KUALA LUMPUR: As the Covid-19 pandemic continues, more and more Malaysians are finding it difficult to cope with their lives.

Some have lost their families while others have lost their source of income.

With the spirit of helping their fellow Malaysians in mind, the #KitaBersama initiative has been launched to encourage corporations to do good.

It is a joint effort between Baba Products (M) Sdn Bhd, Mamee Double Decker (M) Sdn Bhd, Sime Darby Oils and Etika Group of Companies, together with non-governmental organisation Food Aid Foundation (FAF).

To kick-start the initiative, the fast-moving consumer goods brands delivered the first collection of products — including Baba's, Mamee, Alif and Goodday Milk products worth more than RM90,000 — recently.

FAF will distribute the food and beverages this weekend to those most affected by the pandemic, especially in Enhanced Movement Control Order areas in the Klang Valley.

Baba Products communication and consumer marketing manager Farhan Hafetz said the #KitaBersama initiative was created to encourage more brands to come together to do good.

"Many corporations are doing charity individually. However, there's strength in numbers. If more brands could collaborate to do good, it would benefit the community".

Assistant director of Islamic Affairs and Government Relations of Mamee Double Decker, Ahmad Syukry Ibrahim, welcomed the invitation to cooperate and said that this effort was an extended initiative of its Mamee Prihatin CSR programme that started in 2011.

Sime Darby Oils consumer business senior manager Mohamad Rahimi Abdullah said: "Sime Darby Oils is happy to be on board with this collaboration as it is another platform for companies to work together for a good cause.

"We hope more brands will join hands to reach out and help members of our communities who are in need during this difficult time."

Etika Group of Companies chief executive officer (Malaysia, Singapore and Brunei) Khalid Alvi said: "Since the onset of the pandemic, Etika Cares, a long-term impact driving programme by Etika, has been undertaking campaigns to support vulnerable groups in our community.

"Being a part of this effort is one of our initiatives to do good together and we will continue to do so in the near future as well."

Since the start of the Movement Control Order last year, FAF has distributed more than two million kg of food to the needy.

MCO 3.0 caused a surge in requests from beneficiaries and other B40 communities.

FAF founder Rick Chee said: "We have been unable to meet the increase in requests. We welcome contributions in any form to help us in helping others."

All corporations are welcome to join and support the #KitaBersama initiative.