O`KEY Group S.A., one of the leading Russian food retailers, sums up the results of its fourth national Kind Purchase charitable campaign run in partnership with Rusfond.
O`KEY’s customers raised RUB 7 mln through Kind Purchase, with all funds to be directed by Rusfond towards targeted treatment and rehabilitation for children with serious health conditions. Pavel Lokshin, O`KEY Group’s Chief Operating Officer, handed over the RUB 7 mln cheque to Rusfond during the campaign’s official closing ceremony at the Elektrosila O`KEY hypermarket.
The Kind Purchase charitable campaign ran from 24 October to 20 November 2019 at all 78 O`KEY hypermarkets and on the www.okeydostavka.ru online store. Over 1,700 SKUs within O`KEY private labels O`KEY, Selection of O`KEY, and Baby Island were included in the campaign. All that customers needed to do in order to participate in the campaign was to purchase any products under these private labels. Part of the revenue generated through sales of these products was donated for charitable purposes.
The winner of the drawing competition, “Kind Purchase Through the Eyes of a Child”, was also announced at the closing ceremony. Children from across Russia had sent in 49 drawings. Eightyear-old Timofey Khlobystov from St. Petersburg was announced the winner. The young artist received a special award from the Company – a LEGO Star Wars spaceship. The winning drawing will be printed on a limited run of bags to mark the fundraising campaign for children.
Armin Burger, Chief Executive Officer of O`KEY Group, said:
“We see our charitable campaigns are increasingly gaining traction with customers each passing year, meaning more children are getting help they need. The Kind Purchase charity campaign is a good example of how any customer can help just through their daily shopping. Our objective as a retailer is to make the process of contributing to charity as accessible and rewarding for our customers as possible.”
Lyudmila Fomina, Rusfond Development Director, said:
“Since 2017, O`KEY has donated over RUB 26 mln for Rusfond-sponsored patients, raised through joint charity campaigns. O`KEY’s customers have helped dozens of children across Russia receive medical treatment.”
A full report detailing the assistance provided to little patients using the funds raised through our charitable event is available on Rusfond’s website at: rusfond.ru. For more details about the campaign organiser, terms, participating products, campaign duration, locations, and the purchasing requirements, please visit www.okmarket.ru.
O`KEY Group S.A. (LSE: OKEY, RAEX – ‘ruA-’) operates under two main formats: hypermarkets under the O`KEY brand and discounters under the DA! brand.
As at 14 October 2019, the Group operates 166 stores across Russia (78 hypermarkets and 88 discounters). The Group opened its first hypermarket in St. Petersburg in 2002 and has since demonstrated continuous growth. O`KEY is the first among Russian food retailers to launch and actively develop e-commerce operations in St. Petersburg and Moscow, offering a full range of hypermarket products for home delivery. The Group operates six e-commerce pick-up points in Moscow and six e-commerce pick-up points in St. Petersburg. The Group operates four distribution centres across the Russian Federation – two in Moscow and two in St. Petersburg. As at 31 December 2018 the Group employs more than 20,000 people.
For the full year 2018, revenue totalled RUB 161,303,411 thousand, EBITDA reached RUB 8,644,008 thousand, and net loss for the period amounted to RUB 599,755 thousand. The O`KEY shareholder structure is as follows: NISEMAX Co Ltd – 44.79%, GSU Ltd – 29.52%, free float – 25.69%.
Rusfond (The Russian Aid Foundation) is a leading charity in today’s Russia, established by the Kommersant newspaper in October 1996 as a charitable initiative run by journalists. The Foundation’s mission is to help provide treatment to seriously ill children, promote civil society development and drive adoption of advanced healthcare technology. Over the 23 years of its existence, Rusfond has built a unique model of targeted media-led fundraising.
Since 1996, over RUB 13.866 bn have been raised through Rusfond’s charity campaigns, and more than 24,000 children received assistance. As of 21 November 2019, RUB 1,242,300,862 were collected through these year’s charitable efforts, helping 1,693 children.
The Foundation is the winner of the Silver Archer National Award (2000) and the holder of the first Mercy Badge awarded by the Russian Ministry of Labour (2001). In 2017, the Russian President commended Rusfond for its “significant contribution to charitable activities”. Rusfond President Lev Ambinder won a national award for charity efforts in 2018.