Carlsberg begins pandemic initiative
Toronto-based beer company Carlsberg Canada has begun an initiative called “Buy a Carlsberg and support The Good Food Access” in response to the COVID-19 pandemic. According to the company, the effort is intended to assist low-income communities access nutritious food. During the month of June, the company will donate 20 cents to Community Food Centres Canada for each bottle or can of Carlsberg Danish Pilsner or Carlsberg Lite sold in Canada. The brewer hopes to sell a minimum of 500,000 bottles and cans during the initiative, which would result in a donation of $100,000. The effort is being supported with a digital campaign and social media activities nationally which highlight the work done by the charitable organization.
“The coronavirus pandemic is affecting everyone's way of life but is significantly felt among those already in vulnerable situations,” said John Porter, managing director of Carlsberg Canada. “We're driven by our constant pursuit of better, which not only entails our mission to zero and the creation of more sustainable packaging solutions, but we also strongly believe that during this unprecedented time, we can do better to ensure that every donation and act of kindness can make a difference. We realize that now is the time to focus our efforts on supporting Canadians and letting the community know that we are here to help.”