Buy 1 Feed 1 through Yumus!
With every hummus that we sell we donate meals and therapeutic meals (Approved by UNICEF) to cure malnourished children around the world.
I confirm that I am fully aware of the eligibility criteria, and based on its description, I am eligible to apply to the CSV Prize 2017.
Growth (the pilot has already launched and is starting to expand)
Annual budget in 2017 (USD)
Number of beneficiaries impacted so far
Headquarters location: Country
Headquarters location: City
The main headquarters are in Guatemala city. The social program (buy 1 feed 1) is located in Tecpán, Chimaltenango.
Location(s) of impact
Country 1: Guatemala - Tecpán, Sololá, Quiché.
VIDEO ON VIMEO: vimeo.com/235852609
We enjoy to travel and explore Guatemala. In the rear view you can see the "GRAN JAGUAR" Mayan Pyramid / Temple.
Yumus hummus is the best snack for traveling! :)
Our dream is to take Yumus and the Buy 1 Feed 1 Program in international markets. Only by reaching USA, we will sell 10X more & donate more meals to children in need.
This is the front view of our hummus product. This is the original flavor. In our Guatemala operation, we already have developed 2 more flavors with the necessary requirements to take them internationally. We 3rd party our production (co-packers).
Due to our innovative business model, we're not tied to a specific production location with high investment in machinery. We can adapt & find co-packers in several parts of the world & produce hummus to feed the needs of nearby markets (with HPP).
In our packaging, we clearly state the buy 1 feed 1 program. We aim to communicate the help and brand promise we are committed to through all of our packaging. The buy 1 feed 1 is active with the sales of all size/flavors.
Locally this label has worked, for international markets we will re-brand and re-design the label to make the buy 1 feed 1 stand out even more. With HPP (as mentioned further), organic products, awesome flavor, and the B1F1 we'll have a premium product in supermarkets.
Just another day at the office :)
Our Buy 1 Feed 1 program is embedded in every single detail and decision we make. It runs through our whole organization and is the main reason that continues to inspire us to move forward. Our dream and realistic approach is to reach international hummus developed markets and mainly have presence; fighting side by side with strong competitors like Tribe, Athenos, and the leader Sabra. UNICEF was OKAY in helping us, once we reach international markets (USA).
We don't use Twitter, only IG. URL: https://www.instagram.com/yumus.humus/
Problem: What problem is this initiative trying to address?
Guatemala is the #1 country in LATAM & #4 in the world, with the highest malnutrition rates in 0-5 year old kids. In fact, 80% of children in rural villages within this age range suffer from chronic and acute malnutrition, & can't develop fully (mentally and physically). Malnutrition can later on increase probability of diabetes &/or cardiac disease in adults, it's also hereditary.
Through our BUY 1 FEED 1 program, we're currently fighting this epidemic that affects the Guatemala of today & it's future generations.
Solution Summary: What is the proposed solution? What do you see as its most promising aspects for creating shared value?
Our company is called Yumus, & we sell hummus in Guatemala. With every unit of hummus that we sell, we donate a meal to a malnourished child in GT.
We partnered up with a specialized NGO founded by USA Doctors and Anthropologists. This NGO is (http://www.wuqukawoq.org) & they execute our Buy 1 Feed 1 Program. This helps us at Yumus, to focus on the commercial part of our business, to make it grow faster so we can help more children. At the end of every month, for every unit sold at retail stores, we donate the same amount of meals to this NGO.
This NGO focuses on behavior change within Guatemalan native families, believing in the "Teach a man to fish, and you feed him for a life time" philosophy. They also speak to each patient in their native Mayan dialect. We visit regularly to ensure a proper execution of donations. Our project is a consumer driven philanthropy initiative that seeks to fight malnutrition through the purchase of an authentic & delicious hummus! Buy 1 feed 1.
Impact: What is the impact of the work to date? Specify both the social and the environmental impact of your work
Through our hummus sales, we have donated more than 5,000 meals in the past year (with high impact - low volume). Hummus category is really small in GT supermarkets (exists in 50 store - maximum) that's why we're currently seeking expansion in hummus developed markets like USA, CANADÁ, EUROPE, MÉXICO (seeking high impact - high volume). We've seen improvement in the health of children in these villages through statistical data & picture reports, field visits & conversations with each patients mother. Every week, our partner measures the size/weight/etc. of each child, & gives the next week's meals to each mom. The mothers also receive training on child nutrition, public health, etc; seeking behavior change within the indigenous community.The meals we donate are a mix between therapeutic meals (approved by UNICEF) & regular physical meals, locally sourced within each community that we're currently helping in. Depending on the needs of each child, we feed them the meal they need the most
Financial sustainability plan: How is this initiative financially supported? How will you ensure its financial sustainability long-term?
This initiative has been 100% supported through the founders initial investment and through our earned income in the sales of our hummus product, under "Yumus" brand within Guatemalan market. We have not received donations, corporate contributions, grants, etc. We currently allocate between 8-10% of sales towards our Buy 1 Feed 1 program (a meal).
We are selling in the hummus sub-category, fresh dips category which has double digit compound anual growth in USA, Canadá, & México over the past 10 years. As we grow and sell more, we will help more malnourished children. To meet competitive prices and to apply the HPP technology we're currently seeking funding in order for us to sell in hummus developed markets. After reaching this stage, we will no longer need additional donations / fundin
Unique value proposition: What makes your initiative innovative? How does your project differ from other organizations working in the same field?
Our innovation relies in our consumer driven philanthropy program, our product with High Pressure Processing technology (makes it shelf stable to 120 days while having a non-pasteurized 100% real natural hummus), & our 3rd party & replicable/scalable business model abroad (Task: Work with Copackers abroad). We don't own a factory & distribution network. We're the brand and the commercial team dedicated to make the brand grow. We also trust & rely on our partners to execute our Buy 1 Feed 1.
Founding story: Share a story about the "Aha!" moment that sparked the beginning of this initiative.
I worked in the retail food industry more than 3 years ago. I was working at another day job (telecommunications) when my former neighbor invited me to visit his new home. I had lunch with my friend's family (from middle eastern origin), & tried his family's hummus. It blew my mind! It was the best hummus I'd ever tried. We came to realize that there was no hummus in Guatemala so we decided to sell it here & then take it to hummus developed markets.
I always have enjoyed to travel inside rural territories in Guatemala, & I remembered the harsh conditions of children in these places. Due to my social responsibility values & philosophy, I knew that we had to include a social program in our business model. That's how it all started. We also were inspired by the TOMS shoes company (one for one program), and by Simon Sinek's philosophy. Thats how the Buy 1 Feed 1 through hummus was born.
Where did you hear about the Nestlé Creating Shared Value Prize?