VIVA Trust
Vision and Values
I selected the name VIVA to describe the link between enterprise and foundation, the common base for AVINA as well as GrupoNueva: Vision and Values.
GrupoNueva and AVINA work according to two different logics: the entrepreneurial and the social, respectively. Their characteristics and temporal projections are different. The entrepreneurial logic tends to be vertical and linear, and responds to a rapid temporal sequence. On the other hand, the social logic is rather horizontal and interrelated, and is defined starting with long-term approaches. At first sight, these two logics seem to be incompatible. However, they do coincide in several aspects. No doubt, the most important is the objective of both organizations: to contribute to shape a more sustainable society. VIVA Trust promotes the comprehension and mutual respect between these two logics, looking for synergies and strengthening the processes of reciprocal understanding.
My aspiration is that business and philanthropy be one in VIVA Trust, sharing the same vision of sustainable development and a set of values centered on promoting human dignity.
Links between AVINA and GrupoNueva
There can’t be successful enterprises in failed societies. That is why it corresponds to both organizations, each one in its field, to contribute to the sustainable development of society. For GrupoNueva this implies working with profits in mind, even in difficult economic surroundings, and at the same time plainly assuming its social and environmental responsibility. AVINA, in turn, must contribute coherently and efficiently to social development.
The transfer of resources from GrupoNueva to VIVA Trust is another step toward the realization of my vision to forge new alliances between the entrepreneurial world and civil society in order to bring about more sustainable development. Presently VIVA Trust is, on one hand, the owner of GrupoNueva and, on the other, the principal financial resource of the fundación AVINA. VIVA Trust takes on its responsibility as owner, guiding the two organizations in their strategic orientation. Moreover, it supervises performance and efficiency. On its part, GrupoNueva defines its strategy in Latin America and supports the strategy by meeting its profitability, growth, and efficiency goals, while fully assuming its social and environmental responsibilities. AVINA, on its part, has to contribute to the region’s social development and sustainability in a creative and efficient way.
In this way, GrupoNueva shall generate the resources to be reinvested, through VIVA TRUST and AVINA, in the societies in which GrupoNueva operates, or in other locations, while GrupoNueva and AVINA continue as independent organizations. This new model is set to become a virtuous circle that will strengthen society’s sustainable development, simultaneously driving enterprises and successful, socially responsible civil organizations, and a more extensive and stable market for the entrepreneurial group.