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Brief History
❖ 2000 – BILLA stepped in Bulgaria and became the first international supermarket chain on the
local market
❖ 120 outlets in 37 cities in Bulgaria – leader in number of stores on the local market
❖ More than 4500 employees
❖ Network of 160 stores – BILLA’s investment plans for the next few years
❖ More than 1.5 million Bulgarians do their shopping in BILLA every week
❖ Supporting local producers as establishing partnerships with farmers from the whole country
and buying up their production
Brief History
❖ Bulgarians’ most favorite shopping chain
for 2016 and 2017, according to the only
consumer rate in Bulgaria “My Love Marks”
❖ The first retail chain in Bulgaria to win the
prestigious award “Customers’ Friend” –
result of an independent research of the Swiss
organization ICERTIAS
❖ “National Champion” in the category
“Ecological and Corporate Sustainability” at the
European Business Awards 2016
❖ 8 golden medals QUDAL (QUality meDAL)
for highest quality in Bulgaria in the
categories: “Symbol of Quality”, “Retail chain”
and “International retail chain” (2014/2015);
“Fruit and vegetables”, “Fresh meat” and
“Loyalty programs” (2016/2017); “Symbol and
best example of top quality in Bulgaria” and
“Retail chain” (2018/2019).
Business with a Cause
Apart from following successful business practices,
BILLA also supports significant social causes. The
company’s aim is to make responsible business
and to work in favor of society. Its efforts in the CSR
field are focused on four key pillars:
❖ more sustainable products
❖ preserving the environment
❖ motivation and qualification of employees
❖ corporate social engagement
BILLA is the one and only company in the retail sector
in Bulgaria to issue a report, summarizing its
achievements in the field of corporate social
responsibility. The shopping chain has issued two
reports so far – in 2016 and in 2017.
Business with a Cause
BILLA is a trustworthy partner of a number of non-profit organizations in Bulgaria, in
cooperation with which it develops long-term projects in favor of society. Some of the NGOs the
company works with are: Union of the Blind in Bulgaria, Bulgarian Red Cross, “I want a Baby“
foundation, SOS Children’s Villages.
Protecting Environment
Realizing that natural resources are limited, BILLA Bulgaria has developed a sustainable policy
for minimizing the impact on environment and for increasing its energy efficiency. The
company sets clear goals for protecting the environment and has achieved impressive results:
❖ Lower greenhouse gas emissions – nature friendly refrigerants were brought in all stores in
Bulgaria and thus the greenhouse gas emissions were decreased with 21%.
❖ Waste=valuable resource – BILLA is the first retail chain in Bulgaria that started working
actively on utilizing biodegradable waste. As a result, 28% of BILLA’s biodegradable waste was
utilized and biogas was generated and later used for energy production. The company also
increased the amount of recycled paper with 31% compared to 2014.
Protecting Environment
❖ Energy Efficiency – BILLA is the first retail company in Bulgaria to be certified under the
international energy standard ISO 50 001. The company introduced an energy management
system, thanks to which it has the opportunity to set annual and long-term goals for decreasing
the energy consumption and the greenhouse gas emissions.
One of the major factors for the successful energy management is the innovative system,
monitoring the consumption of electricity, called “ELECTRA“. It is fully automated and
submits information to a web-based platform every 15 minutes, thanks to which detailed energy
consumption analyses can be conducted. The system was launched in all 120 BILLA stores in
Bulgaria, as well as in the storehouse in Stolnik.
In 2017 BILLA achieved a relative decrease of used electricity per square meter sales area of 1
%, compared to the previous year. Despite the unfavorable weather conditions in the winter of
2017, the company also decreased the consumption per square meter sales areas of natural
gas with 3.1% and of diesel for heating with 23.8%.
Protecting Environment
BILLA has its own energy management
team that includes representatives of
different departments. All employees of
the retail chain have undergone special
interactive trainings, related to the
energy management process.
The Energy manager holds meetings in
the stores in case the system shows an
issue and thus manages to resolve most
of the problems.
For More Children in Bulgaria
As a socially responsible company, BILLA Bulgaria is
motivated to fight one of the major problems in
Bulgarian society – negative demographic trends.
One of the reasons for the low birth rates is the
reproductive problems many couples have. That is
why BILLA and “I want a baby” foundation have
united in the mission for supporting people who
dream to have their own child. The retail chain and
the organization have implemented two joint
campaigns so far:
❖ In 2016, specially designed cards with photos of
babies were sold in all BILLA stores, in order to
collect funds for IVF procedures for couples with
reproductive problems who could apply for the
financial support. Almost 15 000 USD were raised
only for a few months. 6 couples were randomly
drawn and each of them received 2400 USD for an
IVF procedure.
For More Children in Bulgaria
❖ In 2017, BILLA organized another successful campaign, aiming to support couples with
reproductive problems. Within a month, 0.5 cent of each sold BILLA brand product was donated
for IVF procedures. 9 300 USD were collected in the campaign. 4 couples were randomly drawn
and received a financial support of 2 300 USD.
The most important result of the joint campaigns of BILLA Bulgarian and “I want a baby”
foundation in 2016 and 2017 is that two of the couples supported have fulfilled their biggest
dream and now have babies. One of the babies, Martina, was born on February 25th after her
mom and dad had been waiting for their own child for 18 years. The other happy couple now has
a lovely baby boy.
Supporting Visually Impaired People
BILLA Bulgaria’s major priority is making its
stores easily accessible for all customers. That
is why the company is a long-term partner of the
Union of the Blind in Bulgaria, with which it
works actively, in order to facilitate the daily life
of visually impaired people:
❖ BILLA is the first retail chain in Bulgaria to
introduce assisted shopping policy for visually
impaired customers. The staff in all stores of the
chain have undergone a special training, so that
they could help and service blind people.
❖ BILLA introduced an innovative technology, in
order to make its online brochures accessible
for blind people. The content on the company’s
website is played as a sound.
❖ BILLA regularly provides members of the
Union of the Blind with special facilities such as
white canes and talking blood pressure monitors.
Helping People in Need
In 2016 and 2017, BILLA Bulgaria and the Bulgarian
Red Cross worked on a joint project, aiming to support
indigent people, youths with mental disabilities, sick
and lonely elderly people, single mothers with many
children, etc. Specially branded shopping trolleys
were positioned in all BILLA stores. All customers who
wanted to support the cause could buy food products
and leave them in the trolleys.
Every month the retail chain donated 10 kg. of flour in
each of the stores. The collected donations were given
to the local branches of the Bulgarian Red Cross
that distributed them to people in need. The project
achieved significant results:
❖ 29 tones of food products collected since start
❖ More than 10 700 individual beneficiaries supported
❖ More than 90 institutional beneficiaries such as care
homes for elderly and disabled people and family-type
accommodation centers supported
All Children Deserve Support
BILLA Bulgaria does believe that all children
deserve a safe and supportive environment.
That is why the company is a long-term partner of
“SOS Children’s Villages” organization that takes
care for more than 600 kids and youths in foster
families in Bulgaria. The retail chain regularly
supports the organization through different
campaigns:
❖ In 2016, BILLA donated almost 18 000 USD
(12 000 USD – money and 6 000 USD – food
vouchers) to “SOS Children’s Villages” and
supported 203 kids and youths. The funds were
used mainly for furnishing and renovation of the
houses, where the children live together with the
foster parents.
❖ In 2017, BILLA donated 3 700 USD to “SOS
Children’s Villages”. The funds were used for
covering the living costs of the children and for
improving the conditions they live in.
Preserving Bulgarian Culture and Historical Heritage
One of the most significant CSR projects of BILLA Bulgaria is the long-term national campaign
“We love Bulgaria”, whose goal is providing financial support for some of the most
significant monuments in Bulgaria. Official partners of the project are the Ministry of Culture
and the Ministry of Tourism. The campaign has been implemented two years in a row so far (in
2016 and 2017).
It is the first so large-scale campaign in Bulgaria, devoted exactly to preserving culture and
historical heritage. Both in 2016, and in 2017 “We love Bulgaria” managed to unite Bulgarians
around a significant cause and to focus the attention of the whole society on a really important
topic.
The logo of “We love Bulgaria” campaign
Preserving Bulgarian Culture and Historical Heritage
There are many monuments in Bulgaria in a poor condition, but the resources of the
responsible state institutions are limited, so restoration sometimes seems like “mission
impossible”. That is why alternative solutions need to be sought, so that these sites could be
restored.
“We love Bulgaria” campaign “makes this mission possible” and thus contributes to solving a
serious problem such as the maintenance of the culture and historical sites. This is a problem
not only of the institutions, but also of the whole society, so the project turns out to be a strong
connection between the state and the people. However, what is more important is that the
funds, collected, within “We love Bulgaria” are a valuable support for the monuments. This money
enables carrying out renovation activities and introducing innovative technologies.
I save the Madara Rider – a logo for “We love
Bulgaria” 2017 campaign
Preserving Bulgarian Culture and Historical Heritage
The main source of funds is a spectacular
charity concert with the participation of some of
the most famous Bulgarian singers. The event
has been organized in two consecutive years in
the largest Bulgarian hall Arena Armeec and has
attracted 9000 audience.
The first edition of “We love Bulgaria“ supported
the restoration of the glorious Monument of
Liberty at Shipka mount, which is very special
for every Bulgarian, because it keeps the memory
of the heroism of Bulgarian freedom fighters. More
than 40 000 USD were donated for the
monument.
In 2017, “We love Bulgaria” supported the Madara
Rider, which is the only one rock relief form the
Early Mediaeval in Europe. More than 57 000
USD were collected for the significant monument.
The Monument of Liberty at Shipka Mount
The Madara Rider
Preserving Bulgarian Culture and Historical Heritage
Charity concert “Stars Sing for Bulgaria“ 2016
Arena Armeec hall, 31.05, 7 p.m.
Tickets cost 3 USD and 6 USD
Participants:
Signal
D2
Veselin Marinov
Toni Dimitrova
Poli Genova
Neli Rangelova
Panayout Panayotov
Mariana Popova
Nevena Tsoneva
Preslava Peycheva
Vessy Boneva and VS Dance
LaTiDa
Bon-Bon
Preserving Bulgarian Culture and Historical Heritage
Charity concert 2017
Come to the charity concert, supporting the Madara
Rider
with the most beloved folklore, pop, rock and hip-
hop hits
Arena Armeec hall, 31 May, 8 p.m.
Tickets cost 6 USD and can be purchased from
BILLA stores in Sofia and on www.ticketpro.bg
Participants: Orlin Pavlov, D2, “Bulgare” ensemble,
Tedi Katzarova, 100 KILA, 100 bagpipes, Silviya
Katsarova, Preslava, Panayot Panayotov, Desislava,
Slavka Kalcheva, Ivelina Koleva
Preserving Bulgarian Culture and Historical Heritage
One of the most famous Bulgarian rock groups - D2 The young pop star Poli Genova and the talented little singers from Bon-Bon
The unique “100 bagpipes” – playing the traditional Bulgarian bagpipeThousands of audience enjoy the concert at the largest Bulgarian hall
Preserving Bulgarian Culture and Historical Heritage
Thousands of audience enjoy the concert at the largest Bulgarian hall
Hundreds of people dance traditional Bulgarian dances – “horo”The Bulgarian pop legend Toni Dimitrova
The bagpipe player Peter Yanev and the folklore singer Valya Balkanska, whose
song “Izlel e Delyo haidutin” was included on the Golden Record with sounds of
Earth carried on board the Voyager 1 and Voyager 2 probes
Preserving Bulgarian Culture and Historical Heritage
In 2017, one of the key focuses of “We love Bulgaria” campaign was Bulgarian folklore,
especially traditional dances. They are an essential element of Bulgarian national identity and
spirit. That is why BILLA wanted to revive people’s interest towards folklore, so that this
unique heritage could be preserved and transmitted to the next generations.
The company organized free folklore dance lessons at the parking lots of 25 of its outlets in
20 cities. The events were attended by people of different ages, but all united by their love to
Bulgarian culture heritage.