Bairaha Farms PLC, the pioneer chicken processor in Sri Lanka for over four decades, shone bright at the FMCG Asia Awards, being honored as the winner of the Environmental Social Governance Initiative of the Year in Sri Lanka for 2021.
For the first time in Sri Lanka, a recipe book of chicken recipes written in braille was launched to help the blind people in the country enjoy a zest for reading and cooking in a format they can understand.
Through promoting the book and its mission to reach the blind, the company achieved great results during this campaign. Their social media pages also gained considerable attention from the local market.
Apart from being the first braille recipe book launched in the country, it boasts of being able to promote the joys of cooking in a more inclusive way. This initiative was a success since its launch in Sri Lanka.
Bairaha Farms PLC also went the extra mile by donating braille books to all 18 schools for the blind across the country.
Due to the pandemic, it was not able to personally deliver the books. Instead, it was sent via courier in branded gift-wrapped boxes with notes written in braille.
The project focused on how to ensure that the entire country’s population enjoyed the benefit of making tasty meals with its products—and that included people who cannot see.
The company was faced with the question “How do we take the product right to our consumers through their heart?” It did not want to let any segment of the market be left unsatisfied and wanted the topic of inclusion to be a part of its project.
For this remarkable effort, Bairaha Farms PLC received the ESG Initiative of the Year – Sri Lanka award in the recently concluded FMCG Asia Awards hosted by Retail Asia.
The awards programme celebrates the most outstanding companies in Asia Pacific’s FMCG industry that have shown exemplary performance with their innovative products and initiatives.
Through its social media campaign, the company was able to achieve promising results and was warmly received by the local market.
The first highlighted achievement noted by the judging panel was that a total of 96,000 people were reached by the social media campaign. In addition, it was able to tally a total of 97,000 video views during the campaign and attained 53,842 post clicks from its social media sites.
As for its main social media page, an increase of an additional 6,000 followers was recorded. This was noted as the second highest achievement of the company. Significantly, the Bairaha video was the most viewed in a single day during the literacy month back in September.
Lastly, the company sealed the award by being able to reach 0.5% of the total population of Sri Lanka.