Postobón announced the creation of the 'Unidos Somos más Fuertes' program on August 10 to allocate $30 million for supporting shop owners, employees, recyclers, farmers, students, and communities affected by the earthquake in western Colombia. ^[1] The line 'Unidos, el Negocio se Levanta' will accompany 1,000 shop owners to recover their businesses, with Postobón allocating $16.75 billion, which is 56% of the program's total resources. ^[2] Postobón defined four lines of action for the program: 'Unidos, el Negocio se Levanta', 'Unidos, Somos más Solidarios', 'Unidos, la Educación se Fortalece', and 'Unidos, somos Compañía'. ^[3] The program was designed based on Postobón's own diagnosis of the earthquake's impact on its stakeholder groups, particularly in the cities of Cali, Pereira, Dosquebradas, Armenia, Manizales, and Quibdó. ^[4] Miguel Fernando Escobar P., president of Postobón, said that Colombia needs to act united and with solidarity, and announced that the company will allocate $30,000 million to aid reconstruction of regions most affected by the 10 August earthquake. ^[5]