The North-East province is another “country” inside Brazil with unique social issues (73% of BOP people). The economic and social role played by women in the North-East province is quite different from the national situation. The NE province presents the highest percentage of domiciles supported by women: 26% (Brazil=13%) and at the same time, the unemployment rate for women is 23% (national average of Brazil=7,5%), 62% of the BOP women worked in the informal sector and the woman's monthly income is 22% lower than the average for the population. But the NE province is also a challenged area where Danone needs to develop its leadership.
Danone Brazil is looking to encourage female entrepreneurs in some of the poorest communities of the NE province and with the support of the Ecosystem Fund, it launched the Kiteiras Project aiming at improving the quality of standards of living for these women and their families focusing on employment opportunities, education and entrepreneurial skills. The objective is to professionalize and transform these informal workers into micro-entrepreneurs giving them a new access to social benefits and social inclusion and providing them with trainings and a stable income. In partnership with its distributor “Querokit” and the Brasilian NGO Aliança Empreendedora, Danone Brazil promotes and articulates this microdistribution project, where Querokit structures the offer and delivers the product, and the NGO Aliança Empreendedora creates, trains and strengthens the association of women. Indeed, these women will receive trainings focusing on micro-entrepreneur skills and business skills but also on formal education and nutrition and health awareness.
Project launched! First communication campaign brought more than 100 women willing to work with us. More than 200 kits sold in one month shows we're on the right way.