Nestle Makes Good in Kenya with Growing Youth Sports Sponsorship

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Nestle hasn’t always had positive feelings associated with its work in Africa. Back in the 1970s, the company enraged millions by aggressively encouraging women there and in other poor areas to use formula for their children instead of breast milk even though the latter had been proven to be cheaper and healthier. That led to testifying before Congress and the World Health Organization as well as a worldwide boycott of the company’s products.

These days, though, Nestle is bolstering its name in Kenya by sponsoring the country’s primary-school soccer leagues with its Milo brand chocolate drink, AllAfrica.com reports, which will benefit 1,400 boys and girls. “Kenya is endowed with talent judging from the standards of this year’s games,” said the company’s country manager, Svetlana Obruchkova, according to the site. “This is the reason why we want to introduce football leagues at primary level.”[more]

Nestle sponsored a tournament in the country this year for 5 million Kenyan shillings ($58,000). A large portion of the investment went into sports equipment, AllAfrica.com reports. Obruchkova notes that a partnership between Nestle’s Milo and the Kenya Primary Schools Sports Association has existed since 2009 and the partnership has helped bring publicity to the games outside of the schools involved.

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