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Mainland — 18 Years of Supporting Penguins


Mainland — 18 Years of Supporting for the Yellow-eyed Penguins

The Commitment:
 Mainland has been a major sponsor of the Yellow-eyed Penguin Trust since 1989. The association has become far more than just another sponsorship arrangement and is thought to be one of the longest standing relationships between a corporate and a wildlife organisation anywhere in the world, making it very unique.

 In addition to the huge financial contributions, Mainland has invested a substantial amount of resource into raising the profile of the Trust and the plight of the yellow-eyed penguin. Mainland devoted significant resource in television commercials featuring Roy - an icon synonymous with Mainland in the 80s and early 90s - and a yellow-eyed penguin, demonstrating Mainland’s further commitment to the cause.

The Results:
 With the help of all New Zealanders, through the barcode redemption scheme, Mainland has been able to help preserve and strengthen yellow-eyed penguin numbers. For every cheese or butter barcode received, Mainland donates $1 to the Yellow-eyed Penguin Trust; totalling well over $1 million over the past 18 years.
 The redemption rate has grown from 49,000 in 1991/1992 to almost 80,000 in 2006/2007! Over this period, Mainland has donated more than $1 million to the Trust which has gone a long way to saving our native penguin.
 Mainland has produced an 80-page resource kit that can be used in class for the Environmental topic, now a required part of the curriculum. Mainland’s yellow-eyed penguin consumer promotions (such as the “Help Our Sea Friends” and “Help our Hoiho” on-pack and in store promotions) also provide additional funds to the Trust; over and above the ongoing barcode redemption programme. These initiatives help not only raise funds but educate New Zealanders, creating a sense of community and empowering people.

The Future:
 All Mainland products – including block, sliced, grated, specialty and butter – will continue to provide consumers with the ability to contribute to the Trust through the barcode redemption scheme.
 Ongoing, Mainland will continue to drive awareness and promote the Trust’s efforts through a mix of promotions, advertising, and event sponsorship.

ENDS

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