#MDLZPrihatin initiative to alleviate B40 families’ burden

In a bid to address the growing concerns surrounding the cost of living, Mondelēz International, Malaysia, has partnered with the MyKasih Foundation for a long-term initiative called Mondelēz Prihatin, #MDLZPrihatin. This community engagement program aims to support and empower families in need, starting with a food aid cash distribution to 100 B40 families in Kota Bharu, Kelantan.

The initiative kicked off with a community visit and engagement session at MYDIN hypermarket, providing families the opportunity to shop for essential items ahead of Ramadan. Raja Zalina from Mondelēz expressed the company’s commitment to making a positive impact on local communities.

#MDLZPrihatin: A Commitment to Community Welfare

Mondelēz International’s initiative, #MDLZPrihatin, emphasizes the company’s dedication to supporting local communities beyond providing snacks. Raja Zalina, Head of Corporate and Government Affairs for Malaysia and Singapore at Mondelēz International, highlighted the company’s guiding principle of doing what is right for the communities where they operate. The initial phase involved a food aid cash distribution to B40 families in Kota Bharu, Kelantan, offering financial assistance to purchase staple food items in preparation for the upcoming Ramadan season. The company expressed its hope that this modest assistance would make a meaningful difference in the lives of Malaysian families facing financial challenges.

Suryana, a single mother from Bachok, Kelantan, expressed her gratitude for the unexpected blessing from Mondelēz Malaysia. Juggling the needs of her four children, including one with special needs, has been challenging, and the assistance provided has eased the burden of providing groceries. Khairul, a father and sole provider for his two children, shared his gratitude for the support, emphasizing the relief it brought to his family’s life. The families selected for food aid cash expressed their appreciation for the generosity of Mondelēz Malaysia.

Renewed Sense of Hope

Tan Sri Dr Ngau Boon Keat, MyKasih Foundation Chairman and Co-Founder, expressed deep gratitude for the generosity and commitment of Mondelēz International (Malaysia). He acknowledged that poverty remains a stark reality for many families, and through Mondelēz Prihatin, the aim is not only to provide immediate relief but also to ignite a renewed sense of hope and resilience within these communities. MyKasih Foundation, established in 2009, has actively assisted over 750,000 low-income families in Malaysia through various initiatives.

Mondelēz International (Malaysia) plans to support over 1,000 families by the end of 2024 through Mondelēz Prihatin. The program aims to extend targeted assistance across various needs, including education, skills development, women’s empowerment, and entrepreneurship. The company, present in Malaysia since 1905, has initiated several social responsibility programs over the years, contributing to empowering and uplifting communities. Notably, during the COVID-19 lockdown, Mondelēz responded with the Flags of Generosity initiative and has donated over RM4 million worth of products to communities in need since 2018.