Mandela Day is often remembered for the 67 minutes people dedicate to serving others.
For Philip Morris South Africa (PMSA) and FoodForward SA, however, the real story stretches far beyond a single day.
This Mandela Day, the two organisations marked nearly a decade of working together to help address food insecurity in South Africa, bringing employees together in one of PMSA’s largest employee-led volunteer initiatives to date. Teams in Johannesburg, Cape Town and Durban united to support vulnerable communities, reinforcing a partnership that has continued to grow since 2017.
At a time when more than 16 million South Africans face food insecurity, the collaboration highlights the role that long-term partnerships between businesses and civil society organisations can play in helping communities access nutritious food.
A Partnership Built on Commitment, Not a Calendar
While Mandela Day shines a spotlight on volunteerism every July, PMSA’s relationship with FoodForward SA extends throughout the year.
Since 2017, the company has supported FoodForward SA through a combination of employee volunteerism, social investment and ongoing collaboration, demonstrating a shared commitment to improving food security for people in need.
For Buena Barnes, General Manager of Philip Morris South Africa, lasting change requires more than isolated acts of kindness.
“Mandela Day reminds us that meaningful change is rarely achieved through a single moment – it is built through sustained commitment and collective action over time. Our contributions to FoodForward SA is a reflection of that belief.”
That philosophy has guided the partnership for almost a decade, turning annual Mandela Day activities into part of a broader, long-term effort.
Employees Roll Up Their Sleeves Across Three Cities
This year’s Mandela Day initiative saw PMSA employees participate in FoodForward SA’s food-packing programme, contributing their time and energy to support the organisation’s mission of recovering and redistributing quality surplus food to beneficiary organisations across South Africa.
Rather than simply volunteering for the day, employees became part of a supply chain that helps extend nutritious food to vulnerable individuals and families.
The activation simultaneously took place across Johannesburg, Cape Town and Durban, making it one of the company’s most significant employee volunteer initiatives in recent years.
Supporting FoodForward SA Since 2017
The partnership has grown steadily over the years through both financial support and employee involvement.
In 2019, PMSA’s financial contribution toward FoodForward SA’s Mandela Day initiative helped enable food distribution to 530 beneficiary organisations across the country.
Barnes says this year’s nationwide employee participation reflects the company’s ongoing commitment.
“Since 2017, we have supported the organisation through both volunteerism and financial contributions. This year, it was incredibly rewarding to see our employees come together across three cities to support FoodForward SA’s work and contribute towards addressing food insecurity in communities across South Africa.”
Creating Purpose Beyond the Workplace
For employees, the initiative offered more than an opportunity to volunteer.
It created space to connect with a shared purpose while experiencing the impact of collective action firsthand.
According to Palesa Moloi, Director of People & Culture at Philip Morris South Africa, the programme reflects the company’s culture of purpose and belonging.
“Our people are passionate about making a positive difference beyond the workplace.”
She added:
“Seeing colleagues volunteer their time across Johannesburg, Cape Town and Durban was a powerful expression of this commitment. Initiatives like these create meaningful spaces for Philip Morris employees to connect with causes that matter to them, come together in pursuit of a shared purpose and experience first-hand the tangible difference their contribution make in the lives of vulnerable communities, reinforcing a culture of purpose, belonging and social responsibility across our organisation.”
Why Long-Term Partnerships Matter
South Africa continues to face significant food security challenges, with millions of people struggling to access nutritious meals.
Against this backdrop, partnerships between the private sector and organisations such as FoodForward SA play an increasingly important role in supporting vulnerable communities.
The collaboration between PMSA and FoodForward SA demonstrates that sustainable impact is achieved through consistency rather than once-off interventions.
By combining employee volunteerism with ongoing financial support, the partnership has continued to strengthen year after year.
Looking Beyond Mandela Day
Mandela Day may inspire South Africans to dedicate time to serving others, but its greatest value often lies in what follows.
For PMSA and FoodForward SA, the day represents another milestone in a relationship built on shared purpose, collaboration and sustained commitment.
Nearly a decade after the partnership began, employees across three major cities once again proved that meaningful change is created through people working together over time.
As communities continue to face the challenges of food insecurity, the partnership serves as a reminder that lasting impact is not measured by a single day of service—it is built through years of action.
About Philip Morris International
Philip Morris International (PMI) is a leading international consumer goods company focused on delivering a smoke-free future while evolving its portfolio beyond tobacco and nicotine products. Its current portfolio includes cigarettes and smoke-free products such as heat-not-burn devices, nicotine pouches and e-vapor products.
PMI’s smoke-free products are available in 100 markets, and as of 30 June 2025, the company estimates they were used by more than 41 million legal-age consumers worldwide, many of whom have moved away from cigarettes or significantly reduced their cigarette consumption. Smoke-free products accounted for 41% of PMI’s total net revenues during the first nine months of 2025.
Since 2008, PMI has invested more than $14 billion in developing, scientifically substantiating and commercialising innovative smoke-free alternatives for adults who would otherwise continue smoking. The company also has long-term ambitions to expand into wellness and healthcare.
