In a joint effort to tackle the critical issue of food insecurity in Pakistan, Coca-Cola Pakistan and local non-profit organization, Rizq, have launched their Ramadan campaign. According to the World Bank, 7.6 million people in Pakistan are expected to face food insecurity by 2030, making the issue a major concern.
The ‘Aoo Mil Ker Bhook Mitayain’ campaign invites people to join hands with Coca-Cola and Rizq to help combat food insecurity in Pakistan. For every Coca-Cola bottle sold during Ramadan, a meal will be donated. Last year, the partnership distributed over 5 million meals to those in need across the country, and this year, they hope to double their social impact. The partnership aims to distribute 1 million meals this year in two cities, Lahore and Karachi, and enable 1,000 farmer families by providing them with seeds to grow crops to rehabilitate 5,000 acres of farmland in flood-affected areas, along with safe drinking water intervention.
Speaking at an event hosted by Coca-Cola in Karachi, Fahad Ashraf, Vice-President, Coca-Cola Pakistan & Afghanistan, said, “Through our partnership with Rizq, now in its third year, we look to help address this, honoring our commitment to working closely with the communities we serve. Through our campaign, ‘Aoo Mil Ker Bhook Mitayain’, for every Coca-Cola bottle sold in Ramzan, a meal is being donated. We invite the wider community to join us in scaling this effort together.”
Rizq Co-founder, Qasim Javaid, emphasized the importance of the iftar dastarkhwans, especially this year, given the growing economic challenges. Through this campaign, the two organizations are using their nationwide outreach to build a food-secure country. Ghazi Taimoor, a chartered accountant turned educator, has been chosen as the face of the campaign. He shared stories from the field of how the recent floods have impacted vulnerable communities and how this campaign can help those who need it the most.
Coca-Cola and Rizq are demonstrating how businesses and non-profits can collaborate to make a positive impact on society. Their noble effort is providing a platform for people to come together and spread the blessings of the holy month to the maximum number of people, thereby making a significant impact on the fight against food insecurity in Pakistan.
