On October 30, the ALVIVA GROUP team attended the PR marathon “In the Mirror of Reality” at Unit.City. The central event was the panel discussion “Social Responsibility 2025: Integration, Actions, Results.”
The main topic of the meeting highlighted the mature approach of Ukrainian business to CSR: supporting the state during wartime is no longer a subject for discussion, but an unconditional must-have and a baseline strategy for any modern brand, including ALVIVA GROUP.
PHILOSOPHY OF ACTION: ALVIVA GROUP POSITION
“For us, assistance is a duty to our people, not an excuse for PR. We consciously avoid unnecessary advertising. At the same time, we understand the importance of reporting: it is needed to build trust in those who contact us. Therefore, social responsibility is an investment in the trust of our consumer,” says Lia Metreveli, PR manager at ALVIVA GROUP.
SUSTAINABILITY FORMULA: REALITY AND FIGURES
Our support consists of systematic and continuous actions that have been ongoing since the first days of the aggressor’s full-scale invasion of Ukraine.
Humanitarian aid: Kyivkhlib production facilities became volunteer hubs immediately after the start of the full-scale invasion. Company employees distributed bread near factories and provided food for people in metro stations.
Support for the Defense Forces: Kyivkhlib products were provided free of charge to critical infrastructure facilities, Territorial Defense units, the Armed Forces of Ukraine, hospitals, and medical centers. Every month, we send humanitarian aid including bread, confectionery products, hygiene items, and medical supplies for the military.
Joint projects: We regularly conduct charity fundraisers and auctions, directing the proceeds toward purchasing drones, vehicles, and equipment. Our employees are also active participants in the “Donate Blood – Save Lives” initiative.
Social initiatives: We continuously cooperate with the Ministry of Health and support orphanages and rehabilitation centers in Kyiv, Cherkasy, Mykolaiv, and other regions.
Contribution to the economy: We provide jobs for more than 6,000 people.
Taxes and resilience: In 2024 alone, the Group paid over one billion hryvnias to the state budget. This is a significant contribution to strengthening the economy and a direct form of support for the Armed Forces of Ukraine.
The ALVIVA GROUP team believes that a business that gives hope cannot be broken. After all, every loaf of bread, every restored smile, every donation is our “Formula of Sustainability.”