2021 was a year full of challenges. The COVID-19 health emergency, initiated in 2020, accelerated the modernization processes towards virtual and efficient communication in which technology is the key. This transformation took place in a special context for Profertil: the celebration of 20 years of the first granulated Urea production.
This combination of factors helped driving even more the company’s objective: become a leading actor in the transformation of the industry towards sustainable and resilient agriculture. Considering this new communication format and with such a strong target leading the way, transmitting a unified vision shared by the company became a priority.
To this end, Profertil decided to carry out two key initiates during the year: the 2030 Sustainability Strategy and the formation of an integrated communications team.
2030 Sustainability Strategy
Aligned with the 2030 Sustainability Strategy of the United Nations Organization (UNO), the objective of the Sustainability Strategy is to adapt the Company’s management to the global redefinition of the fertilizer industry, the new requirements by the clients and the key role of the industry to achieve a sustainable food system.
A multidisciplinary team led by Institutional Relations and made up by at least one representative from each Company area was formed for this. Through regular meetings, this new work team monitored and validated the various stages of progress of the work plan, the first stage of which defines clear objectives for 2025.
The Sustainability Strategy and its action plan are aligned mainly to six Sustainable Development (SDO) of the United Nations: zero hunger (2), gender equality (5), decent work and economic growth (8), responsible production and consumption (12), climate action (13) and partnerships to achieve the goals (17).
A key learning during the last few years of management was the importance of working in multidisciplinary teams. To this end, in 2021 Profertil formed an integrated communication team. The goal is to define a macro communications strategy for the whole Profertil to speak the same language, the language of sustainability.
During 2021, the integrated communications team, made up by Internal Communications, Commercial and Institutional Relationships met weekly to define together the actions that enhance corporate communication. Consequently, the Company’s social media, which since 2020 respond to commercial and institutional objectives together, grew exponentially month after month.
One of the most important challenges we faced during this cycle was the most important Turnaround in Profertil history. It was more than 60 days of maintenance work during which the communications team was to keep the stakeholders informed on what was going on.
Along this line, work was done to strengthen digital communication channels (social media, WhatsApp groups with neighboring community representatives and journalists) to optimize the time required to send information and respond more quickly to queries regarding facts or events related to the Company.
In this context, it was also key to update and review crisis communication processes as well as support documents. Profertil had to be ready in face of any contingency inherent to such a Turnaround that was carried out during a global pandemic.
The relationship with journalists and the press is a key pillar in Profertil’s communication actions. Establishing this dialog, in such a way that it is an open circuit of interaction, makes it possible to strengthen trust, generate consultations and agile dynamics to meet the information demands of professionals and the community.
In this interaction, new challenges were added to the frequent communication channels that we had been using (press releases, newsletters, manuals or reports as well as the own digital communication ecosystem of the company). New exposure opportunities were developed for Profertil leaders, such as the participation in the APLA (Latin American Petrochemical Association) Sustainability Meeting, the Sustainability Forum, the Global Dircom Event “Corporate Sustainability in Communication and Public Affairs Management in Latin America”, and the first Agro Summit event organized by El Cronista Comercial. We also had interviews in international media such as Global Reports in England.
One action to highlight in this sense is the Journalists Day event, which is a classic event every year. Nevertheless, in 2021 we made another step forward. Within the framework of the Agricultural Journalist’s Day, talks were organized exclusively for this group of professionals, with the aim of strengthening the bond and providing them with useful tools for their daily work.
Even though the 2030 Sustainability Strategy united and strengthened the Company’s objectives, Profertil has been involved in environmental and community care for many years. Proof of this is that in 2021 the tenth edition of the Sustainability Report was issued.
The goal of this report is to account for the work done for environmental care and social contribution to the community.
The Report was carried out under the GRI G4 (Global Reporting Initiative) guidelines and based on the United Nations Sustainable Development Goals (SDGs), especially considering those to which Profertil contributes with its work.