In Latin America, malnutrition and obesity have become key challenges for the various sectors with an estimated 4 million children under five and approximately 360 million adults in the region are overweight or obese. In this regard, several of the CGF’s member companies came together to launch the Collaboration for Healthier Lives (CHL) initiative in Mexico, entitled ‘México Ponte Bien’ (Mexico Get Well).
The movement was launched on 4th October 2019 in Mexico City with the goal of encouraging consumers to adopt healthier behaviours and improve their lifestyle. It is based on three pillars: Nutritional Education, Active Life and Healthy Habits. A trial period for the campaign was planned to run for a month from 4th October to 4th November 2019, with a series of in-store activations in 10 Walmart stores across the city between 4th – 6th October.
The CGF members participating in the trial run include: Arca Continental, Grupo Bimbo, The Coca-Cola Company, Colgate-Palmolive, Danone, Grupo Lala, Kenvue, Kellogg’s, Mars, Incorporated, Nestlé, P&G, PepsiCo, Sigma and Walmart Mexico. The consumer goods companies also partnered with the Boston Consulting Group (BCG) who supported the initiative with KPIs based on surveys, and insights from Mexicanos Activos (a civil society NGO based in Mexico that encourages and promotes healthy behavior through physical exercise), who were present in-store.
In 2020, new digital channels were developed to generate more engagement and transmit messages during the pandemic. In addition to creating a website, tips, recommendations and information about healthier products, personal care and physical activity were shared on official Facebook and Instagram channels. Engagement was high, with more than 30.000 unique visitors to the website and over two million people reached through social media.
In 2022, the initiative partnered with the food bank (Red de Banco de Alimentos de México – BAMX) to develop activities focused in preventing food waste and loses at home. The first wave of activities will include the launch of a cookbook with recipes using products from participating companies. The aim of the cookbook was to increase the consumption of fruits and vegetables and to promote better habits at home to prevent food waste due to incorrect practices. Each recipe includes tips to select and preserve the fruits and vegetables and additional recipes to use leftovers. The recipes were developed by the companies and the additional information was developed by BAMX and Pacto por la Comida.
Partner companies supporting Mexico Ponte Bien include CGF members such as Grupo AIEN, Colgate, Danone, Grupo Bimbo, Kenvue, Kellogg’s, MARS, Nestle and Procter and Gamble.
Additional partners include BAMX, Pacto Comida and recently Mexicanos Activos, to support the information of the physical activity pillar.
Search 
Search 
