“’Nourishing the lives of Hong Kong people across all ages’ is embedded into the corporation’s corporate goals, planning and budgeting to ensure full commitment and accountability from top down.”
Established in Hong Kong since 1938, FrieslandCampina Hong Kong (FCHK) has been committed in nourishing people at every stage of their lives by providing high quality and nutritious dairy products in the past 79 years. These products are widely distributed across different channels, catering consumers, customers, professional food services throughout Hong Kong and Macau.
The brands represented by FCHK are FRISO infant and toddler milk formula, DUTCH LADY dairy based beverages, OPTIMEL age-tailored nutrition formula for adults; and BLACK & WHITE and LONGEVITY taste enhancement products.
Recognising that their success comes from the community and consumers, FCHK is devoted to giving back by leveraging their expertise. Their core purpose, ‘nourishing the lives of Hong Kong people across all ages’ is embedded into its corporate goals, planning and budgeting to ensure full commitment and accountability from top down, thus shaping their Corporate Social Responsibility (CSR) strategies.
Multiple issues, including obesity and lack of physical activities, are impacting the health of local children. FCHK is committed to support locals developing healthy lifestyle and building strong families. Leveraging World Milk Day (WMD), a day initiated by the Food & Agricultural Organization of the United Nations that promotes the goodness of milk, FCHK advocates ‘Drink & Move, Building Strong Families Together’, promoting the healthy and happy development of Hong Kong families through strengthening the foundation of healthy lifestyle with balanced diet with dairy intake of two glasses of milk daily, and regular exercise of an hour a day.
In support of WMD 2017, FCHK set three keys drivers to create direct experiences for children and their families in order to encourage behavioral changes towards healthier lifestyles.
The second – the WMD School Milk Programme – a health awareness and education programme for primary schools students. Students were appointed as health ambassador sharing fun and learnings at the school tour with their families and parents. On ground, dietitians delivered nutrition talks and dance coaches led an one-hour practice of the WMD Dance for students to experience fun of exercising anytime-anywhere, from which, to encourage follow-through and behavioural change at their family. Thirdly, to cap off the campaign, the WMD 2017 Family Fun Day brought local families together in a public event that engaged children and parents in outdoor exercise.
In parallel, FCHK initiated ‘New Generation Milk Tea Master Training Programme’, the unique community empowerment and cultural sustainability project. Hong Kong-style milk tea making technique is listed as the First Intangible Cultural Heritage Inventory in Hong Kong. The craftsmanship, however, faced a dwindling talent pool as many senior milk tea masters retired. As the supplier of one of the key ingredients of Hong Kong-style milk tea, BLACK&WHITE evaporated milk, FCHK sought to inherit the Hong Kong-style milk tea culture and craftsmanship, as well as equip unemployed trainees to become new talents to the industry. Today, the Programme provides a comprehensive vocational training and internship placement opportunity at local tea shops, and has established wide support from local NGOs and tea shop customers.
Among all CSR commitments, FCHK encourages their colleagues to join force at volunteering work and give back to the society to make a significant difference to the community.