Bairaha Farms PLC, the pioneer of chicken processing in Sri Lanka for more than four decades, shone at the FMCG Asia Awards, receiving the recipient of the Sri Lanka Social and Environmental Governance Initiative of the Year for 2021.

For the first time in Sri Lanka, a braille-written chicken cookbook was launched to help blind people across the country enjoy reading and cooking in a format they can understand.

By promoting the book and its mission to reach the blind, the company achieved excellent results during this campaign. Their social media pages have also garnered considerable attention from the local market.

In addition to being the first Braille cookbook launched in the country, it prides itself on being able to promote the joys of cooking in a more inclusive way. This initiative has been successful since its launch in Sri Lanka.

Bairaha Farms PLC has also gone the extra mile by donating Braille books to 18 schools for the blind across the country.

Due to the pandemic, he was unable to personally deliver the books. Instead, it was mailed in branded packaged boxes with notes written in Braille.

The project focused on how to ensure that the entire population of the country enjoys the benefit of preparing tasty meals with its products, and that includes people who cannot see.

The company was faced with the question “How do we bring the product directly to our consumers through their hearts?” She didn’t want to leave any segment of the market unsatisfied and wanted the topic of inclusion to be part of her project.

For this remarkable effort, Bairaha Farms PLC received the ESG Initiative of the Year – Sri Lanka award at the recent FMCG Asia Awards organized by Retail Asia.

The awards program celebrates the most outstanding FMCG companies in Asia-Pacific who have demonstrated exemplary performance with their innovative products and initiatives.

Thanks to its social media campaign, the company was able to achieve promising results and was warmly received by the local market.

The first achievement highlighted by the jury is that a total of 96,000 people have been reached by the campaign on social networks. In addition, it was able to total 97,000 video views during the campaign and registered 53,842 clicks on posts on its social media sites.

As for its main social media page, an increase of 6,000 additional subscribers was recorded. This was noted as the company’s second highest achievement. Significantly, Bairaha’s video was the most viewed in a single day during Literacy Month in September.

Finally, the company sealed the prize by reaching 0.5% of Sri Lanka’s total population.