Every child deserves a safe, healthy and fulfilling start in life. Through our long-term partnerships with SOS Children’s Villages, the Johan Cruyff Foundation and the Princess Máxima Center Foundation, we support children and young people around the world.
Since 2018, we have had a strong partnership with SOS Children’s Villages which operates worldwide, providing care for children and support for families. As part of our partnership, we sponsor a child or village for every Action store and distribution center. This means that with Action’s growth, our support grows as well. In addition, each year we support a local project in all countries that have an Action country office.
Since 2022 we work with the Cruyff Foundation. They support and develop impactful sports and play projects around the world for children for whom sport is not a given. As an active partner in the communities where our stores are located, we want to give kids from these neighbourhoods a safe space to play sports. The first court opened in Paris and we are currently developing more courts across Europe. With over 20 locations planned in the coming years, including in the Netherlands, Germany, France, Spain and Belgium. In addition, we support various sports initiatives of the Cruyff Foundation, including FC STRAAT, the largest street football competition in the Netherlands.
Together, we will support the Princess Máxima Center Foundation in its mission to cure every child with cancer, with the best possible quality of life.
Our partnership contributes to their international ambition to make a difference for children everywhere. By collaborating with pediatric oncology centers around the world, the Princess Máxima Center accelerates progress in research, diagnostics, treatment and education through shared knowledge and expertise.
Since 2022, all of Action’s own brand chocolate has been Fairtrade certified. This certification enables cocoa farmers to invest in more sustainable farming methods and improve their livelihoods.
With an the extended commitment to paying a living income premium for the next three years, Action and Fairtrade are establishing the ‘Action x Fairtrade Cocoa Fund’. Through this fund, Action turns this commitment into long-term investment in cocoa farming communities. Building on Fairtrade certification, the fund supports a long-term approach to living income by combining fair pricing with investments in farm productivity, income resilience, and child wellbeing. In its first year, the programme supports thousands of cocoa farming households in Côte d’Ivoire through three Fairtrade certified cooperatives and locally led initiatives.
During crisis situations, we support UNICEF and the Red Cross in their efforts to assist children affected by natural disasters and conflicts. Children are often among the most vulnerable groups during times of crisis.
Since 2016, Action has partnered with the TCS Amsterdam Marathon to support cancer research at the Amsterdam UMC Cancer Center.
In 2025, as a co-sponsor of the event, 750 Action colleagues and suppliers took part in the marathon. Together, they raised funds to support groundbreaking research aimed at discovering new treatments and cures for cancer.