INTRODUCTION

Grupo Bimbo S.A.B. de C.V. is a Mexican company with operations in the Americas, Asia
and Europe.
The company produces more than 10,000 products through 100 brands including: Arnold,
Barcel, Ben's, Bimbo, Bimbo España, Brownberry, Dempster's, Dulces Vero, Eagle,
Entenmann's, Fargo, El Globo, Lactal, Marinela, McGavin's, Mrs Baird's, New York Bakery
Co, Nutrella, Oroweat, Plus Vita, POM, Ricolino.
The company's image, the Bimbo Bear, was born from a caricature of a teddy bear that
came to Mr. Jaime Jorba in a Christmas card. Anita Mata, Jaime Sendra's wife, added the
hat, apron and bread under his arm. This is the teddy bear that, to this day, characterizes
Bimbo for its tenderness, cleanliness, whiteness and softness.
It was founded in Mexico in 1945 by Lorenzo Servitje, Roberto Servitje, José T. Mata,
Jaime Sendra, Jaime Jorba and Alfonso Velasco. Under the leadership of Daniel Servitje,
current Chairman of the Board and CEO of the Group, it has established itself as a global
bakery company.
Its first products launched to the market were white boxed bread, large and small, rye
bread and toasted bread, all wrapped in cellophane. By 1948, it had nine Bimbo products
on the market. In 1952, the production of Donas del Osito began, together with a new line
of pastries: Bimbollos, Medias Noches and Colchones.
 STAKEHOLDERS ANALYSIS
INTERNAL STAKEHOLDERS
- Government: It is under Mexican commercial laws and complies with all
protocols.
- Suppliers: Festo, Efform, Danisco, Grupo Sagma, Move, Minigrip,
Molinosiaztecas.
- Media: Television, internet pages, social networks, apps, advertisement
promoting good nutrition.
- Competitors: Gamesa, bakeries, substitute products, adam foods.
- Distributors: They distribute the product by means of their trucks, which are
recognized as "clean transport".
- Society: Bimbo carries out activities aimed at incorporating social commitment
in favor of vulnerable communities, supporting the environment, health,
nutrition, education and culture.
- Social organizations: Bimbo donates to various institutions, either in kind or
financially, and provides micro-financing opportunities for small businesses and
education.

EXTERNAL STAKEHOLDERS
- Shareholders/ Partners: The owners of the company seek the common good
of the stakeholders;
- employees: to achieve their full potential, well-being and improved quality of
life.
environment: implementation of strategies to avoid pollution.
Consumers: provide a healthy product.
- Employees: They work under the program "committed to the environment"
where they perform: energy saving, reduction of emissions, water saving, social
responsibility in environmental matters.
- Consumers: Products are aimed at the general public and efforts are made to
reduce the total fat, sugar and salt content of the products, as well as to reduce
portion sizes in order to offer greater health benefits to consumers.