#Steeven.™ Posted June 1, 2023 Posted June 1, 2023 In two years, the Venezuelan brand has brought new varieties of flour to the country and its plans include more and other types of products, such as Polar beer. After two years of having established its own commercial structure in the country, the Venezuelan Empresas Polar, through Alimentos Polar Ecuador, has expansion plans. The traditional PAN corn flour is the emblematic product of the firm, whose annual sales in Ecuador amounted to $12 million last year and the expectation is to double the business in the next three years, with the incorporation of new products and the growth and massification of flour. This is indicated by Christian Robles, commercial manager of the brand in Ecuadorian territory. When they took over the operation in Ecuador, they had "only two items" on the market in the flour category, and in these two years two variants have entered, two sizes, the 500-gram white and yellow flour, launched between April and May of the year. past. “At the end of 2022 we introduced the integral flour variant and with that we already have practically the three most important variants: white flour, which is for making arepas; the yellow flour to make the corn tortillas or empanadas and the integral”. And they plan to incorporate others: the sweet flour with which cachapas (pancakes) are made and by the end of the year a flour aimed at people who seek to take care of their health. Robles comments that with the 500-gram products they have captured the consumer who tests them and when they feel satisfied, they opt for the one-kilo size. At the regional level, Ecuador ranks third in company sales, after Venezuela and Colombia. "We have been growing in market share, in sales and we expect to double the business in three years." They import an average of 700 tons of flour per month, which are used to cover supermarkets, stores, wholesalers, self-service stores, etc. “We have identified that per capita consumption in Ecuador is still low and that is an opportunity that we are still working on. We are talking between 400 and 500 grams per year per person and we have plans to increase consumption, including tastings and exhibitions in the country”, he maintains. Incorporation of spreadable products in Ecuador Since February they have introduced three new spread options. The Mavesa margarine and mayonnaise brands and the Rikesa brand cheddar-flavored melted cheese-based spread, which according to Robles, are well positioned in Venezuela and are also what they are looking for in Ecuador. They hope to capture between 3% and 5% of the market.” We saw an opportunity to capitalize on the brands we already had and as a global company we are always looking at those brands or products that are really going to have potential for growth or expansion,” he says. Within their expansion plans, they also plan to bring drinks to the country, such as Polar beer, although there is still no confirmed date for when that would be, "but it is something that is coming." Installing a factory in Ecuador is not currently in the plans. “We are not clear if we are going to have a plant here, we are going to continue importing, we are going to have a business partner that manufactures here locally, we are still considering those options, as we capture the market. Now, for now, we are just introducing the brand, we are seeing the potential and as the business grows we will eventually have to explore those options in more detail”. https://www.eluniverso.com/noticias/economia/con-nuevas-harinas-y-productos-alimentos-polar-ecuador-busca-duplicar-su-negocio-en-tres-anos-nota/
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