Engage and Inspire: Maximising Positive Social Impact

I see myself as a chef, as an entrepreneur, an innovator, an educator, a mentor, a collaborator, and as a scientist. But mostly, I relish the fact that I am ‘a behind the scenes person.’ A charlatan or showman like celebrity chefs…perhaps not, but to be in the kitchen does give me energy and the uniform inspires me! Nonetheless today I am wondering if I should add ‘Change-agent’ to the different hats I aspire to wear. Beyond my daily hands-on work in the kitchen, I am happy to embrace the responsibility of a transformational role model. Whether through the future of food - sustainability, getting back to your roots through diet and what is good for your gut, genetic modification, family nutrition, or adding drops into the ocean of socio-economic and environmental issues are increasingly becoming more than a passion for me.

In the current scenario of the pandemic, food is a powerful currency, and our CSR initiatives, therefore need to see more chefs, more kitchens and catering facilities standing up to run purpose-driven enterprises. Gratefully Classic Catering has been able to prepare and deliver 3,50,000+ nutritious iftar meals to the blue-collar workers and labourers in Dubai since 2015. Although the stresses for COVID remain real to every business set up, communities and organisations are banding together with an empathetic and emotional approach that resonates and keeps the spirit of Ramadan alive despite the crisis that surrounds us. This year, I thought I would share the steps that have helped us to continue our CSR meaningfully:

1. Creating a message- Although using Social media most efficiently is not my biggest strength, I have learnt how to reach out to a select few. By carefully selecting the communication channels to get the attention of your captive audience and stakeholders, it can become increasingly promising to promote organisational values of generosity, charity and community activities. Some ideas we partnered with were #curryforcovid #ramadancurryeem
2. Connecting with Local and National initiatives- We are blessed to live in the U.A.E where the vision of fore founders and rulers is deeply steeped in humanitarian causes which are realised innovatively. Attaching your CSR initiatives to campaigns like Year of giving, 100 million meals are open invitations to the business community to philanthropists, and the private sector, making every contribution count. Focus on how you can add value to them.
3. Finding the Right Partners- Many organisations focus on relief efforts to help the vulnerable. Partnering with the right corporates can help you align your vision and values, enabling you to jointly work on gratifying initiatives and contribute in the way that is most meaningful to you and your team. In our CSR initiatives, Classic Catering remains grateful for the partnerships with Dell, Microsoft, Innovations, Unilever, Nestle, Fresh express, Fine Solutions, and many more. We have members of the community who integrate themselves into becoming members of our team. We truly appreciate the way they energise us and bless us with their presence; coming in as resources they are now friends as they keep pushing us to do more. So spend time to identify those who are aligned with your vision and values, enabling you to jointly work on gratifying initiatives and contribute in the way that is most meaningful to you and your team. 
4. Being Committed to your team- Charity begins at home; let your employees see that. External CSR efforts and an unhealthy working environment internally defeat the purpose of change. My team teaches me humility. With passion, drive and big smiles they have worked throughout Ramadan without day of rest. I remain inspired and committed to my team, and their enduring contributions are openly acknowledged. Flexibility at work, advising on health and fitness, keeping morale up during periods of isolation and finding ways to spiritually, emotionally and physically uplift each other can translate into the positive impact that your CSR requires.
5. Engaging your Core Team- Creating a common sense of purpose and motivation is essential to drive any change. CSR undoubtedly means going over and beyond one’s scope of daily work. But getting the buy-in of employees, driving organisational vision together by being open to ideas, charities and volunteering opportunities means that the change will be driven from within. The whole team at Classic Catering has motivated individuals who drive us to their goals to giving back every Ramadan simply because the sincerity of effort and outcome has been built collaboratively and shared authentically
6. Transparency- Remaining open, transparent and honest about your CSR is critical to earning and maintaining public confidence. If your initiative requires the support and aid of other individuals and corporates, then the only way they will come back to join hands with you, year after year if you have gained their trust.
7. Work with Authorities - We have been living in extraordinary times - Dubai Police, Food Bank, Community Development Authority and Dubai Islamic Centre, amongst other legislative bodies have identified guidelines and structures to work within. It is critical to respect the parameters and weave them into the fabric of what you want to do.
8. Make it fun - CSR requires self-regulation and helps us be socially accountable — to ourselves, our stakeholders, and the community. So, at the outset, it seems to be all about hard work, and it may appear that making a difference should not be associated with fun. But harnessing the potential of fun is an extremely empowering tactic for sustaining your CSR. At the kitchen we learnt that whether music is acceptable, or conversation is inspiring, when we keep our efforts lighthearted and cheerful, the tedious, tiring and often monotonous work of planning and packing volumes is never a compromise to help. More people will act responsibly and innovatively drive your CSR forward if you can inject fun into the process.
9. Gratitude – Last but certainly not the least, having a deep, embedded, and authentic sense of gratitude in your organisational vision will enable your team to rally together as you go above and beyond for the community, the environment, humanity or the planet. Dynamic relationships based on altruism, thankfulness and benevolence encourage collaboration and serve as a self-transcendence function, helping the team better appreciate the social contributions of your organisation. CSR requires motivation and gratitude plays an enormous part in promoting teamwork. No doubt, positive workplace emotions such as hope, and gratitude can be powerful enactors of affirmative psychology on your organisational philosophy of giving back. 

Inspire one more .....Stay blessed, stay safe and keep giving back