PepsiCo announces partnership with charity START to launch operations in Cairo

PepsiCo, one of the largest foods and beverages companies, has announced a partnership with Dubai-based charity START to launch and support its new operations in Cairo, Egypt.

Announcing the initiative, Talal El Khalil, General Manager for the GCC at PepsiCo said PepsiCos contribution is geared towards helping set up START Egypt, the charitys sixth branch. PepsiCo will also work hand in hand with the childrens art charity to establish its operations and encourage PepsiCo employees in Egypt to volunteer.

Art lies at the core of PepsiCos DNA and has always played an integral role in PepsiCos culture. Through this partnership, which will help launch START in Egypt, we want to express our support to START, whose initiatives demonstrate the role art can play in the lives of refugees, orphans and children with special needs, said Al Khalil.

We cannot thank PepsiCo enough for believing in what we do. They truly understand our mission to heal children who have suffered from war, pain and loss. We are so excited to launch START Egypt and pleased to have the perfect partner to change more lives with, said Nicola Lee, START Director.

START will provide learning through art to more than 500 children in Egypt by building relationships with established charities such as SOS and Save the Children and other non-profits with the help and support of PepsiCo.

START was founded by the Al Madad Foundation and Art Dubai in 2007. START is now an independent project under the Al Madad Foundation, providing art education through workshops for refugees, orphans and children with special needs across the Middle East and India. START workshops give children the opportunity to express themselves, engage with others and develop a feeling of self-worth.