Starting in February, all aluminum cans of the mineral water brand Minalba Brasil, which belongs to the beverage company GEQ (Edson Queiroz Group), began to include Braille inscriptions on their lids. The objective of this initiative is to promote equal opportunities, inclusion and a more appropriate consumer experience for people with visual impairment.
The #LataPraTodosVerem campaign’s main purpose is to support the company’s ESG (environmental, social and governance) strategy and to promote accessibility, inclusion and a more positive consumer experience for people with visual impairments. According to data collected in the 2010 census conducted by IBGE, it is estimated that there is a population of more than 6.5 million visually impaired people in Brazil. The aim is to provide them with greater independence in their purchasing and consumption activities, adapting to their specific needs.
The transition of packaging at the water company Minalba and Indaiá will also include a special edition of cans that will be available in partnership with the non-profit organization Gerando Falcões. Part of the sales of these cans will be destined to this entity.
Minalba Brazil has demonstrated its leadership in innovation by being the first company to introduce aluminum canned mineral water in the country. In addition, it also became a pioneer in launching a mineral water can with Braille inscriptions on the lid. This project was carefully developed over several months with the support of Ball Corporation, an expert company in sustainable aluminum packaging, and received advice from the Dorina Nowill Foundation for the Blind to promote inclusion in the food and beverage market.
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