MEXICO CITY — A 75-year-old, family-owned company, Grupo Bimbo is rooted in tradition but also forward-focused in regard to the company’s culture and how it’s driving innovation. Javier Gonzalez, Grupo Bimbo executive VP, shared insights with attendees of the American Society of Baking’s virtual BakingTECH conference held Feb. 16-18, during the conference’s final keynote address.

Serving 33 countries through almost 200 bakery plants with 135,000 employees, Grupo Bimbo’s corporate culture permeates through every facet of the company, whether on a plant floor, in a distribution center or at the corporate level. It’s a key factor that leads to innovation. Accomplishing that, according to Gonzalez, begins with Grupo Bimbo’s purpose. “The purpose of our company as a whole is nourishing a better world,” he said. On that foundation, Grupo Bimbo’s philosophy is to build a sustainable, highly productive and deeply humane company.