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Santa’s little helpers at Protea Hospitality Group

Santa’s little helpers at Protea Hospitality Group

Santa’s elves at the Protea Hospitality Group’s head office in Cape Town have been very busy wrapping up one of their big charitable drives of the year, putting together dozens of shoeboxes for underprivileged children across South Africa.

The majority of the Protea Hospitality Group head office’s Corporate Social Investment projects have a strong youth focus; development initiatives and realising children’s dreams through Reach for a Dream are among their top enterprises.

Their shoeboxes will join thousands of others being distributed by the Santa Shoebox Project, which started in the Mother City six years ago. In its first year 180 boxes were collected. This year more than 100 000 boxes have been pledged, which will be distributed through 900 organisations including children’s homes, foster homes, support organisations and shelters.

Boxes include a toothbrush and toothpaste, bar of soap, wash cloth, clothing, educational supplies, sweets and toys. Boxes for older children will sometimes have toys replaced with items like sunglasses, nail polish, earrings or make-up.

Protea Hospitality Group Marketing and Advertising Manager Nicholas Barenblatt says STAFF are delighted to contribute boxes, because there are scores of families who are less fortunate and therefore such initiatives bring joy to these families over the festive season.


“There’s nothing bleaker than the thought that while so many people are indulging over the holiday period, there are thousands of children for whom a meal is a luxury. We’re immensely proud of our STAFF for reaching out to them through this very worthwhile cause.”

For more information on Santa’s Shoebox Project visit