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PepsiCo, one of the largest global food and beverage companies, and a leader in corporate social responsibility in the Kingdom of Saudi Arabia announced its Platinum sponsorship of the Saudi Arabia CSR Summit organized by IIR last month at the Park Hyatt Hotel in Jeddah.
Commenting on PepsiCo’s approach to CSR, Mustafa Shamseldin, Senior Marketing Director for PepsiCo Beverages business in the GCC, said: “At PepsiCo, we believe that good for all is good for business and that CSR can be fully integrated into the business strategy. We are committed to our promise of Performance with Purpose, to achieve financial success while leaving a positive imprint on society.”
“We continually look to find innovative ways to minimize our impact on the environment and lower our costs through energy and water conservation and reduce the use of packaging material. Providing a safe and inclusive workplace for our employees and respecting, supporting and investing in the local communities in which we operate.”
Mr. Shamseldin was a keynote speaker at the CSR Summit and addressed the participants on The Social Responsibility of Marketing, highlighting the role of marketers in terms of influencing society and contributing to the sustainable development of local communities.
Commenting further, Mr. Shamseldin said: “As our business continues to develop around the world, Performance with Purpose fuels our growth and allows us to stay one step ahead. We believe in continuous improvement and we are pursuing and adopting new technologies and innovations to continually adapt and grow to serve the communities in which we operate for the long-term.”
Mr. Shamseldin concluded his statement by saying: “Social responsibility is a multi-stakeholder process, which should be promoted from the home to the school and from the government to the business community, so that through socially responsible investments we can begin to tackle our regions socio-economic challenges.”
PepsiCo’s recent social responsibility initiatives in Saudi Arabia include the Ataa “Yalla Give Now" campaign that allows participants to write a personalized happy message online and choose a free gift to go with it, to be sent to a child in need in the spirit of goodness and generosity during the Holy Month of Ramadan. The “Karam - generosity” campaign is another example where PepsiCo donated one million Saudi Riyals to Albir and Ensan to buy Eidia gift items and clothes for distribution to orphans during Eid al-Fitr.
These social initiatives undertaken by PepsiCo highlight its commitment to contribute to the Kingdom’s social development within the local religious and cultural frameworks.
Organized by IIRME, the CSR forum, which was held for the first time ever in Saudi Arabia, gathered stakeholders including local, regional and international business leaders, marketing directors and CSR practitioners who participated in an integrated program of Q&As roundtables and panels. Speakers included prominent business heads and leaders from Saudi Arabia, the UAE, Sweden, the Netherlands, France and Turkey. Topics on the agenda included Generating Employment, Cascading Knowledge, Empowering the Next Generation, Extending SME Opportunities, Developing Communities, Social Entrepreneurship and Monetizing CSR.
PepsiCo is always keen to participate in events like this summit bringing together world-class experts and thinkers to engage in meaningful discussions that can positively impact communities across the region.