Villavicencio as the first ever privately owned site certified by the Convention
2017 marked a strengthening of the collaboration between Danone and the Ramsar Convention, with the certification of the Wetlands of Villavicencio Nature Reserve as a Ramsar site of International Importance in December. “This certification is a huge success since it required numerous internal and external approvals involving many organizations and public bodies, which took several years. It is the first privately-owned land certified as a Ramsar site”explained Mariano Perotti. The site of Villavicencio, in Argentina, belongs to Danone and provides the resources for its mineral water brand. “At Villavicencio, we aim to leave the environment in which we operate better than how we found it. Thanks to this achievement, along with all the actions that have been implemented for years, the leading mineral water brand in Argentina is recognized for its commitment to nature”.
This designation is in keeping with the brand purpose of Villavicencio which is used to engaging consumers around the protection of nature. Previous marketing campaigns were focused on ecosystem protection and regeneration, and for each bottle of Villavicencio bought, the brand committed to save 1 m² of forest. Thanks to the campaign “leave your footprint”, 48 million square meters of the Chaco Native Forest have been saved from deforestation so far and it led to the creation of a 130,000 Ha national park, “El Impenetrable”, that was officially inaugurated in August last year.
All this work contributed to the B Corp certification of Aguas Danone Argentina in 2017, “the B Corp certification is living testimony of many years of a management focused on the strategic coherence between sustainability and business. Now, being recognized as a Ramsar site strengthens this recognition”, as Mariano Perotti explained.