Flavia, head of CSR at Carrefour Italy: "supporting local project leaders"
Flavia has initiated numerous solidarity projects to do with food and integration. As far as her food-related projects are concerned, a nationwide partnership with the Food Banks has existed for 10 years. "However, being able to coordinate this work is highly dependent on the work that each store does at local level – on collecting and redistributing products with short expiry dates in particular". One example of this coordination out in the field is the Clic Solidaire (Click to Give) campaign during which store employees encourage customers to vote for a local charity that they have selected. In 2016, this campaign raised €200,000, which was shared among 20 charities. Flavia also works with “charity gardens” which use fruit and vegetable farming as a means to help people reintegrate, for example.
Although no one person is employed to work exclusively on solidarity issues at Carrefour Italy, both the company and Flavia are fully committed to it. "Most importantly, we undertake wide-ranging work to put charities in contact with stores at local level". In addition to coordinating this local solidarity network, Carrefour Italy organises nationwide events. One example is the major foodstuff collection campaign which is held on the second weekend of November in all Carrefour Milan stores, as well as its head office. "Sometimes, when employees have just finished their work for the day, I see them taking off their Carrefour jackets and putting on food bank vests, so they can go and help collect products".
In addition to her pivotal role, Flavia is also the driving force behind a number of other projects. The most recent initiative gave children the opportunity to become fully-fledged "charity superheroes" by getting people to vote for a charity after a visit to a store. At the end of the campaign, Carrefour Italy will give €500,000 to the charities on a pro rata basis, based on the votes they had received. "By asking the public to suggest beneficiary charities, we can unearth smaller-scale partners who, since they are not always identified, do not always have access to financing from large companies". Furthermore, this desire to support local project managers (voters can also suggest local charities themselves) helps ensure a more diverse selection of donation recipients.