With the repositioning of the Nutry brand, Refriango strengthens its social responsibility strategy, focusing on environmental sustainability and a healthy lifestyle for Angolans. In a meeting with journalists today in Luanda, the company emphasized once again that sustainability is not just a passing trend, but a responsibility.
Luanda, July 28, 2022 – With 15 years of history, the Nutry juice brand continues its strong commitment to the future of nutrition, families, Angola, and the planet. After rebranding and the creation of a new packaging range last year, the brand continues to evolve its repositioning process #dizfruta, now focusing on the interior.
“The Best Comes from Within” is the motto of the new campaign, which pays tribute to the best qualities of fruit and nutrition, but also to what is best within each of us and within our country. It marks a new phase in the brand's communication, grounded in strategic vectors such as promoting healthy lifestyles, nutritional, economic, and environmental well-being, which are central pillars of sustainability for the brand and the sustainable Nutry tribe.
According to David Moisés, Category Manager of Juices and Nectar at Refriango, “As a marketer and category manager, I feel responsible for introducing more sustainable practices into the strategies we create, especially when we talk about a brand with the recognition of Nutry. Sustainability is not just another 'trend' that companies or brands follow blindly.
With the rise of global environmental issues, society has become more responsible. And our consumers are no exception, which makes them seek out brands that reflect their values. Always from the perspective of looking inward, within Angola, Angolans, and our packaging,” he stated.
In this sense, in 2021, Nutry, in partnership with the Ecoangola association and the British Embassy, launched the Ya Tchi Yetu project in Luanda. The initiative promotes sustainability in rural areas and education. So far, 100 people, including 50 women, have received training in permaculture, and a digital campaign on social media has led to the planting of 95 plants and trees in the capital.
Ya Tchi Yetu will soon reach schools, with messages about permaculture principles and differentiated waste containers to promote recycling.
“We wanted to show people in underprivileged communities how to use the natural resources they have and how to turn them into something positive for the community,” says David Moisés. He adds, “This action was also a demonstration of how to take concrete steps in our commitment to fostering sustainability and improving the well-being of Angolans.”
Alongside Ya Tchi Yetu, Nutry has other important projects. “We want to spark conversations about sustainability, about brands that protect consumers, transparent brands. To do this, we will invite people to visit our factory to see what we do. We want to show our consumers, in the most open and educational way possible, how we implement our commitment to sustainability,” added the Category Manager of Juices and Nectar at Refriango.
The world is continuously transforming, becoming more conscious about health and well-being. Nutry is keeping up with this trend and challenges all consumers to do the same, so together we can ensure a better future.
