As a consequence, physical farm labor is being replaced by a more sedentary lifestyle that goes with urban living. And the rise of urban living has increased the demand for affordable snacks and convenient foods. One of the results of this transformation is a changing global health profile. Fewer people are dying from infectious diseases, and for the first time in human history, noncommunicable diseases are responsible for more deaths than any other causes.
According to the World Health Organization, diets high in salt, fat and sugar, combined with a lack of physical activity, are key risk factors for a range of chronic diseases. As a global leader in the food and beverage industry, PepsiCo is taking aggressive steps to address these problems.
First and foremost, we are broadening our range of products to offer consumers a wider variety of healthier choices that include more whole grains, fruits, vegetables and dairy, and less sodium, added sugar and saturated fat. We have taken a leadership position in making sure school vending machines provide healthier snacks and beverages, along with maintaining higher standards on advertising by only promoting our healthier products such as Tropicana and Quaker Oats to children.
And we continue to work with partners around the world to educate consumers about the benefits of a healthy lifestyle as we work to create healthier
food and beverage choices. In Latin America, we support Vive Saludable Escuelas, a proven initiative that teaches children how to add physical activity to their daily lives.
Given our high-profile brands, we also believe that we can play a critical role in promoting health through sharing our expertise and developing partnerships involving governments, consumers and advocacy groups with an interest in these issues. PepsiCo is currently involved in partnerships that span nutrition, agriculture and science, such as working with Scientists Without Borders on a challenge to address maternal and infant health.
We have invested behind innovative agricultural
partnerships to expand our ability to deliver healthier products in low- and middle-income countries. PepsiCo is one of the first private-sector companies to participate in one of the Inter-American Development Bank's (IDB) regional trust funds for development activities. The inaugural agriculture project of the partnership will expand commercial sunflower crop production in Mexico and create a sustainable market for sunflower production.
PepsiCo will also launch a small agriculture pilot in 2011 in Ethiopia to develop best practices in the cultivation of chickpea, a nutritious, protein-rich legume with environmental benefits as a nitrogen-fixing crop. Improvements in cultivation, storage and primary processing of chickpeas
will likely benefit PepsiCo's commercial business in Sabra hummus (a joint venture with Strauss Food Group), and Ethiopian farmer communities. The project will also help The World Food Programme's development of a complementary feeding product to meet nutrition needs of undernourished children in Ethiopia and other countries.