AB-InBev / Colombia

Nativa-Meter

Nativa is AB InBev’s local beer made from cassava. To protect its key ingredient from the unpredictability of the rainy season and to give farmers a simple, low-cost solution—we partnered with meteorologists to turn used beer bottles into rain gauges. These gauges are essential tools that help farmers track rainfall patterns and safeguard their crops from losses caused by heavy rain.

This sustainability initiative targeted small-scale farmers through a comprehensive B2B approach. It focused not only on communicating the innovation but also on educating farmers by providing real-time expert advice via WhatsApp whenever they shared photos of their measurements.