Assaí launches institute and desires to foster entrepreneurship within the meals sector

New social arm will have actions to support sports, food security and also small entrepreneurs from all over the country

Few sectors concentrate a collective as numerous of entrepreneurs as that of food. Of all the new businesses opened amid the most acute phases of the pandemic, in 2020, small businesses in the food sector represented one in ten new companies. From small food retailers in confectioneries and cafeterias to individual microentrepreneurs (MEIs), these companies add up to more than 440,000 businesses in the country.

With an eye on the potential of these small businesses, the Assaí Wholesalera cash and carry giant with more than 200 stores across the country, launches this month the Assai Institutesocial arm of support for food micro-entrepreneurship in Brazil.

The proposal is for the institution — independent and non-profit — to develop a series of actions in favor of small traders and individual micro-entrepreneurs in the sector. The list includes confectioners, restaurant owners and also street vendors who sell food products. In addition to the actions as an organization, the intention is to make the Institute also the social arm of the wholesale network, based on joint management and synergy in impact decisions taken by both sides.

To support its operations, the Institute will follow three main pillars, defined based on the social actions of Assaí Atacadista in recent years. Are they:

• Entrepreneurship
• Food Safety
• Sport

For the entrepreneurship pillar, actions to support Assaí Bons Negócios Academy, a program that trains and rewards small traders in the food sector in situations of social vulnerability and which is now under the jurisdiction of the Institute. In the last five years, 28,000 small entrepreneurs were assisted and certified.

In the sports program, the Institute will help small institutions that promote sports activities, in addition to sponsoring sporting events with some social purpose — since 2019, for example, the company has been a sponsor of the Taça das Favelas, a football championship organized by the single Central of Favelas (Cufa).

In the food pillar, the proposal is to reinforce income and food transfer programs based on donations and fundraising campaigns with customers.

According to Sandra Vicari, executive director of Instituto Assaí, the launch of the social arm consolidates Assaí’s medium-term goals — the network has defined a set of ESG goals as part of a broader social commitment until 2025. fundamental in supporting the different needs of society. Through actions that generate transformation, it is possible to offer opportunities and contribute to new paths”, she says.

Partnerships in progress

The Institute was created with two partnerships, responsible for coordinating the actions at this first moment: Aliança Empreendedora, which will offer training and advocacy programs for micro-entrepreneurs, and also Pretahub, an accelerator dedicated to black entrepreneurship.

Institute creation process

The creative process for the creation of Instituto Assaí and its pillars for 2025 started at least two years ago. Since then, some research and diagnosis steps involved more than 30 specialists in the three intended areas of action, in addition to a more accurate analysis of similar actions carried out by companies of similar size in the market and workshops with employees of the wholesale network.

“We will expand our social activities and make investments in an even more planned and structured way, increasing the impact of Assaí on people’s lives”, says Vicari.

Source: Exam