PROTON: AN EXAMPLE OF CORPORATE SOCIAL RESPONSIBILITY

When Proton bakery announced its entrance into the Bulawayo market a few weeks ago, Society 24 applauded the move as a huge endorsement of the city’s economy as an investment destination. We also noted the emphasis of Proton representatives on their aim to build mutually beneficial relationships with the community. 

After supporting Proton’s vision, Society 24 went a step further and monitored the baker’s initial footprint in the city based on their promise to walk the talk.  Below is a rundown of the major projects Proton has undertaken in Bulawayo during its first month of operation in Bulawayo.

According to the Business News Daily, contemporary customers expect high standards, which exceed quality products and services, from companies. As such, Business News Daily notes that ‘companies are not only expected to make profits but also operate responsibly to address social and environmental issues.’

Indeed Proton, as noted in previous articles, is exceeding expectations when it comes to product and service quality.

With regards to walking the extra mile, the bakers underlined their environmental awareness by donating ten rubbish bins to the Nkulumane community. 

“There is a real need for these litter bins in my constituency especially at clinics and shopping centres which will be prioritised during allocation,” said Nkulumane Member of Parliament Killian Sibanda upon receiving the waste disposal facilities. 

Nkulumane MP Killian Sibanda receives rubbish bins from Proton management

Society 24 views this as a critical contribution towards environmental preservation by Proton as they encourage proper handling of unwanted products like packaging which degrades the ecosystem if dumped. 

Proton also assumed community responsibility by supporting law enforcement initiatives in Bulawayo. In Particular, the bread maker partnered the Zimbabwe Republic Police (ZRP) when they re-launched their Client Service Charter in Njube suburb.  

The Charter encourages ZRP officers to be diligent in serving and safeguarding the public. Proton was present in solidarity, contributing through dressing some of the participants and giving prizes to officers awarded for excellence.

Client Service Charter procession dressed by Proton

Communities are always in need of recreation and entertainment which is usually attained through sport. Society 24 noticed that Proton was visible in various sporting activities, for example, contributing towards prizes for the Bulawayo Pool Association (BPA)’s Easter tournament, while dressing all umpires and officials for the competition. 

Mr and Ms ZITF was also a beneficiary of similar incentives to participants in an event which saw Proton partner Bulawayo powerhouses like PPC Zimbabwe in sponsoring the body building contest. 

Ms ZITF contestants on stage

Mr ZITF winners pose with their hampers from Proton

With such strides, Proton is definitely angling for a permanent seat at the elders table in business.

At the main show-grounds of the Zimbabwe International Trade Fair (ZITF), Proton defied a general apathy from Bulawayo companies towards the exhibition and showcased for the first time at the 2017 edition.  

“I encourage local companies to exhibit at such fairs since their absence restricts them because they then miss out on a lot of business and partnerships which are both vital to survive in any cutthroat environment,” said Proton sales manager Simba Bodzo in the days preceding the exhibition. 

“In any case, how else can you make informed decisions?” he added.  

Proton brand ambassadors KVG and Phatisani at the ZITF Proton stand

To concur, Society 24 asks how else we, the consumers, can know you are serious about us if you never meet and initiate dialogue with us at such platforms?

Add employment prospects, which amount to hope for Bulawayo citizens, to this cocktail of social initiatives - all achieved in one month of operation - and no one would fault you for appreciating this new business in Bulawayo. 

Society 24 views the footprint of Proton in Bulawayo as a raised bar for other companies to mix business interest with contributions towards social benefit.- Society 24