Company is leading the initiative, by donating 10% of its sales profits, to persuade the UAE business community and the general public to donate maximum to help Gaza children alleviate their sufferings.

DUBAI: To support the war-torn children in Gaza, Al Islami Foods today launched a week-long internal and external fund-raising drive in aid to the affected children. The drive will run under the theme - ‘For Our Children in Gaza’ - in collaboration with the UAE Red Crescent Authority, as part of Al Islami social responsibility programme.

Leading the initiative to persuade the UAE business community and the general public, Al Islami Foods will donate a 10 per cent of its sales profits during the months of January and February 2009 to Gaza children. The drive will run from xx to xx of January at all Al Islami retail partners, Al Farooj restaurants, Al Islami Carts and Al Islami Meat-Shop outlets across the Middle East. ‘For Our Children In Gaza’ drive will be endorsed through Arabic and English language radio stations and newspapers in the UAE.

“The humanity is moved by the brutal devastation, afflicting children, men and women in Gaza”, commented Saleh Abdullah Lootah, the Chief Executive Officer of Al Islami Foods. “Children deserve our attention and support more than elders as they do not know how to cope with starvation, wounds and the anguish caused by the destruction of families, homes, markets, medical and community facilities”, expressed Saleh Lootah.

He said: “We, the business community and the each member of Al Islami group, are committed to support the humanitarian initiatives. We are making our all-out effort to make Al Islami fund-raising drive a success so that the maximum supplies go to the affected people in Gaza to help them get food and medical facilities”.

Applauding the Al Islami initiative, Mohammed Abdullah Al-Zarouni, Manager, UAE Red Crescent Authority, stated: “We are glad to witness such an exemplary initiative to support the destitute in Gaza. The Red Crescent pledges its maximum support to this noble cause. The children in Gaza are really in urgent need of such a support and we urge UAE business sector and the people to join hands with Al Islami and contribute to arrange food, medicine and clothes for the people in Gaza.”

Middle East –Wide Campaign: To spread maximum public awareness in favour of the Gaza, all Al Islami packaging is being branded with the theme - ‘For Our Children In Gaza’. Flyers, stickers and roll up banners are being developed to send the message across to Al Islami distributors, suppliers, consumers in the Middle East.

In addition, roll-up banners and stickers will be placed at Al Islami retail partner shops, Al Farooj restaurant, Al Islami Carts and Al Islami Meat-Shop branches in the UAE and the Middle East.

Internal Employees Campaign: Concurrently, an in-house campaign has also been started in Al Islami head office, factory and warehouses where Al Islami employees will contribute and collect the maximum proceeds for Gaza children. Relatives, friends and people outside the company can also give cash donations to Al Islami partner stores, merchandisers, Al Farooj restaurants, company representatives deployed at Al Islami Carts and Al Islami Meat Shop branches all over the UAE.

Food prices in Gaza have risen by 32%, Palestinians in the besieged territory are now forced to spend around 67% overall – 73% amongst the poorest sector – of their income on food, according to a survey jointly undertaken last year by of the United Nations Relief and Works Agency UNRWA), the World Food Programme (WFP) and the Food and Agriculture Organization (FAO) of the United Nations.

At the end of the week-long drive, the donation cheque will be presented to officials of the UAE Red Crescent Authority, who will send the food and medical supplies to 1.5 million people in Gaza on behalf of Al Islami Foods. The UAE Red Crescent has ensured full support to Al Islami initiative to reach food and medical supplies to Gaza.