A brewer’s commitment to growing with communities


The launch of Heineken Cares 2022 sees the next phase of its food aid programme whereby it partners with seven NGOs across Malaysia to support communities in building capacity for long-term food security.

Heineken Malaysia transforms lives, fosters positive change, and empowers local communities through collaborations

The concept of sustainability has emerged as a guiding principle over the years. While environmental sustainability often takes centre stage, it is crucial not to overlook another dimension that influences the well-being of individuals, communities, and societies at large - social sustainability.

Understanding this responsibility, Heineken Malaysia is stepping up to make a difference in the communities that they operate in.

In line with its global sustainability strategy, Brew a Better World, the brewer is on the path to an inclusive, fair, and equitable company with a strong focus on investing in local communities.

Heineken Malaysia managing director Roland Bala believes that people are the heart of the company.

“In fulfilling our aspiration to ‘Brew the Joy of True Togetherness to Inspire a Better World, we are driven by a strong sense of social sustainability.

“We believe that our success lies in the commitment to our people, the satisfaction of our consumers, and the support of our communities to which we belong.”

Tiger Sin Chew Chinese Education Charity Concert (Tiger CECC)

Heineken Malaysia seeks to deliver positive social impact on local communities through its positive social impact programmes. Tiger CECC, one of its two positive social impact programmes, supports local schools in raising funds for essential school facilities and amenities.

The Tiger CECC platform fosters a strong sense of community and promotes the value of education by collaborating with various stakeholders including alumni, local Chinese artists and many others to organise charity concerts for schools across Malaysia.

Since 1994, Tiger CECC has raised more than RM380mil as of 2022 for Chinese schools in Malaysia to upgrade school facilities and amenities.Since 1994, Tiger CECC has raised more than RM380mil as of 2022 for Chinese schools in Malaysia to upgrade school facilities and amenities.

Through the concerts, the programme not only raises essential funds for schools, but cultivates a spirit of togetherness with communities banding together in recognition of the value of education.

Since 1994, more than RM380mil has been raised for various schools across Malaysia through the brewer’s Tiger CECC programme. In the years to come, the brewer intends to broaden this initiative to further grow with local communities.

Heineken Cares

In the wake of the pandemic, many Malaysians struggled with unemployment, and food security had become a key concern.

Responding to the situation at the time, Heineken Malaysia launched Heineken Cares in 2021, which started off as a food aid programme to uplift the underprivileged affected by the pandemic through short-term food aid.

Heineken Cares combined employee wellness with community purpose, whereby for every 1,000 steps taken by a Heineken Malaysia employee, the brewer committed one meal to a person in need. With the support of its people, the brewer achieved its goal and delivered a total of 250,000 meals.

In the next phase of the programme, the brewer is taking it up a notch to contribute three meals for every 1,000 steps taken, with a goal to distribute 600,000 meals to vulnerable communities across Malaysia through an accumulated 200 million steps.

In recognising the changing needs of communities, Heineken Cares transitioned from providing communities with short-term food aid to long-term food security.

Heineken Malaysia’s long-term collaborative partnerships with NGOs spans across the country as they work to establish community farms, aquaponic systems, as well as various food security programmes.Heineken Malaysia’s long-term collaborative partnerships with NGOs spans across the country as they work to establish community farms, aquaponic systems, as well as various food security programmes.

The brewer formed long-term collaborative partnerships with seven non-governmental organisations (NGOs) nationwide, working together to establish community farms, aquaponic systems, as well as various food security programmes.

Heineken Malaysia corporate affairs and legal director Renuka Indrarajah concluded, “We recognise that meaningful change cannot be achieved alone. To truly make an impact in the community, collaborations are the key to our success.

“Working hand-in-hand with our partners has been instrumental in our journey towards protecting our planet, growing our people, and supporting local communities. Yet, we have much more to do in the years ahead as we continue accelerating our sustainability initiatives to ensure we make a positive social impact in Malaysia and beyond.”

These are just glimpses of the various impacts through which Heineken Malaysia empowers lives, making a positive difference towards the community it serves.

For more information on Heineken Malaysia and its social sustainability initiatives, download the brewer’s 2022 Annual Report.

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