Sabritas Y Discovery present the fourth ingredient, the first mini-documentary that investigates the most important ingredient in the preparation of the brand’s potatoes: the work of its people. This two-episode digital series is available from this September on the YouTube channel of Discoveryas well as for the Facebook and Instagram of Sabritas.
This mini digital series presents and pays tribute to the complex work that begins in the field and that involves a production chain of more than 40,000 jobs. Farmers, peasants, agricultural engineers and many other professions converge in the Mexican lands of the north, northeast and northwest of the country, mainly to cultivate and harvest the production of the largest potato in Mexico.
“We always say: without a field, there are no Sabritas. We are an agro-industrial brand from the beginning and we owe this to each of the hands that plant the seeds, prepare the land, monitor our crops and harvest the potatoes at the right time to guarantee the best quality. Sabritas is more than a snack: it is a world reference in agro-industrial techniques thanks to the unparalleled work of our experts in the field,” he said. Hernán Tantardini, Vice President of Sabritas.
the fourth ingredient It was co-produced by the ISLA agency, creator of the platform of the same name with which Sabritas has spent two consecutive years communicating its natural and 100% Mexican essence, but above all, paying tribute to its people in the countryside.
“ISLA is proud to be able to continue building the platform The fourth ingredientto continue promoting this iconic brand through its purpose, focusing on the conception of a socially committed brand, which seeks to create value for all the parties involved”, says Mariano Serkin, co-founder of ISLA.
As an agribusiness company, Sabritas has a vision of regenerative agriculture as part of the PEP+ program. For example, one of the chapters shows how farmers use technology to improve the irrigation system, save water and monitor crops through drones that reduce the use of vehicles and fuel. This is part of the brand’s strategy to move towards a more sustainable positive agriculture.
The narrators of this series of documentaries are the real and emotional voices of workers from Sabritas, who through the Discovery platforms will tell this story full of flavor in the life of Mexicans.
Everything you need to know about Sabritas
For those interested in this complex process behind their Sabritas potatoes, a task that takes three to four years, it is time to learn other important information about this crop.
The first part of the fourth ingredient It is now available through Discovery’s digital platforms, and to warm up engines, Sabritas shares 5 curious facts:
- Sabritas is the main buyer of potatoes for industrial use in Mexico. In one year, up to 280,000 tons can be produced, which is the equivalent of 1,555 blue whales, the heaviest animal on the planet.
- Sabritas potatoes are unique in their kind, since the farmers care for and select the potatoes so that they meet the correct size and with that yellow color that characterizes the brand so much. And all in a 100% natural way!
- There are more than four thousand varieties of native potatoes in the world. They all have different sizes, colors and shapes. In Sabritas, some of these varieties are used which, due to their natural starches, allow a smooth and delicate frying.
- In the fields where the Sabritas potatoes are grown, a value chain is generated that employs more than 40,000 people in the Mexican countryside alone, in addition to 80,000 direct jobs in operational and administrative centers.
- The power of potatoes: according to research by the International Potato Center (CIP), it is very likely that this food can grow on Mars. The potato was the first tuber grown in space.
Technical Sheet: Sabritas Naturality 2022
Agency: ISLAND
Chief strategy officer: Mariano Serkin
Chief creative officer: Ariel Serkin and Rodrigo Grau
Executive creative director: Mariano Gamba and Rodrigo Greco
Head of art: Diego Correa
Creative Team: Raúl Leon & Ninibet
Head of Media: Vica Clucellas
Grouper Project manager: Karen Cortés
Project Manager: Daniela Galindo
Responsible for the advertiser:
SVP & General Manager Savory Business Unit: Hernán Tartardini
Brand Director: Salvador Padrón
Sr. Brand Manager: Tania Garcia
Brand Manager: Ximena Martinez
Sr. Coordinator: Paola Pérez
Lead Director of Agricultural Operation in Mexico: Servando Valdez
Agro Digital Leader Coordinator for Mexico and LATAM: Blanca Beltrán
Lead Coordinator: Rafael Torres
Manager of the Sabritas Agricultural Development Center: Carlomagno Melchor
Mr. Cedas Coordinator: Sandra Vargas
Coordinator Sr. Sustainability Corn: Laura Santizo
Technician in Agricultural Digitization Operations: Cesar Ramos
Sustainability Operations Technician: Nomar Uzarraga
Production by the advertiser:
Melissa Hernandez Vega
Hugo Tenorio
Discovery Channel
Production Company: Discovery Networks
Director: William Matthews
Director of Photography: Aldo Cantu
Executive producers: Ilian Borges Castañeda, Juan Pablo Montejo Bonilla, Juan Carlos La Madrid
Producer: Jimena Gómez-Palacio, Esteban Rodríguez, Tiaré Deschamps
Production assistant: Rodrigo Reyes
Screenwriter: Carlos Silva
Sound engineer: Daniel Peña
Post-production coordination: Miguel López Valdivia
Publisher: Yosihaki Cervantes
Sound Mix: Adrenorama
Color Correction: Adrenorama
Post Production/VFX: Adrenorama