Sligro Food Group does not engage in sponsorship for its own sake. Sponsorship is about making deliberate and well considered choices. Every day, Sligro Food Group receives invitations to sponsor an event, association, activity or good cause. However good the intentions of the organisers, we are unable to accept the majority of these invitations, so instead we choose to provide long-term support for a number of social initiatives designed to help people. This avoids spreading the available funding too thinly over many different projects.
We require a return from our sponsorship, in the form of a useful contribution to our corporate and marketing objectives. In all the projects we sponsor, we seek close cooperation with the beneficiary or organiser of an event on the basis of equal partnership. This creates a logical link between the beneficiary and Sligro Food Group or one of its business units and enables the project to deliver the relevant added value on a ‘tit for tat’ basis. We prefer to support projects, activities or events that relate directly to our foodservice and food retail businesses. Sligro Food Group does not support:
- projects of a religious or political character
- study trips
- student societies
- events which are known in advance to involve (food) safety risks or harm to the locality or environment
- projects for which the donation is a balancing item in the budget.
In the cases of disasters, we draw a distinction between natural events (earthquake, tsunami) and disasters resulting from human action (war, insurrection, irresponsible conduct). This means that in the former case we shall first decide what our role and responsibility are to be and in the latter we shall decline to provide assistance.
As for support for good causes, our policy is not dictated by the latest fad or by what others are doing. We look for causes that fit with Sligro Food Group’s activities or working practices and we support a number of smaller initiatives that have links to a locality or business unit. However, our range of activities is so wide and there are so many suppliers and customers who also want to support good causes that it is not always possible to acceded to their requests. Doing so also carries the risk of making arbitrary decisions, so we make deliberate choices.