The first step to integrate sustainability into the business strategy is to be aware that, in order to have successful companies and brands that last over time, not only must good environmental practices be implemented, but they must find the values in the DNA of the brands that make them connect with the new demands of a consumer who is increasingly attentive to the sustainability and social responsibility actions carried out by Mexican brands and companies.
As part of a company with more than 100 years in operation, I have been able to experience first-hand the implementation of this commitment. In the last 10 years, at Grupo Herdez we have considered in the vision of our brands the development of sustainable initiatives and social responsibility, with the firm conviction that these projects add value to society, beyond the functionality with which they currently satisfy their consumers.
In 2017, with our iconic Herdez® brand, we launched the Por Un Mundo Más Vivo® (PUMMV) platform, which aims to integrate advice and initiatives that give more life to our planet, through actions in which they support us. our consumers for a better future.
Through the flagship project of this platform, “Recycle the can”, we promote the culture of recycling and reusing cans among our consumers. Subsequently, we transform the collected cans into ecological heaters and wind turbines for vulnerable communities that do not have access to electricity. In this way, we seek to create a virtuous circle of sustainable production.
With the Del Fuerte® brand, we are committed to the care and conservation of the land, water and the ecosystem in general of the Mexican fields, from which our main ingredient: the tomato, originates.
We call this sustainability strategy “A stronger legacy”, and its purpose is to incorporate the principle of the circular economy in its processes and thereby recover and make the most of its post-consumer materials. In this way, we work to minimize the environmental footprint at each stage of the life cycle, from obtaining raw materials, to the production, distribution and end of life of its articles.
Finally, Mexico is a country full of traditions and the Doña María® brand developed a project called “Traditions with roots”, which seeks to turn tourism into true life experiences. For this, it launched a campaign that seeks to value traditional cooks and encourage them so that they can be promoters of their communities, as well as encourage local consumption.
We know that we still have a long way to go, however, here we have the example of three large Mexican brands that, beyond a commercial focus, have managed, under a genuine spirit of commitment to their different stakeholders, to build sustainability projects and social responsibility that are undoubtedly contributing to building a better future for our country.
Consumer confidence, brand values and market leadership have been key factors that allow amplifying the positive impact on the path to sustainable development.
*The author is the marketing manager of Grupo Herdez.
