ABSTRACT
Ramón Mendiola, CEO of Florida Ice & Farm Company (FIFCO), was seated in the front row of the packed auditorium where the ‘Annual Meeting of the New Champions’ was taking place. He could not overcome his surprise at finding himself in Dalian, China, participating in this world event. It was September 2011, and Mendiola had been invited to the meeting – organized by the World Economic Forum in conjunction with the Boston Consulting Group – to receive an award. FIFCO, Costa Rica’s largest beverage group, was chosen as one of ‘Sixteen New Sustainability Champions’.
