CAF and Ceprodih presented the HALO brand product line

(Montevideo, October 24, 2013). CAF, Development Bank of Latin America, and  Ceprodih,  Centro de Promoción por la Dignidad Humana (Center for the Promotion of Human Dignity), launched the new brand HALO and the product catalogue of an entrepreneurial activity carried out by a group of women living in vulnerable conditions, in the framework of a technical cooperation agreement subscribed between  CAF and CEPRODIH, with the object of providing sustainability to the work that this organization is carrying out to improve the life conditions of mothers and children living in conditions of risk or abandonment.              

Gladis Genua, CAF's Director Representative in Uruguay, pointed out that "the bet is on the development of an alternative business model which, using the most basic modern entrepreneurial strategies, enables this entrepreneurs to offer hand made products, but with the quality and design that individual or corporate consumers demand". 

Genua explained that when considering the project, they wanted to "provide sustainability" and "leave a footprint". For this reason, Bolivian Gabriela Flores was invited to participate, to explain to this group of women the successful experience developed by her with artisans in Bolivia which, using recyclable materials, managed to create a productive structure, an image, a brand, and high quality products. The support given to Ceprodih in the framework of the project, consisted in creating a business model adapted to the reality of the group's productive capacities, the manual skills of the entrepreneurial women, and the Uruguayan market. 

Adriana Abraham, coordinator of Ceprodih, explained that "Halo", the chosen brand name, responds to the fact that the products offered by this group of women, has a "special halo" that goes beyond the product itself, by incorporating values such as solidarity, transparency, desire for self-improvement, and trust in themselves. The colors associated to the brand are based on the concept of water, associated to transparency and fluidity. 

The coordinator emphasized the importance of "inclusive businesses, a tool that assumes the incorporation of people who live in contexts of social vulnerability to the world of labor, whose main objective is to support the women at the base of the economic pyramid by providing training in productive micro-entrepreneurship by themselves or in associations, stimulating the entrepreneurial nature and the generation of dignified economic income". 

Abraham pointed out that Ceprodih already had these programs, but through CAF's support and the consultancy contracted by the institution "efforts were organized and focalized, generating basic but unknown concepts for these women, such as a brand manual, a procedures manual, product and catalogue technical files , and standardized processes. 

The products produced by these women are mostly made with recycled materials, and include travel and corporate products such as beach bags, portable computer and tablet bags, toiletry bags, eye covers, briefcases, containers, suitcase identifiers, lunch boxes, and dental cases. 

Carmen Teodoro, project beneficiary, pointed out that "this program allows us to obtain the means for our progress and for our individual projects", while Miriam Flores, also a beneficiary, state that "businesses not only give us the possibility to work but also to be connected, empowered, and to strengthen our self-esteem through the integration of the excluded population, allowing something that was very difficult for us, which was how to get to the market". 

The ceremony, held at Ceprodih's headquarters, included the participation of authorities from both institutions, representatives for the Ministry of Tourism, Inefop (National Institute for employment and professional training for the private sector), the Montevideo Office of the Intendant, Dinapyme (National Direction of Artisanship, Small and Medium-Sized Enterprises), and enterprises that traditionally support Ceprodih's undertakings.