The "How Much Does the Soul Weigh?" campaign has been launched by the Profi retail network, with the goal of reviewing the balance of CSR (Corporate Social Responsibility) projects supported in 2023 and inspiring people to actively engage in key areas such as Health, Education, Environment, Sports, Culture, Communities, and Innovation.

The Seven Pillars

These areas reflect the seven pillars of social responsibility assumed by Profi through which, in 2023 alone, the company supported more than 163 projects carried out in all the counties of the country. 580,000 people directly benefited from the network's financial, logistical and volunteering support, and more than 3 million others indirectly.

We strongly believe that this diversity of actions completes the picture of a healthy community. In order to build a sustainable and balanced future, we must get involved in all aspects of our community's life - in the education of future generations, in ensuring access to quality medical care, in protecting the environment and in promoting cultural and artistic values, says Călin Costinaș, Deputy General Manager Profi.

Each project this year tried to respond to real needs of the communities they were intended for.

Among them are Flight 144 - Blondie Association, Romanian Red Cross anniversary edition - Romanian Red Cross National Society, Adopt a mother - Zurli Foundation, Robert's Hour - Robert's Hour Association, Reading is a priority - Friends of the School Association, The Enchanted Closet - Angels for Souls Association, Profi Kitchen - Center for Educational and Sports Projects Bucharest - PROEDUS, A BIG Goodness, part of the #Niciolunăfarăfaptăbună program - Pastel Association, Used clothes get a new life - partnership with the Fliantropia Federation, the World Championship of Women's Handball - Romanian Handball Federation, Hoghilag Tuberose Festival, JazzX XI Edition, Plai Festival 2023 - Plai Cultural Center.

Some of them targeted innovation and technology brought as close as possible to the final beneficiaries, local communities and children, such as:

Containers for textile recycling in over 60 Profi locations in Hunedoara, Arad and Timiș

In Romania approximately 3% of household waste is composed of textiles and it is estimated that more than 1 million tons of textiles are thrown away.

In partnership with the Fliantropia Federation, Profi started in 2023 a project dedicated to the collection of clothing, footwear, toys and accessories, by placing specially designed containers in the parking lots of its stores, where clothing items can be donated for vulnerable communities.

Until now, donations can be made in selected Profi stores in Timiș, Arad and Hunedoara, and soon the project will be developed nationally. In total, 60 containers have already been placed for the collection of textiles. Clothes, shoes and other textiles that cannot be donated or reused due to wear and tear will go through a sorting and transformation process to avoid waste.

Interactive gastronomic workshop at the Children's Museum in Bucharest

From September 11, together with the Center for Educational and Sports Projects Bucharest - PROEDUS, Profi contributed wholeheartedly to the establishment of an interactive gastronomic workshop at the Children's Museum in Bucharest. In the Professional Kitchen at the Children's Museum, the little ones explore the world of gastronomy, experiment and have fun.

The kitchen is fully equipped by Profi with everything necessary, work benches, sinks, mixers and temperature controlled tables for the little ones to prepare the most delicious meals.

In the workshop, children are guided by a skilled chef who tells them the history of gastronomy from around the world, and then they cook and learn through fun games such as the food wheel and a food pyramid, discovering more about products and food.

How much does the soul weigh? Value he brings to the world through his actions

With the balance of CSR projects in 2023, the campaign "How much does the soul weigh?" is meant to inspire, challenge and mobilize people to join the journey through which we can together create a stronger community that fosters innovation, protects the environment, promotes health, educates future generations and celebrates cultural diversity.

The campaign "How much does the soul weigh?" reflects our holistic vision and our firm commitment to contribute to a better society and a more sustainable future.

The concept is based on the idea that every soul has a weight, a value that it brings to the world through its actions. When you put your soul into what you do, you are motivated to offer the best and make a real difference in the lives of those around you, says Gabriela Sîrbu, Director of Sustainability, Profi.

VIDEO MANIFESTO: 

The Profi Manifesto speaks of altruism, creativity, care, determination, compassion, curiosity and respect, all of these qualities emanating from the depths of the human soul.

Thus, through visible actions and campaign, Profi inspires people to get actively involved in key areas, to contribute to building a better future,fairer and brighter for them and the communities they belong to.

With 28,000 employees in more than 1,700 own and Partner stores present in almost 840 urban and rural localities, Profi is the largest private employer in Romania. PROFI SUPER, PROFI CITY, PROFI GO and PROFI LOCO, the four store formats of the network, open a range of 5,000 products appreciated by the more than 1.4 million customers who make their daily purchases in these stores.

More than 94% of these products come from suppliers in Romania. The turnover of the network, of 11.6 billion lei, places the company in third place in retail in our country. Profi is a powerful engine of the Romanian economy.