Mengniu Nutrition for All Programme
China Mengniu Dairy Company Limited
INTRODUCTIONGood nutrition is essential for growing teenagers, allowing their body to grow and develop properly. Calcium is one of the most important nutrients, which helps to build strong bones and teeth. And milk is commonly recognised as the best source of calcium.
Mengniu, as an industry-leading Nutrient and Health food company, has carried on CSR programme since 2017, named “Mengniu Nutrition for All”. It is not just donating milk to students in remote areas in China, but also helping young people developing healthy consciousness and habit with nutritional food.
FRAMEWORK AND STRATEGYSince being certified as “Authorized Student Milk Production Enterprise in China” in 2002, Mengniu has offered milk to students over one hundred schools free of charge every year. In 2018, it donated 200,000 cases (4,800,000 pieces) of milk,covering 91 regions, 137 schools and 21880 students. The entire production process of Mengniu products, from selection of milk source, production, transportation to quality inspection, is operated by dedicated personnel with high standard. That’s turn to the products with good quality better than national standards. It ensures the safety and nutritional value of the products. The donation process also maintains a high level of quality. It sticks to a set of clearly defined procedures and responsibilities, ranging from taking of orders from schools, transportation, collection, distribution, consumption and recycling, with specific standard requirements.
ACHIEVEMENT AND IMPACTThe Programme is not all about donation, but care about the health of youngsters and advocacy of “psychological companionship” as well. Mental health of children is as important as physical health. Industry experts, business partners and celebrities in the community are invited by Mengniu to participate in giving special lessons on nutrition to children in schools. They share with students their knowledge, healthy lifestyle and habits, and pass on a proper way to consume milk to teachers and student, in the same time educate children to be responsible for their own health.
FUTURE DIRECTIONThe strength of a nation depends on the strength of its young people. Therefore it is the mission of Mengniu to provide nutritional and healthy products to youngsters in China. Through “Mengniu Nutrition for All Programme”, Mengniu together with different society parties, is aimed to provide nutritional food to help children and the elderly in povertystricken areas, plus exploring ways to rid intergenerational poverty starting in the childhood stage of people. As a dairy enterprise serving the nation, Mengniu promises to apply its best ability to provide quality products and services and fulfill the responsibility of promoting healthy lifestyle/dietary of young people in China.
Founded in 1999, Mengniu Dairy Group (HK2319) focuses on producing dairy products that are customised for the Chinese consumers. 20 years of experience in the market has enabled the Group to develop a diversified product matrix, including liquid milk, ice-cream, milk powder, and cheese. It has also successfully built multiple star brands such as Milk Deluxe, Just Yoghurt, Champion, Fruit Milk, YoyiC, and Future Star. The Group was rated the No.1 dairy constituent stock by Heng Seng Index in 2014 and was ranked the 10th largest dairy company globally in 2018.