As the end-of-year festivities approach, Florida Ice & Farm Co. (FIFCO) is promoting its campaign for smart and responsible alcohol consumption as part of its Expansive Sustainability strategy. The company emphasizes zero tolerance for underage drinking and highlights the importance of protecting minors and vulnerable groups during celebrations.
The campaign, called “Levémosla al suave” (“Let’s take it easy”), encourages adults over 18 to make conscious decisions regarding alcohol use. It aligns with FIFCO’s sustainability goals, specifically focusing on smart consumption and offering a portfolio with lower alcohol content options.
FIFCO has issued guidelines for party hosts to help ensure safe gatherings. These include encouraging moderation in drinking, providing food and water throughout events, respecting guests who choose not to drink by offering non-alcoholic alternatives, including these beverages in the menu, and ensuring everyone has a safe way home.
Maria Pía Robles, Director of Corporate Relations at FIFCO, stated: “Celebrating also means caring. We are making an urgent and clear call: people under the age of 18 should not consume alcoholic beverages. As a society, we have a responsibility to protect our most sensitive and vulnerable populations, while promoting informed, moderate, and conscious consumption among healthy adults who choose to consume.”
Additional advice from the campaign includes drinking slowly, avoiding mixing alcohol with energy drinks, not consuming alcohol daily, hydrating between drinks, eating while drinking alcohol, setting a personal budget for consumption, and avoiding binge or excessive drinking.
FIFCO also continues its educational initiatives through the Healthy Living e-learning tool developed with Costa Rica’s Ministry of Public Education. This program delivers preventive messages about substance use to students in grades 10 and 11.
“A society that takes care of itself is a society that educates and sets limits responsibly. We are committed to a conscious, informed, and supportive citizenry, capable of celebrating without risking the health or safety of others,” concluded Robles.
Further information about FIFCO’s approach can be found in their 2024 Integrated Report on page 200.
