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Coming together as a coalition, business leaders committed to work together in three areas that will be critical to the region’s economic recovery: empowering women, accelerating digitalization, and strengthening regional value chains.

Cbc participated in the inaugural Roundtable of private sector partners on the future of Latin America and the Caribbean. This coalition of 40 global corporate executives, organized by the president of the Inter-American Development Bank (IDB), Mauricio Claver-Carone, pledged to contribute to the region’s recovery. Leading private sector executives discussed the historic challenges and unique opportunities to boost growth and investment in the region.

To achieve its promise of sustainability for a Better World, cbc bases its strategy on ESG, integrating environmental, social and governance dimensions in the generation of value; and reaffirms through this alliance its commitment to be enablers of development in Latin America and ensure that this decade will be one of accelerated growth and prosperity.

“We reach more than 1 million points of sale in Latin America twice a week; we have developed trusted relationships that now give us the opportunity to bring connectivity to small neighborhood stores so they can be facilitators of community meetings, becoming mini centers of financial services and access to education, health and new markets for all, but especially for young entrepreneurs and for women in the most remote communities. The purpose of our company, our brands and our teams is to connect people with knowledge, with new businesses and with opportunities that allow them a real transformation of their lives.” Said Juan Pablo Mata of cbc and CEO of APEX.

In this historic event, the economic empowerment of women, digitalization and the integration and transfer of value chains to the region were established as priorities. Business leaders signed a Declaration of Partnership and committed to work with the IDB to mobilize resources in these three critical areas.

Juan Pablo Mata was the only CEO from Guatemala to participate in the launch of this alliance that brought together 40 regional and global leaders representing the most innovative companies in the world.

The Round Table was attended by participants from different companies such as Carlos Brito, CEO of AbInveb, Sebastian Guth, President of Bayer, Jay Collins, Corporate Vice President and Investment Banking of Citibank, Adriana Noreña, Vice President of Google Latin America, Pablo Rua, Director IBM Government Affairs, Carlo Enrico, President of Latin America and the Caribbean for Mastercard, Mariana Castro; Vice President of Sales, Marketing and Operations for Latin America at Microsoft, Paula Santilli CEO of PepsiCo Latin America, Jose Juan Haro, Wholesale and Public Affairs Director at Telefónica, Karen Vizental, Vice President of Corporate Affairs and Sustainable Business at Unilever, and Dan Bryant; Vice President of Policy and Government Affairs at Walmart; among others.



cbc had an outstanding participation in the global event “Target Gender Equality Live” organized by the United Nations Global Compact. During this event, leaders from different sectors discussed gender equality, achievements and challenges to overcome. The day included a series of forums, events and prominent speakers, such as António Guterres, Secretary General of the United Nations.

cbc was one of the four companies invited to participate in the forum “10th Anniversary of the Women’s Empowerment Principles: Foundations for Equity in Practice” in recognition of its commitment to the fulfillment of these seven principles throughout its value chain. María José Villanueva, cbc’s Corporate Director of People and Management, represented the corporation and shared the company’s vision for achieving gender equity and the programs that have enabled it to stand out globally in this area. The panel also included executives from world-class companies: GAP, Natura&Co and MetLife.

In 2018, cbc became the first company in Guatemala to subscribe to the 7 Women’s Empowerment Principles (WEPs), developed by the United Nations Global Compact and UN Women. Now, three years after signing, cbc has become the first Guatemalan company to participate in a “Target Gender Equality Live” forum, held annually by the United Nations Global Compact.

“Since our founding at cbc we believe in meritocracy, merit for achievement, and inclusion, we are certain that equal rights and opportunities for men and women are beneficial for all. Our adherence to the WEPs in 2018 allowed us to organize and promote a plan with specific programs and clear metrics that promote gender eq”Since our founding at cbc we believe in meritocracy, merit for achievement, and inclusion, we are certain that equal rights and opportunities for men and women is beneficial for everyone. Our adherence to the WEPs in 2018 allowed us to organize and empower a plan with specific programs and clear metrics that promote gender equity in working conditions, talent attraction, training, and equal pay,” said María José Villanueva, Corporate Director of People and Management at cbc.

With a clear strategy and active leadership, the programs implemented by cbc have today become a benchmark of success in promoting gender equality and women’s empowerment. Among them are:

  • Mujeres líderes: A platform that develops the competencies and skills of women, in addition to providing them with accompaniment and training in their career plan.
  • At your side: A psychological support program that contributes to the integral wellbeing of individuals.
  • Dream work: Work flexibility and remote work opportunities.
  • Integral wellness: With programs for physical activity, nutrition and other important aspects to ensure the wellbeing of all employees.


Developed by the joint venture between Beliv (cbc’s business unit) and Magnus Media (Marc Anthony’s talent company), it expands rapidly in the US through the landing of the Kroger supermarket chain in 2,000 points of sale .
OCA, the only natural energy drink in its category, made from tapioca, an extract from the cassava root, native to the Amazon, announced that it will land in more than 2,000 Kroger stores, one of the largest supermarket chains in the United States, whose points of sale are visited daily by a third of the population to make their purchases.

Vegan, gluten-free, and low in sugar, OCA provides natural caffeine in a variety of deliciously exotic flavors, including mango, guava-passion fruit and berry-acai; adding to its portfolio a new flavor: Prickly-Pear & Lime that will be available exclusively in Kroger stores nationwide.

The launch at Kroger is a milestone for OCA and Beliv as it strengthens its presence in the US following its arrival in 2020. “Despite the challenges posed by the pandemic, OCA’s growth exceeded all expectations. We are very excited about this expansion with Kroger that allows us to accelerate our growth in the US and make our mark in the energy drink market with an unmatched product, ”said Gabriela Ramírez, Senior Director of OCA.

OCA is the result of a collaboration between Beliv, the fastest growing bevtech in the region and a leader in the beverage industry with a portfolio of more than 40 brands in 35 countries created by Carlos Sluman, and Magnus Media, the media company founded by Marc Anthony, Grammy-winning artist and Latin music sensation.

“Our goal is to develop cutting-edge beverages. When we forged this alliance, we knew that Magnus was the perfect complementary team, not only to make a difference in the beverage industry, but also to offer refreshing and tasteful products to all consumers. looking for an authentic brand experience in the world of health and wellness, “explained Carlos Sluman, CEO and founder of Beliv.

On the positioning and expansion of OCA, Marc Anthony commented: “I had the incredible opportunity to travel and discover unique flavors throughout Latin America with wonderful and very beneficial properties, and I want to share them with the world. OCA expresses our beautiful culture in many ways and we are proud that it continues to grow and conquer markets ”.

Felipe Pimiento, Chief Operating Officer for Magnus Media, added: “We are very happy to hear that a company like Kroger understands our vision of creating healthy beverages that represent our Latin roots and flavors. This confirms that OCA is connecting with consumers in the US and this is just the beginning. “

Beginning in 2020, OCA partnered with Southern California-based brand accelerator Critical Mass Group to increase its presence in the US through specialty stores and supermarkets. By expanding its presence through the Kroger landing, OCA will reach key cities such as Atlanta, Charlotte, Cincinnati, Dallas, Denver, Houston, Indianapolis, Los Angeles, Memphis, Nashville, New York, Phoenix, Portland, Seattle, among others.

In addition, it will be available at and to offer an additional and convenient alternative to consumers.



Atitlán Recicla, is a project that arose in 2017 as an initiative of the Friends of Lake Atitlán Association -AALA- and CBC, with a social and environmental focus that aims to help the rescue of Lake Atitlán. For its part, the Friends of Lake Atitlán Association has been in charge of the execution, while CBC, in conjunction with the Social Capital Foundation -SCF-, have provided financial support.

This project has benefited indigenous women who are leaders of their communities in the generation of economic income through: collection, management and treatment of recyclable waste, which is disposed of with recycling companies for their transformation; thus incorporating them into a new life cycle and generating a circular economy, in conjunction with environmental awareness and waste education activities.

Thanks to its success, 13 municipalities of the department, 4 villages and a community are currently served, which are divided by management zones. There are 10 collection centers for recyclable waste and 6 municipal collection centers in which 27 groups of women collaborate, with more than 965 beneficiaries. Thanks to the support and commitment shown by the participants of this initiative, Atitlán Recicla takes an important step in its history.

“Today, after hard work and dedication, we announce with great happiness that the Atitlán Recicla Project officially becomes the first cooperative of women recyclers in Guatemala:” Cooperativa Integral de Comercialización Atitlán Recicla, Responsabilidad Limitada -Atitlán Recicla, RL “, as well as the composition of its board of directors,” says Darlyn Salguero, Coordinator of the Atitlán Recicla Project.

From 2018 to date, 745 metric tons of recyclable waste have been evacuated, preventing them from contaminating the basin and generating, at the same time, economic income for the groups of women involved in the project, promoting a culture of recycling and empowering women to be agents of change in their communities.

“As part of our vision of contributing to the construction of a better world, in 2017 we signed an alliance with the Friends of Lake Atitlán Association, with the aim of promoting sustainable development in the Lake Atitlán basin, focusing on caring of the environment and the empowerment of women. Today we celebrate the beginning of a new stage with this new cooperative led by a group of women who are changing the history of their communities with their actions ”, says Rosa María de Frade, director of corporate affairs at CBC.