Asahi Beer's Financial Support for Contribution to Society

(Oita Godo Newspaper, September 12th 2009, morning paper)

(Tokyo) On September 11^th in the prefectural office, Asahi Beer (Tokyo) announced that one part of the sale of its leading product, "Asahi Super Dry", will be donated to four organizations who strive for protection of natural environment.

The company would set aside some amount of money for the second part of social contribution plan named "Umai! Wo ashite he!", in which the cans that will be manufactured from the end of this month until the end of November, for the total of 4 kinds of brand as the target, one part of the sales within the prefecture (1 can=1 Yen). The recipients who will benefit from the donation would be "Ecotourism Guide Association", "Dream Project 21 by NPO Kokonoe Toki", 久住山避難小屋トイレ管理運営協議会", who participate in the executive conference of "Saying Gratitude to Distressed Nature".

In the first part of the plan (March-April), the company gave 2,020,000 Yen to the executive committee who burnt the fields on Iida Plateau and Bou Gatsuru. The branch office of Asahi Beer in Oita said "We want to be useful to protect the natural environment in Oita". The company is planning for a tour to walk around Tade wild marshland next March.

Comment: Recently, there is an increasing awareness regarding Corporate Social Responsibility (CSR). It implies the importance of having balance between public and private benefits. More and more companies in Japan and around the world added CSR into their budget. And especially in Japan, it is becoming more important for companies to be aware of the impacts of its products and productions to the environment.

NUGROHO Katarina Marsha Utama

Indonesia

Ritsumeikan Asia Pacific University, APM3