Strategy and progress
Risks and opportunities
Risks and opportunities
[GRI 103-1]
The main market risks and opportunities are associated with the uncertainty caused by the COVID-19 pandemic across geographies, industries and markets. Additionally, there are ongoing changes in the countries of the strategic region, changes in lifestyles and culture, reforms to labeling and ingredient regulations, and modifications of non-tariff barriers to trade. The following are the details of the risks and opportunities identified by the Organization:
Risks
- Impact on the market due to the intensification of the COVID-19 pandemic, the difficulty to reactivate the economy and the pauperization of the living conditions.
- Increase in the cost of commodities, volatility of the American dollar and other currencies from the region.
- The legislation and tax reforms in several geographies, as well as the damage to the brand reputation due to the rising demands from increasingly informed and involved consumers.
Opportunities
- Recovering the consumption outside the households, tourism and other activities.
- Greater awareness of and preference for sustainable value propositions and increase in the demand for products and services that are aligned with such healthy lifestyles.
- Supporting the development of solidarity and cultural economies that contribute to recovering jobs, and the preference for multicultural experiences that offer diversity in terms of ingredients, preparations and flavors.
Outlook
Outlook
- Continue evolving towards a market-focused corporate culture that inspires the human talent. To encourage behaviors that promote collective knowledge, facilitate change, empowerment, innovation, agile and efficient operations, and decision-making processes with a sustainable vision across all geographies.
- Increasing the Company’s participation in the wellness and nutrition markets through effective innovation and the use of digital media and information and communication technologies.
- Unlocking the growth potential of the geographies through the transfer of management skills, contributing to the expansion of the footprint of leading brands and strengthening the trade networks.
- Accelerating the digital transformation process: generating greater value through the use of information, infrastructure, engagement and know-how in current commercialization, distribution and logistics processes.
- Deepening and strengthening the value propositions in business to business (B2B) and food service, direct sales and digital commerce, among other channels, articulating them through multiple channels to achieve higher levels of performance in terms of customer satisfaction and loyalty.
- Seizing the opportunities created by cultural changes identified in sustainable development trends. This will enable the Company to continue providing memorable experiences for consumers, shoppers, customers and guests, making value propositions more relevant by means of new business models, categories, products and services suitable for different markets and geographies.
- Making progress in the “brands with a purpose” strategy to provide consumers with sustainability features that offer them new ways to respond to the global challenges.
Success stories and acknowledgments
Success stories and acknowledgments
[GRI 103-3]
- Noel is recognized in the Brand Footprint 2020 ranking by Kandar in Colombia
Noel is the third most chosen fast-moving consumer goods brand by Colombian households.
- Pozuelo is featured in Kantar Brand Footprint ranking (CAM) The brand ranks third in the top 25 most chosen mass consumption products in Costa Rica.
- Tutto received the Breakthrough Innovation LATAM-Nielsen Award in the superstar category
This recognition, awarded by the market-auditing company Nielsen, highlights product launches that have had a superior performance in the market and demonstrate ongoing success for more than three years, as evidenced by the best positions in top performance metrics for a successful launch in Central America.
- Cordillera and Tosh were recognized and featured as success stories on the global platform One Planet
This platform records the most successful sustainability and marketing cases in the world. This achievement was the result of the collaborative work carried out with Universidad de los Andes and the United Nations to align the brand sustainability communication with the Sustainable Development Goals (SDGs).
- Café Sello Rojo received an EFFIE Bronze Award 2020 in the Non-Alcoholic Beverages category
This recognition was awarded for the campaign “Despierta tu vida con Café Sello Rojo” (Awaken your life with Café Sello Rojo), which features real-life stories to highlight the strength and perseverance that characterizes Colombian people.
- Livean is recognized as Merco Chile’s Product of the Year
Livean stands out among the most valued innovations by consumers, specifically thanks to Livean’s product without artificial color additives.
Progress
[GRI 103-1]
Grupo Nutresa has committed to double its current sales by 2030 based on food products and experiences of highly recognized and beloved brands. These products nourish consumers, generate well-being and pleasure, have the best price-value ratio, are widely available in our strategic region, and are managed by talented, innovative, productive, committed and responsible people within a sustainable development framework, with a return higher to the cost of capital.
The Organization develops markets based on promoting and transferring capabilities from its Brand and Network Management Model to its staff and organizational culture. It supports the management and creation of new value propositions through its brands and commercial networks to generate memorable and unique experiences for consumers, shoppers and customers. These experiences respond to their lifestyles and promote healthy eating habits, nutrition, well-being and enjoyment in a sustainable way.
The in-depth knowledge of consumer behavior, supported by the segmentation implemented by Grupo Nutresa, has been leveraging brand positioning and innovation strategies, increasingly bringing value propositions closer to the expectations and realities of the security, protection, self-direction, vitality and hedonism segments. In 2020, the Organization made progress in the implementation of the model in Chile and, in 2021, it will be applied in Central America. Additionally, the “Brands with a purpose” strategy was designed to explore sustainability features, connecting current consumer aspirations with the higher values and purposes of the brands.
The Organization continued working on the development of shopper claims, the shopper culture process and the implementation of analysis tools based on advanced analytics. The Organization also delved into the study of healthy shoppers and digital shoppers to strengthen the adoption of innovative solutions.
Customers
Overarching focus of the business management capabilities in the multiple segments, the strengthening of the customer experience that connects brands with shoppers and consumers, the constant updating and leadership in distribution models, and the advancement of digital and engagement capabilities in virtual channels.
Brands
- Specific adjustment and strengthening of the positioning of the “brands with a purpose,” and connection of leading brands in the segments with the SDGs.
- Formulation of comprehensive value offers for consumers based on synergies with other Grupo Nutresa companies.
- Expansion of the concepts of brands such as Tosh, Cordillera, Dux, Granuts, Colcafé, Kryzpo, Doria and Zenú into other product categories according to the segment and the consumption occasion.
Practices that stood out
- Zenú stood out with a portfolio including cold cuts, vegetables, salads, snacks, frozen breaded products, cooked meats, ready-made dishes and frozen potato products.
- Monticello, an overarching premium brand with an indulgent value proposition, has achieved a presence in nine categories: pasta, sauces, risotto, aged beef, semolina flour for pasta making, olive oil, balsamic vinegar, pickled products and frozen ravioli.
- Launch of the Retail Food Business’s first digital brand called VI Bowls, which operates through the dark kitchens of El Corral Gourmet.
Communication
Effort focus on digital media and social networks aimed at the benefits of practicality, health and well-being associated with food based on insights that highlighted the importance of helping to prevent the spread of the virus and to cope with the effects of the COVID-19 pandemic.
Pricing
Organization of analysis cycles for each business, facilitating the decision-making process based on access to shoppers and ensures the profitability of brands and categories. Analytical tools were also developed for various geographies.
Distribution networks and go-to-market
Digital transformation to respond to the effects of the COVID-19 pandemic. New value propositions for customers were created and adjusted in the Go-to-Market model by using digital tools.
- In Novaventa, a new virtual sales channel, called “Tienda Virtual” (Virtual store), was developed for the Novaventa entrepreneurs.
- The vending machine channel integrated machines with a protocol for disinfection and protection against COVID-19, these are called Essential machines. These devices were located in high-traffic locations such as airports, gyms and mass transportation stations.
- La Recetta and Atlantic Food Service adjusted their business models to reach other customers, including sales directly to end consumers.
- Integration of Atlantic Food Service and Cameron’s Coffee within the Grupo Nutresa’s ecosystem.
Expansion in the strategic region and markets
- Consolidation and development of geographies based on Grupo Nutresa’s Internationalization Model for the management of opportunities in categories, brands and experiences and the strengthening of distribution networks, with models designed to meet the needs of each market.
- Expansion of the geographical footprint of brands such as Tosh, Ducales, Dux, Festival, Chiky, Cordillera, Colcafé, Tutto, Tru Blu, Granuts, Zenú, Kryzpo and Doria, and application of the Brand Management Model for this market (priorities in positioning, communication, Go-to-Market and shopper). Abimar Foods continues strengthening its export operation to Mexico and Panama.
- Increase in the Organization’s participation in nutrition and wellness markets in the strategic region with the launch of the line of infusions (herbal tea products) in Central America and the delivery of Tosh brand experiences: “Vida en armonía” (Life in harmony) –Tosh Live Broadcasts and Tosh Fest Digital offering contents related to food, meditation, yoga, physical activity and recycling, among other– with coverage in Colombia, Central America and Puerto Rico.
- Successful integration of Cameron’s Coffee into the organizational model with significant advances in branding and the expansion of its distribution. Similarly, it is important to mention the growth in terms of B2B in the U.S. market, boosted by a value proposition with a high impact on innovation and sustainability.
- Internationalization of the chocolates platform in Costa Rica with market launches in Trinidad and Tobago and Puerto Rico, and the venturing into Brazil with the Granuts portfolio selling at Sam’s Club. Stable growth in Asia, with innovative products targeting the coffee beverage segment, especially for markets in Japan, Korea and China.
Commodity Volatility Management
- Commodity volatility was affected by exchange rate factors, supply effects caused by the pandemic crisis and weather events. The most affected commodities were pork, chicken, beef and cocoa. In this sense, risks have been adequately managed through flexible hedging and trading strategies to ensure competitiveness in commodity price volatility, demonstrating flexibility and adaptability to scenarios associated with COVID-19.
