Don’t Lose Your Way

One of the key pillars of Kaufland Bulgaria’s sustainability strategy is care for nature and society. In spring 2025, the company partnered with one of the oldest NGO organizations – the Bulgarian Tourist Union (BTU) to launch the long-term CSR initiative “Don’t Lose Your Way!”, aimed at improving mountain trail accessibility and safety while promoting active lifestyles and addressing public skepticism toward corporate causes. The initiative set an ambitious goal to remark and clean 400 km of hiking trails nationwide. Within less than a year, the target was fully achieved with the participation of over 250 employee volunteers and BTU representatives. A total of 400 km were restored across 10 key locations around the capital city of Sofia and five additional cities, including sections of the international E3 “Kom–Emine” route, supported by newly installed directional signs and information boards meeting national and European standards. The initiative is part of the company’s strategic efforts to develop sustainable practices and create real social benefit. The communication strategy, developed by V+O Communication and Kaufland PR team, reached the most influential national and regional media and generated over 80 publications, while social media content reached more than 420,000 people. The campaign demonstrated how a long-term partnership between business and NGOs can deliver measurable infrastructure improvements, national visibility, and lasting social impact.