From his committed position as an expert in Global Sustainability at Oatly, Jorge Castro‘s goal is to integrate sustainability into every area of the company. Achieving effective internal and external communication is another of his challenges in a sector in which vegetable milks already represent a market of 17,000 million dollars.
By facilitating the creation of goals and roadmaps aligned with Oatly’s Sustainability Plan, Castro empowers individuals and teams to contribute meaningfully toward a plant-based revolution. Beyond the tools and strategies, Jorge understands the importance of transparent and authentic messages, and supports the organization in the effective communication of its focused and directed efforts towards authentic sustainability.
Oatly is a clear example of how a brand’s reputation is achieved by maintaining its consistency over time. Since its foundation, it has developed a holistic approach to integrate sustainability and regeneration in all company departments, through multidimensional leadership that seeks to take advantage of opportunities and face challenges. Castro is recognized for exercising transparent communication that constantly seeks to coherently align the company’s reasons for being, doing and saying.
Jorge Castro’s reading on the success of vegetable drinks
If almost two decades ago, the Chinese population carried out a veritable stampede of its middle class towards foreign dairy brands (primarily New Zealand and European), this time, the massive shift of the Chinese population with high incomes is towards root vegetable products. This historic turn is enhanced by the change in consumer taste towards healthier and more sustainable products, especially in terms of the traceability of their origins and the transparency of their ingredients. Castro, with a training background in mechanical engineering and an expert in impact measurement, comes to share in this new edition of Sustainable Brands Madrid his reading of the success of vegetable drinks.
The underlying reason for this shift is demographic: there will be more than 10,000 million mouths to feed in 2050; and current agri-food production, capable of sustaining a population of 7,500 million people, already uses more than 40% of the fertile land available in the world, and alone emits almost 40% of the total carbon dioxide Co2, which is the fundamental cause of global warming, the great challenge of the 21st century. In this integrated agri-food production system, consumers are the truly decisive segment. They are the ones who set the rules of the game for the entire global structure of production and distribution.This is the reason that explains why there is a shift in investment towards high-tech and plant-based dairy products, as Castro will explain to us in his participation in Sustainable Brands Madrid.
