In a world that faces rising food insecurity, large corporations like Grupo Bimbo are taking steps to address the pressing need for access to nutritious food. Bimbo held the 9th edition of its annual Bimbo Global Race on October 7, 2024, drawing attention to the importance of community engagement and corporate social responsibility.
The event, held both physically and virtually, attracted over 300,000 runners from more than 80 countries, all rallying behind a powerful cause: to donate more than 3 million slices of bread to food banks around the world.
This year’s race underscored Bimbo’s enduring commitment to helping those in need. As the world’s largest bakery group, the Mexico-headquartered conglomerate has long recognized the responsibility it holds as a global food producer. The race, now a highly anticipated event in the company’s philanthropic calendar, leverages the enthusiasm of running enthusiasts and charitable participants to make a tangible difference in the fight against hunger.
A global event with a local impact
Held in 3km, 5km and 10km formats, the Bimbo Global Race 2024 was one of the largest charity races globally, uniting participants across continents for a common cause. From Los Angeles to Bogotá, runners took to the streets to show their support, participating both in person and virtually.
“For every runner who registers for the physical race, Grupo Bimbo will donate 20 slices of bread, and for every runner who registers for the virtual format, 2 slices will be donated,” explained Alberto Levy, Bimbo’s VP of Global Marketing.
“Through this joint effort, we will donate more than 3 million slices to food banks. We are excited and proud to be a global company that has brought together more than 300,000 runners to help Nourish A Better World.”
This model of engagement allows Bimbo to expand its impact well beyond traditional corporate donations. By involving the global community, the company successfully creates a movement that integrates fitness, wellbeing and corporate giving into one cohesive platform.
In the US, runners had the opportunity to participate in either a 5K or 10K race in Los Angeles or virtually from anywhere across the country. The physical event drew thousands of participants, with the winners of the 10k race – Sarah Czuprynski (00:35:10) and Nicholas Spector (00:31:42) – underscoring the spirit of competition while simultaneously running for a cause. As a reward for their efforts, both winners are invited to participate in next year’s race in the host city, which will be announced in the coming months.
A global commitment
The Bimbo Global Race operates under the slogan The Good We Share, encapsulating Bimbo’s belief in the power of collective action to drive social change.
The 2024 edition of the race saw participants from more than 80 countries, marking it as a truly global event. Runners from Asia, Europe, Africa and the Americas all joined forces, whether through the physical event or the virtual race, showing how one company’s mission can transcend geographical boundaries.
The race’s philanthropic nature is twofold: it not only raises awareness about food insecurity but also directly addresses the issue by donating millions of slices of bread to food banks in communities where Bimbo operates. By leveraging its massive global distribution network – one of the largest in the world – the company ensures bread reaches those who need it the most.
“For us, this is more than just a race,” said Levy.
“It’s about creating meaningful impact through the simple act of running, and we’re incredibly grateful to every individual who participates. Their effort, combined with our resources, means that we’re not just talking about feeding people – we’re doing it.”
Looking ahead, Levy hinted the next edition of the race would continue to push boundaries, both in terms of participation and charitable giving.
“We’re just getting started,” he added.
“The goal is to continue growing this event year after year, bringing more people into the fold, and ultimately, donating even more to those in need.”
Ramping up the figures
The Bimbo Global Race isn’t just a corporate initiative: it’s a reflection of the company’s core values, bringing communities together to fight hunger one step – and one slice of bread – at a time.