The Minalba Brasil and Gerando Falcões join forces in the “Fala na Lata” project, which brings to the market a special edition of Minalba mineral water in cans, with 100% of its profits donated to the institution. This initiative aims to transform poverty in the slums into a thing of the past through long-term actions to combat poverty.

The “Fala na Lata” project aims to amplify the voices of the periphery, highlighting its people, daily life, and creativity. Art is used to showcase the rich cultural heritage of Brazilian communities. The cans, both with and without gas, feature artwork created exclusively by artist Lilo Vianna, one of the many talents within the Gerando Falcões portfolio.

“It is gratifying to see our products serving as a platform to showcase the creativity and talent of artists like Lilo Vianna. The ‘Fala na Lata’ project represents a milestone for the company, and we are proud of it,” said Aélio Silveira, CEO of Minalba Brasil.

The product was officially launched at the Favela Gala, a charity dinner hosted by the NGO that brought together prominent figures of Brazilian society on Monday, August 28th, at Sala São Paulo in São Paulo. During the event, the product was made available to guests, who also watched a campaign manifesto video introduced by the CEO of Minalba Brasil.

At the dinner, a painting inspired by the can artwork, commissioned by Minalba, was auctioned, with the proceeds fully allocated to Gerando Falcões projects.

“Working with art is already something very special, and I feel privileged for that. Being able to combine this passion with larger groups and powers than myself, for such genuine causes and values, is beyond my dreams. The partnership with Gerando Falcões has changed my life. Things like this make me dream even more; I could never do this alone. I am very grateful for all these partners and how they embraced me, and for being able to fight for causes we all believe in,” said artist Lilo Vianna.

“I always like to remind people that nobody does anything alone. The collaboration of different social actors is essential to generate change. This partnership reinforces Gerando Falcões’ mission to break the cycle of poverty in the country,” emphasized Edu Lyra, CEO and Founder of Gerando Falcões.

When Minalba speaks, it speaks from the can

Who wasn’t surprised when the sound of the Minalba can went viral during the vote count in 2022? As one of the first brands to introduce this less polluting and 100% recyclable packaging in the Brazilian mineral water market, Minalba aims to turn its can into a platform to give voice and visibility to the slums.

The partnership with Gerando Falcões also helps Minalba convey an important message: canned water has a much lower environmental impact than other packaging, as aluminum is 100% and infinitely recyclable, besides generating employment and income for about 800,000 waste pickers in Brazil.

“Minalba Brasil is the leading company in the national mineral water market, with Minalba being one of its main brands. Introducing canned water in Brazil means not only launching a new product but also presenting to an increasingly environmentally conscious consumer a more sustainable way to hydrate,” said Aélio Silveira.

The project also marks a new moment for GEQ (Grupo Edson Queiroz), one of the largest multisectional holdings in the country, and owner of Minalba Brasil. The partnership with Gerando Falcões is part of a series of launches for the company’s new brand and is aligned with its new positioning, aiming to go beyond the essentials and positively impact people’s lives.

“The encouragement of entrepreneurship and structural social change through education and the development of slums makes Gerando Falcões the ideal partner for ‘Fala na Lata,’ a project that is part of the launch of our new brand. We are a 70-year-old group founded by Edson Queiroz, a visionary and entrepreneurial man who had a great impact on the lives of many Brazilians. His legacy has made GEQ a company that is always open to innovative partnerships that stimulate a virtuous circle of social and economic development in the country,” concludes Carlos Rotella, President of GEQ.

About Minalba Brasil

Minalba Brasil is the food and beverage division of GEQ, one of the largest business conglomerates in the country, present in various moments of Brazilians’ lives through a diversified portfolio of brands and products from various segments, ideal for all consumption occasions. The company is a leader in mineral water in Brazil and owns the brands Indaiá, Minalba, São Lourenço, Petrópolis, Natural do Horizonte, Refri, Citrus, and the energy drink Night Power. It also has licensing for the Grapette and Nestlé Pureza Vital brands, as well as the concession for the distribution of premium global brands Perrier, S. Pellegrino, and Acqua Panna, and for the production and distribution of Minotauro Energy Drink.

About Grupo Edson Queiroz

Since 1951, Grupo Edson Queiroz has been present in various moments of Brazilians’ lives through a diversified portfolio of brands and products from various segments. Throughout its history, the group has consolidated a culture of pioneering and developing major businesses, employing directly more than 9,000 employees and always guiding its decisions on the ethical principles that underpin all its relationships. Among its areas of operation and brands are: Energy, with storage, bottling, and distribution of LPG with Nacional Gás; Appliances, with Esmaltec; Food and Beverages, with Minalba Brasil; and Communication, with Sistema Verdes Mares.

About Gerando Falcões

Gerando Falcões is a social development ecosystem that operates in network to accelerate the impact power of slum leaders across the country who share a common dream: to put slum poverty in the museum. Its focus is on transformative initiatives capable of generating long-term results. The project delivers education, economic development, and citizenship services and executes programs for systemic transformation in communities, such as Favela 3D.