To address Pakistan’s rising food scarcity problem, Coca-Cola Pakistan and Rizq, a local non-profit, have teamed up. Rs.7.6 million Pakistanis are anticipated to experience food shortage by 2030, according to the most recent data from the World Bank, making the problem in seriously noticed.
The issue is anticipated to intensify, especially after the floods of 2022, as the nation continues to be extremely sensitive to the worsening effects of climate change.
The two organisations started their Ramadan campaign, which activated two segments—iftar dastarkhawan and food rations—in numerous towns to help address this issue. Over 5 million meals were given away by the collaboration to people in need nationwide last year.
In two cities, Lahore and Karachi, they hope to distribute 1 million meal this year.
Additionally, they are helping 1,000 farmer families by giving them seeds to grow crops, which will aid in the rehabilitation of 5,000 acres of farmland in flood-affected areas and clean drinking water intervention. Together, these efforts will help the area recover from the effects of flooding.
Stakeholders from the business, media, and general public also joined hands with Rizq during a Coca-Cola event in Karachi.
Vice-President for Coca-Cola Pakistan & Afghanistan, Fahad Ashraf, stated, “Through our partnership with Rizq, now in its third year, we look to help address this, honouring our commitment to working closely with the communities we serve.”
“Through our “Aoo Mil Ker Bhook Mitayain” promotion, one meal is provided for each Coca-Cola bottle sold during Ramadan. We want to scale this endeavour collectively, thus we’re inviting the larger community.
The two organisations have been working together for three years straight, and they want to use their combined national outreach to contribute to the development of a nation that is food secure.
Given the escalating economic difficulties, Qasim Javaid, co-founder of Rizq, underlined the crucial significance of the iftar dastarkhwan this year in particular. By the end of this year, we expect to have doubled our social impact working with Coca-Cola.
The spokesperson for the “Aoo Mil Ker Bhook Mitayain” campaign is chartered accountant turned educator Ghazi Taimoor, who produces content and speaks about themes related to empathy, youth leadership, reflective history, and Pakistani culture.
He presented experiences from the field about how the recent floods have affected communities that are at risk and how this campaign can assist those who most need it.
By launching this initiative, Coca-Cola and Rizq are giving people a place to gather and share the blessings of the holy month with as many people as possible.
The collaboration is having a big impact on Pakistan’s battle against food shortage by helping farmer families and giving meals to those in need. Their admirable endeavour serves as an illustration of how for-profit companies and non-profit organisations can collaborate to improve society.