Sadia and IPÊ partnership, a Christmas present for the planet

In a joint action with IPÊ, Sadia has put its Christmas kits together to be part of a positive initiative in favor of nature. The Sadia Foods line kits have become a source of funds for the production of native seedlings. For every 10 kits sold, the company donated a native tree seedling to be planted in deforested regions of Brazil, totaling 130,000 trees. That’s why each bag is also a Christmas present for the planet.

Partnership objectives

• Raising awareness – knowing that certain attitudes need to be taken in order for the planet to remain in harmony and that there is no change without action, the intention is to use this campaign to invite people to come together to make the planet a better place to live.
• Reforestation – every 10 Sadia Christmas Kits sold this year will correspond to the donation of a native Atlantic Forest tree seedling, produced in the community nurseries that are part of IPÊ’s projects in Pontal do Paranapanema, with the aim of reforestation.
• Community nurseries are social enterprises whose aim is the economic and environmental development of farming families in agrarian reform settlements located in the Pontal do Paranapanema region, in the far west of São Paulo, the last fragment of Atlantic forest in the interior of Brazil. The production and sale of native and exotic seedlings for reforestation promotes the diversification of agricultural activity in these communities.

Strategy adopted

In a Cause-Related Marketing action*, by giving gifts to their employees, Sadia’s customers end up collaborating with IPÊ’s mission. More than just a bag developed by Serpui Marie, one of the world’s most renowned designers, this is a gift to emphasize that small attitudes can generate big changes.

* Cause-related marketing – This is a commercial agreement between a company and a civil society organization and/or cause that uses the power of its brands for mutual benefit. For companies, this is a form of corporate social investment that aligns marketing strategies with the needs of society, using the expertise of the company’s marketing department to promote and mobilize society in favour of a cause. Social institutions can use it as a tool to raise funds and awareness in society.

Results obtained

The company’s expectations were met, selling around 1,300,000 kits, thus reaching the 130,000 seedlings produced. Through the campaign, around 70 hectares of forest will be planted, the equivalent of approximately 70 soccer pitches.