Creating value for the community
As Israel’s leading retailer, Shufersal considers itself an integral part of the community and is committed to giving back. To achieve this value, the Company helps disadvantaged sectors, has social involvement projects which engage employees and customers in volunteer work for the community, and raises public awareness in a variety of ways:
- Financial and food donations – Shufersal takes an active and regular part in donating to the community in cooperation with leading NGOs, such as Latet, Migdal Or, Variety - the Children's Charity, the Israel Cancer Association, Krembo Wings, and many others. For many years, the Company has also raised food donations for needy families ahead of the major Jewish holidays: Passover and Rosh Hashana. These annual donation campaigns have been a great success, with hundreds of thousands of customers answering the call to donate products, which the Company then transfers to umbrella organizations that distribute them to various NGOs.
- Charitable donations at the checkout counters – in addition to donating food, Shufersal encourages its customers to donate money to the needy at checkout counters. Each donation campaign is geared towards a specific health, education, or welfare NGO.
- Volunteering in communities during emergencies – During emergencies, the Company contributes to the community, the defense forces, and front-line communities to help ease wartime conditions as much as possible.
- Food salvage for local institutions and NGOs – regarding food salvaging as a paramount value, Shufersal founded a venture - Donations at the End of the Day - to collect fresh food that cannot be sold the following day but is still fit for consumption. Community organizations and institutions contact the Company’ branches to coordinate food collection. The program allows needy persons and entities to use these products free of charge, while reducing the amount of food thrown away.
As a matter of policy, Shufersal does not adopt any specific NGO, but closely cooperates with numerous NGOs every year to enable as many people as possible to benefit from its social activity. Every year, Shufersal receives numerous requests for aid and donations, which are vetted by the Company’s Community Management Committee. The committee takes into consideration various factors, including the identity of the NGO, its objectives, and whether it matches the Company’s criteria of being nationally deployed, apolitical and non-profit. Shufersal seeks to diversify the entities it cooperates with while maintaining long-term relations with some organizations.