Gardenia supports SKM, ‘Appreciate someone this Christmas’

Gardenia Foods Pte Ltd has been one of the first, and remains one of the most active corporate supporters of the kindness movement. Having supported several campaigns of the kindness movement over the past years, Gardenia is once again, extending support to the Singapore Kindness Movement (SKM) for Year 2011, by printing a special kindness message overband on the packaging for its Fruit & Nut and California Raisin loaves.

This Christmas, Gardenia has adapted the Movement’s call to Singaporeans to “say thanks, make someone’s day”, by printing the Season’s Greeting from SKM, “Appreciate someone this Christmas”. With close to 600,000 loaves of both Fruit & Nut and California Raisin loaves in the market, the kindness message is extensively communicated to consumers from the period starting the weekend before World Kindness Day on 13th November through the Christmas holiday season.

In the first 5 years of its involvement, Gardenia adopted the “Good Neighbour Day” initiative that the SKM was focusing on at that time. Apart from the packaging overbands, the company also organized good neighbour day activities with selected lower-income neighbourhoods, as well as with their corporate neighbours and their own staff. A specially designed kindness truck was done in support of the kindness message.

On World Kindness Day (13 Nov) this year, Gardenia managers and staff joined the pool of 500 volunteers to distribute yellow gerbera daisies and appreciate kind people along Orchard Road. This is the 7th year that Gardenia has actively supported SKM in its efforts to help kindness blossom in Singapore.

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