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Dubai Duty Free Rises Up to The High Atlas Challenge Dubai Duty Free Employees Join Gulf for Good ‘The High Atlas Challenge in Morocco’

The two Dubai Duty Free ambassadors: Rosalyn Ranido and Jerome Esgana are seen here with Dubai Duty Free Executive Vice Chairman, Colm McLoughlin  and Olympia Pineda, Manager – Corporate Responsibility prior to their departure to Morocco for “The High Atlas Challenge”. They will join 23 other dauntless adventurers on a 6-day trekking for a cause to raise funds  in building the fifth boarding house for ‘Education For All’ (EFA), a Moroccan NGO that is building and running girls’ boarding houses near secondary colleges in the High Atlas Mountains.

As part of its Corporate Social Responsibility and continuous support to the UAE-based charity Gulf for Good (G4G), Dubai Duty Free has risen to a new challenge with the operation sending two of its employees to embark on a 6-day trekking for a cause - ‘The High Atlas Challenge in Morocco,’ taking place from 13th – 21st June.

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July 9, 2014 11:34 by



As part of its Corporate Social Responsibility and continuous support to the UAE-based charity Gulf for Good (G4G), Dubai Duty Free has risen to a new challenge with the operation sending two of its employees to embark on a 6-day trekking for a cause – ‘The High Atlas Challenge in Morocco,’ taking place from 13th  – 21st June.

Rosalyn Ranido, Senior Application Support Specialist (IT) and Jerome Esgana, Assistant Supervisor (Retail) were selected from the 85 Dubai Duty Free employee applications which were drawn during the operation’s 30th anniversary celebration on 20th December 2013.

The challenge will raise funds to help build the fifth boarding house for ‘Education For All’ (EFA), a Moroccan NGO that is building and running girls’ boarding houses near secondary colleges in the High Atlas Mountains.

Very few girls from these communities get the opportunity of continuing their education beyond primary school. This challenge offers a tough, yet incredibly rewarding trek combining unforgettable mountain scenery with the splendour and colour of Morocco and its traditional people, the Berbers. They will travel through narrow valleys, gorges and high meadows to ascend Mount Toubkal (4,167 meters), the highest peak in North Africa.  Travel the routes of ancient Ait Atta nomads, camping riverside or staying in a gite (local house).

Commenting on the new challenge, Dubai Duty Free’s Executive Vice Chairman, Colm McLoughlin said: “Dubai Duty Free is proud of the work it does to support both local and international charities. From our work raising money through the Dubai Duty Free Foundation, we are proud that our employees get involved to support these incredibly worthwhile causes.”

“As part of our social philanthropy, we try to create experiences in partnership with different organizations such as Gulf For Good (G4G) that are really transformative for the people that participate, in this case for our employees themselves,” added McLoughlin.

A total of 25 dauntless adventurers are participating in this trek and in advance of the trip, Gulf for Good provided all participants with a complete orientation and training programme, such as mountain hiking at Jebel Hafeet, skiing at Ski Dubai and beach hiking along Jumeirah beach. They were also given fitness suggestions as well as clothing and equipment advice.

Over the past 30 years, Dubai Duty Free has managed to instill that sense of Corporate Social Responsibility across the company, encouraging staff to become involved in various initiatives such as The Moodie Report Great Travel Retail Educathlon, the ‘Great Asian Cycling Challenge’ in Vietnam and Cambodia, and the ‘International Antarctic Expedition 2012’ led by the renowned polar explorer and environmentalist Robert Swan, OBE.

About Education For All

Education For All (EFA) is a Moroccan NGO that is building and running girls’ boarding houses near secondary colleges in the High Atlas Mountains, providing the opportunity for selected girls from villages across the region to continue their education.

Its first project, opened in 2007, has been to facilitate access to secondary education for up to 36 girls from the remote villages of the High Atlas Mountains by building a boarding house for them in the town of Asni.

In September 2009 they opened a second boarding house in an even more remote area of the High Atlas 100km from Marrakech in the town of Talaat n’Yacoub. This will—over a 3-year period—provide the opportunity of college education for a further 36 girls who would otherwise not have this opportunity.

Apart from a paid housemother and cook, there are no administrative expenses as both the committee and volunteers work on a voluntary basis allowing 100% of all donations will go directly to the project.



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