Kraft Foods accepted the challenge of making this concern a matter of common concern for all its employees, serving as a multiplicatory agent for a cause that is increasingly more relevant for society.  This is why it established its Aware Attitude Program, which disseminates environmental preservation initiatives among its employees, encouraging the adoption of an active stance towards transforming consumption as an important tool for citizenship.

The Akatu institute for Aware Consumption and the CEMPRE – Corporate Commitment Institution for recycling are partners in this Program.