GLAD 20 YEARS - Flipbook - Page 56
A Glad Tale
“We believe that people with different points of departure is an asset which can make our society
richer, happier and more inspiring.” The quote is from Glad Foundation’s manifesto, a necessary
consequence of the need to raise awareness of our view on humanity in society around us.
The quote is part of the brand story, which branding experts Hanne Feldthus and Patrick Isaak
participated in developing. Another result was the endearing work ‘A Glad (Happy) Film’.
Cooperation with The Obel Family Foundation also initiated more targeted and strategic cooperation with financial partners.
“Up until today, development projects in our foundation have mainly been made possible by
earmarked public funding,” explains Dorte Justesen, who joined Glad Foundation in 2011 to work on
strategy and development.
In addition to growth in the foundation’s own companies, in the following years Glad Foundation
started to create new job opportunities through cooperation with other partners. Experience with
Glad Food made this need explicit to Mikkel Holmbäck:
“Our assessment after creating a sound business case for Glad Food was that we could create
more jobs for the target group faster and on a larger scale by cooperating with companies who
were already doing good business, particularly within expanding business types, in our case commerce, retail and facility services.
Communal dining in Glad’s café in
in KU.bE (a public activity centre
in Frederiksberg Municipality) is
highly popular.
Foto: Janne Schnipper
56
