Tawfeer Supermarket announced the launch of its Christmas initiative in partnership with Tamanna, the Lebanese NGO dedicated to granting wishes for children facing critical health conditions. The initiative was unveiled during a special Christmas event held at Tawfeer’s Tabarja branch on the 29th of November, in the presence of Rami Bitar, Chairman & CEO of Tawfeer International, represented by Chief Human Resources Officer Fadel Makki, Inas Fakhreddine, President of Tamanna, the Children’s Choir of the Kfaryassin and Adma Parish, community guests, and members of the media.
This initiative invites Tawfeer customers to play an active role in spreading hope. Shoppers can donate $1 or more at checkout throughout the holiday season to help fulfill the heartfelt wishes of 9 children supported by Tamanna. In addition, Tawfeer will donate the proceeds from a curated selection of products, transforming everyday purchases into acts of kindness and allowing Lebanese families to give back while doing their seasonal shopping.
On behalf of Chairman & CEO Rami Bitar, Fadel Makki, Chief Human Resources Officer at Tawfeer, reaffirmed the company’s commitment to championing community-driven causes: “This initiative reflects what Tawfeer stands for: a local brand that puts people first. Every family that shops with us this season will be helping bring joy and hope to children battling critical illnesses. We are proud to stand alongside Tamanna in making this Christmas more meaningful for these children and their families”.
The event opened with the highly anticipated Christmas reveal, highlighted by the lighting of Tawfeer’s large Christmas tree installation, an uplifting moment that officially launched the campaign. The celebration continued with a festive Christmas recital by the Children’s Choir of the Kfaryassin and Adma Parish, filling the space with warmth and holiday spirit, before concluding with speeches delivered by representatives of both organizations
Representing Tamanna, Inas Fakhreddine, President of the NGO, emphasized the importance of collective action: “The heart of our mission is to give critically ill children moments of hope that help them continue their fight with strength. Tawfeer’s support, and that of their customers, will allow us to grant 9 beautiful wishes this Christmas. We deeply value this collaboration, which demonstrates how businesses and communities can come together to change lives”.
Behind each child’s wish is a moment they long to experience: a chance to meet a sporting hero, feel the joy of a boat ride with their parents, travel for the very first time, or create a small gaming corner where they can escape into play. Others dream of feeling stronger, hoping for the treatment or medication that could ease their pain. These wishes are not grand; they are deeply human. They reflect courage, innocence, and a quiet longing for moments many take for granted. They act as a reminder of how powerful a single act of generosity can be in lifting a child’s spirit during a difficult journey.
This initiative comes at a time when families across Lebanon continue to navigate economic pressures. At such moments, partnerships between the private sector and NGOs play an essential role in sustaining hope and extending support to those who need it the most.
The Christmas initiative will run across all Tawfeer branches from December 1 to January 6, giving customers across Lebanon the chance to help bring joy and comfort to children who need it most during this holiday season.