manifiesto - Nutrición Grupo Bimbo

MANIFIESTO
GRUPO BIMBO
IN HEALTH AND WELLNESS
“We at Grupo Bimbo are fully aware of the tremendous challenge of helping deal
with the problems of overweight, obesity and diabetes that affect Mexican society
today. We are convinced that the food industry must play an active role in joining
forces with other sectors to positively impact the health of future generations.
Through “Sembrando juntos,” our social responsibility program, we reaffirm our
commitment to stakeholders and frame our initiatives under four pillars: Wellness,
Planet, Community and Associates.
The actions taken under this first pillar, Wellness, are part of a strategic initiative
toward speedier compliance with the commitments we assumed before the World
Health Organization in 2008, and range from improving the nutritional profile of
products in our current portfolio and the development new ones, to introducing
simplified labeling, responsible advertising for children, promotion of physical
activity, and helping raise the awareness of costumers and the general public about
health and nutrition.
At Grupo Bimbo, we will continue to set clear and quantifiable objectives for the
short and medium term that can guide our actions in helping solve the problems
associated with poor nutrition and a sedentary lifestyle, through which we can
become a local and global benchmark in Health and Wellness initiatives.”
Daniel Servitje Montull
Chairman of the Board and CEO, Grupo Bimbo
The challenge of nutrition today
All around the world, consumers today are demanding
more products that are part of healthy lifestyles and eating
habits. The problem of obesity and its consequences, as
well as its co-existence—in many countries—with a serious
lack of basic nutrition, poses the daunting challenge of
developing that can to meet the varying needs of a market
increasingly committed to this issue. Facing this challenge
requires that all of us in the food industry, along with
governments and society at large, join forces to develop
products and tools that can help consumers achieve a
state of greater health and wellness.
Our Vision
To be a leading company in health and wellness on a global
level.
Our Mission
To offer our customers a wide variety of products that
can be part of a healthy diet, and to promote healthy
lifestyles and physical activity through brand strategies
and quantifiable actions.
Our Principles
•
Adherence to best practices in the countries where we
operate.
•
Strict compliance with local regulation in countries
where make and sell our products.
•
Strict quality standards based on international
recommendations and scientific research.
•
Business results attained gradually but consistently.
Our strategy:
Sembrando Juntos for your Wellness
1
GOVERNANCE
Grupo Bimbo
Health and
Wellness Model
Executive
Committee on
Health and
Wellness
Information quality
2
GENERAL
COMMITMENTS
5 Platforms
Products
Nutritional
information
Responsible
marketing
Promotion of
physical activity
Alliances and
research
Governance
A) Grupo Bimbo health and wellness model
B) Executive Committee on Health and Wellness
At Grupo Bimbo, we have developed a global health and
wellness model with a business vision, which helps us to
define the strategies applicable to all of our product brands
and categories in countries where we are present. This
model is sustained by four lines of action, through which
the strategy is managed:
the nutritional quality of our product portfolio through
reformulations and the development of packaging
with clear, accessible nutritional information for our
customers.
At Grupo Bimbo, the health and wellness strategy is
managed jointly with our Innovation and Corporate
Marketing areas. Additionally, the company has a Health
and Wellness Committee made up of representatives from
the areas of Innovation, Corporate Marketing, Corporate
Affairs, Personnel, Institutional Relations, and the technical
and commercial areas of each of our Organizations. The
Committee is headed by an Organization Director, who
ensures the commitments assumed by the group are kept.
The Committee meets on a bimonthly basis to review and
report on progress toward annual goals.
(ii) Brands and categories: Development of healthy
C) Information Quality
(i) Product portfolio: Actions focused on improving
brands and product categories, as well as quantifiable
actions to promote physical activity associated with
brand strategies.
(iii) Communication: Strategies for communicating
and interacting with key stakeholders (consumers,
governments, and opinion leaders) as well as alliances
with research institutes.
(iv) Social responsibility: Constant interaction
with other Grupo Bimbo Social Responsibility pillars
that are affected by our health and wellness actions
(Community and Associates).
The Internal Auditing area validates the company’s annual
results before they are published in external reports.
Furthermore, over the course of the year we commission
specific audits of the progress reported within the Health
and Wellness Committee by all of our Organizations.
General Commitments
Our commitment to nutrition goes back to the year
2005, when we publicly announced our internal program
“Committed to your Health” which established a series of actions focused on improving our product portfolio
5
1
2
3
4
5
and promoting physical activity among our customers and
associates. In 2008, we aligned our internal program with
the “Global Strategy on Diet, Physical Activity and Health,”
created by the World Health Organization (WHO). Concretely, this program consisted of:
Overall platforms with various lines of
action and medium - and long - term goals:
PRODUCTS: Nutritional quality of our portfolio
NUTRITIONAL INFORMATION: Clear and accessible
information for our customers
RESPONSIBLE MARKETING: Responsible advertising,
primarily when aimed at children
PROMOTION OF PHYSICAL ACTIVITY: Promoting the habit of
physical activity and healthy lifestyles among our consumers and
associates
ALLIANCES AND RESEARCH: Strategic alliances
1
Products:
Nutritional
quality of our
portfolio
A)Improving the nutritional
profile of our portfolio
A diet based on reduced consumption of food high in
saturated fats and sugars, as well as an ample intake of
fruits and vegetables, accompanied by an active lifestyle,
are among the principal measures recommended by the
World Health Organization (WHO) and United Nations
Food and Agriculture Organization (FAO) to combat
chronic disease.
Our commitment to offering products that meet customers’
needs while complying with global recommendations on
the content of nutrients with a high impact on health is
evident in the actions we take to improve the nutritional
profile of our product portfolio:
• Reduce nutrients with a negative impact on public
sugars, saturated fats, trans fatty
acids and sodium.
health, like
• Increase the content of positive ingredients and
whole grains, fiber, vitamins and
minerals, and others.
nutrients, like
• Develop new choices in our product portfolio
with healthy nutritional profiles (especially in products
aimed at children).
• Detect nutritional deficiencies
Our efforts to reformulate and
innovate healthier products
began in 2008.
• Make these options more accessible
By 2012,
in
vulnerable groups, and develop products that can help
to cover those needs.
by reducing prices and increasing availability.
Additionally, we have a robust research and development
platform that includes four innovation and nutrition
centers for product development: one in Mexico,
two in the US, and one in Brazil. These enable us
to better understand our customers and continue
innovating with a focus that is segmented
geographically and demographically.
1
Group Bimbo
had improved
1.700 products
the
nutritional profile of more than
(20% of the more than 8,000 it
sells) by reducing nutrients with a
high impact on public health—fats,
saturated fats, sugar and sodium—
and developing 198 products with
an improved nutritional profile.
Products: Nutritional quality of our portfolio
B)Nutritional Profiling System
Our internal nutritional profiling system is a
tool that our product innovation areas use
to improve the nutritional profiles of our
portfolio, either through reformulations or
new developments.
This internal evaluation system is based on:
•
Scientific evidence and international dietary guidelines.
•
Disqualifying content levels for
certain nutrients that surpass
the recommendations of international organizations.
•
A product’s nutritional rating is
obtained by assigning base points
and extra points:
•
BASE POINTS: Assigned for the content of
nutrients with a high impact on public health,
like fats, sugars and sodium, and positive
nutrients like fiber, proteins, vitamins and
minerals. A profile in which all of these are in
optimum balance would earn a score of 100.
•
DISQUALIFYING LEVELS: Presence of
undesirable levels of fats, saturated fats,
cholesterol and sodium. The presence of
any of these values prevents the profile from
accumulating extra points.
•
EXTRA POINTS: These are earned for the
addition of functional ingredients, prepared from
fruits and vegetables, milk, and the elimination or
substitution of natural components for additives.
•
1
Based on the point score, products are
grouped into various categories.
C)Facing
malnutrition
The co-existence of illness attributed to malnutrition
with those attributed to overweight and obesity is one
of the most challenging public health issues among
development countries (particularly in vulnerable
groups, like children under 12).
Children require balanced diets that permit an optimum
development of their bodies. Many of them, however, living
in poverty, do not eat or have limited access to foods that
would give them a proper diet. As a result, their diets do not
incorporate nutrients that are critical to their development
and growth, like calcium, fiber, magnesium, vitamin A, B
complex vitamins, Vitamin C and D, iron, potassium and
zinc.
A lack of sufficient micronutrients, the causes of which
are complex and diverse, has been correlated with
many chronic illnesses and in many cases this is due to
insufficient consumption of foods rich in nutrients, like
meat, eggs, fish, milk, fruits and vegetables.
Products: Nutritional quality of our portfolio
Deficiencies in micronutrients among some groups at
risk, like children, pregnant women or the elderly, require
dietary supplements to overcome.
One of the most effective ways to meet the community’s
health needs is to develop actions relating to the
fortification of basic foods that are widely consumed, like
bread and cereals, which in some cases require only a
minimum change in consumer behavior.
All of our products in the bakery
category are fortified with vitamins and
minerals, particularly cookies and cakes. In some
cases we have developed products aimed especially at
covering micronutrient deficiencies in groups at risk in
specific regions of Mexico. One example of this is the
addition of amino chelated iron to popular cookie products
like animal crackers, Deliciosas and Canelitas in southeast
Mexico, where the problem of anemia has worsened,
primarily in rural areas.
1
The latest addition to our portfolio of products designed
to cover specific deficiencies in certain segments of the
population was in 2012 when we re-launched Bimbo White
Bread, now with Actileche, accompanied by an attractive
advertising campaign that publicized the benefits
associated with consumption of this product.
Actileche is an exclusive formula developed over
the course of a year by our Research & Development
area, together with the Salvador Zubirán National
Institute for Medical Sciences and Nutrition (INNSZ), one
of Mexico’s most prestigious national health institutes
and the largest center for medical training and research
in Mexico.
With milk and vitamin A, white bread with Actileche
provides critical nutrients like calcium, vitamin D, and a
mix of B complex vitamins and minerals (iron, calcium,
zinc, iodine and phosphorous) important for children’s
growth and development.
Products: Nutritional quality of our portfolio
A) Bringing our products
closer to customers
We consider our ability to reach all corners of the world a competitive advantage, because it allows us to
bring our products closer to our customers. We do so through more than 51,000 routes and more than 2.2
million points of sale, which represents the largest distribution network in Mexico and one of the largest in
the Americas and the world.
It is also important to come closer to customers with products developed to cover specific nutritional needs at all income
levels, particularly among the poorest communities. That is why we have set ourselves the goal of establishing accessible
prices in these developments and use popular, widely-accepted products as a vehicle to reach our customers.
B) Our targets
In order to work for concrete results in the medium and long term, Grupo Bimbo has established various goals for 2020
regarding the nutritional improvement of our portfolio:
Reduce sodium by 30%
in our leading bread
brands, and by 15% in leading salted snack brands.
Reduce sugars by 10%
in the categories of
Improvement in our portfolio of
products aimed at kids under 12 through
specific nutritional profiles.
cookies, cakes and pastries.
Development of at least two products with improved
Reduce saturated fats by 25%
nutritional profiles per country per year, in the
better and healthy categories.
in leading
brands of cookies, cakes and pastries and 15% in leading
salted snack brands.
Elimination of trans fatty acids from our
product portfolio.
Development of at least two whole
grain products per country per year.
1
Development of at least two products with
health-positive elements
per country per year.
Development of one healthy brand or
category per organization per year.
Development of one product
per region per
year focused on meeting a specific nutritional need in vulnerable groups, making it access able at reduced prices.
Products: Nutritional quality of our portfolio
2
Nutritional
information:
Clear, accessible
information for
our customers
At Grupo Bimbo, we are convinced that educating our customers is the best way to bring about a change toward
healthier lifestyles.
Labeling, and particularly nutritional information, plays an important role in
communicating essential information about the nutritional value and composition of
our products. We are committed to increasing our efforts to provide consumers accessible and easy-to-understand
nutritional information, to help them make healthier decisions when buying and consuming foods.
A)Nutritional labeling policy
Our commitments:
Incorporate at least a minimum amount of nutritional
information on our projects,
detailing the content of nutrients most critical to
pu-blic health in each portion (energy content, total
carbohydrates, sugars, proteins, fats, saturated fats,
sodium and any nutrient about which we are claiming some benefit). If this is not possible because of
the size of the product and its label, we will make
sure this information reaches our customers through
other channels.
Continue to fully abide by all
laws and regulations regarding
labeling in the countries where our products are sold.
2
Where there are no applicable regulations in force,
abide by international regulations (Codex) or by the
Grupo Bimbo will
best practices of the many countries where we operate.
Incorporate other information in addition to basic
in simple and easyto-understand front labeling.
nutritional data,
Have our labels include a recommendation that consumers practice at least 30 minutes of physical activity a
day, as part of our promotion of healthy lifestyles.
Nutritional information: Clear, accessible information for our customers
B)Front labeling
In recent years, a number of ways to present
nutritional information have been devised, all
with the purpose of helping consumers make
healthier decisions when it comes time to buy
and consume food. One of these schemes is
front labeling.
This type of labeling is intended to complement
the nutritional information already printed on
the back of the food package, and make it
more accessible for consumers.
One of the most viable and widely-used
form of labeling in the world is modeled
after the US Dietary Guidelines for
Americans (DGAs), which are designed
to give a general idea of the values a food
contains, compared to the established
recommendations for health adults.
C)Statements of
nutritional
and healthy
qualities
Grupo Bimbo’s system for front labeling requires the
following:
•
A list of key nutrients: energy (calories), saturated fats,
sugars and sodium.
•
Location of nutrients on the front panel to facilitate
reading by consumers.
•
Content of key nutrients, referenced to the percentage
daily requirement in the diet of the overall population.
•
Clear, relevant, legible and comprehensible format.
•
Factual information sustained by verifiable scientific
information.
•
Applicable to all categories of foods and non-alcoholic
beverages without exception.
D)Our
targets
To include DGA-type front labeling on all GB
products, where space permits, by the end of
2014.
For Grupo Bimbo, it is important to clearly and
truthfully communicate the nutritional and health
benefits of our products. For this reason, we
have a process of internal validation in which our
priority is to sustain, according to rigorous scientific
evidence, this type of statement. We are respectful
of the regulatory framework applicable in countries
where we are present and verify strict compliance
with the defined guidelines for claims regarding
any type of benefit in our products. In countries
where there are no regulations on this matter, we
adopt the best practices of the countries where we
are present, or by international regulations like the
Codex Alimentarius.
2
Nutritional information: Clear, accessible information for our customers
3
Responsible
Marketing:
Responsible
advertising,
primarily in
advertising
aimed at
children
A)Code of ethics
in advertising
At Grupo Bimbo, we are committed to truthful
advertising
campaigns
that
promote
the
strengthening of universal ethical values; which
we understand to mean family unity, the physical and
emotional integrity of the individual, respect for the
universal rights of children, respect for the physically
challenged, the elderly, and for people of other ethnic
groups or social conditions. That is why we try to advertise
our products on programs that reflect a positive focus on
morals and on ethnic, religious or political tolerance. We
want to avoid programs that polarize and discriminate,
those that denigrate religious beliefs, political positions, or
the values of the individual.
B)Responsible advertising
aimed at children under 12
Among the commitments assumed before the WHO, Grupo Bimbo has
pledged to promote and ensure that advertising prepared
for and aimed at children complies with the best practices
of socially responsible advertising established worldwide.
3
Responsible Marketing: Responsible advertising, primarily in advertising aimed at children
Much to the political attention seen in the international,
regional and national spheres has been focused on
marketing and advertising for food and beverages aimed
at this public. With this in mind, Grupo Bimbo has assumed
various commitments that encourage responsible
advertising:
• Compliance with Self-Regulatory Program for Children’s Advertising.
• Assuming additional commitments,
focused on developing nutritional profiles for products
that are advertised to children, with the following goals:
•
Ensure that advertising prepared for
and aimed at children is a helpful tool for
health education.
• Compliance with the requirements of
international organizations, like the WHO,
to include new lines that express an even greater commitment to children’s advertising.
• The Adoption of Pledges, in which children’s
advertising is closely linked to nutritional profiles based
on scientific evidence backed by world-renowned
institutes and organizations.
3
Responsible Marketing: Responsible advertising, primarily in advertising aimed at children
C)Grupo Bimbo Pledge
Advertising messages: Grupo Bimbo publicly
pledges
to develop
advertising
intended
to promote
Advertising
messages:
Grupo
Bimbo
publicly
healthy
lifestyles
and
eating
habits
among
children
pledges to develop advertising intended to promote
under
years ofand
age,
according
the following
healthy12lifestyles
eating
habits to
among
children
principles:
under 12 years of age, according to the following
principles:
• Advertising for products that represent healthy
choices,
on that
nutritional
profiles
that
• eating
Advertising
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products
represent
healthy
are
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eating choices, based on nutritional profiles that
scientific
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are consistent with global standards and based on
•
•
scientific evidence.
Advertising for products that meet the required
nutritional
must that
be meet
developed
in the
Advertising profiles
for products
the required
context
of
healthy
lifestyles,
through
messages
nutritional profiles must be developed in the
that
reinforce
the idea
of adopting:
context
of healthy
lifestyles,
through messages
that reinforce the idea of adopting:
• Healthy eating habits, consistent with local
in consistent
each country
• criteria
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eating habits,
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our
products
are
sold,
and
with
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criteria established in each country where
guidelines
based
scientific
evidence.
our products
are on
sold,
and with
international
•
•
•
•
guidelines based on scientific evidence.
Frequent physical activity.
Frequent physical activity.
Adherence to the established guidelines of
the
self-regulatory
Adherence
to the advertising
establishedcode.
guidelines of
the self-regulatory advertising code.
Colocación de producto (Product Placement):
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Bimbo apledges
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purnutrimentales
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pose of promoting
the sale of those products, unless they meet the established nutritional profiles.
Uso de Productos / Juegos Interactivos: Grupo
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a no incorporar
imagen
de
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/ Interactive
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Grupo
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las escuelas:
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se
Advertisingen
in schools:
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compromete
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de unless:
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to
advertise products
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schools
las escuelas primarias a menos que:
•
•
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El producto cumpla con los perfiles nutrimentales
profiles.
establecidos.
•
•
school administrators for educational purposes
Expresamente
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or
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de vida saludables, con la supervisión de la
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In
some countries
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guidelines
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D)Our targets
• To limit advertising for children under 12 to
products that meet the nutritional profiles defined
for this public.
Promociones: Grupo Bimbo publicitará únicamente
Promociones:
GrupoaBimbo
publicitará
promociones dirigidas
niños menores
deúnicamente
12 años en
promociones
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niños menores
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en
aquellos productos
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mentales establecidos.
• Promote healthy eating and lifestyles to
all of our advertising publics.
•
• To develop and advertise at least two new
products that meet the nutritional profiles defined
cases we pledge to abide by those guidelines on
En algunos
países existen lineamientos oficiales
school
advertising.
locales para venta de productos dentro de las
escuelas, en este caso se deberán acatar dichos
lineamientos para poder hacer publicad dentro de
la misma.
Be socially and ethically responsible in our advertising to all our consumers, governed by the highest global standards in the field.
for children under 12, per country, per year.
3
Responsible Marketing: Responsible advertising, primarily in advertising aimed at children
4
Promotion
of activity:
Promoting the
habit of physical
activity and
healthy lifestyles
among our
consumers and
associates
We are firmly convinced that a healthy lifestyle can only
be obtained through proper diet and the regular practice
of physical activity, both of which are synonymous with
wellness.
According to data from the WHO, in developed and
developing countries, sedentary lifestyles are considered
one of the greatest risks to the population, many times
associated with greater access to technology, lack of
social spaces, the current pace of life, a shortage of time,
or problems with crime in public places. Based on scientific
evidence, the lack of physical activity is closely correlated
with other risk factors like overweight and obesity; as well
as problems associated with these, like dyslipidemia, high
blood pressure, diabetes mellitus type 2 and heart disease.
Because of this, there is a pressing need for effective
strategies to promote the adoption of physically active
lifestyles, and to improve and promote healthier eating.
A) Promotion of physical activity and
healthy lifestyles among our customers
At Grupo Bimbo, with the aim of promoting healthy
lifestyles, we have built up alliances and developed tools
that enable us to be closer to our customers and thus to
promote healthy habits, proper eating, and physical activity
with tangible benefits.
Through our website and social networks, consumers
of our products and the general public have access
to our platforms and general information about diet,
wellness and health care, as well as the nutritional
profiles of our products. We have a blog called “Con M
de Mamá” aimed at mothers of children between 0 and 12,
that carries articles about childhood nutrition, recipes for
kids, and advice.
4
We traditionally participate in a broad
number of activities relating to nutrition,
physical activity and healthy lifestyles.
We hold our own sporting events, like
“Carrera Bimbo” and “Futbolito Bimbo,”
and sponsor others in the various
countries where we operate. Through
these actions, we also promote family
togetherness in our communities.
Promotion of activity: Promoting the habit of physical activity and healthy lifestyles among our
consumers and associates
B)Encouraging consumption
of fruits and vegetables
To ensure a proper diet and access to critical nutrients
and micro-nutrients, experts recommend the inclusion of
fruits and vegetables in our everyday diet. Various public
health programs, like “5 a day,” “Dietary Guidelines for
Americans” and others, encourage and promote the consumption of these food groups by the general public, and
stress their many benefits to human health.
We at Grupo Bimbo understand the importance of
encouraging the consumption of fruits and vegetables,
so we have developed materials that are published
electronically ad in print, recipes and meal plans, which
are available through:
•
Grupo Bimbo’s Nutrition Website
(www.nutriciongrupobimbo.com)
•
•
•
Health Conferences and Expos
Internal Certification Program for Grupo Bimbo’s
company dining rooms.
Among the materials we have developed are the following:
•
Nutrition articles for the whole family:
•
Eating fruit can help you slim down.
•
•
Benefits of fruits
•
10 strategies to get kids to eat vegetables
•
What should I eat if I have inflammatory bowel
syndrome?
Meal plans: A fundamental aspect for including
fruits and vegetables into people’s diets is teaching
them where they fit in a general meal plan. We focus
on providing attractive, delicious and healthy recipes
for preparing fruits and vegetables.
Grupo Bimbo’s Nutrition page has a section entitled
“Meal Plans,” where users can find a tool for
calculating nutritional recommendations by weight,
size, gender, objective and physical activity. Users
who access the page receive a personalized eating
plan that meets with Mexico’s Eat Right Plate,
meaning it includes an abundance and balanced
variety of fruits and vegetables.
4
Additionally, at Grupo Bimbo we have a program called
“Healthy Company,” which takes action to promote healthy
lifestyles among our associates. One of the actions of this
program has been the certification of Grupo Bimbo’s company dining rooms, in which the inclusion of fruits and vegetables on breakfast and lunch menus is one of the key requirements for certification.
Promotion of activity: Promoting the habit of physical activity and healthy lifestyles among our
consumers and associates
C)Promoting physical activity
and healthy lifestyles among our
associates
The physical and emotional wellness of our associates is a
priority for Grupo Bimbo. We make an effort to encourage
them and their families to adopt healthy lifestyles, through
prevention programs.
In the US, we developed programs like the Tobacco
Cessation Program, which provides various kinds of
support to help associates stop smoking, and the Healthy
Focus Program, to develop training programs to deal with
basic health problems.
In Mexico, we have a number of initiatives to reduce the
risk of developing or worsening chronic degenerative
disease. These include a weight reduction program and an
over-40 program, which together have benefited 65,000
associates.
D)Our targets
• To promote two measurable actions a year
focused on encouraging physical activity
or improving healthy lifestyles among our
associates.
• To certify healthy dining rooms at our plants,
per region, per year.
• To associate our leading brands with strategies linked to the practice of physical activity.
To promote at least two measurable actions a
year focused on encouraging physical activity or improving healthy lifestyles among our
customers.
4
Promotion of activity: Promoting the habit of physical activity and healthy lifestyles among our
consumers and associates
5
Alliances and
research:
Strategic
alliances
We understand that the problems associated with
malnutrition have their origins in many causes, and that
many different forces must come together to solve them.
For this reason, we must seek out alliances with authorities,
NGOs and civil society through which we can develop
comprehensive programs to attack those problems at their
root.
•
With non-governmental organizations, supporting
various programs and actions focused on promoting
healthy lifestyles.
•
With opinion leaders, jointly communicating with consumers on the benefits of healthy eating and an active
lifestyle.
•
•
With academic and research institutions, moving forward on the innovation of products and technologies
that can enable us to offer products with substantially
improved nutritional profiles.
At Grupo Bimbo, we work to establish commitments
and forge alliances with strategic participants:
•
5
With governments, participating in and supporting
the implementation of public health policies.
Alliances and research: Strategic alliances