Supporting surrounding communities
Biedronka’s sustainability commitments for 2021–2023
| Commitment | Progress as at the end of 2023 | Implementation stage | |
|---|---|---|---|
| 1. | Monitoring and disclosing at least 70% (in value) of the social impacts resulting from the annual support offered, according to the Business for Societal Impact (B4SI) model. | In 2023, the Jerónimo Martins Group monitored 98.8% of its direct support (eligible according to the internal methodology based on the B4SI criteria, excluding social internships). | 100%  |
| 2. | Strengthening the involvement in social projects targeted to children, youngsters and elderly people from vulnerable environments, focusing on aspects of health and healthy eating, aiming to directly impact one million people until 2023 (through the activities of all Group companies). | Based on the B4SI methodology, it is estimated that in 2023 the Group companies (focused mainly on crisis response and social support) supported more than 2.2 million people from vulnerable backgrounds, including projects focusing on health and healthy eating issues. We estimate that we reached around 4.5 million people in 2022 and around 2.4 million in 2021. | Partially achieved |
| 3. | Expand the food donations programme for local non-governmental organisations to 70% of stores. | By the end of 2023, there were 2,701 stores in Poland with procedures in place to donate food to local aid organisations. This number represents over 75% of the company's stores. | 100% |
Supporting nationwide organisations
Great Orchestra of Christmas Charity
Our company was once again the main sponsor of the Finale of the Great Orchestra of Christmas Charity (Wielka Orkiestra Świątecznej Pomocy – WOŚP). During the 32nd Finale, together with our customers, we donated PLN 6.5 million for the event.
For the purposes of the campaign, collection boxes designed specifically for Biedronka, were placed in our chain’s stores. It was also possible to make donations at self-service and traditional checkouts when paying by card or cash. In addition to the fundraiser, we supported the 32nd Finale by selling special hats with the logos of Biedronka and the Great Orchestra of Christmas Charity. All revenue generated from their sale, excluding VAT, was donated to WOŚP for the charitable purpose of the fundraising – “Post-pandemic lungs”.
In addition, beside collections in stores and the sale of licensed products, we donated the following items to auctions supporting the 32nd Finale, including the opportunity to participate in our advertising photo shoots and Gold tickets for the Poland-Estonia match at the PGE National Stadium.
Since the beginning of our involvement, we have donated a total of more than PLN 21 million for the WOŚP Finale events.
WIOSNA Association
For the fourth time now, our chain was the main partner of the Noble Gift (Szlachetna Paczka), an initiative run by the WIOSNA Association. As part of the cooperation and the "Magnetic attracts good" (“Magnetic przyciąga dobro”) campaign, we prepared 24 products from the special Christmas line of Magnetic confectionery items with the Noble Gift logo. The products could be purchased not only in stationary stores, but also in the BIEK store through the Glovo app. Thanks to the involvement of customers who bought these products, in 2023 we donated PLN 350 thousand to the WIOSNA Association
With the substantive support of Noble Gift, also in 2023 our employees were able to take part in employee volunteering and prepare packages, which were delivered during Weekend Cudów (“The Weekend of Miracles”) at the end of the program's edition. 663 employees of our stores, distribution centres and offices prepared packages for 27 families. The value of this support amounted to over 100,000 zlotys.
Caritas Polska
Just as last year, our chain also became the main sponsor of the Boxes of Happiness (“Pudełka Szczęścia”) campaign that replaced, during the pandemic, traditional picnics organised to celebrate the Children’s Day for those under the care of Caritas institutions and refugee children.
As part of the support, we donated our products (healthy snacks and mini mascots from the Smart Guys (“Bystrzaki” series) to 20 thousand boxes worth about PLN 401 thousand, as well as PLN 230 thousand in cash donations for the campaign. In addition, we donated over 250 thousand mini mascots to Caritas, which will go to children during subsequent campaigns. The total value of the support was more than PLN 4 million.
Every year we also support Caritas by selling special candles with the organisation’s logo. The proceeds of the sales – PLN 275 thousand – were used for long-term assistance and organisation of rest for people using the services of community and sociotherapy centres run by Caritas Polska and the Pro Caritate Foundation.
In addition, we organised two food collections for those most in need – before Easter and before Christmas. For more about collections, please see subchapter Food Collections.
Polish Red Cross
In 2023, we were the main sponsor of the 30th edition of the Polish Red Cross Health Olympics with Biedronka, organised by the Polish Red Cross. The aim of the programme is to promote healthy eating habits and a healthy lifestyle among young people.
All schools operating in Poland were invited to participate in the Olympics. Participants took a test and prepared projects promoting a healthy lifestyle and healthy eating in their local communities. The 30th edition of the Health Olympics involved 17,894 participants from 1,311 schools. The winner was granted admission to one of the two universities - University of Opole and Medical University of Lodz that took the honorary patronage of the Olympics. In addition, the winners of the first three places in both categories received gift vouchers funded by the Polish Red Cross and from the Biedronka chain.
In addition, our chain awarded two Biedronka Hope (“Nadzieja Biedronki”) prizes for the most impactful and promissing local campaigns for the supoprt of the community. We also provided the organisers with substantive support. Our nutrition experts participated in the preparation of the competition questions, and two representatives of Biedronka sat on the jury of the competition.
As part of the cooperation between the Polish Red Cross Health Olympics and Biedronka, our employees could also test their knowledge of healthy eating in a specially prepared quiz. Over 400 people took part in it.
Total value invested by Biedronka surpassed PLN 200,000 and it included both financial and in-kind support.
Ukraine aid projects
Biedronka, the Biedronka Foundation and the entire Jerónimo Martins Group continue to actively help Ukraine, supporting both those affected by the war on Ukrainian territory and refugees. We are constantly monitoring the situation in Ukraine and adapting our activities to best respond to the needs of local communities and refugees.
The activities conducted by the supported organisations in 2023 funded with the donations made in 2022 by Biedronka:
Polish Humanitarian Action (Polska Akcja Humanitarna)
Global Education - an educational programme in the context of the war in Ukraine and its impact on Polish society, which included educational materials, school campaigns and a series of training courses and educational cycles for teachers and educators. Over 2,700 people benefited from all programmes
Caritas Poland
Respite Stays: an initiative organised for children from Ukraine living in war zones. The stays took place at the centres in Rajsko, Myczkowce, Krasnobrod and Bojanow for over 370 children.
Cottages in Laski – construction of two-unit modular houses for refugees from Ukraine. Three houses were built, each of which can accommodate up to 10 people.
SOS Children’s Villages
Children's Home in Lublin – children’s and foster families home in Lublin, which provides shelter to refugee and large families, offering accommodation for 41 people.
The continued operation of the SOS Trauma Therapy Specialist Centre provides comprehensive psychological, therapeutic, and pedagogical assistance, supporting those in the Association's care as well as others and preparing them for adulthood. Over 100 children were supported in 2023.
Polish Medical Mission (Polska Misja Medyczna)
Continued project dedicated to strengthening healthcare in the field of neonatology and obstetrics in war-affected regions of Ukraine, launched in 2022. A total of 20 sets of specialist medical equipment for neonatal care were delivered under the project, including a resuscitation station, a monitor for measuring and analysing vital signs and an infusion pump. As part of the project, training for medical staff in neonatology and neonatal intensive care was also provided to over 300 participants. Online training on patient rights, doctor-patient communication and prevention of burnout was also organised for medical workers. Over 400 people benefited from this training In addition, an online course for medical workers from all over Ukraine was held There were also 95 training courses for women in the perinatal period, raising awareness of patients' rights, pregnancy and neonatal care.
Activities of the Biedronka Foundation for Ukraine
In 2023, the Biedronka Foundation continued its programmes for the victims of the war in Ukraine with a contribution of nearly PLN 26 million (nearly PLN 51 million since the outbreak of the war). Under the “Parcel for the Family” (“Paczka dla Rodziny”) project, the Biedronka Foundation finances humanitarian aid delivered by the Polish Centre for International Aid to Ukraine, also to areas close to the frontline. For more about the activities of the Biedronka Foundation, please see subchapter Biedronka Foundation.
Activities towards equal opportunities
Cooperation with aid organisations at the regional level
Our cooperation with aid organisations at the regional level includes many initiatives aimed at supporting local communities: we arrange donations of food and other essential products, while offering financial assistance.
Each regional office operating within our chain has a budget for donations intended, inter alia, for local non-governmental organisations. The total value of direct in-kind and financial donations provided in 2023 reached PLN 196,250,619.93.
Strengthening social inclusion
Strengthening social inclusion and supporting people at risk of malnutrition and social exclusion is an integral part of our mission.
Kosciuszko Christmas Eve
In 2023, we once again supported the organisation of the Kościuszko Christmas Eve (“Wigilia Kościuszko”), which took place in December on the Main Market Square in Krakow. People in need received a hot meal and Christmas packages containing food products from Biedronka with a total value of over PLN 13 thousand.
“Maltese Wafer”
As we do every year, Biedronka also joined the Maltese Wafer initiative, a Christmas charity campaign organised by Związek Polskich Kawalerow Maltańskich (Association of the Polish Knights of Malta) and Municipal Social Welfare Centres. We donated food products to Christmas parcels with a total value of over PLN 34 thousand, as well as an additional PLN 75 thousand in financial support for the needs of the Malta Family Assistance Centre for Refugees from Ukraine (Maltańskie Centrum Pomocy Rodzinie dla Uchodźcow z Ukrainy) in Poznań.
Counteracting social exclusion
Working with social partners, we aim towards a more sustainable and welcoming society where everyone has a chance to live with dignity.
Hope for Mundial
The Biedronka chain has supported the “Hope for Mundial” tournaments for more than a decade, and since 2018 has been the main sponsor of the World Cup for Children from Orphanages. In August 2023, after a four-year break and for the first time since the beginning of the pandemic, the 8th edition of the World Championships for Children from Children's Homes was held. Twenty-one teams participated in the competition, i.e. 200 competitors up to 17 years of age. Biedronka donated prizes worth almost PLN 36 thousand, including food, electronic devices and stationery. During the tournament weekend, the participants not only played football, but also had the opportunity to enjoy various attractions, such as competitions in a specially prepared Biedronka zone.
As part of the sponsorship and donation agreement, the total value of support for Hope for Mundial organiser was PLN 600 thousand.
Food collections
Traditionally, in the pre-Christmas period, food collections from our customers were held in our stores, organised by the Federation of Polish Food Banks and Caritas Poland.
In March, the Federation of Polish Food Banks carried out an Easter food collection under the slogan “Easter with Dignity, Not with Hunger” (“Święta godne, a nie głodne”). As a result, volunteers collected 57.4 tonnes of food products in over 490 Biedronka stores, which were donated to those most in need. In November, under the same slogan, volunteers collected 118 tonnes of food in 918 Biedronka stores.
Also in March, under the slogan “Yes. I’m helping!”, Caritas Poland volunteers collected more than 115 tonnes of food products in over 850 Biedronka stores, and in December 180 tonnes of food in 730 stores. 25 thousand volunteers helped during the collection.
During the 2023 food collections in partnership with Caritas Poland and the Federation of Polish Food Banks, our customers donated more than 470 tonnes of products to those most in need.
Combating menstrual poverty
In its effort to combat menstrual poverty that affects thousands of Polish female students, we also cooperate with the Menstruation Action Foundation (Fundacja Akcja Menstruacja). The aim of the foundation is to eliminate menstrual exclusion by increasing access to hygiene products such as sanitary pads, tampons and panty liners. In the 2022/23 school year, we provided menstrual products to 511 schools for 103 thousand schoolgirls. In the 2023/24 school year, we increased the number of schools to 640, which facilitated access to hygiene products for 128 thousand female students.
Supporting parents
For those who were born into this world in 2023, we prepared, in cooperation with Dada, our private brand of nappies and children's hygiene products, welcome packages delivered straight to the homes of new parents after prior registration on the dadaclub.pl website. Since the start of the initiative, we have donated more than 240 thousand kits.
Supporting the development of the youngest
Biedronka actively cares for the development of children by organising educational campaigns and promoting innovative ideas.
“Piorko. Nagroda Biedronki za książkę dla dzieci (Quill. Biedronka Children’s Literature Prize)
Our commitment to promoting readership among the youngest population is an integral part of the mission to support the development of children in Poland. Since 2015, Biedronka has been promoting debuting authors and illustrators of children's books and inviting them to participate in the Quill – the Biedronka award for children’s book (“Piorko. Nagroda Biedronki za książkę dla dzieci”). Throughout the nine editions of the competition, 31 thousand entries have been submitted, from which we selected and published 9 books. In 2023, the 9th edition of the competition was won by Joanna Czarny for her story “Cheesecake with stones” (“Sernik z kamieniami”). The award for illustrations to the winning text went to Aleksandra Lipka. Both winners received a prize of PLN 100,000 each.
The competition is accompanied by a unique initiative – the Read Aloud Week in Biedronka. For 7 days, while shopping, customers could hear fragments of the winning book read by Wiktor Zborowski.
Smart Kids Planet
In cooperation with the Smart Fun Centre – Smart Kids Planet (Centrum Mądrej Zabawy Smart Kids Planet), in 2023 we taught children the basics of entrepreneurship. In the Smart Shopping Zone, of which we were a partner, children had the opportunity to play the role of a salesperson, store employee or buyer and learned counting, saving and the basics of rational management of the household budget. Since its opening in 2022, the attraction has been visited by over 300 thousand people.
Gang Mocniaków (Strong Gang)
As every year, our mini mascot campaign started in autumn. Gang Mocniaków promoted a balanced diet, educated on a healthy lifestyle and making more informed food choices. To strengthen the message, for the first time we introduced the possibility of getting additional stickers in the campaign by correctly solving a quiz on healthy eating in our application. Customers not only received stickers, but also expanded their knowledge about a balanced diet. Our activities resulted in customers solving almost 6 million quizzes, which allowed them to answer more than 23.5 million questions about healthy eating.
Traditionally, Biedronka's loyalty campaign was accompanied by books. In the 2023 edition, there were five and, all of them, apart from educational stories about the Gang Mocniaków heroes, contained nutritional curiosities prepared in cooperation with dieticians.
Biedronka Foundation
It is the mission of the Biedronka Foundation to support the most vulnerable social groups, in particular the elderly people, and to improve the quality of their life. The Biedronka Foundation has been operating since April 2020 and is financed by Jeronimo Martins Polska.
The Foundation operates within the following pillars: fighting poverty and malnutrition of seniors, counteracting their loneliness, supporting healthcare and building awareness and engagement to the elderly. The Foundation also responds to crisis situations, such as the war in Ukraine or the pandemic.
Cooperation with almost 1 600 partner organisations (social partners)
230 thousand programme beneficiaries
Around PLN 26 million earmarked for supporting Ukraine
Value of expenditures in 2023 (in PLN millions) by pillar of the Foundation's activities
| Support pillars | Programmes | Expenditures in 2023 |
|---|---|---|
Pillar 1 Counteracting poverty and malnutrition | For Everyday Shopping (“Na Codzienne Zakupy”), The Card of Good (“Karta dobra”), Lunch Mail (“Poczta Obiadowa”, Food SOS (“Żywieniowy SOS”), | 35,066,720.43 |
Pillar 2 Fighting loneliness | Food for shared moments (“Danie Wspólnych Chwil”), Christmas Eve (“Akcja Kolacja”), Joyful Christmas with Biedronka Foundation (“Radosne Święta z Fundacją Biedronki”)i | 9,917,837.89 |
Pillar 3 Supporting health protection | Biedronka Foundation for Polish geriatrics (Fundacja Biedronki dla polskiej geriatrii), Dzienny dom “Przystanek Klementyny” w Białobrzegach (“Klementyna Stop” Daycare Home in Białobrzegi), Prophet Elijah Hospice (Hospicjum Proroka Eliasza), Shelter for the Homeless in Warsaw (Schronisko dla osób w kryzysie bezdomności w Warszawie) | 1,703,865.68 |
Pillar 4 Crisis assistance | Support for Ukraine | 25,995,741.26 |
Pillar 5 Awareness and engagement | Sports Challenge for Biedronka employees (Wyzwanie Sportowe dla pracowników Biedronki), Support to Warsaw Uprising Veterans Association (Wsparcie Związku Powstańców Warszawskich) | 437,716.24 |
| Total | 73,121,881.50 |
Pillar 1 Counteracting poverty and malnutrition
Through partner organisations, the Foundation provides financial assistance to seniors, allowing them to buy food, it also supports eatery and shelters for the homeless, and delivers meals to people who, due to their age, are not able to prepare them themselves. The Biedronka Foundation developed several projects and initiatives for this pillar.
One of the programs in this pillar is the “For Everyday Shopping” program. This is the oldest initiative of the Biedronka Foundation, conducted in cooperation with Caritas Poland and 42 diocesan branches of Caritas. This project involves the attribution of “For everyday shopping" card, intended for seniors who meet age and income criteria. Seniors qualified for the programme receive a card for shopping in Biedronka stores, topped up for ten months with a certain amount. In the 2023 edition, it was PLN 185 per month, which was an increase of PLN 15 compared to the previous year. In the 2023 edition, 11 thousand people received the card. The qualification for the programme is of the volunteers and Caritas employees responsibility. In 2023, the Foundation held ten training courses on developing volunteer skills. The training sessions also covered nutrition issues for seniors and were attended by about 420 people. Seniors participating in the programme also received special plates from the Foundation, called Healthy Eating Plates, which illustrate the right proportions of product groups that should be included in each meal and help in the correct composition of dishes.
Since 2020, the Foundation has invested PLN 66.8 million in the For Everyday Shopping (“Na Codzienne Zakupy”) programme, including PLN 20.99 million in 2023.
Pillar 2 Fighting loneliness
The Foundation organises programmes aimed at building social bonds, so that everyone, regardless of age or life situation, has the opportunity to actively participate in social life. As part of this pillar, the Foundation runs meeting programmes for seniors (“Food for shared moments,” “Christmas Eve”) and provides Christmas gifts for seniors in 24-hour care facilities.
“Food for Shared Moments” (“Danie Wspólnych Chwil”) is a programme whose pilot edition was launched in 2022. It aims to combat the loneliness of seniors living in rural areas and to integrate them in local communities. The “Food for Shared Moments” programme is run jointly with Rural Housewives' Clubs. After the success of the pilot edition of the programme, in which 90 Clubs participated, the Foundation engaged with 750 Clubs for each following editions in 2023, which prepared a total of 4,580 meetings in various parts of Poland. A meal is an important element of meetings at the common table. To be able to buy the products needed to prepare the meal, each Club received an e-Code from the Foundation, each worth PLN 4,000. Each Club used this codes in Biedronka stores to organise at least three meetings.
The Foundation regularly supports Clubs in nutrition education for seniors. In 2023, for example, it organised the 'Action Water' project, which highlighted the role of drinking water for seniors.
Pillar 3 Supporting health protection
Initiatives in this area focus on providing elderly people with access to health care and improving health care. It is implemented mainly through infrastructure investments – support for the construction of facilities, and purchase of apparatus and equipment.
During 2023, the Biedronka Foundation ran different projects and initiatives towards these objectives. The “Biedronka Foundation for Polish Geriatrics” (“Fundacja Biedronki dla polskiej geriatrii”) programme supports hospitals running geriatric wards by financing necessary medical equipment. So far, eight hospitals have received support under the programme for the total amount of PLN 3.19 million. In 2023, three hospitals received PLN 1.08 million.
Pillar 4 Crisis assistance
The “Crisis Assistance” pillar focuses on providing quick and effective support to people affected by emergencies such as natural disasters, war or other crisis situations. Support for Ukraine included programmes in 2023 for refugees in Poland (shopping cards and provision of free accommodation) and war-affected people who remained in Ukraine. In total, the Biedronka Foundation has allocated nearly PLN 51 million to support Ukraine, including nearly PLN 26 million in 2023.
As one of the programmes, in cooperation with the Polish Centre for International Aid (Polskie Centrum Pomocy Międzynarodowej – PCPM), Foundation sent 30 transports that contained 903 pallets of basic products needed for life, such as groats, pasta, canned food and cleaning products. In 2023 alone, more than 57 thousand people received help. The packages reached areas close to the front in the Kharkiv, Mykolaiv and Kherson regions. The Foundation's expenditures in 2023 amounted to PLN 4.7 million.
In addition, after the destruction of the dam in Nova Kakhovka, the Foundation also supported flood victims. Over PLN 166,000 was allocated to 1,000 sets that contained a blanket, bedding, sheets, quilt, pillow, rubbish bags, water and food products.
Pillar 5 Awareness and commitment
An important part of the Biedronka Foundation's work is to raise public awareness and sensitivity to the needs of the elderly. The Biedronka Foundation organises information campaigns and engages in other activities to achieve these goals. The Foundation supports, among others, the Warsaw Uprising Veterans Association (Związek Powstańców Warszawskich). Before the anniversary of the outbreak of the Warsaw Uprising, Biedronka Foundation donated PLN 100,000 which was allocated for allowances for the Veterans – members of this organisation. In addition, the Foundation prepared Christmas gifts for the Veterans. 65 members of the Association received a package containing Christmas gifts and delicatessen products directly to their homes.
In 2023, the Biedronka Foundation received the following awards and distinctions:
- Benefactor of the Year (Dobroczyńca Roku) – The Biedronka Foundation and the Biedronka chain won the 26th edition of the Benefactor of the Year competition in the category "helping refugees and Ukraine”.
- Stevie Awards – Gold Stevie Winner – for the Biedronka Foundation's “Food for Shared Moments” programme in the 2023 International Business Awards® in the social event category. The project won an additional Grand Stevie award for the highest rated nomination of the year.
- Złote Spinacze (Golden Paper Clips) – Golden Paper Clip in the Social Event category for the “Food for Shared Moments” project.
- Milestone (Kamień Milowy) – award of the National Federation for Solving the Problem of Homelessness (Ogólnopolska Federacja na rzecz Rozwiązywania Problemu Bezdomności) in the category Cooperation with Business.
- Economic Personality of the Year (Gospodarcza osobowość roku) – award of the Federation of Polish Entrepreneurs (Federacja Przedsiębiorców Polskich) in the category “Economic Personality of the Year – Social Activity”.