Company’s Together for a Better Future campaign is part of its Dreams initiative, with at least €35,000 earmarked to support community projects
SanLucar has launched a new mandarin campaign to support the development of a daycare centre at its Middleriver Farm in South Africa, with at least €35,000 earmarked for the project.
The premium fruit and vegetable brand said its Together for a Better Future campaign forms part of its Dreams initiative, which brings together the company’s social and community projects in growing regions around the world.
The campaign, which has the support of retailers including Edeka in Germany, centres on selected SanLucar mandarins sold in specially designed packaging.
Consumers can scan a QR code on the packs to access a digital project diary featuring information about the daycare centre, stories about those involved and regular updates from South Africa.
According to SanLucar, the Middleriver Farm project is intended to improve access to early childhood education, provide greater support for families and strengthen the surrounding community.
“We want to do things in a way that we can be proud of in the long term,” said SanLucar chief executive officer Armin Rehberg. “That is why we take responsibility not only for our products, but also for the people in our growing regions.”
He added: “With Dreams, together with our teams and local partners, we create long-term opportunities. Supporting the development of a daycare centre at the Middleriver Farm and being able to accompany this project together with retailers and consumers is a great example of this.”
The mandarin campaign is also supported by the Dreams Ambassador Programme, through which consumers can apply for a trip to South Africa without having to purchase the promotional fruit.
Selected participants will visit Middleriver Farm and see the development of the daycare project first-hand.
SanLucar said consumers would also be able to follow updates on the campaign through its German Instagram account.
