Heineken & Celia Cruz Foundation Create Community Tie-In With Green Ribbon Program.

Heineken USA announces the launch of a new charitable endeavor, Heineken Green Ribbons. The program is part of a national effort to raise awareness and funds to support music education programs in Hispanic communities across the country. The program is slated to make its official debut during activities at this year’s Billboard Latin Music Conference and Awards Show in Miami. The first recipient of funds generated by the initiative will be the Celia Cruz Foundation.

As part of the project, Heineken will design a special green ribbon to symbolize its commitment to music education and music education programs. At the upcoming Billboard Latin Music Conference and Awards Show, attending celebrities, music talent, music industry influentials, and media personalities will be asked to wear the green ribbons to show their support of this noteworthy cause, as well as to raise funds for the Celia Cruz Foundation. In turn, Heineken will make a special donation to the Celia Cruz Foundation on behalf of all that wear the green ribbons.

Founded by music industry legend Celia Cruz, The Celia Cruz Foundation is a not-for-profit organization dedicated to raising funds for under-privileged students wishing to study music. During her 50-year span in the music industry, Ms. Cruz has been a tireless supporter of music education issues in the Hispanic community.

“I am very excited about our new relationship with Heineken and very grateful for their support and interest in the Celia Cruz Foundation,” says Ms. Cruz. She will assist the initiative by encouraging others to participate.

“This program strives to make a tangible difference in the Hispanic community by focusing on an area of funding that is often overlooked — music education,” says Marime Riancho, Heineken USA Brand Manager, Hispanic Markets. “We’re also thrilled to work with Celia Cruz and her Foundation as the initial recipient of funds derived from the program.”