Positive stories during the beginning of the pandemic included restaurants treating essential workers to free lunches or an early-morning coffee. Some companies with excess face masks donated them to local hospitals, and retired doctors put their stethoscopes back on and headed out to areas with a scourge of COVID-19 cases. An Italian opera singer went viral when she sang for her neighbors during a spring 2020 lockdown.

But even as these stories retreated into the background there were companies behind the scenes ensuring that the spirit of giving back remained strong. Plenty of restaurants and vendors have ongoing initiatives that strive to create good and make the world a more equitable place.

One of these programs, Care In Your Cup™ by Segafredo Zanetti® coffee, presents an easy and effective way for foodservice operators in the U.S. to support communities around the world, including (but not limited to) coffee-growing regions where their beans come from. That’s because a portion of proceeds go toward the Zanetti Foundation, a family-run, non-profit organization dedicated to youth development projects.

“For our family, the creation of the Zanetti Foundation was a fundamental step in uniting economic responsibility with social responsibility,” says Laura Zanetti, vice president of the Zanetti Foundation.

Since 2006, the foundation focuses on youth development in the areas of education, health, nutrition, safety, and psychological support working with local non-governmental organizations (ngos) from all over the world.

“For our family, the creation of the Zanetti Foundation was a fundamental step in uniting economic responsibility with social responsibility.”

“It’s our responsibility as a company to give back to the communities where we do business,” says Sue Ary, communications manager at MZB-USA, the North American roaster and distributor of Segafredo Zanetti coffee. “Partnering directly with some of the Zanetti Foundation projects is a way for us to also give back to coffee-growing regions such as Guatemala, Brazil, and Peru.”

Care In Your Cup™ is a way for operators to know that the coffee vendor they are supporting is investing back into the communities from which the beans are sourced. But Care In Your Cup™ is also a great way to connect with consumers who are becoming increasingly interested in the story behind where their food and beverages are sourced from.

Here’s a look at four uplifting stories surrounding initiatives carried out by the Zanetti Foundation that serve as examples of what can be accomplished by those in the foodservice industry, even during the toughest of years. It’s a group of stories Segafredo Zanetti® loves to share with its operator partners, just as it’s a set of stories operators might love sharing with their loyal coffee customers.

Education and nutrition for K’iche’ Mayan indigenous children and families

Guatemala

The Zanetti Foundation has partnered with CEFA Onlus, an NGO based in Italy, to help improve the quality of life of girls and adolescents from various K’iche’ communities. The initiative specifically aims to foster education, promote gender equality, and improve the nutrition of youth in the region.

“Guatemala is a country where poverty and social and economic inequalities are among the main obstacles to development,” says Laura Zanetti. “This project promotes access to schools and improves the nutrition of 100 girls and adolescents from 14 K’iche’ indigenous Mayan communities in the Quiché Department.”

Sporting Equipment for the ‘Centro de Convivência Santo Aníbal’

Brazil

The Zanetti Foundation has partnered with Instituto Rogacionista Santo Anibal in the fight against poverty in Brazil. The shared goal is to promote social integration and to eliminate discrimination against at-risk and socially vulnerable youth by providing children and adolescents with healthy food, after-school programs, and job training and activities that promote social connectivity.

One of the ways that this goal is achieved is by providing children with sporting equipment, as well as a safe space to learn the lessons provided by athletic competition.

“Sporting activities have an important, universal role in personal development and education,” says Laura Zanetti. “Thanks to our support, the Center offers over 200 children the opportunity to practice various sports, such as five-a-side football, volleyball, basketball, table tennis, and court tennis.”

Educational and recreational activities for children of the Manguinhos favela

Rio de Janeiro, Brazil

The Zanetti Foundation teams up with Fondazione Cesvi, an Italian NGO, to arrange activities for children in one of the largest favelas in Rio de Janeiro. According to the Zanetti Foundation, this initiative directly involves over 200 children and benefits up to 1,000 more.

“The Zanetti Foundation’s support allows youths in the Manguinhos favela to attend various education and recreational activities which, in a context of violence and degradation, are essential to protecting them,” says Laura Zanetti. “These activities are essential in protecting these children and stimulating an environment of culture, peace, and respect for rights.”

Defending the Children of the Rural Communities of Huancarani, Accha, and Omacha

Cusco, Peru

In conjunction with Terre des Hommes of Italy, the Zanetti Foundation supports a network of about 300 children between the ages of six to 17 in an area of Peru that has been overwhelmed by the pandemic.

This project helps deliver learning material to children who could not attend school. Resources include the creation and delivery of video clips and educational broadcasts on local radio stations, as well as food kits and shoes.

“These children predominantly live in a situation of poverty and social exclusion,” says Laura Zanetti. “This program employs a strategy of prevention of migration while protecting minors from the dangers of involvement in activities that exploit and infringe upon their rights.”

For more info on the Zanetti Foundation’s ongoing projects, visit fondazionezanetti-onlus.org/en/.

These are just four examples of the work of the Zanetti Foundation, and they are also just a handful of examples of all of the initiatives run by organizations around the world that are aspiring toward making the world a more equitable place.

“These stories are a good reminder of the fact that there’s always something greater to aspire toward,” says Laura Zanetti. “We oftentimes face great difficulties and hear stories of extreme injustice. But the important thing is to go ahead, believe in what you want to do, and find the best strategies and partners to try in every way to make a difference in the lives of many.”

The nice thing for operators is that this is something actionable. Segafredo Zanetti® encourages operators to reach out and find out how they can be a part of these ongoing initiatives.

“Foodservice operators play a critical role, as there is an extremely close link between the foodservice segment, consumption, and the well-being of the planet and fragile populations,” says Laura Zanetti.

The foundation hopes that sharing these initiatives around this time of year might empower operators hoping to contribute to beneficial causes.

“Care in Your Cup is our way to invite the foodservice community to also care with us,” says John Fitzgerald, division vice president of foodservice at Massimo Zanetti Beverage USA. “By partnering with Segafredo Zanetti® to create extraordinary beverage experiences, our customers and operator clients are contributing to the Care in Your Cup initiative, which helps disadvantaged young people realize their potential.”

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