by Gabriela Boylan
- Bimbo, the largest bread and pastry company in Mexico, has launched Bimbo Verde Parque Eólico (Green Bimbo Wind Park), a website that invites people to be part of a virtual wind farm. In October 2012, Bimbo inaugurated Piedra Larga, celebrated as the world’s largest wind farm for the food industry (BakeryandSnacks.com, 31 October 2012).
- Once signed in, Bimbo Verde prompted users to blow through their computer’s or device’s microphone to start a virtual turbine moving. Depending on how strong the user blows, it will produce energy. Each turbine is named after a user; they’re encouraged to come back and locate it on a virtual hill again.
- The Bimbo Verde site educates consumers on what a wind farm is, how it is a source of new jobs, and that it provides clean, efficient energy for over 100 Bimbo plants in the country. With Piedra Larga, almost all the electricity that the company uses comes from wind power.
WHAT THIS MEANS TO BUSINESS
- In today’s world of seemingly endless choices, consumers want to support a brand that is doing good. By playing up its environmental and economic initiatives in a fun way, Bimbo is giving its customers a reason — besides price and taste — to choose it over its competitors.