A.P. Moller-Maersk and strategic philantrophy

A. P. Moller-Maersk Group

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The Danish oil, shipping, airline and retail giant A.P. Moller-Maersk (APM) donates free transportation to victims of the earthquake in Japan. It is not the first time that APM steps up and helps out using its core capabilities in line with strategic CSR.

Senior Consultant in APMs CSR department Jens Munch Lund-Nielsen was quoted by Reuters to say that the offer of free transport is sent out via diplomatic channels from the Danish Embassy in Japan. The beneficiaries are governments and organizations.

“We have allocated one million U.S. dollars for relief ship transport. So far we have received response from the UN and an Eastern European country that will send emergency relief. In this situation we can do what we do best” says Jens Munch Lund-Nielsen.

The donation follows A.P. Moller-Maersk same line as the flood disaster in Pakistan last year and the earthquake in Haiti, where it also sailed with free emergency assistance. At the same time the Danish Red Cross can look forward to a nice cash donation from APM and the many thousands of employees in more than 130 countries.

“We have started a collection among the staff through the Danish Red Cross. It runs until 15 April. The sum of this collection among the staff is being doubled up by the company” says Jens Munch Lund-Nielsen.

APM have for several years have been lacking on the CSR front but one of the things that the company always have done well it is to use it resources and knowledge as strategic philanthropy.

With the company ideally situated as the biggest freight forwarder in the world it can use it ships and terminals to help at a fraction of the expense that other companies would have to pay for a similar service. While APM have plenty of other issues that it have to deal with around the world especially related to Human and Labour rights this is one instance were the company really does things well.

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