Roberto Sendra is Chair of Grupo Bimbo, a multinational banking enterprise. Early in its development, he stated that the group’s goal was to be “altamente productiva y plenamente humana” – highly productive and truly humane. Grupo Bimbo has a significant social responsibility programme, which is tightly related to health, the environment, society, and the wellbeing of its workers. Grupo Bimbo has set a leading example through its efforts to recycle and to reduce water consumption while supporting a major reforestation campaign in Mexico.