NUTRITION, HEALTHY LIFESTYLE AND RESPONSIBLE MARKETING
Strategy and progress
*The values of reformulations consider the actions executed in 2015 and 2016
Offering products and menus that provide the consumers with alternatives that meet their nutrition and well-being expectations, and actively promoting healthy lifestyles by means of awareness-raising and education campaigns and programs.
Grupo Nutresa’s imperative commitment is to encourage the responsible consumption through clear labeling and unabridged advertising that allow the consumer to make informed decisions.
Risks and opportunities GRI 103-1
The epidemiological conditions of the population have shown no improvement and, on the contrary, increasing trends can be observed with regard to non-communicable chronic diseases, which compels a response from the food sector in order to contribute to solving this problem. Grupo Nutresa has understood its responsibility and, from its commitment to the consumer, it has been developing a nutritional strategy based on the reformulation of products, provision of information to the consumer, labeling, responsible marketing and promotion of healthy lifestyles.
This condition of the Organization’s environment offers opportunities to the sector and, for being able to make the most out of these opportunities, the Organization needs to have a deep understanding of the problem to be able to provide solutions. In Grupo Nutresa, research on food, nutrition and health is focused on understanding the relation between the eating habits and the nutritional conditions so that the proposed alternatives contribute to the solution. Currently, the Vidarium research center is addressing, within the main matters related to non-communicable chronic diseases, the subject of obesity through its microbiota and antioxidants research lines, as well as the subject of cardiovascular health, also through the latter research line.
Most countries are committed to the promotion of healthy lifestyles and to the creation of adequate regulatory frameworks based on the scientific and technological knowledge for such purpose. Thus, they foster the participation of diverse stakeholders as guarantee of feasibility and applicability. Therefore, Grupo Nutresa should maintain a vigilant attitude regarding these processes and actively participate in the creation of proposals in this matter.
Grupo Nutresa, as part of the food sector, will continue to be under social and regulatory pressure, as the World Health Organization’s guidelines suggest it. That is why it is necessary to adjust the offer with the aim of contributing to revert the increasing trend of the non-communicable chronic diseases.
The research on new ingredients and processes show increasing and better results, which are applicable to the food offer, and their recommendations are beginning to be taken in, generating transformation and making the portfolios richer in healthy alternatives. This reality has driven Grupo Nutresa to make progress in the appropriation of its nutritional policy and to continue to develop programs focused on reformulation, adjustment of the nutritional profile, promotion of healthy lifestyles, responsible marketing, provision of valuable information to consumers and front-panel labeling.
For 2020, Grupo Nutresa intends to maintain its leadership with healthy and sustainable products and, for this purpose, the Organization will continue to work on achieving the goal of multiplying by 2.5 the offer of products adjusted to the Nutresa nutritional profile with regard to the 2012 base line.
As a successful case, it is worth highlighting the implementation of the “Espacio Saludable” (Healthy Environment) program in Acatlán de Juárez (Mexico), which was launched in a convention on nutrition, physical activity and health that was attended by the Municipal President and representatives from the Guadalajara and ITESO universities, the community and the Organization.
Another successful case is the new gluten-free pasta developed by Productos Alimenticios Doria from rice, ideal for people who suffer from the celiac disease and for those who must cut gluten out of their diet due to any adverse reaction. The Organization surpassed the targeted market goal, addressing a specific niche.
Progress achieved in 2016 GRI 103-3
Grupo Nutresa, being aware that obesity is the most pressing issue in public health, defines as a strategic priority to promote a healthy lifestyle and takes as a reference the recommendations of the World Health Organization, especially the guide document on Diet, Physical Activity and Health and its subsequent guidelines on food marketing. This makes it possible for Grupo Nutresa to define its nutrition policy and to design strategies that influence and contribute to the solution.
The implementation of this policy has produced important results, such as: 2.945 products meeting the Nutresa nutritional profile standard, 3.432 products with front-panel labeling to facilitate the consumer’s understanding of the nutritional information of the product, four companies of the Group certified as Healthy Organizations and three years of the campaign “Disfruta una Vida Saludable” (Enjoy a Healthy Life). GRI FP6 GRI FP7 [SDG 2]
Progress made in health-related issues GRI 416-1
Grupo Nutresa continues to develop healthy lifestyles strategies aimed at children and, to do so, the Organization strengthens its “Espacio Saludable” (Healthy Environments) program, designed jointly with the INTA and implemented in Chile and Mexico. The program has already been implemented in six education institutions, thus complying with at least 2 indicators of the Healthy Lifestyles strategy in Mexico and 24 in Chile. In addition, Grupo Nutresa is developing a pilot program in Colombia through a public-private partnership with the Ministry of Education, the World Food Program and Unicef. The purpose of the program is to test this model for the benefit of 20 education institutions, and it is aimed at generating definitions of public policy.
It is essential to recognize the double burden that is occurring in the Grupo Nutresa’s strategic region: obesity and malnutrition. In 2016, we strengthened the nutritional profile of products that are widely accepted by children so that the nutritional deficiencies could be addressed through them. The “Heladino” ice cream and the “Tres Beneficios” (three benefits) ice pop are examples of this strategy, which now have important added nutrients such as calcium, iron, zinc and vitamin C. The Organization also cares about population groups with food restrictions, such as people who are intolerant or allergic to gluten, for whom gluten-free pasta and snacks have been developed.
From the “Disfruta una Vida Saludable” (Enjoy a Healthy Life) strategy in 2016, it is worth highlighting the “Ciudad Gimnasio” (Gym City) campaign, which encourages people to use the city as an option to exercise on a daily basis, especially by taking advantage of the urban furniture. This initiative has the objective of demystifying the fact that for someone to be able to exercise, that person needs to go to a special place and get help from experts, or that it requires specific schedules and a big investment, among other obstacles that end up keeping people away from physical exercise. The main message of the campaign is focused on the premise that 20 minutes of movement per day can transform your life. The initial suggestion was to start with short routines and to take advantage of each step to exercise and make your heart beat faster.
The healthy lifestyles promotion strategy also includes a strong commitment to all Grupo Nutresa’s employees, which is why the Healthy Organizations model has been adopted, achieving a positive progress in its implementation. For more details, refer to the chapter Quality of life.
With regard to the packaging front-panel labeling, even having a policy of self-regulation, the Organization prioritizes the compliance with the regulations of different countries, such as signals or warning messages. That is why, in the markets where the regulations have been established, self-regulation is not applied in order to avoid confusing the consumer.
Grupo Nutresa is challenged to offer sustainable and healthy products for the different occasions of consumption. Therefore, based on research and development, the Organization offers its consumers healthy alternatives and emphasizes education as a fundamental pillar to establish lifestyle habits that allow to reverse the obesity trend.