Magnifica - Roots Project
Category: Scale & Adapt
Northeast Brazil faces a hard reality, full of inequality, poverty and unemployment. Ambev has found a way to lend a hand by doing what it does best: beer. The Roots Project came up to create new beer brands that use ingredients typical of each region. We created three new beers that use cassava root, and pledged to buy all the cassava produced by small farmers. We created the beers with local production and distribution, and partnered with the government to reduce our costs, passing on the discount to consumers who now have the most affordable beer in the region.