‘The value of every day: how Dia will impact 3 million people more with its 2026-29 sustainability plan

February 11, 2026, Las Rozas de Madrid. The Dia supermarket chain presents its new Sustainability Plan 2026-29, ‘El valor de cada Dia (The value of every day)’, a path to be traveled together with its customers, employees, franchisees and suppliers in Spain and Argentina that makes the “V” for Vecino, Vínculos, Vida saludable y Valores (Neighborhood, Connections, Healthy Living, and Values) the driving force behind its strategy.

Life is moving at a fast pace, and citizens are increasingly concerned about the rising cost of living, the impact of food on well-being and their wallets, the need for stable employment, and the climate emergency, so that today’s decisions do not compromise the future of society and the planet. At a time like this, Dia responds with what it does best: being close to its customers and offering daily reliability to thousands of households, so that shopping does not mean sacrificing quality at a good price or healthy eating.

The letter “V” is the driving force behind this plan. And it is no coincidence that the word ‘verb’ begins with V; it is the engine of Dia’s commitment that leads to action, and action generates “value,” the word that pivots the company’s sustainability strategy.

With this new Plan, the company wants to contribute to the well-being of people and communities on a daily basis and reinforce its role as a neighbor that accompanies thousands of neighborhoods and towns in their daily lives. Dia is in a unique position to achieve this thanks to the most extensive supermarket network in the country, with more than 3,300 stores in Spain and Argentina that guarantee close access to fresh food and essential products, even in areas where there are no alternatives. This widespread presence and “being where you are” is complemented by an online channel that serves millions of households and a firm commitment to the local economy, with more than €4.3 billion in annual purchases from local suppliers in both countries, generating employment, entrepreneurship, and opportunities wherever it operates.

Thus, between 2026 and 2029, the company aims to bring its value proposition to 3 million more people in Spain, from the current 35 million to a total of 38 million, expanding its presence in municipalities with low population density, stimulating employment and entrepreneurship through its franchises, and reinforcing its commitment to local suppliers, fresh products, and the nutritional improvement of its assortment. In addition, it is committed to fostering a shared culture of sustainability among its team, advancing measures that protect the natural environment, and monitoring the impact of each project to ensure that every euro invested generates real progress for people.

“This new Plan is proof that at Grupo Dia we are committed to responsible growth that is not just about opening stores or growing our business: it is about leveraging our unique position in terms of proximity to generate a positive impact on people’s lives,” says Martín Tolcachir, CEO of Grupo Dia. “Being close to our customers, employees, franchisees, and suppliers means walking alongside millions of people with a commitment to being a better neighbor every day in Spain and Argentina. Our ambition for 2029 is to be leaders in community development and support, in access to healthy food, and in responsible employment, setting the standard in the sector and the country, always at the service of people and the community”.

‘The value of every day’: the good neighbor in each community

The new Plan was created with a clear objective: to continue generating a positive impact through Dia’s leadership in proximity, a unique position to be the good neighbor in every community, to grow hand in hand with employees, franchisees, and suppliers, and to contribute to the well-being of people, communities, and the environment. It is a roadmap that continues the foundations laid in the ‘Every day counts’ plan implemented in 2024-2025 and makes sustainability a competitive advantage in the new strategic phase of Grupo Dia to increase long-term economic and social value for the entire Dia ecosystem.

‘‘The value of every’ is based on four levers, the four Vs that define Dia’s differential impact: Vínculo (connection), to grow together from the local level; Vecindad (neighborhood), because being close makes a difference; Vida saludable (Healthy living), because taking care of yourself should not be a luxury; and Valores (Values), because people are at the heart of the company’s decisions.

“At Dia, sustainability is not a report stored in a drawer, it is our way of breathing life into neighborhoods and towns. Our sustainability has names and surnames, streets and squares. It is the conviction that a responsible business only grows if it helps its community grow,“ says Pilar Hermida, Director of Communication and Sustainability at Grupo Dia. “Our leadership in terms of number of stores allows us to be part of people’s daily lives and to work so that the customers who choose us know that, in addition to shopping, we add value and strength to their entire community and environment. Dia does not just open stores; it is that neighbor who keeps the door open and is there where others do not reach, especially in rural areas. Because eating well should not be a luxury for the few, but a daily peace of mind for everyone”.

And from vision to action, the four Vs of the Plan translate into five strategic axes that are Dia’s way of doings things and will guide the initiatives to be developed over the next four years: Proximity with impact, to reinforce Dia’s role as a backbone of communities through the generation of employment and entrepreneurship and its social contribution; Accessible well-being, reinforcing its growing commitment to locally sourced food and fresh produce, improving the nutritional value and quality of Dia products, and promoting healthy eating habits through the Eat Better Every Day program; Dia people, placing people at the center to build a shared culture of respect, diversity, inclusion, and well-being together; Care for the environment, to advance in reducing the impact on the value chain; and Responsible management and sustainable positioning, because trust is built with every decision.

These axes translate into 84 initiatives which, with appropriate measurement mechanisms and a solid and transparent management model, will enable Dia to strengthen its leadership in economic development, community support, access to healthy food, and responsible job creation. The Value of Every Day is not a figure, it is the current that Dia, its teams, franchisees, suppliers, and customers move together to make every neighborhood a stronger, healthier, and more connected place.

In short, this Plan is proof that for Dia, sustainability is not a promise for the future, but a way of acting today. Because what is truly valuable is built with the simple gestures that demonstrate, every morning when each of the company’s 3,300 stores opens, that everyday value.