The Near Foundation, the non-profit behind the carbon-neutral blockchain of the same name, will launch a loyalty rewards program for Grupo Nutresa, the largest processed food company in Latin America.
According to a news release, the open-source loyalty program is the first to employ the Near protocol and hopes to reach one million participants in Colombia and Latin America. The deployment will commence before the conclusion of the first quarter of 2023.
Grupo Nutresa, based in Colombia, will consolidate its existing loyalty programs onto a user-friendly blockchain-powered platform. The new initiative will minimize the need for users to maintain numerous accounts and give Grupo Nutresa customer behaviour analytics.
Near’s blockchain and dApp development platform are compatible with Grupo Nutresa’s commitment to environmentally sound methods. Grupo Nutresa has been named by the Dow Jones Sustainability Indices as the most sustainable food company in the world for two consecutive years.
In a press statement, Near Foundation CEO Marieke Flament stated, “We are excited to partner with one of the biggest multinationals in Latin America and help it to lead the way through its first Web3 loyalty program.”
The Near Foundation refused to comment on the partnership’s cost. Near’s platform is built on a shared, layer 1 proof-of-stake blockchain.
Grupo Nutresa, a company listed on the Colombian stock exchange, made $3.1 billion in revenue in 2020 and has expanded worldwide over the past few years. It sells items in 78 countries through eight business units, including meats, coffee, ice cream, and pasta.
Fabián Andrés Restrepo, vice president of sales and digital transformation at Grupo Nutresa, referred to Near in a press statement as a crucial ally for designing and implementing this loyalty strategy.