Colombia. In order to generate positive actions and contribute to the development and sustainability of its products, the Familia® brand developed a new stage of the "Green Family Housing" project, an initiative that consists of the donation of housing to waste pickers in Colombia.

The initiative began in October 2020, when the Green Family Housing project was created, in partnership with the Grupo Familia Foundation and Techo Colombia. During its first version it benefited two families in Cartagena, in June 2021 a new call was opened for 3,700 waste pickers from 12 departments of the country, who are simultaneously accompanied by the Grupo Familia Foundation in a process of promoting their development and improving their quality of life. There, together with the support of TECHO Colombia, the selection process was carried out prioritizing 5 families in Santa Marta and 2 in Villavicencio.

This project had an investment that exceeds 200 million pesos, and benefited around 10 people with the delivery of 4 homes, where families in overcrowded conditions and older adults were prioritized. According to Grupo Familia, "of these homes, three are located in Comuna 13 in Medellín and one in Altos de Aguacatal in Cali; ratifying the importance of generating an impact in vulnerable urban areas and reaching different corners of the country".

Regarding the development of this type of projects, Familia, together with the Grupo Familia Foundation and TECHO Colombia, seek to continue working and generating alliances that expand their impact on the lives of waste pickers and continue breaking barriers for well-being.

In relation to this, Carlos Vélez, business manager of the Familia brand, argued: "We have consolidated our strategy in providing innovative and sustainable solutions that aim at the triple care of loved ones, society and the planet; Therefore, with this project we seek to dignify and make visible the work of waste pickers in the country, giving them a new home with the necessary conditions to transform and improve their quality of life."

The initiative takes on greater relevance because it impacts on the quality of life of waste pickers who provide added value in the cleaning industry. The work carried out by the recyclers is fundamental, since through their actions the collection of usable material is increased and the recycling chains are dynamized, aspects that allow the development of the product portfolio.

As described by the company, "Familia has a comprehensive proposal framed in the company's sustainability strategy; Therefore, its products seek to care for and improve life cycles and the promotion of a circular society. In that sense, each of the products in the Gree portfolio (toilet paper, hand towels and kitchen towels) are manufactured with 100% recycled fibers. In this way, the proper use of existing resources is ensured and consumers get better solutions with a lower environmental impact."