It will be a service to the population of the Amazon, who has streets and avenues in the form of rivers. It is a project aligned with our concept of Regionalisation, based on the different profiles of consumers, where we deal with each region as a different area.
Last week, Nestle, the world’s largest food company, launched a barge called Nestlé Até Você a Bordo – or Nestlé Takes You Onboard – on an 18-day voyage up the Amazon River in Brazil. This so-called floating supermarket will bring more than 300 well-known Nestlé brands, including Ninho (packaged milk), Maggi (soups and seasonings) and Nescafé (instant coffee) to 800,000 potential customers in 18 cities who, who, until now, managed to get by without those products, or such treats as Nestle’s Crunch, Push-Up or my childhood favorite, Baby Ruth.
In a press release, Ivan Zurita, the chief executive of Nestlé Brazil, is quoted as saying:
Not everyone is cheering. Under the headline, All Aboard for Ice Cream: Nestle Peddling Junk Food on Amazon River to Reach Brazil’s Slums, Michele Simon, a public health lawyer and author of a book called Appetite for Profit: How the Food Industry Undermines Our Health and How to Fight Back, calls this “especially disgusting news” and says of the Amazon dwellers: