Building Markets, an ADF grantee, is improving market access for small businesses in Colombia

Avery Dennison Foundation

August 20, 2025

The Avery Dennison Foundation (ADF) supports communities globally by addressing inequities through education access, environmental sustainability, and secure livelihoods. The Foundation's Secure Livelihoods pillar focuses on boosting the economic and financial stability of communities facing systemic disparities. This includes promoting gender equity, improving quality of life for women, ensuring community involvement in project design, and reducing employment barriers for marginalized populations.

Building Markets, an ADF grantee, is improving market access for small businesses in Colombia

Launch of the SER Program — Wise, Resilient Women Entrepreneurs in Cali, Valle del Cauca

Building Markets is an example of an organization aligned with the Secure Livelihoods pillar. The organization is strengthening the digital and commercial capabilities of micro, small, and medium-sized enterprises (MSMEs) in Colombia. With support from an ADF grant, the organization launched its Digitalization for Market Access Accelerator, a program designed to help MSMEs overcome digital challenges and access new commercial opportunities. The initiative provides practical training, personalized mentorship, and market access through digital platforms.

"Being an ADF grant recipient has been a meaningful milestone for our organization," said Carolina Durán, Executive Director of Building Markets. "The support has enabled us to launch a strategic program that addresses critical digital gaps among Colombian MSMEs while staying true to our mission of inclusive economic growth. It has also strengthened our ability to design data-driven, equity-centered interventions and expand our reach to vulnerable and underrepresented business communities. We are deeply grateful for ADF's trust and partnership, and excited about the impact this grant is making on the ground."

The program primarily benefits entrepreneurs in Bogotá–Cundinamarca and Valle del Cauca. Many participants are women, migrants, or internally displaced persons (IDPs), operating in informal markets with limited access to capital, technology, or formal employment. Among the MSMEs verified by Building Markets since 2023, 73% are women-led or co-led, and 75% have leadership or staff from vulnerable groups. Most are micro-enterprises with fewer than 10 employees, working across sectors like manufacturing, services, commerce, and digital industries.

ADF’s support has significantly advanced these businesses by turning capacity building into income-generating opportunities. It addressed key barriers in digital literacy and market access, equipping entrepreneurs with tools and support to improve operations, strengthen digital marketing, and build resilience. Matchmaking events and business profiling helped many connect with new buyers and expand their commercial reach.

A major milestone of the program was integrating MSMEs into the Bum+ button on Rappi Turbo, a pioneering collaboration that now features over 1,000 purpose-driven businesses on Rappi's national platform. Entrepreneurs report greater visibility, increased customer inquiries, and improved confidence using digital tools. The Bum+ button has been especially impactful for women- and migrant-led businesses, providing a high-visibility, tech-enabled channel to sell directly to consumers across Colombia.

“Bum+ gave me a way to offer safe, playful clothing for kids to families nationwide. It’s not just about sales — it’s about values.” — Lucía Guarín, founder of Merry Makers

As of July 2025, 241 MSMEs have participated in training or mentorship sessions, 40 joined matchmaking events, and 25 are expected to complete digital maturity diagnostics. More than 100 MSMEs are now visible through the Bum+ button on Rappi Turbo.

"I'm proud that our program is not only helping small businesses grow but also closing structural gaps in productivity, digital access, and gender equity. More than half the businesses we support are led by women who have long been excluded from formal markets. Seeing them gain visibility, secure new clients, and grow their teams is a powerful measure of success," said Durán.

“I never imagined my skincare products could reach other cities in minutes. With Bum+, my business is not only visible across Colombia, it’s recognized.” — Angélica Sánchez (center), founder of Auren Cosmética

Take, for example, Angélica Sánchez, a single mother and founder of Auren Cosmética. Her natural wellness products are now delivered via Rappi Turbo in under 10 minutes. Already exporting to the U.S., her business employs 11 people and adheres to sustainable, fair-trade practices. The new digital channel has helped her expand nationally while staying true to her values.

“Selling on Rappi proves that rural cacao can be fair, traceable, and delicious — and women can lead the way." — Gloria Trujillo (second from left), founder of Procolcacao

Another entrepreneur, Gloria Trujillo, leads Procolcacao, a cacao transformation company that collaborates with rural producers to improve post-harvest processes and ensure fair prices. A senior woman entrepreneur, Gloria, now brings her artisan chocolate products directly to urban consumers via Rappi, growing her market and elevating the voices of women farmers.

These stories underscore the program's core strength: helping MSMEs scale their impact, reach new markets, and compete with larger players without compromising their purpose. Through Building Markets' work, local businesses gain access to regional and international opportunities, resulting in more stable income, stronger livelihoods, and reinvestment in families and communities.

"Ultimately, I see communities where entrepreneurship leads to dignity, self-reliance, and greater economic mobility—where vulnerable populations are no longer excluded, but positioned at the center of inclusive growth," added Durán.

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Building Markets, an ADF grantee, is improving market access for small businesses in Colombia

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