Bernard Chong, President of Electrolux Group, Asia-Pacific, stated: "We believe that creating sustainable change begins with instilling knowledge and awareness about the value of food from a young age. The 'Food Heroes' initiative is more than just an educational activity for children; it serves as a conduit for spreading ideas and inspiration from schools to families and the broader community. We are proud to play a part in empowering Thai youth to become citizens who are conscious of the impact their daily food choices and cooking habits have, while contributing to a more sustainable future for society and the environment."

Electrolux Thailand launched the "Electrolux Thailand Food Heroes 2026" project, mobilizing over 40 employee volunteers to lead educational activities focused on food, health, and the environment for 100 primary school students at Wat Uthai Tharam School in Bangkok. Held in conjunction with World Food Day—observed annually in October—the initiative encourages children to adopt mindful eating and cooking habits. Key objectives include reducing food waste, promoting the consumption of nutritious plant-based foods, and empowering students to share their newfound knowledge with their families and communities, ultimately fostering environmental sustainability. According to the Food Waste Index Report 2024 by the United Nations Environment Programme (UNEP), households worldwide discarded the equivalent of over 1 billion meals per day in 2022. Recognizing that early education about food is a crucial starting point for fostering positive societal role models, the Electrolux Food Foundation launched the "Food Heroes" initiative for young people globally. To date, the program has empowered over 400,000 "Food Heroes" across more than 40 countries—including Thailand, where the initiative is now in its third year.

The program educates children by exploring the "food journey"—from cultivation and farming to transportation, purchasing, home cooking, consumption habits, and the reduction of food waste. This helps children understand that every meal requires various resources, including soil, water, energy, and human labor. Participants learn how to become "Food Heroes" by adopting practices they can easily integrate into their daily lives. Electrolux employee volunteers facilitate the learning process, guiding the children through fun, simple cooking activities. This year’s activity featured a "Fruit Smoothie" workshop, where children could select their favorite fruits to create healthy, personalized drinks, with volunteers on hand to provide guidance and help prepare the delicious beverages. Upon completion, the children received an "I Am Food Hero" certificate from Electrolux, recognizing them as positive role models.

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