Amarula partners with Nakumatt to intensify its efforts in raising awareness on elephant conservation

Leading cream liquor Amarula in partnership with Nakumatt supermarket have launched a two month campaign, #saveouriconkenya which will give an opportunity for Amarula consumers and wildlife lovers to support elephant conservation.

The campaign aims at donating 2 million KES to Hands Off Our Elephants. The organisation has been at the forefront in the fight against elephant poaching in our country. ‘Save Our Icon’ was the message of the day with all partners addressing the guests on the importance of joining the movement in addressing the plight of the endangered animal.

Building on Amarula’s well-established reputation for elephant conservation, Distell’s General Manager for North East Africa Richard Lord, was keen to note the relationship between Amarula cream and the elephant. ‘‘Elephants are one of our loyal patrons, as they love the Marula tree and rely on it for both shade, as well as a source of food. The close relationship between elephants and the Marula fruit inspired, in part, the establishment of the Amarula Trust. In addition to funding research into elephant behaviour as the basis for conservation, it also sustains communities through job creation projects.’’ He further stated, ‘‘In Kenya, we have partnered with the Kenya Wildlife Service and in so doing engaged in several community initiatives. We have also provided funding to support wildlife rehabilitation and improvement in the Nairobi & Nakuru National parks since 2006.’’ To actively engage the audience in this conservation campaign, guests were urged to take the discussion online through #saveouriconkenya
and the Save Our Icon Kenya Facebook page in order to enhance public awareness.

At the launch event Nakumatt Supermarket Managing Director Mr Atul Shah also expressed his enthusiasm for the partnership with Amarula. He stated that, “there has been an outcry about elephant poaching from different lobby groups. We wanted an initiative to which members of the public could contribute. We shall donate 10% of all Amarula sales from Nakumatt to the Hands Off Our Elephants initiative.’’

The donation received will stimulate action towards elephant conservation including creating innovative avenues of protecting the endangered species against poachers. ‘‘The only creature that needs the tusk is the elephant. And we need to show a united front in fighting this war, otherwise we will lose these magnificent creatures in the near future,’’ added Dr. Paula Kahumbu flag bearer and CEO of Hands Off Our Elephants initiative, as she led the invited guests to Nakumatt Supermarket to purchase Amarula bottles at the launch event held at The Junction Mall.

In Kenya, different lobby groups have petitioned the president to declare poaching a national disaster and take extraordinary actions to bring a halt to the poaching crisis. Statistics show that over 40,000 elephants were illegally killed last year across the African continent. ‘‘The situation remains dire. In May this year, we lost Satao despite the protection that was accorded to him because of his stature. It therefore calls for a collective role where everyone joins the movement in the fight to preserve our natural heritage,’’ concluded Richard Lord referring to the jumbo elephant Satao that was mercilessly killed by poachers for his monumental tasks in the Tsavo East National Park in May this year.

At the conclusion of the two month Campaign, the donation will be presented to Hands Off Our Elephants initiative early January next year.

Amarula Cream is the world’s number one cream liqueur and is sold across the globe. It is also featured on the Impact Databank list for 2014 of the World’s Top 100 Premium Spirits. Amarula is a flagship brand in the portfolio of the Distell Group, Africa’s leading producer of spirits, wines, ciders and ready-to-drink beverages.