Our decision to obtain the Country Brand license responds to a strategic conviction: our commitment to sustainability and national development must be reflected in a coherent, verifiable manner aligned with a recognized standard. Senior leadership’s commitment was key to integrating sustainability as a cross-cutting pillar of our strategy, strengthening our internal culture and fostering pride and a sense of belonging among our team members. This process allowed us to advance in organizational maturity, optimize our accountability framework, and reinforce processes, procedures, communication, and governance in sustainability matters. One of the most significant milestones was consolidating a clear and shared purpose that guides our decisions and gives meaning to our actions.