Missão Continente launches solidarity bag to support firefighters

Missão Continente developed a solidarity shopping bag whose sales will revert to the Portuguese Association of Voluntary Firefighters (APBV) for the purchase of External Automated Defibrillators (EAD), which will be available from tomorrow, August 1st, in all 41 Continente stores from north to south of the country.

These solidarity bags will be on sale to the public for € 1, of which 50% goes to the Portuguese Association of Voluntary Firefighters (APBV). The Volunteer Firefighters were not only at the frontline in the fight against COVID-19, but are the main combatants of the summer fires.

sacos solidarios missao continente bombeiros

With the messages “This bag has a Mission” and “For great causes, great missions”, the reusable and recyclable raffia bags include a label that explains that APBV, since 2005, in partnership with several entities, helps to protect hundreds of firefighters, assigning personal protective equipment for the missions they face, daily, saving lives and defending our heritage.

For João Jordão Marques, APBV’s President of the Board, “although summer is a particularly critical period for firefighters, and one in which their performance is most visible, we work all year to serve the population and on many more fronts than fighting fires. Support such as that of Missão Continente is essential for our professionals to continue to provide quality support to citizens and communities. The volunteer firefighter teams are made up of men and women who have made a commitment to others, but in order to fulfil it, it is critical that they have access to the appropriate means and materials.”

Missão Continente’s team plans to launch more special editions of solidarity and sustainable bags, by the end of the year, to help other social support institutions.

Missão Continente’s actions are part of the initiatives that Continente has been advertising as #BomParaPortugal (#GoodForPortugal), as they reflect the intrinsic relationship that the brand has been developing with the communities where it operates.

In 2019, Missão Continente donated a total of 12.3 million in food surpluses, of which 8.5 million were delivered to 1,013 social solidarity and animal support institutions throughout the country and the rest distributed internally in the stores’ and warehouses’ social areas.

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