing almost 70% of the national retailing sector.

In 2015, ASEDAS diligently represented the interests of DIA and other member retailers before the Spanish government, at its various levels, social bodies and private entities.

The DIA Group sits on ASEDAS’s Management Board and a number of its committees (HR, Legislation and Communication), which decide the general thrust of the various lines of joint initiative pursued by its members.

On the European front, ASEDAS is represented on the European retailing trade association, Eurocommerce, which advocates the creation of shared value chains to strengthen food retailers to enable them to adapt to external change and looming challenges.

Its membership of retail trade associations such as ASEDAS in Spain play an important role in DIA’s effort to engage with the public authorities

In Portugal, DIA is also represented on and by APED, this country’s retail trade association, which in 2015 began to draft a new ‘Best Environmental Practices Guide’. DIA Portugal collaborated with APED on identifying and detailing the following aspects: Global Compact principles, eco-stores, carbon footprint mapping, environmentally-friendly packaging design and the reduction of carbon footprints via logistics. It also collaborates with the Portuguese franchise association, APF.

In Argentina, DIA is a member of the supermarket trade association, ASU.

Engagement with NGOs and other non-profit entities

DIA’s relations with NGOs are governed by a set of in-house rules which stipulate the procedures to be followed and cover the food bank donation scheme.

The company, which is a friend of the Lealtad Foundation, a non-profit institution that provides companies with information designed to help them decide which NGOs to collaborate with, prioritises engagement with NGOs that voluntarily submit to the analysis and audits carried out by this Foundation to inject transparency into the entire process.

In its capacity as a socially-responsible company, DIA also participates in CSR-related forums and associations. In 2015, it continued to work with the international Forética platform, whose mission is to promote corporate cultures inspired by business ethics and social responsibility by providing enterprises with useful knowledge and tools for the successful development of a competitive and sustainable business model.

Championing the food waste cause

One of DIA’s signature causes is that of putting a stop to food waste. The company is part of a pioneering project for the prevention of food waste: ‘Food is not for wasting, make the most of it’, championed by the Spanish association of food manufacturers and retailers, AECOC, and backed by more than 250 food manufacturers and retailers. It is a high-level collaborative initiative whose goal is to prevent waste and make the most of surplus food via donations, the confection of eco-products, recovery or recycling.

In keeping with this programme’s philosophy, 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. Elsewhere, it promotes the use of surplus food by delivering it to the neediest.

In 2015, it designed a competition with AECOC 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; the winner received free shopping for one year.

Food bank donations

DIA has been collaborating with FESBAL, the Spanish Food Bank Confederation, under an evergreen agreement since 2009 and works with similar organisms in other markets to regularly distribute surplus food to the least privileged. In 2015, the group’s food bank deliveries hit a new record of 3.96 million kilograms.

DIA’s food bank donations hit a new record in 2015 when it delivered 3.96 million kilograms

By country, donations in Spain jumped a noteworthy 60% to 3.43 million kilograms, which is equivalent to over 9,000 kg/day, while donations in Brazil were 80% higher at 169,000 kilograms. These sums were complemented by similar drives in Portugal and Argentina, which between them donated over 350,000 kilograms.

For its food donation scheme, DIA relies on the support of its employees and logistics providers as well as its regular product suppliers.

Food donations in Brazil were boosted by a collaboration agreement reached with the Commerce Social Service under which DIA has committed to the ongoing donation of food for subsequent distribution to various charitable institutions and organisations in Brazil which bring help to those who need it the most. The products donated are taken off the store shelves in the morning for distribution in the afternoon depending on the various” institutions needs and capacity. This arrangement guarantees that the food is used quickly and virtually eliminates waste.

DIA Spain carried out 35 Kilo Operations in 2015, collecting 139,185 kilograms of food with the help of its customers and employees.

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.

It is similarly worth highlighting the gala organised by the Hoy Corazón magazine in collaboration with Spain’s public television service, to which more than 5,000 kilograms of food were donated. For every person attending the event, DIA promised to donate five kilograms of food. The gala was attended by famous Spaniards including actors, businesspeople, journalists, etc.

Other community work

In addition to its work with food banks, DIA lends its support to the least privileged groups by means of donations and campaigns to raise funds for and awareness of the problems faced by the sick and needy. Among these initiatives, it is worth singling out, on account of its long-lasting nature and the company’s significant role in helping achieve its objectives, the collaboration with the Spanish organisation for rare disorders, FEDER, to raise these illnesses’ profile.

A) Fight against illness and support for the disabled

• Partnership with FEDER

In 2015, DIA sponsored this organisation’s Charity Race for Hope on 15 March, in its sixth edition, in which 3,500 people participated, 850 of whom DIA employees. This charitable sporting event is part of a broader awareness drive organised by FEDER under the slogan, ‘Make them visible’, which DIA has been collaborating with for five years.

Against the backdrop of this collaboration, the company 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.

• Research into multiple sclerosis

DIA 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. In this manner DIA is participating in the M1 project, a massive, open and transparent social awareness and fund-raising initiative; all funds are being earmarked to research into how to cure this disease.

• Leukaemia week

The company collaborated with the Josep Carreras Foundation’s ‘Don’t stop us now’ campaign in conjunction with Leukaemia Week during the week of 21 June. DIA committed to help publicise the event and rally volunteers. The funds raised via text messages were earmarked to scientific research into this illness.

• Sponsorship of the Women’s Race in Madrid

The company joined the list of firms sponsoring the Women’s Race in Madrid in aid of Spain’s Cancer Society, AECC, in which 32,000 people participated. Specifically, DIA sponsored the ‘Mothers’ prize category, giving the winner a gift voucher worth €500 for shopping at www.dia.es and donating another €500 to AECC.

Each of the women participating in the race received a €10 gift voucher for www.dia.es. Each time one of these vouchers is exchanged, AECC will receive a €1 donation for its various research projects.

• Charity walk with disabled people in Valladolid

As part of its effort to promote charitable sporting events and help people with intellectual disabilities and their relatives, DIA participated in the charity walk organised by ASPRONA in Valladolid. For this year’s walk, in its 38th edition, the company, or more specifically the 12 winners of the ‘Let’s turn the day on its head’ cooking competition, prepared a gluten-free paella for the 5,000 walkers. Volunteers from the Personas Foundation took care of the logistics side of things.

• Support for children with cancer in Brazil

Marking a first, DIA Brazil engaged its customers in one of its charitable drives with the goal of helping GRAAC, a charity which helps child cancer patients. The plan is to extent this campaign, initiated in August, to all of the company’s owned and franchised stores.

B) Support for needy children and other vulnerable groups

• Alliance with the regional government of Andalusia

In 2015, DIA signed a collaboration agreement with the regional government of Andalusia with the goal, alongside other leading Spanish retailers, of creating a stable collaborative framework for eradicating child poverty in this region of Spain.

This collaboration will create and feed a database of child poverty and exclusion circumstances to enable the reorientation of action plans targeted most especially at families with children at risk of extreme poverty.

• ‘Three Wise Men’ who bring hope

More than 2,000 children living in poverty and excluded from society benefitted from the toy collection drive organised by DIA. DIA employees collected the toys at the head offices in Las Rozas and at the various regional centres in Santiago de Compostela, Antequera, El Puerto de Santamaría, Mejorada, Getafe, Arroyomolinos, Jaén, Mallen, Manises, San Antonio, Mérida, Sabadell and Villanubla.

A number of non-profit entities helped to distribute the toys, including Cáritas Antequera, the Acércate a la Vida (Get Closer to Life) Association (Puerto de Santa María), AVANZA (Cáritas), the Red Cross Jaén, the Federico Ozanam Foundation (Mallen), Cáritas Manises, the Town Hall of Manises, the Red Cross Cruz San Antonio, Ningún Niño Sin Sonrisa (No Child Without a Smile) (Madrid), Cáritas Sabadell and the youth department of the City Hall of Valladolid.

• Christmas drive in Argentina

As it does every year, DIA Argentina organised a Christmas collection. For the 2015 edition, the donations went to Fundamind, a non-profit organisation which has been the standard-bearer in Argentina and the rest of Latin America and the Caribbean since 1990 in providing end-to-end care to vulnerable children living in poverty and with AIDS.

The donations took the form of “CSR Vouchers” and the company matched the funds raised. A total of €15,600 was donated to Fundamind as a result.

• Charitable Christmas in Brazil

Natal Solidario is a drive organised by DIA Brazil’s office staff every year in November and December.

In 2015, under the slogan, ‘Adopt a child’, the employees bought clothes, shoes and toys for vulnerable children as a Christmas present.

‘United for Children’s Day’ (Argentina)

DIA Argentina once again celebrated Children’s Day in August. This year the donations were sent to the children in the care of the non-profit association ‘Sonrisas’ (Smiles) whose work is focused on at-risk children faced by poverty and social exclusion. Some 300 toys were purchased with the money raised and, as it does every year, DIA doubled the funds raised so that the total donated was $14,530.

• ‘United for Children’s Day’ (Brazil)

This was a new campaign run by DIA Brazil to donate toys to orphanages. The aim is to extend this drive to all of the company’s offices and stores in the coming years and to engage DIA Brazil’s customers in this cause.

• ‘Ponete el guardapolvo’ (put your coat on) campaign

Once again in 2015, DIA Argentina helped to give underprivileged children everything they need for school with its ‘Ponete el Guardapolvo’ campaign. DIA’s employees donated €3,892 in February for the purchase of warm coats and, as in prior years, the company donated the same amount in school bags filled with school materials.

• ‘It’s Christmas’ Cultural Project

Within the community work currently underway in Brazil, it is worth highlighting the music theatre training being provided to 150 children aged between seven and 16 for 10 months at the Broadway Studio Training Centre. This program will conclude with a Christmas music performance.

• ‘Inclusive Education’

This educational programme is being targeted by DIA Brazil at extremely vulnerable youths, offering personal and professional development opportunities by giving students better access to the job market.

• Campanha do Agasallo (Winter Coat Campaign, Brazil)

DIA’s Brazilian offices have been organising a clothing donation campaign every year since 2012. The garments collected are donated to nearby institutions. Here to the aim is to extend this initiative to the store network and engage the company’s customers.

• Amigos do Bem (Doing Good)

With this project, still ongoing, DIA Brazil is seeking to contribute to eradicating hunger and misery in northern Brazil by selling chestnuts across DIA’s stores and collecting food in its stores with the help of volunteers.

• Event at the Gran Rex Theatre in Buenos Aires

In order to get a ticket for the third ‘Experts in Saving’ National Summit, which took place at the Gran Rex Theatre in Buenos Aires, Argentina, the ‘experts’ had to donate a toy or children’s book for donation in turn to the Garrahan and Gutiérrez Hospitals. DIA donated necessities such as baby formula and nappies to both institutions.

• ‘Life and Peace Community’ Christmas Party

DIA supported the 27th edition of the ‘Life and Peace Community’ Christmas party in Portugal by donating juices, wine, detergents, shower gel and shampoo, among other items.

• APEPSA Christmas Party

DIA collaborated with the E.B. 2/3 Carlos Paredes school’s parent and teachers association in Póvoa de Sto. Adrião (Portugal). The company donated milk, chocolate, buns, lollipops, etc.

• Charitable December

DIA tries to involve its customers in its projects. In Argentina, it involved customers at three of its stores in some of its charitable work. Specifically, these joint initiatives provided support for Caritas in the Santo Cristo Parish, the Natalí Flexer Foundation which helps children with cancer and Hogar Rincón Feliz (the Happy Corner Home). In order to boost participation, DIA publicised these charitable initiatives using its external communication channels.

• Recycling programme at the Garrahan Hospital Foundation

As it does every year, DIA collaborated with the Garrahan Hospital Foundation to help finance development of this institution, the landmark hospital for treatment of the most serious and complex health problems of children from all over Argentina. In parallel this Foundation works to protect the environment. In 2015, DIA donated 14,620 kilograms of paper and 25 kilograms of lids to its recycling programme.

B) Focus on children’s sports

• “Futebol na rúa” (Street football) in Portugal

In Portugal, DIA collaborated with “Futebol na Rúa”, an initiative run by CAIS to fight youth poverty and support their social integration through sport. Minipreço, DIA’s trademark in Portugal, handed out 1,500 items of food and hygiene kits to 250 children and the training shirts for the football championships celebrated between 22 and 26 July.

Founded in 1994, CAIS is a non-profit association whose mission is to help improve the general well-being and living conditions of the most economically vulnerable.

• Gigantes Children’s Basketball Campus

As part of its commitment to children and sport, DIA tool care of the provisions for the people participating in the Gigantes Children’s Basketball Campus organised by the magazine of the same name in the Madrid towns of Getafe and Tres Cantos.

Well-known players from the Spanish basketball league passed through the Campus between June and July to share their experiences with children aged between five and 18 and spend a fun-filled day together.

• Seventh edition of the Minibasket Tournament in Galicia

With this same aim of encouraging children to do sport, DIA collaborated with the Minibasket Tournament (in its seventh edition) in Galicia organised by Grupo Correo Gallego in December, in which 1,500 children participated, handing out pieces of fruit and energy bars.

C) Emergency relief

• Aid for the victims of flooding in Buenos Aires

The victims of the flooding in Buenos Aires province received the support of DIA and its employees in 2015. Thanks largely to DIA’s employees’ charitable spirit, six containers filled with clothing, blankets and sheets were sent to the SI Foundation in August.

In addition, the company donated $23,135 in coordination with the province”s Development Department to help the victims.

• Aid for the victims of flooding in Concordia

DIA’s employees also made donations to the people affected by the flooding in Concordia. Two truckloads of food, mineral water and milk were delivered to the relief effort. In addition, the chain organised collections at eight of its stores so that its customers could make donations. The company donated substantial sums of basic necessities.

• Donations for the victims of the Mariana dam flood

DIA donated private-label products to the people who found themselves without a home when the dam of a mining company in the town of Mariana in the Brazilian state of Minas Gerais burst.

D) Social awareness campaigns

• Publicity for the ‘check the box’ initiative in Spain

DIA helps publicise the ‘check the box’ campaign in Spain, the aim of which is to raise more funds for charity work by simply ticking this box on Spanish personal income tax returns. Thanks to this box, over one million people benefit from aid for their children and families.

• Shopping bags with a gender violence message

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 for one week.

• Volunteering campaign

DIA Brazil’s warehouses ran a campaign dubbed ‘Together for a special day’ (punning the word DIA in Portuguese) to encourage its employees to volunteer. Generally speaking the volunteers participate in donation drives or work with institutions located near the warehouses.

• Donation of second-hand items and DIA-branded products

DIA Brazil encourages the donation of used items such as telephones and computers. The company also donates the DIA-branded products used in campaigns such as Food Truck or in-house events.

• Blood donation drive

DIA facilitates blood donation drives at its headquarters. The employees based in the head offices located in Las Rozas in Madrid (Spain) demonstrated their philanthropic side by donating blood quarterly (a considerable 131 donations).

In Brazil, the blood donation drive is publicised in the media, using the slogan ‘Give blood, give life’, to encourage customers to donate. The Brazilian drive is organised in conjunction with the Pró Sangue Foundation.

• European Mobility Week

DIA supported this initiative by donating 2,000 bottles of water. This programme promotes sustainable mobility.


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

Realización y coordinación:
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Desarrollo web:
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Tara O’Donoghue

Jesús Umbría / DIA