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蒙牛:让公益成为温暖的力量

2017-08-04 05:04:50   中国青年网

蒙牛营养普惠计划

彰显“一盒牛奶的力量”

就目前来看,我国人均乳品消费还不足世界平均水平的1/3。为聚合行业各层级的力量,帮助提高贫困地区青少年营养健康水平,今年2月,农业部联合中国奶业协会发起“中国小康牛奶行动”。不久前,中国奶业协会D20峰会对行动进行了盘点,蒙牛凭借其开展的“营养普惠计划”完成数量最高、行动积极、理念突出,在“D20牛奶公益助学行动荣誉榜”上位于前列,再一次表现出乳业领先品牌的超前性和示范性。

而蒙牛在其间所大力推崇的“物质与精神营养的结合”尤其受到关注,这不仅让牛奶饮用在国内版图上实现了地理意义上的扩大,同时更让营养和健康生活意识在更广阔的范围内得到深入人心的普及。

从最大的乳品饮用缺口开始

由于城乡生活水平的相对失衡,中国乳业最大的饮用缺口实际上正是在占据了更大国土面积的乡村,“每天一杯奶”对于中国大部分偏远贫困地区的学龄儿童和青少年而言似乎很遥远,但他们却又恰恰是最需要牛奶营养供给的群体。

根据《2017年中国奶业质量报告》显示,国内人均乳制品消费量不足世界平均水平的 1/3。而提升这一数字的关键,就在于乳品饮用边缘地区的广大乡村。为实现这一目标,在半年前的“中国小康牛奶行动”启动会上,蒙牛制定了“在2017年向全国22个省份近百个县城的乡村学校捐赠480万盒学生奶”的初步目标。截止6月30日,蒙牛已经面向209所学校,2.8万名学生,捐赠了超过372万盒学生奶,涉及金额750万元。

通过精准的捐赠人群定位,严格的流程把控,高效且专业的落地活动,蒙牛不仅把响亮的公益宣传口号转化成给乡村孩子们实实在在的营养支持,同时也摸索建立了一整套行之有效、可供行业借鉴的乡村公益模式,得以更好的承载营养惠普的社会承诺。

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