ACKNOWLEDGING and fulfilling their corporate social responsibilities towards the public were the major reasons behind the University of Fiji's decision to sponsor the 2013 Sugar Festival.
University registrar Kamlesh Arya said the sponsorship also provided a means of hosting the week-long festivities for the enjoyment of the very people that the institution educated.
"The University of Fiji, from inception, is people-oriented," he said.
"Its development and progress is based on public and private sector support.
"As an institution of higher education, the university also has corporate social responsibility programs of engaging in and promoting community and social activities."
"The organisers have put the program in place and the festival has attracted a bevy of young contestants for the queen and charity queen crowns.
"All this would be in futility if the public does not come in support.
"As the major sponsor this year, we call upon the general public in the West to converge in numbers to support their very own festival, enjoy the treats, help the charity coffers to help the needy and the disadvantaged in our communities."
The festival officially opens today and a wide range of activities is planned for the week-long festival.