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Lahore, April 9, 2021: Coca-Cola joins hands with Rizq to share meals with Pakistanis who need them
the most. The partnership begins in Ramazan and extends well beyond the holy month aimed to make
Pakistan more food secure. A much-loved brand, Coca Cola reconnects Pakistanis to those in society
they may not be familiar with – strangers, neighbors they don’t see often and people in the margins of
society. Pakistan’s generosity combined with the Ramazan spirit creates a fantastic time to carry forth
the mission to make ‘giving and sharing’ an everyday practice under the slogan – “Ao ehad karain: Mil
kar bhook mitayain.”
The pledge is to sponsor a free meal for every Coca-Cola product sold in the market during Ramadan –
share a Coke, share a meal. The initiative is part of a multi-faceted food donation campaign inviting
everyone to celebrate the idea of togetherness, giving and solidarity.
According to UN’s World Food Program, about 135 million people globally suffer from acute hunger.
Moreover, the Covid-19 pandemic impact has doubled this number making the challenge staggering – In
Pakistan alone, about 8 million are going to bed hungry and children under the age of 5 years face
severe malnutrition. This makes it imperative to roll out the effort to mitigate hunger, first by raising
awareness and then by encouraging everyone to contribute to the cause.
While highlighting his vision, Fahad Ashraf, VP and General Manager for Pakistan & Afghanistan region
at The Coca-Cola Export Corporation said, “Our brand value of togetherness and sharing resonates
strongly with our partner, Rizq. The idea here is to nudge every Pakistani to join the fight against hunger
by making it effortless to contribute. Our promise is to not just create a limited impact, but also
approach the problem of food insecurity from a community perspective, one that we hope outlasts the
Rizq is Pakistan’s leading food sustainability and social welfare enterprise. Speaking about the
partnership with Coca-Cola, Qasim Javaid, Co-Founder of Rizq said, “Pakistan has the potential to
become a rich breadbasket of the world, yet this potential remains untapped as majority of its
population remains food insecure. Through this campaign we will use Coca-Cola’s nationwide outreach
and our on-ground executional excellence to deliver free meals for millions during Ramadan. We are
grateful to Coca-Cola for supporting us to in this noble mission of creating a hunger-free Pakistan.”
At CocaCola, the United Nations Sustainable Development Goals (SDGs) are championed as an
important framework for collective action and impact on the systemic challenges our world faces.
CocaCola has long embraced cross-sector collaboration as a best practice for addressing global
challenges, as exemplified through meaningful partnerships and programs, many of which align with the
SDGs. The above initiative is in line with UN’s SDG number 2 titled ‘Zero Hunger’ which is aiming to end
acute hunger by the year 2030.