Retail group donates P1M for Yolanda rehabilitation

Primer Group of Companies, the company known for the retail and distribution of premium consumer brands in outdoor, urban lifestyle and travel, donated P1 million to SM Cares to aid its rehabilitation efforts in Yolanda-affected areas in the Visayas region.

SM Cares is a division of SM Foundation Inc. which handles the corporate social responsibility programs of SM Prime Holdings Inc. Launched in 2004, the division organizes the sustainability efforts into a comprehensive program, tackling a wide range of initiatives such as giving a voice to under-presented sectors to preserving the environment.

Through its advocacy arm Center for Outdoor Recreation and Expedition (C.O.R.E.), Primer Group was able to provide assistance to SM Cares that’s enough to build five houses. Primer Group brands Stellar, R.O.X., Res|Toe|Run, The Travel Club and Bratpack are assigned to these homes and will be acknowledged through naming rights and inscriptions on the donor’s wall.

“Almost two years passed since the tragedy, but our sympathies continue to be with the families who are affected by typhoon Yolanda,” said Tin Villaflor, program manager of C.O.R.E. “This is why we are giving the best help we can to help the victims recover from the onslaught— through this simple contribution, we hope to enlighten the lives of the beneficiaries and help them move forward to a brighter future.”

The 1 million-peso donation to SM Cares goes as part of its P100 million allotment for various assistance to the affected communities. SM aims to build at least 1,000 houses for the benefit of selected beneficiaries.

The Primer Group’s beneficiaries through this initiative are Ethel Rivero’s family of Bogo City in Cebu; the families of Henry Baldelocar, Bobby Pahayahay of Concepcion, Iloilo, and Dione Gargar. Another family from Ormoc City in the province of Leyte will also benefit from the project.

According to Villaflor, helping families like Rivero’s goes a long way in ensuring that they have a sturdy home to wake up to everyday, making it easier for them to go back to their normal lives even after the typhoon left behind a path of destruction.

“The unimaginable damage caused by typhoon Yolanda not only affected hundreds of thousands of lives, but has claimed the lives of many — both young and old. It is truly heartbreaking to see how far they’ve come,” Villaflor noted. “But their resilience to the tragedy showed how heroic Filipinos can be, starting from the massive wave of relief coming from different countries up until the reconstruction of homes that can withstand all storms.”

She concluded, “When faced with the most unfortunate circumstances, our commitment to build resettlements especially to those who are affected are of paramount importance. We have the responsibility to help our fellow men especially in times of need. Someday, when the need arises, they could reciprocate the kindness we’ve done for them in ways we couldn’t imagine.”