Tawfeer Supermarket has unveiled a festive collaboration with Tamanna, the Lebanese charity devoted to fulfilling wishes for children battling serious health conditions. The initiative was introduced during a Christmas celebration on 29 November at the Tabarja branch, attended by representatives of Tawfeer International, including Chief Human Resources Officer Fadel Makki on behalf of Chairman & CEO Rami Bitar, alongside Tamanna President Inas Fakhreddine, the Children’s Choir of the Kfaryassin and Adma Parish, local guests, and the media.
The campaign encourages customers to support the cause by donating $1 or more at checkout throughout the holiday period, helping bring joy to 9 children whose wishes Tamanna aims to grant. Tawfeer will also contribute proceeds from a specially selected range of products, enabling shoppers to turn routine purchases into moments of generosity and seasonal goodwill.
Speaking on behalf of Chairman & CEO Rami Bitar, Chief Human Resources Officer Fadel Makki reiterated the retailer’s ongoing commitment to community wellbeing, stating: “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 began with the Christmas reveal, centred around the lighting of Tawfeer’s striking seasonal tree, marking the official start of the campaign. Guests then enjoyed a joyful Christmas performance by the Children’s Choir of the Kfaryassin and Adma Parish, followed by speeches from both Tawfeer and Tamanna representatives.
Addressing attendees on behalf of Tamanna, President Inas Fakhreddine highlighted the impact of collective compassion, noting: “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”.
Each child’s wish represents a deeply personal dream — meeting a favourite athlete, enjoying a family boat outing, travelling for the first time, or creating a small gaming space for moments of escape. Others hope for treatment or medication that could relieve their pain. These wishes, simple yet profoundly meaningful, offer a glimpse into the bravery and innocence that define these children’s journeys and remind us of the power of small acts of kindness.
The initiative arrives at a period when many families in Lebanon continue to face financial pressures. Efforts that unite private companies with NGOs have become increasingly essential in sustaining hope and providing support for vulnerable communities.
Tawfeer’s Christmas campaign will run in all branches from 1 December to 6 January, giving customers across the country the opportunity to bring comfort and festive cheer to children in need.