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México: Los productos ‘healthy’ ganan mercado

Publicado en Sin categoría.

Comida orgánica, sin gluten, sin azúcar añadida, sin grasas trans, sin conservadores… Los alimentos healthy se abre paso en el mercado mexicano con una generación de consumidores preocupados por su salud.

Sin embargo, esa visión ha traspasado el ámbito alimenticio y ahora se fija también en el cuidado al medio ambiente e incluso en el comercio justo.

Productores, distribuidores y consumidores tuvieron el fin de semana pasado un punto de encuentro en el denominado Bienfest, en un salón de Polanco, en la Ciudad de México.

En los pasillos de la feria podían encontrarse alimentos y bebidas saludables, proteínas y vitaminas, así como negocios de comida healthy, pero también stands de maquillajes naturales, aceites esenciales, productos de uso diario ecológicos (los popotes de acero inoxidable son los “reyes” de la categoría), gimnasios y escuelas de nutrición.

Todos los productos ocupan, además, envoltorios o bolsas ecológicas en beneficio del medio ambiente.

La mayoría de las empresas son pequeñas o medianas, o bien, familiares, y como tales enfrentan diversos retos para crecer, entre ellos que los productos son de nicho.

De acuerdo con Rocío Arellano, fundadora de la cooperativa Florecer Saludable, la cual elabora snacks saludables, comentó en entrevista con Forbes México que para vender un producto de este tipo se requiere la conjunción de dos factores: dinero y cultura.

Dinero porque los insumos que se utilizan no son baratos y el no producir a gran escala no favorece a que se reduzcan los costos. Y cultura porque aunque una persona tenga el dinero para desembolsar, si no tiene la cultura para apreciar que el producto no tiene gluten o azúcar añadida, por ejemplo, no lo comprará.

Otro reto que enfrentan las pymes de este sector es la falta de capital para invertir y para dar crédito. Diversos emprendedores mencionan que, por ejemplo, entrar con sus productos a un supermercado es fácil, lo difícil es aguantar a veces hasta meses sin que les paguen.

Pese a ello, sí está en la mira de varios productores entrar a supermercados, pero no a cualquiera. Italia Prado, chef y repostera que creó la empresa Be Healthy, indicó que tiendas como City Market, Superama o Chedraui Selecto son las que han abierto más espacios a este tipo de alimentos justamente por el tipo de público al que van dirigidos, de mayor solvencia económica.

El Bienfest sirvió también como un lugar para el networking y hubo expositores que lograron hacer alianzas con otros; un caso es el de la misma Italia Prado, quien pactó la entrada de sus bocadillos y panes libres de gluten a los consultorios/tienda Bienesta, de la la nutrióloga Nathaly Marcus.

Este anuncio en Instagram no es casual, ya que las redes sociales han sido un motor para que la cultura healthy se haya expandido, de forma que fotografías de alimentos, recetas y videos de rutinas de ejercicio abundan en la web.

Empresas con filosofía

Al haber nacido con un “ADN” de ayuda a los demás por medio del mejoramiento de la salud, las empresas healthy también tienen prácticas que buscan mejorar la economía de socios y empleados.

La Semilla Colectivo está conformado por un grupo de familias de Valle de Bravo que elaboran y distribuyen kombucha, una bebida fermentada 100% orgánica cuyos orígenes son asiáticos. Las familias son socias y cada una aporta su trabajo para la producción artesanal del producto.

Rocío Arellano dio de alta ante el fisco a su negocio Florecer Saludable como una cooperativa, como una forma de compartir los ingresos con sus colaboradores. Además, emplea a madres solteras de la Ciudad de México y de Michoacán; a éstas últimas les compra cosecha de chía con la condición de que sus hijos sigan estudiando.

El propio Bienfest surgió hace cinco años como un esfuerzo de los hermanos Uriel y Ade Alvarado para ayudar a la salud y combatir enfermedades como el cáncer, la diabetes, la obesidad y el estrés.

La primera edición fue en el patio de su casa y congregó a unas 500 personas. Esta vez, la cuarta edición, tuvieron el apoyo de la productora Ifahto, que se encargó de toda la logística del evento, tenían una previsión de 4,000 asistentes.

Con el patrocinio marcas como Lenovo, Farmacias del Ahorro y SwissJust, los hermanos Alvarado fueron anfitriones de 50 expositores de productos y servicios.

“Estamos conectando con una tendencia internacional, en la cual las personas están buscando una mejor alimentación, un mejor estilo de vida, están utilizando las redes sociales para comunicar información”, afirmó Uriel Alvarado en entrevista.

El cofundador de Grupo Bien Ahora refirió la experiencia de Dinamarca, cuyo gobierno encontró en un estudio realizado en 2001 que la salud de 50,000 de sus ciudadanos corría riesgo por las grasas trans de la comida y tan sólo dos años después éstas fueron prohibidas. Ahora, la nación nórdico tiene un plan para que en 2020 sea el primer país con alimentos 100% orgánicos.

“Nuestro sueño es que México sea uno de los primeros lugares en salud y bienestar. Ya ahorita vemos mucha gente andando  en bicicleta, buscando mejorar su alimentación, la gente ya empieza a leer las etiquetas, empieza a pensar qué contiene, lactosa, azúcar, aditivos químicos sintéticos, empiezan a tener conciencia”, apuntó.

Los hermanos Alvarado tienen en sus planes llevar el Bienfest a otras ciudades del país, entre ellas Guadalajara,  Monterrey y Oaxaca, e incluso, a pedido de sus seguidores en redes sociales a otros países, como Colombia.

Y el premio es para…

El Bienfest incluyó una ceremonia de gala para la entrega de los “Bienpremios”, los cuales buscan reconocer a productos, servicios y personalidades del mundo healthy.

La definición de las ternas fue por nominación de los internautas y los ganadores fueron elegidos por una ponderación de 60% de los votos del público y 40% de un jurado.

Estos son algunos de los reconocidos en las diferentes categorías.

Esta noticia está patrocinada por:

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