Minalba Brasil, a beverage company of the Edson Queiroz Group (GEQ), launches its much-awaited aluminium canned mineral water with Braille lettering on the top, making it the first widely distributed beverage manufacturer to have Braille printed on its cans. The Braille text will be included on the top, near the aluminium ring, and the visually impaired customer will be able to tell if it is Minalba mineral water in a can with sparkling or without gas by touching it.
The country's remarkable and extensive initiative was meticulously developed for several months, with the valuable assistance of Ball Corporation, a globally renowned leader in sustainable aluminium packaging and a trailblazer in implementing canned water solutions in Brazil. The Dorina Nowill Foundation for the Blind sought consultation from Ball Corporation to foster inclusivity within the food and beverage industry.
"This is another milestone in our ESG trajectory . We were pioneers in offering mineral water in aluminum cans, an infinitely recyclable packaging. We also launched the first social product in the beverage segment, offering a special version of Minalba can in partnership with Gerando Falcões, and now we are launching the first inclusive can. Through this partnership, we show our innovative DNA and work for such an important cause", said Aelio Silveira , superintendent director of Minalba Brasil.
The #LataPraTodosVerem campaign seeks to increase accessibility in the beverage industry. According to the 2010 IBGE Census, there are more than 6.5 million persons in Brazil who have a visual impairment. The goal is to provide more freedom in the purchase and consumption experience while catering to the demands of this audience.
"We are very happy to be part of this change! The Braille System is one of the ways to guarantee the independence and autonomy of people with visual impairments regarding a product as essential as mineral water. Furthermore, the project has an even greater purpose, which is to raise awareness among companies in this and other segments about the topic, contributing to an increasingly inclusive society", stated Alexandre Munck, Executive Superintendent of the Dorina Nowill Foundation for the Blind.
The aluminium cans with Braille on the top will be part of the Minalba can range and will be available nationwide. The initial manufacturing will be intended for the boxes at the Tomorrowland Brasil 2023 event, which will take place in Itu, 90 km from So Paulo, on the 12th, 13th, and 14th of October.
"It is very gratifying to be able to participate in this initiative. We had the privilege of counting on the support and consultancy of the Dorina Nowill Foundation for the Blind, working together on the development of a viable solution for applying the Braille System to the aluminum lid of cans and, thus, enabling the delivery of this product, which has the potential to influence a major adaptation movement within the beverage chain", added Fauze Villatoro, President of Ball in South America.
The project also marks a new era for GEQ (Grupo Edson Queiroz), one of the country's major multi-sector holding firms and the controller of Minalba Brasil. The collaboration with Fundaço Dorina Nowill and Ball is part of a series of initiatives to launch the company's new brand, and it is consistent with the company's new positioning, which aspires to go beyond the essential, positively touching people's lives.
“Minalba constantly works to offer Brazilian consumers new consumption and purchasing experiences, investing in innovation and technology. The launch of our canned mineral water with Braille is not only a milestone for the brand, which increasingly strengthens its ESG journey, but also for the beverage market”, said Aelio Silveira.
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