As Muslims across the country begin this year’s Ramadan, Midea Nigeria has launched a humanitarian outreach programme to provide food items and essential support to vulnerable families in Lagos, Ibadan and Kano.

The initiative, which targets underserved communities, is aimed at easing the burden of fasting for low-income households and reinforcing the company’s commitment to social responsibility during the holy month.

The campaign, tagged “Midea Ramadan”, seeks to promote the spirit of sharing and compassion associated with Ramadan, while encouraging family bonding during Sahur and Iftar.

The Marketing Manager of Midea Nigeria, Kenneth Ekwueme, said the company remained committed to engaging with Muslim communities throughout the fasting period.

“Ramadan is a time of reflection and sacrifice. We want to support Muslim faithful by encouraging proper nutrition despite the long hours of fasting and also reminding them of the importance of giving and preparing their zakat,” he said.

As part of the initiative, the company partnered with selected chefs to curate simple and nourishing Sahur and Iftar recipes using small domestic appliances to simplify meal preparation for families.

The firm also introduced the #IftarWithMidea online campaign, engaging Muslim influencers in interactive sessions to promote generosity and hospitality, and encouraging followers to share meals and extend kindness to neighbours.

Residents of the selected cities are expected to benefit from feeding and gift-sharing drives as the company intensifies its Ramadan outreach throughout the month.