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Asda launches community involvement programme

Supermarket giant Asda has embarked on a new community involvement programme called Community Life.

GENERAL MERCHANDISE

Asda launches community involvement programme

Supermarket giant Asda has embarked on a new community involvement programme called Community Life.

The programme, which has already been piloted in 31 stores around the UK, will encourage staff to find new ways to help their communities. Known as Community Life Champions, the staff will work alongside their store managers on a variety of activities to help make a difference in their local area.

Asda said its Community Champions are now spending a day a week serving local organisations with community events being hosted in store every month and customers deciding which local causes to support with a new charity program “Chosen by You, Given by Us”. In addition, staff are meeting with local leaders every month to help build stronger relationships.

CEO Andy Clarke said: “In the UK, what people want and need in their lives now is a sense of ownership, unity and security. This is the new wealth. And it can only be found in community
“The retailer that innovates around community and operates with the consent of community will be the retailer of the future.”
 
He added: “Government cutbacks are creating a shift in British society toward more reliance on communities—whether it’s for health care, education or making ends meet during a rough patch. Community Life is another big step to being a better part of the daily lives of our customers,” 

Community Life will be rolled out to all 500-plus Asda stores and depots across the UK in the first quarter of 2012.

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