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Kiteiras (Phase 3)

Brazil

Social & business context 
The North East of Brazil is a region of high wealth inequality and women in underprivileged communities suffer the most, especially single mothers. Most of them have no choice but to accept informal and underpaid jobs.
Danone Brazil aims to establish a new distribution channel and raise awareness of balanced nutrition in low income neighbourhoods of Brazil.

Description 
With the support of the Danone Ecosystem Fund, Danone Brazil and its local partners Aliança Empreendedora and Veli  co-created the “Kiteiras” project, a direct-to-consumer distribution program devoted to women from the poorest communities of Salvador de Bahia. The program creates a micro-distribution network of door-to-door vendors managed by “madrinhas” who are responsible for the equipment and stock management. It also contributes to empowering women through training in entrepreneurship, adaptd nutrition at each stage of life and life skills. 

Social & business impacts
The project provides employment opportunities, empowers women and contributes to improving living conditions for women and their families. 
Danone Brazil secures a new direct-to-consumer distribution channel and develops consumers’ brand preference.
The project supports the development of formal economic activities in poor areas of Brazil, and also contributes to the empowerment of women. 

With the support of the Danone Ecosystem Fund, Danone Brazil and its local partners Visao Mundial and the IDB, co-created the “Kiteiras” project, a direct-to-consumer distribution program devoted to women from the poorest communities of Salvador de Bahia. The program creates a micro-distribution network of door-to-door vendors managed by “madrinhas” who are responsible for the equipment and stock management. It also contributes to empowering women through training in entrepreneurship, adaptd nutrition at each stage of life and life skills. 

Social 
The project provides employment opportunities, empowers women and contributes to improving living conditions for women and their families.

Business 
Danone Brazil secures a new direct-to-consumer distribution channel and develops consumers’ brand preference.

General interest 
The project supports the development of formal economic activities in poor areas of Brazil, and also contributes to the empowerment of women.