In the context of full-scale war in Ukraine, charity is no longer just a goodwill gesture — it has become a business’s social responsibility to society. While donations in 2022 were often spontaneous and driven by emotion, today they are increasingly embedded into everyday operations, becoming a strategic element that creates additional value for customers.
Recently, Olena Nikolaienko, President of FFU in the USA, spoke at an event hosted by the new Italian restaurant GIANNIVINO, highlighting how charity can be a core part of corporate culture.
“Today, launching a business in Ukraine testifies to resilience and is a sign that Ukrainians continue to build their lives despite the ongoing war. At FFU, we foster a culture of giving as an integral part of business practices. When a company not only generates profit but also creates value for its community, that is true corporate social responsibility. Even small steps can have a long-lasting impact on building a better future for our country,” says Olena Nikolaienko.
Even before opening its doors, the GIANNIVINO team hosted an immersive experience at the construction site, inviting Kyiv locals to experience the space and its values firsthand. The event combined Italian culture, art, and cuisine, and introduced a charitable component. During the event, guests raised funds to support prosthetics and rehabilitation for Ukrainian veterans in partnership with the Future for Ukraine foundation.
“Our vision is inspired by the Italian way of enjoying life — beauty, good food, and family warmth. Though the restaurant is still under construction, it’s already full of life. Moreover, we understand we owe this opportunity to the Armed Forces of Ukraine. That’s why we believe consistent support for our defenders is every business’s duty,” said Dmytro Podopryhora, restaurateur and GIANNIVINO founder.
For today, Future for Ukraine has provided advanced prosthetics and professional rehabilitation to 72 Ukrainian severely wounded soldiers. Thanks to the state-of-the-art prostheses, veterans have been able to return to full-fledged lives, even after complex amputations.
The restaurant, which the founder himself describes as the 21st region of Italy, was built around the idea of art that inspires action — to create, and to give. GIANNIVINO continues to support fundraising for wounded defenders and encourages its guests to join in, setting a strong example of socially responsible business.
For over a year now, our foundation has been running the Good Day charity initiative — a program for socially responsible businesses to support the FFU’s main directions including helping children, providing prosthetics for veterans, and offering psychological support to women. The model is simple and easy to integrate into any business: by purchasing a product or service, customers automatically contribute to helping Ukrainians affected by war.
To learn more about the initiative and become part of a community shaping the future, please fill out the form on our website.
Contribute to the prosthetics and the rehabilitation of the Ukrainian wounded warriors via the Monobank link.
