Karachi, July 30: Engro Foods’ flagship brand Olper’s announced its commitment to promote and develop women entrepreneurship in rural Pakistan by training females in livestock management through a radical initiative called Women Empowerment through Livestock Development (WELD). The program has been launched in collaboration with Engro Foundation and MEDA where women are trained in better livestock management practices including livestock feeding and nurturing along with training to deliver door-to-door services to livestock owners in terms of techniques to better manage their animals and eventually become Female Livestock Extension Workers (FLEWs) and Female Village Milk Collectors (FVMCs).

The campaign has been supported by a touching media campaign under the theme of ‘Mera Intekhaab Olper’s ke Saath, Baantna Neimatein Behisaab’ (My Choice, Spreading Countless Blessings With Olper’s) where people all over Pakistan and more importantly, across all socioeconomic classes, are being encouraged to alleviate the plight of the rural woman by empowering her with tools to create a better future for herself and her family. Moreover, Olper’s has also introduced a changed package design for its Ramadan campaign reflecting celebrated cultural forms of valued aesthetics of Ajrak, Tile, Ralli and Chatai upholding pure Pakistani pride. Along with the exquisitely captured beauty of Pakistan in the Olper’s Ramadan advertisement, the brand has managed to promote the core spirit of Ramadan – caring for community.

Speaking at the occasion, Sarfaraz A. Rehman, CEO Engro Foods said, “Olper’s has been associated with celebrating Ramadan year after year with targeted campaigns that have become a signature hallmark of the brand. This year, our communication goes a step forward and exhorts our consumers to aid us in helping those who need us the most in our society. Moreover, another commendable effort that Olper’s is engaged in is to help the environment by recycling the returned Olper’s packs to make furniture for schools in lesser developed parts of Pakistan. With the WELD initiative we are looking to empower the rural women of Sindh and Punjab and help them realize their dreams for themselves and their families”.

To become part of the initiative, consumers can deposit empty Olper’s pack at any Hyperstar or Metro store in Karachi, Lahore or Islamabad. Drop boxes for packet collection have also been placed in various other cities of Pakistan. Consumers can also drop off empty packs at the Olper’s Nematein Caravan, which will be making rounds in different areas of Karachi, Lahore and Islamabad. For more details on the itinerary of the Olper’s Caravan and the location of the drop boxes, please log on to the Olper’s FB page: www.facebook.com/olpersmilk or send “Olpers” to 8282.