For people with chronic illnesses such as diabetes, finding the right thing to eat can be a challenge. Many feel that they are condemned to a life of eating water and lettuce leaves. Faced with an array of tasteless, unappetizing products, some even jeopardise their health by eating the wrong kind of food.

Paulina Avila, a Colombian pharmaceutical chemist, decided to tackle this issue head on. After 20 successful years in the healthcare industry, Paulina was keen to change direction and spend less time on business travel and more time with her teenage sons. In 2003, along with her brother, Fernando, she founded the Zava Group to provide nutritious, tasty food products and educational assistance to people with special dietary needs across Latin America and the Caribbean. Creating a new company requires a huge amount of energy, but Paulina is convinced that it will be worth the effort if her products help people eat more healthily and enjoy a better quality of life.

"Over the course of my career in healthcare, I've seen diabetes take its toll on many people," says Paulina. "All too often, diabetics don't know what to eat or are reluctant to give up their favourite foods. I wanted to use my knowledge of product manufacturing, marketing and sales to create a company that would inspire others to eat well."

Taking the "junk" out of food

The number of diabetics is on the rise, mainly due to poor diet and lack of exercise. In 2000, there were an estimated 19 million people with diabetes in Latin America and the Caribbean and this figure is expected to reach 40 million by 2025.

While there are already several low calorie products on the market, most of them only offer a 25% reduction in calories. This is insufficient for people who suffer from diabetes or obesity or are at risk from cardiovascular problems. "By developing tasty, affordable, low calorie food products, we'(e providing these groups with more options. Hopefully that will get them hooked on healthy eating."

Zava Group is also developing an educational assistance programme to promote healthy eating and lifestyles. Paulina says, "A balanced diet combined with regular exercise can help people to control their chronic illnesses and live a full and active life."

Finding a natural sweetness

In 2006, Zava Group launched its first product, Zavasweet, a low calorie natural sweetener which Paulina calls "a diabetic's dream". Made from stevia, an herb which grows in Central and South America, Zavasweet has just one calorie per serving and no bitter aftertaste or side effects. The product is currently sold in five major supermarket and drug store chains in Colombia.

Paulina is now preparing to launch Zavasoy Quinuatti, a food supplement derived from quinoa and soy protein. This new product, which is rich in nine essential amino acids and omega 3, 6 and 9 vitamins, will provide a delicious low calorie liquid meal alternative.

In the future, Zava Group intends to develop its product range and expand its distribution network across Latin America and beyond.

Food for thought

Through her growing business, Paulina is committed to helping other women succeed. She recruited five low-income single mothers to run a sales programme and hopes to employ more in the future. She also plans to create local agricultural jobs by sourcing organic materials directly from Colombian farmers.

Paulina is confident that Zava Group has a bright future: "We believe that our products have great potential and we can't wait to share them with the world!"

After Zavasweet and Zavasoy Quinuatti, Paulina is preparing the launch of a third product, Zavagreen, based on green tea extract added with prebiotic and stevia sweetener.
Paulina also intends to expand her activities to other markets and has just received the FDA registration allowing her to export to the United States, in addition to Latin America and the Caribbean.