In recent years, CFRD has continuously explored and innovated models of corporate cooperation, leveraging enterprises’ unique strengths to conduct fundraising activities and promote charitable engagement through consumer participation—often in the form of customer donations matched by corporate contributions.

Since 2020, CFRD has partnered with PepsiCo to carry out public welfare marketing initiatives that support special industries in underdeveloped regions through product sales and corporate donations.  

On August 25, 2024, CFRD, together with PepsiCo and Jiajiayue Group, launched a donation and purchase intention signing ceremony under the theme "Buy Lay's at Jiajiayue to Support Farmers" in Linshu County, Linyi City, Shandong Province. This initiative aims to foster the development of the local sweet potato industry by engaging consumers and creating end-to-end linkages for sustainable rural revitalisation. Using an innovative model of "public welfare driven by buy-and-donate actions," the project leverages the influence of the Lay’s brand and Jiajiayue Group’s platform advantages.  

As part of the effort, PepsiCo donated RMB one million to CFRD to support the sweet potato industry in Linshu County. Additionally, Jiajiayue Group signed a letter of intent with CFRD and Shanpin E-commerce to help expand sales channels for local sweet potato products.

"Buy Lay's in Jiajiayue to Help Farmers" Donation and Purchase Intention Signing Ceremony

 

A number of shopping malls have launched the "Buy Lay's in Jiajiayue to Help Farmers" public welfare promotion activities