Maxima’s Responsible Actions During COVID-19 Documented in Latvian History

  • 2020-07-05
  • Liene Dupate-Ugule

To support the archiving of information and artefacts both about this time and other important periods in public life, Maxima Latvija has begun collaborating with the National History Museum of Latvia, leaving testimonies which will serve as significant historical evidence of public processes and the development of the retail industry in Latvia.

A set of unforeseeable changes took place in all areas of both in Latvia and worldwide. Retail industry was particularly heavily impacted, bearing in mind that the industry had to continue providing groceries and other domestic necessities to the Latvian society regardless of the ongoing pandemic. As a socially responsible business, Maxima Latvija has given several COVID-19-era artefacts to the National History Museum of Latvia, such as organic glass face masks, floor stickers for the observation of social distancing, informational posters and other artefacts.

Anita Meinarte, Deputy Director in Collection Matters at the National History Museum of Latvia, comments: “On behalf of the National History Museum of Latvia, I wish to express my gratitude to Maxima Latvija for responding to the museum’s request to preserve the historical artefacts to inform the future generations about the COVID-19 crisis and the state of emergency which heavily impacted the economy, society and each individual both in Latvia and abroad.

The museum greatly prioritises the collection and conservation of contemporary artefacts. Its employees are often required to instantaneously respond to ongoing events and involve the public into collecting evidence whilst documenting the history of today. The objects given to the museum by Maxima Latvija tell the story of Latvia today, all of us, and the time which we hope never to experience again.” 

“As the leading retailer, Maxima Latvija has been part of the Latvian economy for almost 20 years, and now we have also left our testimony for the next generations by passing our artefacts of the COVID-19 era to the National History Museum of Latvia. It serves as a proof that our fast actions during the crisis had a significant impact on public health, protecting both our colleagues and clients. We are truly proud to be a part of Latvia’s present history, and so we desire to share our artefacts in the future, enriching the museum’s archives,” adds Liene Dupate-Ugule, Head of Communications at Maxima Latvija.

To protect the public from the spread of COVID-19, Maxima Latvija adapted to the new circumstances within almost 48 hours as a result of its instantaneous actions. The company introduced more than 30 different initiatives and protective measures in all 175 stores, such as protective glass barriers at checkouts between clients and cashiers, floor stickers to promote social distancing, the packaging of unpackaged food such as baked goods, and others.