ALTA Retail launches ‘Biraj roze’ initiative to support oncology institute

ALTA Retail has launched the ‘Biraj roze’ (Choose Pink) initiative, through which a portion of revenue from specifically marked products will be donated to the Institute of Oncology and Radiology of Serbia during October.

The campaign involves more than 50 partners and suppliers, as well as over 80 brands. Customers can contribute to the collective donation by selecting products labeled with the ‘Biraj roze’ mark at IDEA, Roda, and Mercator retail locations.

Branislava Kosovac, CEO of ALTA Retail, stated that the initiative demonstrates the company’s responsibility to use its economic and social influence to support community health issues, specifically focusing on raising awareness for breast cancer prevention.