To offer products and menus that provide consumers with alternatives that meet their expectations for nutrition and wellness and actively promote healthy lifestyles through awareness and training campaigns and programs. Grupo Nutresa’s priority commitment is to encourage responsible consumption through clear labeling and comprehensive advertising, enabling informed decision making by consumers.
|Adjust the nutritional profile of products.||
The goal established for 2020, to double the 2012–based portfolio fulfilling the standard defined was achieved, which corresponds to 2,949 references within the profile fixed for each category to which they belong.
|Implement front panel nutritional labeling on all the products.|
|Promote healthy lifestyles.||
In Colombia the “Enjoy a Healthy Life” campaign was carried out and on the other hand significative progress was made within the Alliance for Healthy Lifestyles with the Ministry of Education.
In Chile and Mexico, the program to prevent childhood obesity in public schools was continued. In addition, the framework of Healthy Organizations Was adopted for the internal community.
|Reduce nutrients of interest in public health.||
A total of 83 products were reformulated in sodium; 55, in trans fats; and 68 in the sugar content.
|Manage advertising responsibly.||
Self–regulation on not advertising to children under six was applied and the commitment to self–regulation in advertising was formally assumed, together with other companies in the food sector.
Given the concern about the health status, including obesity, of the population, governments have designed intervention policies to achieve changes in lifestyles. Grupo Nutresa constantly monitors these policies and seeks to establish a self–regulatory framework that allows consumers to have alternative nutritional products, as well as informed decision making.
In order to achieve direct impact on the population, in addition to our own commitments Grupo Nutresa has signed voluntary agreements to act responsibly in advertising and marketing, labeling and reformulating and innovating products through the Food Chamber of the National Association of Businessmen of Colombia (Asociación Nacional de Empresarios de Colombia, ANDI). We have also participated in the ConSiente initiative, a call to understand that wellness depends on the balance in diet, physical activity, relaxation and fun, work, family and reflection, among others.
The permanently evolving regulatory frameworks, not only for what is noted above but also for new scientific findings, require constant vigilance to make contextual decisions, for which the Organization has an expert structure.
The Comany also believes that children’s education is where the greatest efforts should be made to achieve the transformation of lifestyles; for this reason, it participates in specific alliances and programs aimed at this population.
The regulations on labeling, nutrient content and advertising in the different geographical areas where Grupo Nutresa is present are a permanent challenge that increases due to the differences among countries to establish control over such matters, and which implies high adaptability of the business model. Given that the objective is to be prepared for changes and minimize the impact on competitiveness, Grupo Nutresa participates in national consultations on the different regulations and designs implementation plans that are carried out within the times established.
The 2020 goal to double the portfolio that meets the nutritional standards defined in the Nutresa profile was achieved in 2015 with the inclusion of the Tresmontes Lucchetti portfolio, with which we achieved a wide range of products that facilitate decision making.
In consideration of the above, we established a new 2020 goal, which is to multiply by 2.5 the offer of products adjusted to the definition of the nutritional profile based on 2012, continuing the program of reformulating nutrients of interest in public health, maintaining the policy of self–regulation in advertising for children under six, welcoming the new commitment to only advertise products that meet criteria established for children up to twelve years old, and include nutritional information on the front panel of packages.
The program Childhood Obesity Prevention in Public Schools, a Healthy Space, sponsored by Tresmontes Lucchetti – together with the University of Chile’s Institute of Nutrition and Food Technology (Instituto de Nutrición y Tecnología de los Alimentos, INTA) and the municipalities of Macul, Cerro Navia, Casablanca, Rancagua and Chillán in Chile – obtained the Avonni National Innovation Award, in the Public Innovation category, from among more than 700 projects postulated.
A noteworthy success story is the Healthy Lifestyles strategy, an initiative developed by Grupo Nutresa in partnership with the Colombian Ministry of Education, the World Food Programme, UNICEF and the University of Antioquia which seeks to strengthen the capacities of children and adolescents from 20 educational establishments in the country in terms of healthy eating, physical activity and hygiene practices. This public–private partnership focuses actions required to transform lifestyles by educating new generations.
The campaign Enjoy a Healthy Life received the distinction in Colombia as the TOP 10 P&M Advertiser of the Year, with 61.62% of the votes in the category. This recognition was awarded by the marketing and advertising community for outstanding practices and businesses in the sector in Colombia through the Portal P&M, belonging to the magazine Publicidad, Mercadeo y Medios en Colombia.
As part of the food sector, Grupo Nutresa considers the nutritional status of populations to offer products according to their needs and realities. The current situation shows that, despite the fact that large populations continue to exist in conditions of malnutrition, concern about overweight and obesity is what is directing a framework of responsible action. Almost all the countries of the world are experiencing a level of malnutrition. Between two and three billion people are undernourished; that is, they suffer from some form of malnutrition they are overweight, obese or lack certain micronutrients. This reality requires a varied food supply with controlled nutrients, both to increase those deficits as well as reduce those that are of interest in public health because of the ratio of excesses with chronic, non–communicable diseases.
Obesity, the primary social concern at this time, justifies the call of the World Health Organization (WHO) and other international agencies to undertake prevention programs with measureable objectives and results that positively impact the health condition of individuals, the quality of life of populations and the development of countries. In this context, Grupo Nutresa contributes to this strategy raising awareness so that people make appropriate decisions for a healthy lifestyle, which includes actions ranging from portfolios with suitable offers, to communication that allows for informed decision making. Noteworthy are the following issues:
During 2015, 105 products were adjusted to the nutritional profile defined for the different categories and progress was made in the program to reduce nutrients of interest in public health with 83 reformulations in sodium; 55 in trans fat; and 68 in sugar, and nitrites and cholesterol reduction to 52 products. Similarly, Tresmontes Lucchetti added its portfolio to the nutritional profile of Nutresa, reaching 1,049 products that meet this profile.
Among the main advances generated in 2015, is the reduction of nutrients or other substances identified with potential risks to health as sodium, sugars, trans fat, saturated fat and nitrites, as well as adjusting the portfolio to an appropriate nutritional profile for consumption occasion.
|Principales avances en 2015|
|Ready–to–eat dishes and Meat products||
|Flavored pasta and specialties||
|Pasta with sauce and instant pasta||
|Nuts and their mixtures||
|Water based products||
In order to provide consumers with clear information on the nutritional values of products, Grupo Nutresa continues to include front panel labeling up to 3,453 references, achieving 83% of the portfolio.
Compliance with regulations and the voluntary codes is a prerequisite for the development of Grupo Nutresa’s activities; therefore, it has an integrated management system that groups quality, food safety, environmental management, safety management and health at work, among others.
The Organization’s procedures regarding information and labeling require that 100% of the product categories contain data related to the origin of the raw materials, the content of substances that have environmental and social impacts, safety instructions and the elimination of the environmental impact.
The Organization has a self–regulation policy on advertising and responsible marketing (http://www.gruponutresa.com/en/content/nutrition). Maintaining the principles of responsibility, honesty, truthfulness and fair competition, the Company applied advertising self–regulation directed at children under six and pledged to restrict advertising to children under twelve to products that meet the nutritional profiles established.
The Grupo Nutresa companies have no products that are banned in any of the markets where it operates. G4-PR6
Given the importance of educating and raising awareness on lifestyle, several actions were developed on this front:
The “Enjoy a Healthy Life” Campaign: In principle, this initiative invited people to avoid being sedentary with the story of Juan Pablo, a man with no time to exercise; he decided to turn the city into his gym. With his story a message was sent to the principal cities of the country. Various media and a digital ecosystem amplified the message. Through this campaign, Grupo Nutresa reached 6,703,588 people in the target population and a total of 17.973.366.
Shortly after, the campaign hit the streets with Gym City, a movement that sought to promote physical exercises in any part of the city by reinterpreting urban furnishings. It has its own manual for the use of eight urban spaces, each with more than 60 routines that turned cities into the largest fitness center in Colombia. Key contact points were identified and short messages were delivered with invitations to change habits and stop being sedentary.
The second stage of the campaign was designed to promote a balanced diet; in this framework, the story of Silvia, a woman who – thanks to a varied, balanced diet with sufficient food – overcame an eating disorder to fulfill her dream of dancing. Her testimony helped spread awareness of proper nutrition and the message was amplified by various media and an entire digital ecosystem. In the target group, 6,365,532 people, and a total of 17.151.058 people, were reached.
Thanks to Silvia’s story, Happy Food! (¡Comida Feliz!) was born, an initiative that taught consumers to put what they like and what they need on their plate, based on the following principles:
Additionally, and with the support of recognized nutritionists, two publications with recipes and preparations were developed.
To complement this campaign, different contents were presented on the Webpage www.nutresa.com that encouraged people to take the first step toward a healthy lifestyle. In 2015, 621,982 users and more than 2.4 millions of visits spreaded the message. Actually, 5,360 users inscribed receive a different article each month in their email, of which 19.9% are read and 3.6% consult additional related articles in the web page.
The Healthy Space Program: This program to prevent childhood obesity in public schools in Chile and several municipalities, supported by Tresmontes Lucchetti and the University of Chile’s INTA, showed unprecedented results by reducing the prevalence of obesity in schools intervened in the Casablanca commune between 2002 and 2004, dropping from 21.6% to 12.2% in boys and from 19.4% to 8.7% in girls. This project has been disseminated through four published scientific articles, a guide for replication, two nutrition manuals and 15 presentations in scientific conferences. The replication of these practices in the schools in the Macul commune shows similar results: the reduction of obesity from 20.2% to 18.3% between 2006 and 2009, when it increased 21.5% in the country. This new experience also produced contents for disclosure: seven scientific articles, four manuals and 20 presentations at events. After these experiences, it was decided to disseminate the model throughout all of Chile, which has benefitted more than 4,600 children.
This model is based on associativity; its pillars are education in nutritional education, physical activity, the school store and the involvement of teachers, parents and the community.
A study on efficacy was also carried out through a randomized–cluster investigation, resulting in a 5.5% reduction in obesity in children when the full model was applied; 3.4% only when working with optimized physical activity and 3.9% when the model included only the school store and food and nutritional education.
Healthy Lifestyle Alliance: This is an initiative Grupo Nutresa developed with the Colombian Ministry of Education, the World Food Programme, UNICEF and the University of Antioquia, a recent ally, which seeks to strengthen the capacities of children and adolescents from 20 educational establishments in the country in terms of healthy eating, physical activity and hygiene practices. In 2015, it was possible to:
For 2020, we expect to continue developing capacities on hygiene practices, healthy eating and physical activity in more than 1.229 students, teachers, parents, School Food Program (SFP) operators and officials from the Secretariats of Education in the country. In addition to strengthening teaching in the educational community, the challenge is to promote the continuity of the public–private partnership by implementing institutional educational projects that become the chart in Colombian schools and universities. Also, with the strategy, the capacity for inter–sectorial management of quality and the coverage officers of the targeted Secretariats of Education will be consolidated.
In the strategic region where Grupo Nutresa operates, a growing interest in a better quality of life for consumers is currently evident, which has led the Company to place this interest in the center of its Corporate Vision and Mission, offering foods and experiences of known, beloved brands that nourish and generate wellness, and create value in the social capital with its stakeholders.