A small step – a big help
Kindness begins with small steps!
The social campaign runs from
September 15 to November 15, 2025.
During this two-month period, everyone can contribute to a noble cause – simply by choosing MAGIJA curd bars. For each snack purchased, £0.01 will be donated to support Dovilė, a fellow Lithuanian battling cancer. It’s a small step for one person, but together we can make a big difference.
About the Company
„Žemaitijos pienas“ is one of the largest dairy companies in Lithuania, established in 1924 in Telšiai, Lithuania. Over the past hundred years, the company has developed strong dairy traditions that harmoniously blend with modern technologies and a constant focus on consumer needs. Today, „Žemaitijos pienas“ products – such as „Magija“ curd bars, „Pik-Nik“ peelable cheese sticks, „Džiugas“ hard cheese, „Rambyno“ processed cheese, and others – not only delight the local market but are also highly valued in export markets for their exceptional taste, quality, and loyalty to their origin. The best-known product, DŽIUGAS® hard cheese, has become a global ambassador for Lithuanian cheese. This is just one example of how the company, while staying true to its roots, creates products that meet the expectations of the modern consumer.
„Žemaitijos pienas“ is focused on creating long-term value – for both consumers and business partners. The company is committed to ensuring top-quality products from raw material to the final item on store shelves. In addition to quality production, „Žemaitijos pienas“ strives to be a socially responsible organization actively contributing to community well-being and public initiatives that help build meaningful and sustainable connections with people.
Social responsibility and previous initiatives
„Žemaitijos pienas“ believes that true value lies not only in high-quality products but also in a responsible attitude toward people and communities. Over the years, the company has initiated and contributed to various social projects aimed at creating meaningful change through small steps.
The company regularly participates in social initiatives not only in Lithuania but also in its export markets. In 2024 alone, „Žemaitijos pienas“ brands launched 8 social projects across Lithuania, Latvia, Estonia, Poland, Hungary, and Croatia.
One of the most significant initiatives in 2025 was “The Future Begins with Kindness”, dedicated to children battling oncological diseases. From March 8 to July 20, each purchase of „Žemaitijos pienas“ products contributed 1 cent to charity. The collected funds were distributed across the three Baltic countries:
- In Lithuania, support went to the Pediatric Oncohematology Unit at Santaros Clinics;
- In Latvia, funds were used for essential occupational therapy equipment for the children’s hospital;
- In Estonia, donations helped acquire vital signs monitoring devices for the Tallinn Children’s Hospital to ensure better care for young patients.
These initiatives are an integral part of „Žemaitijos pienas“s operations. The company continues to consistently uphold its commitment to social responsibility – encouraging communities to care for one another and contribute to public well-being through simple but meaningful actions.
About the current social campaign by „Žemaitijos pienas“
Who is the support for?
The donations are intended for Dovilė, a young mother from Lithuania who has been living in the United Kingdom for the past 15 years. In 2024, she was diagnosed with a rare and highly aggressive form of triple-hit lymphoma, known for its rapid progression and complex treatment. Unfortunately, all treatment options in the UK have been exhausted. Her only hope now is a bone marrow transplant in Turkey, which costs between €50,000 and €70,000.
Dovilė’s story is a touching and inspiring fight for life, urging all of us to come together and help. Today, she lives far from home, facing challenges every day. Her young daughter remains in the care of a loving father, and every donation brings Dovilė not only financial support but also hope—which is vital in the fight for life.