The Case of Empowering Traditional Retailers

One powerful way that business can drive inclusive growth and development is to empower the traditional trade: the mom-and-pop shops, corner stores, kiosks, open market stalls and street carts or hawkers that dominate the retail market in many developing countries. Empowering traditional retailers through product- and industry-specific training, broader training as business owners, heads of household, and potentially even agents of change in their communities, and strengthening the business ecosystems in which they operate can enable them to increase their incomes, protect themselves from financial risk, enable them to provide better nutrition, health care, and education for their children, and expand access to valued products and services in their communities.

At the same time, these activities can generate additional revenues for the companies that serve them, reduce dependence on the state, and broaden the tax base. SABMiller Latin America, FUNDES, and the Multilateral Investment Fund have empowered nearly 10,000 traditional retailers in this manner approximately two years into the 4e Camino al Progreso Program and have seen average sales increase by more than 10% (additional, more in-depth impact assessment is planned). With millions of traditional retailers serving low-income communities around the world, the potential for replication and scale of impact by SABMiller, other companies and their development partners is enormous.

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Author: Catalina Garcia

Catalina Garcia is the Director of Communications and Sustainable Development for SABMiller Latin America, where she is responsible for implementing social responsibility programs, leveraging the sustainability agenda in social and environmental dimensions, and executing global communications strategies that drive corporate success. Ms. Garcia has spearheaded signature programs such as the “4e, Path to Progress” program, a $23 million commitment to help small retailers (mom and pop shopkeepers) to enhance their business and interpersonal skills, as well as their leadership potential in order to make their business grow and help them to improve their business environment. Currently in seven countries of SABMiller Latin America, the program has become a corporate model that is being replicated in Africa and Europe.

In addition to sustainability programs management, Catalina leads SABMiller's Latin America work on communications and public relations, where she sustains the alignment of the external and internal communications that ensure a real sense of community across the subsidiaries and functions in the region.  She also oversees the regional ethics compliance, promoting the ethics mandates across the businesses. Furthermore, her knowledge has launched her to be keynote speaker and panelist at different forums such as: the World Forum Lille-France, the SROI (Social Return of Investment) Network Conference Milan, Shared Value Leadership Summit, Global Partnerships Week, USCCF (US Chamber of Commerce Foundation) Women´s Path to Empowerment series, among others.

Prior to joining the SABMiller Latin America Hub Office, Ms. Garcia was the Director of Bavaria (SABMiller subsidiary in Colombia) Foundation, accountable for guiding and empowering entrepreneurs to create both social impact and business value. In 2007 she joined Cerrejon, a Coal Mine in Colombia owned by BHP Billiton, Anglo American and Xstrata as Director of Communications and Public Affairs.  She also held positions in marketing at Dow Chemical, in sales and corporate social responsibility at IBM, and was the Managing Director at Llorente & Cuenca, a communications multinational consultancy firm. Catalina holds a B.S. in Industrial Engineering from Javeriana University, a degree in Management from Inalde Colombia, and a degree in Government Affairs from Los Andes University. In addition, Ms. Garcia served as a member of many global boards such as: IBM Women´s Diversity Network Group, Women´s for Colombia Foundation, Inversor Impact Investing Fund, CCRE (Colombian Center for Social Responsibility) and United Way Colombia.