RELEASE: Grupo Bimbo addresses the challenge of reconciliation with a "reality check" in a short film

Madrid, May 5, 2023.

Grupo Bimbo held a debate forum this morning in Madrid to put on the table the challenges of reconciling family and work in Spain. The company has presented its "Bimbo® Es Querer" campaign to address the juggling that families do to find a balance between their professional and personal lives, to which it has added the opinions of various employees from different areas of Grupo Bimbo

The event featured the premiere screening of the short film 'SuperNatalia', directed by Oriol Villar, renowned advertising creative director, which realistically shows the protagonist's difficulties in reconciling her work and family life, and which leaves no one indifferent. . The event was led by journalist and television presenter Angie Rigueiro, who highlighted "the importance of conciliation and co-responsibility" and overcoming "the culture of fear and apologizing for asking for help to reconcile." He has also mentioned that 16.2% of working women in Spain work part-time to make their workday compatible with caring for children or the elderly, according to the National Institute of Statistics (INE). Noelia de Lucas, director of Hays Spain , has stated that it is necessary to address "a change in business management, more focused on objectives than face-to-face, there being of course a schedule organization". He highlighted that "paternity leave has also greatly helped conciliation, as well as being able to fragment paternal and maternity leave and combine them to lengthen the period" and that "being a flexible company is not only complying with the law, it is having a culture of trust". Teresa Busto, from Entalenta and former director of Airbus, has summarized that "to reconcile is to make compatible" and has focused the keys to reconciliation on four points: "the first is the company and its organization of work, in the sense of moving towards a greater flexibility." The second, "the geographical factor, which allows not having to go to the office on occasions thanks to teleworking and videoconferences"; the third is "social and economic well-being, through improvements such as free transportation" and the fourth, "that companies comply with the law on maternity leave." Fátima Cantó, content creator and influencer, has highlighted that, being the person in charge of her own company, "it is difficult to differentiate when I am living and when I am working. The secret is to trust yourself a lot and set your own goals". And alluding to the short film, she added that "I am a SuperNatalia, but if you don't have a SuperNatalio or SuperGrandparents who can help you, everything is more complicated." Olga Martínez, Director of Corporate Affairs

Contact Contact name: Adriana Benito Contact description: Adriana Benito Contact telephone number: 913 60 45 71