The scenario is challenging for NGOs to maintain the pace of revenue in the face of the drop in the population's consumption power due to high inflation. Seven renowned institutions found technology to be an ally to engage society in the journey of purchasing delivery orders via an app. The institutions Ação da Cidadania, Gastromotiva, Orgânica Solidário, Gerando Falcões, CUFA, SOS Mata Atlântica and Todos pela Educação entered into a partnership with iFood that allows customers to allocate any amount through a simple click at the time of finalizing the purchase on the app . Such a simple gesture that has already helped to surpass R＄7.5 million in donations this year alone.
In the last two years, this value reached R＄14 million, thanks to the platform's 420,000 customers who engaged in the cause. The result is also due to partnerships with companies such as MasterCard, Coca-Cola, Unilever, Copagaz, Life Brasilprev and Santander. For Gustavo Vitti, VP of People and Sustainable Solutions at iFood, “the company is the first platform in Brazil to use its high power of reach to combine efforts to make positive changes in society through donations. Thus, we connect people and institutions to those interested in donating and those in need, in an innovative movement with great potential“.
Record number of donations, the NGO Ação da Cidadania was iFood's first partner in the donation program and the one that received the most resources. The organization, created by Betinho and based in Rio de Janeiro, has already collected a little more than 1/3 of the total donations made by customers. This was all converted into basic food baskets distributed to 2,100 partner institutions across the country, benefiting more than 4 million people. No less than 107,700 basic food baskets or 1,077 tons of supplies for families experiencing food insecurity.
“Ação da Cidadania’s partnership with iFood has been long-standing. Since 2017, the company has supported our combat to hunger, helping us bring food throughout Brazil, with hundreds of thousands of basic food baskets distributed to families in all states. Furthermore, we are building partnerships in projects in the area of food security to face the tragedy of hunger that is plaguing the country”. Rodrigo “Kiko” Afonso, executive director of Citizenship Action.
How to donate
iFood created a new tool in its application to make donating even simpler and consolidate people's contributions in a super easy and reliable way. In the cart, before completing the order, with one click in the app, the customer can contribute to partner NGOs, with donations starting at R＄1. The initiative uses technology and innovation to provide partner non-governmental organizations with extremely high revenue potential. The main causes supported by iFood donation campaigns are: food security, education and the environment. The other main way of donating through the iFood app is through the “Customer Profile”, in the “Donations” section, where it is possible to choose one of the entities to support with the amount the customer wants. Follow here step by step on how to donate.
iFood and the food security pillar
iFood has commitments made through the pillars of Education, Environment and Inclusion. In this sphere, food security is located within iFood Include, with initiatives that seek to combine technology and the union of different entities with the aim of combating hunger. Among the existing programs is Todos à Mesa, which connects important points of the Brazilian food ecosystem to help combat waste, bringing food to those who need it most. In the first month alone, from October to November 2021, the consolidated volume of food distributed was around 200 tons. The initiative relies on food redistribution intelligence from the social impact startup Connecting Food, a network from the NGO Ação da Cidadania and the participation of companies such as Nestlé, Carrefour and M. Dias Branco, as well as local retail chains, and has important objectives: combat food waste through the intelligent redistribution of surplus food, open discussions on how to expand the regulatory framework for food donations, enhance food redistribution initiatives and invite more and more companies to participate in the project.
In the same context, as a way to bring quality food to those who need it most, iFood also invests in urban gardens, located in cities and accessible to those who live in peripheral areas, where there is less fresh food available. This is the proposal for the urban farm on the seventh floor of the iFood headquarters, in Osasco (SP), in partnership with the startup Begreen. In an air-conditioned greenhouse protected from pollution, foods such as lettuce, arugula, tomatoes and zucchini are grown without pesticides in an area of 950 m2. All production, around 1.7 tons of food per month, is donated to the Osasco Food Bank. The garden allows us to provide quality food and impact more than 3,000 families.
About iFood
iFood, a reference in online food delivery in Latin America, has 60 million monthly orders. Having been on the market for ten years, the Brazilian company is also present in Colombia. It works together with partners with initiatives that bring together business intelligence and management solutions for the approximately 270 thousand restaurants registered in more than a thousand cities throughout Brazil. iFood has important investors, such as Movile, a global leader in mobile marketplaces, and Just Eat, one of the largest online ordering companies in the world. iFood News was recently launched, an iFood news portal that promotes current topics such as the New Economy and content about business curiosities, partners' success stories in addition to addressing trends and innovation in the segment.
More information: press@ifood.com.br / ifood@agoracomunica.com.br
News iFood / @ifoodnewsbrasil