Collaboration
Kellogg's, Nestlé, PepsiCo, Coca-Cola, Grupo Bimbo Unite for Consumer Health in Latin America

The Consumer Goods Forum (CGF) has launched a new pilot program in Bogota, Colombia, designed to provide consumers with nutrition and physical activity guidance and education to empower consumers to make more informed food-purchasing decisions. The program, called Give a Healthy Twist to Your Life, is supported by CGF members Alqueria, Cencosud, Femsa, Grupo Bimbo, Grupo Éxito, Kellogg's, Nestlé, PepsiCo and The Coca-Cola Company and will run across eight stores in the city.

Following the recent formation of the CGF’s Latin America Board and the opening of its Latin America office in Bogota, the CGF has been investigating ways that it can bring its regional members together to address a common challenge and deliver a collaborative initiative that helps empower consumers to make more informed decisions related to healthier diets and lifestyles. The rollout of the Bogota pilot is the first such example of this collaborative effort in the region.

The Give a Healthy Twist to Your Life program aims to educate consumers about proper nutrition, portion control, active living and how to read labels. To this end, since May, eight ‘healthy stations’ have been installed in stores across Bogota - Carulla, Éxito, Jumbo and Metro de Bogotá - that will include onsite support and advice from trained nutritionists and physical trainers.

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The points of sale are:

  • Carulla Pepe Sierra y Carulla 140
  • Éxito Country y Éxito Colina
  • Jumbo Santa Ana, Jumbo Calle 80 y Jumbo Calle 170
  • Metro Tintalito

The CEOs of the nine participating organizations noted that their goal was to work together as retail marketers and manufacturers, regardless of whether they are competitors, with a collective approach that helps actively promote healthier lifestyles, and allows them to learn from current best practices on public health issues. By working together, the CEOs said, they can find the right actions to help people adopt healthier lifestyles.

Latin America was chosen as the location of the CGF’s first regional Board and for this pilot in response to the nutritional indicators of Latinos that highlight the growing problem of malnutrition and obesity in the region. According to Nielsen in its 2015 Global Health and Wellness Report, 34 million people go hungry in Latin America. At the same time, 59 percent of the population is obese, 54 percent think they are overweight and 56 percent are doing something to lose weight. In Colombia, per the National Nutrition Situation Survey (ENSIN), 1 in 2 people are overweight and only 1 in 4 Colombians do 150 minutes of physical activity, the recommended weekly amount for a healthy life.

Nielsen figures also show that healthy purchasing trends in the region have strengthened, with a 16 percent sales increase. In addition, 75 percent of Latin Americans are interested in changing their diet, 63 percent are starting to exercise regularly and 48 percent are looking to reduce portion sizes.

This pilot is part of a global framework on Collaboration for Healthier Lives, part of the CGF’s Health & Wellness Pillar. Its mission is to drive retailer and manufacturer collaboration for positive change, benefiting people and communities, as well as businesses.

People want to live healthier lives and expect the consumer goods industry to play a role to help them meet their health and wellbeing needs. Through its Collaboration for Healthier Lives pilots, the CGF’s approach is to have greater retailer-manufacturer collaborations and scaling up of programs that bring together many groups of stakeholders to help inspire healthier communities and create a culture of prevention.

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