MC is the first national food retail company to launch a social impact report through a detailed analysis of the work carried out by Missão Continente on behalf of communities throughout 2022.

The first edition of the Impact Report launches in the year in which Missão Continente celebrates two decades as an aggregating platform for all of the brand’s social responsibility initiatives, detailing its involvement with the community in different aspects, from classic philanthropy to social investment.

This Impact Report gathers information on the projects supported and promoted by Missão Continente, with a focus on what is common between them - changes and impact -, facilitating communication about the projects and the global investment strategy. In addition, it guarantees the transparency of the support and monitoring processes, contributing to Missão Continente’s credibility.

The report identifies the resources invested, the activities carried out, the results achieved and, finally, the changes achieved. These four phases make up the Theory of Change, a methodology used to establish the basis for impact management and monitoring. In addition to using this methodology, another tool for measuring social impact was used: the Impact Management Project, which made it possible to respond to five information dimensions: “What”, “Who”, “How Much”, “Contribution” and “Risk”.

This impact report allows us to detail the contribution that Missão Continente made throughout 2022 to the resolution of problems that it considers to be priorities within the scope of its action strategy, ensuring the path of commitment that we have been taking, of creating social value and positive impact in the communities where we operate.” explains Nádia Reis, Director of Communication and Social Responsibility at Continente.

The document also presents an overview of Missão Continente’s role, from North to South of Mainland Portugal and Islands, highlighting the role of Missão Continente’s Strategic Council, composed of experts on today’s most pressing issues as well as the membership in the European Venture Philanthropy Association (EVPA), the most relevant European network of impact investors.

Missão Continente has been strengthening its involvement with the institutions it supports, implementing in-depth and regular follow-ups, in order to monitor the results and train the beneficiary projects” explains Nádia Reis.

For Continente’s Director of Communication and Social Responsibility, “the preparation of a Social Impact Report, focusing on the activity carried out by Missão Continente, allows us to improve the way we structure and maximize our projects’ social impact through its measurement and monitoring. Only this way can Missão Continente continue to grow as a social investor, strengthening itself as an essential pillar of society.

Missão Continente represents all of Continente’s social responsibility initiatives, working on the axes of food, people and planet, thus wanting to contribute to a more sustainable future.

Missão Continente’s Impact Report LINK


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