Enríquez García, H. C.

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Vol. 9, núm. 25 / enero abril del 2024 DOI: https://doi.org/10.36791/tcg.v9i25.245

Pp. 2-17

4. Discussion and results of the CSR and CVC

innovation strategy in bimbo Mexico

In the following chapter, we will examine and compare through eight points how well Bimbo aligns with being a company that generates CSR and CSV, based on the theoretical framework. This will be done by discussing and comparing the data obtained from documentary research and interviews with employees (key personnel):

4.1. Reconfiguring the traditional sales channel market Grupo Bimbo ’s website (2013) states that Blue Label

Mexico is a technology company with a commercial brand called Red Qiubo, they argued that they made an alliance that focuses on boosting and strengthening the traditional channel, increasing its productivity. They do this through sales points terminals that are offered to micro-entrepreneurs so that they can receive payments of their clients by credit or debit card. Grupo Bimbo, through its extensive distribution network, serves as their commercial arm and point of contact with customers.

Bimbo created financing programs for micro entrepreneurs. Casanova (2009) mentions that the association between Grupo Bimbo and the financial institution “ Fin Común ” allows them to provide credit lines to their clients and make the value chain more secure and stable. According to primary sources, this program consists of providing credit to clients for an amount of less than $2,000 Mexican pesos (about $100 US dollars) for product purchases, which is undoubtedly an important source of financial assets for micro entrepreneurs who probably do not have access to a financing through the conventional banking system.

4.2. Dietary health and other benefits

Food companies like Bimbo used to prioritize flavor

and sales volume, leading to increased consumption. However, they are now shifting their focus to the fundamental need for better nutrition and have introduced healthier product lines such as “Oroweat and Sanissimo, ” made with ingredients like grains, wheat, oatmeal, and nopal. However, there is still much work to be done within the “Barcel ” organization, which has brands like “Vero, and Coronado ” that produce candies, chocolates, and sweets that lack nutritional value and do not contain ingredients associated with a healthy diet. Bimbo also has some brands such as Suandys or Marinela that lacks healthy ingredients.

One of the main ingredients that Bimbo uses the most for the manufacture of its products is "High Fructose 42" which is in the top 10 of the most used inputs according to the interview and is used in multiple industries as a sweetener, it has been replacing other nutritive sweeteners, this ingredient may constitute a risk in the development of type 2 diabetes, which increases the consumption of fructose by 10% according to a publication by (Bellingeri et al, 2016). On the other hand, a study done by Olguín et al (2015) highlight that hyper- triacylglycerolemia, derived from frequent high fructose consumption, is considered one of the most detrimental and earliest onset effects. Even so, they could not determine whether high fructose can cause diabetes, but emphasize that more studies need to be done by taking glucose levels in parallel.

Other studies, for example Goran, Ulijaszek & Ventura (2013) suggest that in all diabetes indicators were higher in countries that use high fructose corn syrup compared to those that do not, and this trend was significant for diabetes prevalence estimates. In another study made by Bray, Nielsen & Popkin (2004) suggest that excessive consumption of high fructose sweetened beverages containing more than 50% free fructose and increased