A wholesome egg and poultry operation with a nutritional purpose
May 2022 | www.thebostonbr.com
Overcoming continent-wide challenges
A sustainable operation overseas for the Mexican giant
A local tradition with global quality
Working on feed for the future
THE TASTE OF
INNOVATION in bakery, patisserie and chocolate
Exclusive Interview with: Fabio Di Giammarco, President LATAM at Puratos
EDITOR’S LETTER May 2022
We are thrilled to share you the most recent edition of the Boston Business Review, this time with a new special about the Food & Drink industry.
opportunities by creating new divisions and products. In this issue, we went beyond our usual territory to learn about the Europe,
Our cover is graced by Puratos,
Africa and Asia operation for Mexican
whose LATAM division has evolved
giant Bimbo, and also found out about
into a powerhouse offering flavors
challenges faced by AB InBev Africa, as
and ingredients as a response to each
the company surpasses any possible
market’s new demands.
setback to keep growing local and
Granjazul, on its behalf, is an egg and
global brands alike.
derivatives operation from Guatemala working with global standards and making the most of new business
Thanks for reading and sharing The Boston Business Review!
Mateo Rafael Tablado, Editor in chief for The Boston Business Review Email: rafael.tablado@thebostonbr.com
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3
WHO WE ARE Managing Director
Finance Director
Jassen Pintado
Christina Nichole
Creative Director
Social Media Director
Omar Rodríguez
Maria Elena Gastelum
Editor in Chief
Content Coordinator
Rafael Tablado
Alicia Barrantes
Editor for Brasil
Project Directors
Flavia Brancato
Ana Macfarland David Alarcon
Translations
Giuseppe Modenesi
María Murgui
Lucy Verde Marcelo Modenesi
Table of Contents
6.
56.
22.
74.
42.
90. w w w.the b os tonb r.com
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Synonymous with the Future of Food
With technology at the forefront through research and development, Trouw Nutrition serves as a fundamental part of human nutrition: Animal nutrition
Tr o u w N u t r i t i o n
M
ost people going to the supermarket for grocery shopping don’t know about the production
processes behind a chicken breast, an egg, or a pork chop. Few people know that animal nutrition – a rather unknown subject – is the primary means of support for animal protein production, with many decades in development. Considering there will be 10 billion inhabitants in the world by 2050, we will need to produce 60% more food, it’s essential to do so in a sustainable way, along with better animal farming and welfare practices. A maltreated, malnourished, and sick animal will not produce. And an animal that does not produce is not profitable. In the history of animal production, few companies have made a legacy for more than 90 years. One of them is Trouw Nutrition, a leader in animal nutrition. From Dutch origin, but global
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May 2022
Special Edition | F o o d & D r i n k
quality and solutions, Trouw Nutrition is currently present in 105 countries, and run by 8,500 employees around the world. “Feeding the future” is their mission, displaying a great responsibility as a supplier to the animal protein industry. WORLD LEADER IN ANIMAL NUTRITION Based on decades of research and development around the world, Trouw Nutrition delivers solutions able to optimize animal performance and maximize revenue for feed manufacturers and animal protein producers. Trouw Nutrition’s solutions and services are designed to support customers through all their production challenges with a comprehensive approach to feeding and animal health. The company offers global solutions tailored to local clients’ conditions in a practical, sustainable, and cost-effective way.
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Tr o u w N u t r i t i o n
HISTORY OF NUTRECO AND TROUW NUTRITION Trouw Nutrition is the livestock
Nutrition’s solutions are available
division of Nutreco, focused on as well as pets. It is now a privately-
THE SINGULARITY OF TROUW NUTRITION Trouw Nutrition is unique due to its
owned company acquired along with
highly qualified and dedicated staff,
its parent company in 2015 by SHV.
always supporting clients through an
poultry, swine, and ruminant nutrition,
The long-term vision of Trouw
integrated approach incorporating
Nutrition is the commitment to
farm management, health, and
contribute to food production
nutrition. This is achieved through
through the power of nutrition and
innovations that can be adapted to
collaboration with food and animal
the specific needs of each customer,
protein producers. The company is
driven by experience, scientific and
committed to transform the animal
practical knowledge, besides research
agriculture industry as well as the
& development.
planet through a better use of resources. With skilled specialists offering
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in 31countries.
Victor Hugo Aguirre, Commercial Director for Central and South America at Trouw Nutrition, describes the
service and expertise throughout
company in three words: technology
Latin America, the central office for
and animal nutrition. The Guatemalan-
Central and South America is located
born Aguirre, who earned a degree
in Guatemala, along with a premix
in Agricultural Engineering and
plant and a fully equipped laboratory.
a Master’s in Marketing from the
Throughout this region, Trouw
Monterrey Institute of Technology
May 2022
Special Edition | F o o d & D r i n k
“Trouw Nutrition’s portfolio of solutions and services creates the platform that allows us to provide our main product: technology and expertise” - Victor Hugo Aguirre, Commercial Director for Central and South America at Trouw Nutrition
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Tr o u w N u t r i t i o n
and Higher Education, he has 22
RESEARCH AND DEVELOPMENT
years of experience in the animal
To reach these solutions, Trouw
protein and feed industry within the
Nutrition carries out more than
specific areas of animal nutrition and
70 research studies worldwide
commercialization. For Aguirre, “Trouw
each year under two fundamental
Nutrition’s portfolio of solutions and
concepts: sustainability and quality.
services creates the platform that
These concepts guarantee feeding
allows us to provide our main product:
of future generations, do not
technology and expertise.”
compromise current resources, and
Trouw Nutrition sources from
create solutions and processes that
other divisions’ experience in animal
guarantee harmless food, apt for
production. This provides the
human consumption.
know-how to understand the same challenges clients face, which is a
The basis is innovation. Just
unique advantage compared to other
in 2021, more than $36.4
companies in the industry.
million were invested in R&D,
Facing the state of current world events – logistics problems, high raw
strengthening its leadership in animal nutrition.
material costs, lack of fertilizers and
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limited resources – Aguirre considers
In addition to collaborating with
that, today more than ever, clients are
more than 100 research institutions
willing to listen to what Trouw Nutrition
worldwide, the company has five
has to offer.
research centers, 12 validation farms
May 2022
Special Edition | F o o d & D r i n k
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Tr o u w N u t r i t i o n
around the world, and a laboratory
goals of food and animal protein
known as Masterlab, a reference
producers. NutriOpt is the digital
lab in Europe. In Guatemala the
platform that performs as a hub for
company also boasts a fully equipped
all tools and services available. These
laboratory for sample analysis to
range from the use of curves for the
identify the specific needs of clients
analysis of raw material and finished
in order to design custom-made
food products – based on 45 years
programs, services, and nutrition
of ingredient analysis – to predict
strategies.
nutritional levels of these ingredients and formulate more precise foods,
THE THREE PILLARS
to the use of prediction models for
Trouw Nutrition has first-hand
poultry and swine, or for specific
knowledge of the challenges that
feed concepts. An example of these
food producers in Latin America
is the Split-Feeding concept, which
face. That’s why the company has
consists of providing two different
developed solutions and practices
feeds to laying hens according to
that are easy to implement and
the time of day, adjusting the diet
tailored to the needs of each client,
to the nutritional requirements of
thus maximizing profitability.
the laying hen during its daily egg
Today, Trouw Nutrition bases itself on three pillars of innovation where all R&D efforts are directed.
production cycle. Within precision nutrition, the MaxCare concept brings all this global knowledge together with solutions
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1. Precision nutrition: aimed at
and services in a customized premix
achieving the production and financial
that is adapted to the needs of each
May 2022
Special Edition | F o o d & D r i n k
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Tr o u w N u t r i t i o n
client and adjusted to fit market
as the gastrointestinal tract. In
changes and requirements.
animal production, preserving the animal’s most important
2. Gut Health: brings together
organ, the gastrointestinal tract,
various programs such as salmonella
means maximizing the animal’s
control, antibiotic reduction, mineral
genetic potential.
optimization, and feed safety. The
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solutions used within the programs
3. Early life nutrition: includes
are incorporated into raw materials,
feeds that are provided at the very first
complete feed or administered in
stages of an animal’s life to optimize
drinking water, supporting grains and
growth and performance throughout
feed preservation, as well
their life and production, which include
May 2022
Special Edition | F o o d & D r i n k
ChickCare, Milkiwean and Sprayfo. If an animal starts off well, it performs well.
components appearing in grains. Clients can benefit from all the company’s experience and its capacity to transfer the latest knowledge in
These three pillars include Selko
animal nutrition through its solutions
feed additives, Intellibond hydroxy
and services. Trouw Nutrition experts
trace minerals, the specialized digital
provide follow-up to support clients
platform that encompasses decades
on their farm, as well as advice on
of knowledge NutriOpt, and MaxCare,
nutritional strategies that make an
an application premix, as well as
impact along the production chain.
the Mycomaster equipment, able to identify mycotoxins, the toxic fungal
Finally, the quality of these solutions is guaranteed by the Nutrace system,
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Tr o u w N u t r i t i o n
a traceability platform that includes
increasingly scarce. The decisions
ingredient evaluation, control and
made today are about guaranteeing
monitoring, risk management and
the food supply for tomorrow.
follow-up starting at the supplying source of the ingredients.
Additionally, Trouw Nutrition works within the company on important issues such as gender equality.
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SOCIAL ASPECT
According to Aguirre, currently,
Good animal nutrition is important for
almost 40% of the labor force in
society, as it impacts human nutrition,
Latin America in the administrative,
more so with resources becoming
technical and sales departments are
May 2022
Special Edition | F o o d & D r i n k
women. It is of great importance that
other organizations, Trouw Nutrition
the company takes this very seriously.
developed the Plumas project in a
Not only in increasing the
low-income community, empowering
participation of women, but in
women to become producers of a rich
selecting the best candidates.
and affordable source of protein: eggs.
Aguirre also spoke about social
Sustainability is also another
projects with the aim of providing
social issue. Trouw Nutrition has just
opportunities to low-income
completed installing solar panels
individuals. In the well-known Dry
at the premix plant in Guatemala.
Corridor in Guatemala, along with
These solar panels produce 100% of
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Tr o u w N u t r i t i o n
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May 2022
Special Edition | F o o d & D r i n k
the electricity needed for premix production. PROJECTIONS FOR THE COMPANY Today there are challenges that Trouw Nutrition faces with determination. The world’s population continues to grow and that is why its mission remains feeding the future. To help produce 60% more food to feed the world, the company aims to combine strategy and vision, remaining a key driver for technology to improve efficiency and support the continued growth needed from the industry.
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Generating an
“EGGVOLUTION” in Guatemala
Special Edition | F o o d & D r i n k
An integral operation from breeding and nurturing pullets and hens to the delivery of an internationally certified high quality product to the end consumer, focused on being a sustainable enterprise, is what makes of Granjazul a leading, innovative company in Guatemala and the world Produced by Jassen Pintado Interviewee José Manuel Segovia, CEO for Granjazul, With participation from • Carlos Borjes, Managing Director • Roberto Prata, Commercial Director • Durwin Orozco, Suppy Chain Director • Mario Galindo, Planning Director Creative Direction Omar Rodríguez
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Granjazul
F
or more than 50 years,
production plants and distribution
Granjazul has contributed
centers around central and southern
to the wellbeing and
Guatemala. The company’s operations
development of Guatemala
and facilities are certified under global
by delivering the best nutritional
quality and safety standards, including
solutions to every Guatemalan family,
FSSC 22000 and HACCP since 2010.
through the production and sale of
Granjazul is also the first company
eggs and egg derivatives with top
in Guatemala to receive the Animal
worldwide quality.
Welfare certification, endorsed by
Granjazul is part of a group of companies comprising an integrated business operation with a focus on
Kosher-certified, both since 2020.
the best products for the country.
THE KIND OF LEADERSHIP DEVELOPED BY LONG TENURES IN THE COMPANY
We began with INAVISA - Cintazul
Granjazul is led by José Manuel
Genética, where the dream began
Segovia, better known as Mel Segovia,
to come to life and where pullets are
CEO for Granjazul, with more than
born. This company is currently in
30 years in the company. Segovia
charge of breeding and relies on its
graduated as an industrial engineer
own facilities. When pullets are born,
from the Rafael Landívar University,
these are moved to La Cría, the place
and afterwards earned a Master’s in
where these are taken care of during
Innovation from the Pontifical Catholic
16 weeks, just before they begin to
University of Chile.
sustainability and the goal to deliver
lay any eggs. Granjazul operates from different
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United Egg Producers, and also is
May 2022
Mel has been named to different boards of directors and taken part
Special Edition | F o o d & D r i n k
“
Professionalization enables the process’ evolution,
“
providing value to the company through specialized resources, clear strategies and efficiently executed plans - José Manuel Segovia, CEO for Granjazul
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25
Granjazul
in startups for different services and
to the company through specialized
products projects. Mel is supported
resources, creating clear strategies
by his key collaborators, who boast
and efficiently accomplished plans,”
wide experience and postgraduate
Segovia commented.
studies within business administration, finance, marketing, exports, industrial engineering and poultry enterprises,
A COMPLETE OPERATION GROWING ITS SEGMENT PORTFOLIO
among other activities.
Through time, Granjazul has grown
“Professionalization enables the process’ evolution, providing value
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May 2022
its divisions and business units until this day, finally comprising a complete
Special Edition | F o o d & D r i n k
operation. Also, the company’s
• The Plus division delivers
resources have been instrumental in
whole eggs and egg products to
new ventures, besides working around
supermarkets which are enriched
poultry and derivatives, mostly. The
with selenium, iron, A and D
company’s main business units and
vitamins. The Plus line of products
divisions are:
are delivered within Guatemala City.
• Egg Solutions. This division is
• Liquid pasteurized eggs. This
in charge of supplying whole
division offers whole eggs, egg
eggs and egg products to bakeries,
whites and liquid yolks for the
patisseries and restaurants, among
Solutions and Plus markets; this
other businesses. This division is
division was created in 2012.
also available in El Salvador.
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FOR MYCOPLASMA CONTROL
(Tilvalosina*)
SUPERIOR TO OTHER ANTIBIOTICS Quality. (Guaranteed concentration and stability).
Safety. (Environment, animals, human).
Effectiveness. (Enhanced pharmacodynamics, cost-effective treatment). *ECO Animal Health UK original research and development.
PRESENTATIONS: Valosin 425 (Premix). Valosin WSG (Water Soluble Granules).
Special Edition | F o o d & D r i n k
• The Massive Channel serves small
phases. This is the longest-running
retailers through its own presale and
and most-experienced division in
distribution fleet.
the company, running since 1953.
• Livestock products compete in the
• Innovation is also part of Cintazul,
market under the Cintazul brand of
which provides Pelleted Feed,
balanced nutrition, delivering special
its newest business units, which
formulas for hens, other poultry,
began operations in 2020. Cintazul’s
dairy cattle, livestock for feed,
balanced feed facility is certified
goats and pigs in their pre-
under ISO 9001-2015 standards.
beginning, beginning and ending
Granjazul relies on technology from production to delivery - José Manuel Segovia, CEO for Granjazul
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Granjazul
• With El Paraíso, running through
for the hands working on
more than 12 years now, the
Guatemalan soil.
company displays a clear example
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May 2022
of circular economy, offering 100%
TECH-DRIVEN OPERATION
organic fertilizer. This division is
OPTIMIZATION
proudly certified under the BCS
Since its beginning, Granjazul has
OKO Garantie for its Enmienda
bet on tech investments which have
Agrícola Premium product. El
resulted in a positive impact on
Paraíso also offers a quality product
production since the 1976 deployment
Special Edition | F o o d & D r i n k
of an automated system for poultry
egg, the automation process won’t
production, through the egg grading
stop until after the egg has been
system in operation in 1997, to the
packaged, not without going through
construction of specialized facilities
a washing and sanitizing process and
for pullet breeding in 2015.
passing under UV light to obliterate
From laying hen genetics
any kind of bacterium in the shell. The
there’s tech support in incubation
system also has automatic detectors,
and automated vaccination.
able to evaluate and discard defective
Productionwise, once a hen lays an
eggs with cracks and dirty shells.
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Special Edition | F o o d & D r i n k
Packaging is also automated,
Every department involved in
either for a 30-count carton or
management processes counts
for transparent packaging en route
with digitization and automation
to supermarkets.
procedures which have resulted
The Cintazul facility also runs under
in reducing paper use.
a cutting-edge automation scheme, where there’s a productive process for every formula. For the organic fertilizer segment, El Paraíso acquired latestgeneration machinery for chicken
COMMITTED SUPPLIERS AT EVERY LEVEL Granjazul’s supply chain is comprised by local and international suppliers
manure composting, which
which share quality and punctuality
reduces time.
as their main traits.
“Granjazul relies on technology
Procurement of quality corn and
from pullet production to product
soybeans is essential for business,
delivery in its final destination,”
besides acquiring these goods from
the executive said.
certified suppliers. Granjazul works with Hendrix
OPEN TO INNOVATION
Genetics, guaranteeing the highest
Besides different technologies
standards globally for the birds’
implemented along productive
genetic development.
processes, Granjazul has also
It must be noted that delivering
brought analytics and business
every product in a timely fashion is
intelligence resources able to
essential to the wellbeing of assets
provide support and optimize
such as hens, for which food and
decision-making in every area.
other requirements are vital.
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33
Granjazul
Suppliers sign a social responsibility commitment,
where they agree to comply with safety, occupational health and anti-corruption practices - José Manuel Segovia, CEO for Granjazul
Agreements established with
which has delivered progress on
suppliers are aligned with food safety
different fronts; among them, the
and sustainability. This is guaranteed
creation of a compliance standard on
by the company’s supplier evaluation
behalf of suppliers.
and tracking programs, where any gap
“Suppliers sign a social
in the quality and safety standards
responsibility commitment where
required by the company is detected
they agree to comply with fair
and solutioned.
safety, occupational health and
In 2021, Granjazul finished the setup anti-corruption practices in their of a project that focuses every part of its business into circular economy,
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May 2022
organization,” Segovia added.
Special Edition | F o o d & D r i n k
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35
C
M
Y
CM
MY
CY
CMY
K
Egg printers and sealers. We are a company with more than 30 years of experience, specialized and dedicated to the egg industry. w w w. i nte c hllc . ne t
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SEALERS
Only for logos or farm name
PRINTERS
For dates, logo/variable information
Special Edition | F o o d & D r i n k
Granjazul Plus SUSTAINABILITY: AN INWARD
water usage
AND OUTWARD COMMITMENT
• Sustainable procurement
Granjazul’s commitment to increase
• Loss recovery
sustainability groups different aspects
• Alignment to UN’s Global Pact
within the company:
• Corporate Social Responsibility • Circular economy
• Waste recollection and sorting • Wastewater treatment • Savings in electricity and
Among the different initiatives on behalf of Granjazul with the purpose
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37
Granjazul
of emphasizing a positive impact
through the Granjazul Plus egg
in its surrounding communities, the
product line, which is currently the
company has worked out different
second best project in the Health/
projects along with Old Surfer, an
Human Development category,
agency of change with a global
achieved in April 2022.
vision connecting sustainability
38
Granjazul is fully involved in the
with business and consumers. This
child malnutrition problem suffered in
organization has taken part in internal
Guatemala, where -according to data
and external projects, one of these
provided by the UN- one of every two
was recognized in 2021 as one of the
children under five years old suffers
three best sustainability projects in
from malnutrition. Granjazul developed
Latin America in the health category,
an enriched variety of egg to face this
May 2022
Special Edition | F o o d & D r i n k
problem: Granjazul PLUS. In the city of Amatitlan, Granjazul is involved with a women’s soccer team, which became the first sustainable women’s team in Guatemala and Latin America, working along with nutritionists from the University of the Valley of Guatemala, which contributes to the team relying on a nutritional preparation of the same kind that male professional teams receive. It must be pointed
empowerment and self-managing
out that this program extends to the
culture, obtaining the best from a
players’ families and communities.
family-run business and a corporation.
HUMAN RESOURCES: THE GRANJAZUL CULTURE Goals set by Granjazul are related to
BRIGHT LIGHTS AHEAD
the market, its surroundings and the
increase drastically, Granjazul fulfills
needs and possibilities of these. The
its commitment to everyday goals
Granjazul culture was created from
such as catering for its clients and
its founders’ values and from the
strategic partners through the best
company’s purpose. The commitment
possible service, striving to deliver
from stakeholders, leaders and staff,
the best results for stakeholders
favors this culture.
and partners, keeping the same,
The company has defined an
In the face of a market in which costs
outstanding quality.
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39
Leader in Animal Health and Nutrition products with
28 years of experience
PBX: +(502) 2374-6400
+(502) 5805-5933 Calzada La Paz, 0 calle 23-13, Zona 17, Centro de Negocios La Paz # 107, Guatemala
ventas@genetica.com.gt
Genética, S.A. “Para una mejor Generación”
www.genetica.com.gt
Specialized in poultry equipment Best performance Project support Customer service
brand The value of a s ar ye 35 with try ul po in innovating
Polígono Morea Norte, Calle C - Nº 2 • 31191 Beriáin, Navarra (Spain) +34 948 368 301 • contact@zucami.com • www.zucami.com
GROWING UP TOGETHER Dominican Republic
Panama Panama city
Peru
CONTACT US +52 999 452 4719
andres.alvarez@molpack.net
www.molpack.net
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“It’s about our clients’ satisfaction through service
FOUNDED:
1969
agreements aligned to a strategy transformed into facts, achieving
INDUSTRY:
FOOD & DRINK
world-class continual
CONTACT:
improvement in every
jsegovia@granjazul.com www.granjazul.com/#lahuev
stage of the supply chain,” finalized Mel Segovia, CEO for Granjazul.
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41
GROWING
WITH INNOVATION AND TECHNOLOGY THROUGHOUT THE REGION Produced by Jassen Pintado Interviewee Fabio Di Giammarco, Presidente para LATAM en Puratos Creative Direction Omar Rodríguez
Special Edition | F o o d & D r i n k
Puratos’ organization and efforts in Latin America have provided its different territories with the necessary resources to grow and become the leader in its specialty
S
ince its creation over a
Puratos’ presence in Latin America
century ago, Puratos has
began more than four decades ago,
evolved from its initial
backed by a solid portfolio, enabling
father and son operation
the company to become stronger in
to become a worldwide
the region.
giant, a leader in the food industry,
“When I joined Puratos I was
specializing in bakery, patisserie, and
fortunate to find a profitable and
chocolate. It is currently present in 81
growing business”, declared Fabio
countries with 65 production facilities
Di Giammarco, President for LATAM
and 93 innovation centers operated by at Puratos. more than 9,000 workers.
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43
Puratos
Manifesto 2022
CLEAR OBJECTIVES BEING ACCOMPLISHED Di Giammarco has over three decades of career in the beverage and food industry. He was initially skilled in Communication, a very different field,
stands out, as well as certifications as Member of the Board of Directors, thus contributing to innovation processes in small companies. His experience in six different
but related to most industries in many
countries has also provided him with
ways. This fact was key to making
important learning knowledge and
clear every objective to be fulfilled
adaptation to different cultures.
by the company. He also completed some postgraduate studies and
44
update courses, among which an MBA
May 2022
“My greatest recognition is the profitable growth of companies and
Special Edition | F o o d & D r i n k
When I joined Puratos I was fortunate to find a profitable and growing business - Fabio Di Giammarco, President for LATAM at Puratos
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45
Puratos
people who manage to develop and
value, besides technologies that
improve thanks to good results”, the
allow its customers to improve the
executive commented.
quality, texture, and flavor of their
LEADERSHIP IN GASTRONOMIC SPECIALTIES Puratos’ worldwide leadership spreads through three main divisions: • Regarding Bakery, the company offers ingredients with an added
46
May 2022
bread offer. • Its Patisserie portfolio includes vegetable creams, fruit filling, premixtures, and other products. • Puratos offers distinguishable
Special Edition | F o o d & D r i n k
Chocolate products within
strategy allows it to offer the best
a sustainable operation
solutions to consumers, bakers,
alongside farmers from the
pastry chefs, chocolatiers, industries,
producing countries.
and semi-industries that produce and commercialize bakery, patisserie, and
Moreover, Puratos supports the bakery, patisserie, and chocolate
chocolate products. We seek to increase its positive
industries as it has the skills and
impact at a global level through
technology to develop customized
innovative food solutions that foster
products worldwide. Its multichannel
health and well-being, as well as for
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47
Puratos
companies, customers, people, and the planet to keep on progressing towards a promising future. PRODUCTS AND SOLUTIONS THAT MAKE A DIFFERENCE With innovation as a global hallmark, this feature joins virtually the entire process, from product development to the final taste, thus achieving unique results, which differentiates Puratos from the competition. Puratos offers enhancers that provide a greater bread quality. Another renowned product is their patisserie premixtures, useful for making all types of puddings, cakes, and tarts, as well as their custard creams for millefeuille-like desserts. The development of a vegetable creams portfolio (“vegetable origin”) came up from new consumption trends, besides a wider variety of sugar-free or sugar-reduced products, and adding more fruit. Puratos also offers a great variety of
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May 2022
Special Edition | F o o d & D r i n k
leaven and sourdough with different
Each one of these areas is run by
flavor profiles, besides a solid portfolio leaders who make sure that principles of enzyme modules that produce
such as encouraging dialog, sharing
improved crunchiness, aroma, and
the best practices, and establishing
freshness for its bread offer.
a collaboration network with different
GROWING STRENGTH IN THE REGION Under Di Giammarco’s leadership,
countries continue being carried out. Geographic coverage has spread through important efforts such as
Puratos has been subject to a
distributors’ strengthening in Brazil, a
reorganization in Latin America with
significant investment in commercial
four main geographical areas:
resources in Central America̶, as well as a series of acquisitions
• Brazil
projecting a profitable operation.
• Colombia
This way, since December 2021
• Southern Cone
Puratos owns 100% of the shares of
• North Latin America
its operations in Colombia, Ecuador,
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49
Puratos
A great part of our investment is allocated towards developing the best solutions for our customers - Fabio Di Giammarco, President for LATAM at Puratos
50
May 2022
Special Edition | F o o d & D r i n k
and the Dominican Republic, which were previously operated by local partners. Besides totally controlling the operation, the local structure has been increased more than twice over, thus establishing direct contact with customers. “2021 was an important year regarding the execution of our strategy. Achieving our independence was an important step for the ambition of growth in the region”, highlighted Di Giammarco. CLEAR STRATEGIES TO ACHIEVE GOALS Different key factors have allowed Puratos to grow and take control of its operations in Latin America. Besides promoting innovation in
by combining the latest digital technologies with artificial intelligence techniques. Currently, the solutions the company offers are more and more aimed at providing products and ingredients enabling customers
all the countries, Puratos’ portfolio
to offer healthy, sustainable, and
in the region has evolved according
differentiated products.
to the market trends found through
Regarding production, the whole
Taste Tomorrow, the world’s largest
region has been subject to important
ecosystem for understanding
investments. The nine factories in
consumers, which monitors trends
Latin America have been modernized
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51
Puratos
and equipped with new technologies, among them the installation of automation mechanisms in different processes and the optimization of its supply chain network, making it possible to offer more products to more customers efficiently at a competitive price. “A great part of our investment is allocated towards developing the best solutions for our customers”, the executive remarked. SUSTAINABILITY AS A PRIORITY Within the food industry, not only is Puratos a global leader in culinary specialties and desserts but it is also a leader in its commitment to achieving carbon neutrality, a goal set for 2025. Among the efforts to achieve this goal the company has a priority on energy self-generation through solar panels in Chile, Colombia, Costa Rica, and Uruguay; the obtention of energy from renewable sources in Brazil and
52
May 2022
Special Edition | F o o d & D r i n k
Chile; the operation of a CO₂-free
their business. For each kilogram of
manufacturing plant also in Brazil;
Belcolade Cacao-Trace that is sold,
and the installation of sewage
a fraction of the generated value
treatment in Brazil, Chile, Colombia,
goes back to the farmer, contributing
Costa Rica, and Peru.
to their business.
Regarding its value chain,
“We have been in this business
Puratos created the Cacao-Trace
for over one hundred years. We are
program, which establishes different
determined to play an important
collaboration ties with cocoa farmers,
role so it can go on for the next one
thus allowing them to improve their
hundred”, pointed out Di Giammarco.
offer and generate a greater value for
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53
Puratos
We have been in this business for over one hundred years. We are determined to play an important role so it can go on for the next one hundred - Fabio Di Giammarco, President for LATAM at Puratos
54
May 2022
Special Edition | F o o d & D r i n k
PROMOTING GROWTH 2022 has been an important year for Puratos, having seen the first steps towards a growth phase in the whole territory. Particularly, the Southern Cone division is experiencing this growth rapidly, from which we could highlight the success of the operation in Chile and the current growth in Argentina, where Puratos products reach more customers thanks to an important distributors network and an aggressive development of new business. “2022 means growth for Puratos
FOUNDED:
1919 INDUSTRY:
Alimentos y Bebidas CONTACT: www.puratos.com FDiGiammarco@puratos.com
and, especially, for our customers”, concluded Fabio Di Giammarco, President for LATAM at Puratos.
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55
ACHIEVEMENTS LEADING TO
SUCCESS ACROSS
Produced by Jassen Pintado Written by Mateo Rafael Tablado Art direction Omar Rodríguez Interviewee Fernando Figiacone, Vice President of Supply Chain in Africa for ABInBev
Alignment with best practices and global standards contribute to surpass different challenges faced across the territory, enabling a sustainable operation in brewing, completely invested in its surrounding communities
ABInBev Africa
T
he origins of ABInBev
late 1990s, as the company grew into
in Africa go back to
Mozambique, Tanzania and Zambia
1895, when the Castle
through different ventures.
Brewery was created by founder brewer Charles
September 2016, ABInBev brought
Glass in Johannesburg, South Africa
along global brands Budweiser,
(RSA). It only took two years before
Corona and Stella Artois, now popular
the company was listed on the
on the entire continent.
Johannesburg stock exchange. In 1950, the brewery’s corporate
ABINBEV ACROSS AFRICA TODAY
headquarters were moved from
“ABInBev Africa represents one of the
London to Johannesburg, with the
shining lights within ABInBev, globally.
purpose of achieving growth and
There are so many achievements to be
expansion. Five years later, the
proud of”, stated Fernando Figiacone,
Ohlsson’s and Chandler breweries
Vice President of Supply in Africa for
were acquired by Castle, renaming
ABInBev.
the group as South African Breweries (SAB) EXPANSION ACROSS THE CONTINENT
58
After acquiring SABMiller in
ABInBev’s operations in Africa take place across eleven countries through three main territorial business units: • The West territory encompasses
Besides arriving in Zimbabwe soon
Ghana and Nigeria. Focus brands in
after, the most prominent expansion
this area include Club, Hero, Trophy
era for SAB took place during the
and Budweiser beers.
May 2022
Food and Beverage
ABInBev Africa represents one of the shining lights within ABInBev, globally. There are so many achievements to be proud of - Fernando Figiacone, Vice President of Supply in Africa for ABInBev
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59
ABInBev Africa
• Botswana, Mozambique, Tanzania, Zambia and Uganda belong to the
Artois and Hansa are the key brands in the South.
Southeast unit. Main brands in this territory include Kilimanjaro, Mosi, 2M, St Louis and Club.
In South Africa alone, the company provides 7,000 jobs, supporting a beer value chain from seed to sip
• The South territory is formed by
60
of more than 250,000 individuals
Eswatini, Lesotho, Namibia and South
and ultimately contributing to over
Africa. Brutal Fruit, Budweiser, Carling
1, 000, 000 livelihoods. With raw
Black Label, Castle Lager, Castle Lite,
materials sourced from more than
Corona, Flying Fish (who recently
1,200 farmers, SAB is able to produce
created a flavored spritzer), Stella
a 30 million hL volume, exporting 14
May 2022
Food and Beverage
brands into 28 different countries
Africa, securing supplies for
across Africa, besides exporting to
bottle production.
countries in different continents. Boosted by new breweries opened
In the wake of economic uncertainty and the need for recovery, SAB
in Mozambique and Nigeria during the
recently reaffirmed its commitment to
last three years, in 2021 the company
ignite the South African economy as it
reached a 50 million hL production
pledges to invest to R4.5bn – adding
across the continent.
impact to an industry that already
Recent investments include a stateof-the-art malting facility in Zambia,
contributes 1.3% of the national GDP During 2018, the brewery launched
and also investment in a takeover of a
Brutal Fruit Ruby Apple Spritzer,
glass manufacturing facility in South
which became the largest selling
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61
ABInBev Africa
We ended a strong 2021 with growth. We will continue to push for the same performance going forward
- Fernando Figiacone, Vice President of Supply in Africa for ABInBev
62
May 2022
Food and Beverage
innovation ever in the continent,
University and Darden University, all
growing total brand volume by 40%
of these as part of ABInBev between
and driving double-digit growth.
2015 and 2021.
“We ended a strong 2021 with growth in volume, revenue and
UP TO GLOBAL STANDARDS
EBITDA. We will continue to push for
Operations in Africa bring along
the same performance going forward,” different challenges due to the the executive said. infrastructure in some countries, A LONG TENURE IN BREWING PROVIDING LEADERSHIP Fernando Figiacone graduated from
as well as other factors such as commodity fluctuations and worsening currency exchange rates. To these
the Catholic University of Argentina
common situations, the COVID-19
as an Industrial Engineer. Figiacone
pandemic brought additional burdens
also earned a postgraduate degree
to logistics and lead times.
in Food & Beverage Marketing from
“These are part of the challenges
the University of Belgrano (Argentina)
faced, but they are also what excites
and a Master in Company from the
us and drives us to perform,”
University of San Andrés (also in
Figiacone explained.
Argentina). Other postgraduate studies taken
The strong management systems in place across ABInBev Africa bring
by Figiacone include Supply Chain
the company to the same level as all
Training in MIT (Massachusetts
zones, globally. Constant training,
Institute of Technology), Stanford
adoption of best practices and KPI
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63
ABInBev Africa
tracking has enhanced its leadership,
businesses. Also, 95% of procurement
increasing autonomy across every
is spent through suppliers with
team and successfully achieving
significant ratings in respect to local
benchmark levels. Notable areas
business empowerment.
which have become optimized include logistics, supply and the development
nearly $6.6 million and $5 million in
of a returnable glass bottle system,
Supplier and Enterprise Development
among others.
Initiatives, respectively.
THOROUGH INVOLVEMENT WITH LOCAL SUPPLIERS As part of the historic merger
These programs have enabled the company to help develop and train nearly 1,000 emerging farmers,
conditions when ABInBev purchased
increasing the local barley, hops
SAB Miller, SAB committed to invest
and corn production feeding the
R1billion ($70m) into SA economy by
supply chain.
the end of 2021 in three key areas
From 2017 to 2021, investments
of investment spend: Agricultural
of more than $13 million have helped
Development, Enterprise and
agricultural development programs.
Supplier Development, and Societal
The company’s commitment to
Upliftment initiatives.
enterprise and supplier development,
Efforts have been consistent, as
64
In 2020 alone, the company invested
local procurement and local
in the last five years the company
businesses has allowed for the
invested more than $93.5 million
creation of programs such as the
in procurement with Black-owned
SAB Thrive Fund, not only becoming
May 2022
Food and Beverage
The challenges faced are also what drives us to perform - Fernando Figiacone, Vice President of Supply in Africa for ABInBev
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65
ABInBev Africa
a transformation factor within the
efficiency in the three business units
company’s supply chain, but also
forming ABInBev Africa. The Voyager
providing much-needed jobs in
Plant Optimization program deploys
local communities.
best practices and standardization of operations. The program evolves
GLOBAL SUPPORT AND
continuously, improving and certifying
CONTINENTAL COMPLIANCE
every process, leading to a safe,
WITH STANDARDS
sustainable operation of every
Support from ABInBev through global
production plant.
programs contribute to increasing
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May 2022
Also, the Africa zone head office,
Food and Beverage
based in South Africa, oversees every
HIGHLY-SKILLED WORKFORCE
business unit, playing an essential role
Personnel working at ABInBev Africa
of support regarding supply,
develop unique skills after undergoing
logistics, procurement, finance
demanding training. The company can
and people management.
easily state that its staff is comprised
“We have been able to optimize
of some of Africa’s finest, most
our operations despite operating in
brilliant individuals, whose sense of
hugely challenging environments,”
commitment and ownership drives
said the executive.
them towards delivering excellence in execution despite any challenges
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67
ABInBev Africa
STANDARD GRAINS NIG. LTD.
Sorghum Cleaning Plant
Rice Milling Plant Rice Milling Plant
TO PURSUE OUR DIFFERENCE AND BECOME A REFERENCE POINT IN GRAINS BUSINESS To be a solution to grains raw material needs by adding value to our stakeholders www.standardgrains.com | standardgrain99@gmail.com | as.usman@standardgrains.com 68
May 2022
Food and Beverage
faced. Hence, the company strives
seem to provide an infinite supply of
to maintain a low turnover rate.
ingredients for brewing, the reality is that these coveted commodities must
BETTER USE OF RESOURCES, IMPROVED CONDITIONS WITHIN THE COMMUNITY
be managed wisely to ensure their
Along its tenure operating in Africa,
improved noticeably within the
ABInBev has found out that, as
company’s drive to sustainability set
there are many resources that may
to 2025 is the efficient management of
availability for time to come. One of the areas which has
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69
ABInBev Africa
water resources, as during the last five from the municipality. The company years water usage has been reduced
set the goal of improving conditions
by 20%. The company, partnering
with possible solutions to water
with organizations such as the World
restrictions challenging communities
Wildlife Fund has improved conditions
in Mozambique and Namibia.
of water availability in communities across the continent where it
On a related matter, the company has set a goal for 2025 to use 100%
operates. One of the successful efforts of returnable or recycled packaging. In
70
is the borehole dug for the Caledon
Ghana and Nigeria possible solutions
Maltings facility, reducing demand
are being tested to increase recycled
May 2022
Food and Beverage
content in PET. Tanzania is already
tons of waste collected. Meanwhile,
experiencing PET-less bottling with
in South Africa, the EPR (Extended
brands such as Grand Malt being
Producer Responsibility) program
packaged in recyclable cans.
will allow an efficient management of
On its behalf, the Zambia branch
single use and returnable products,
created the Manja Pamodzi project,
thus implementing circular economy
aimed to improve sanitation and
initiatives within communities.
hygiene through waste collection. The
Regarding the energy used to brew
815 collector program boasts 76%
and bottle ABInBev products, the
women, adding more than 14,000
company set the goal of obtaining
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71
ABInBev Africa
100% of electricity from renewable
14 GWh of electric power, reducing
sources, and enforcing a 25%
CO2 emissions by 12,443 tons. And in
reduction of carbon dioxide emissions
Johannesburg, the Alrode brewery is
across its value chain. This feat seems
powered by bio-gas.
to be approached on time, as the seven
These results have prompted
Castle Lite breweries in South Africa
ABInBev into announcing the global
already operate with solar power, and
goal of achieving net zero emissions
only in 2021 these generated more than across its value chain by 2040.
Food and Beverage
“Sustainable development is a massive focus for our business as it is for many other businesses,” Figiacone remarked. EVERY RESOURCE TO ACHIEVE UPCOMING GOALS ABInBev Africa has a ten-year plan
FOUNDED:
1895, 2016 como ABInBev África
in place to increase its capacity in different countries through different
INDUSTRY:
flexible projects. The goal for 2022
Alimentos y bevidas
is reaching 500,000 hL of product exported across Africa. “Our mission is to support Africa’s growth, by producing the best African Beers with pride, through a highly
CONTACT: www.ab-inbev.com fernando.Figiacone@za.ab-inbev.com
engaged team, improving performance year over year. The focus is to further improve our performance reaching a very high utilization of our assets, and enabling our expansion capacity to support our zone and global growth strategy,” finalized Fernando Figiacone, Vice President of Supply Chain in Africa for ABInBev.
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73
GROWTH AND SUSTAINABILITY GOING HAND IN HAND Bimbo Europe-Africa-Asia is taking giant steps towards sustainable growth through well-developed strategies and its staff’s talent in different territories
Interviewee Javier Cabeza, Vice-president of Operations in Europe, Africa and Asia for Grupo Bimbo Produced by Jassen Pintado Art Direction Omar Rodríguez
Bimbo Europe/Africa /Asia
T
he Bimbo group was created in Mexico in 1945 and is currently the best-known Mexican food brand worldwide. Its expansion within the
Americas began during the 1980s
EVOLVING TOWARDS BIMBO EUROPE, ASIA AND AFRICA (BIMBO EAA) Bimbo Iberia was born from Bimbo’s operations in Spain and Portugal, working on its own until 2016. Its evolution continued in 2019,
as the brand began exporting to the
when Gabino Gómez, CEO for
United States and Central America,
Bimbo, pushed for the creation of
later venturing into South America
an organization similar to the one he
during the 1990s.
leads from Mexico -which supports
Overseas, Bimbo first ventured into
the company’s operations in the
Spain when Mr. Jaime Jorba, one of the United States and Latin America-, also brand’s founders in Mexico, returned to incorporating Bimbo UK, China and the his home country.
76
May 2022
brand’s assets in India and Morocco,
Food & Beverage
thus becoming Bimbo. “Bimbo was pretty set in the
Business Engineering and Chemistry Engineering at the Technical University
Americas and decided to grow in the
of Catalonia (in Barcelona, Spain). He
continents where it lacked presence:
also earned an MBA from the IESE
Europe, Asia and Africa,” commented
Business School (also in Barcelona).
Javier Cabeza, Vice-president of
Among postgraduate studies,
Operations in Europe, Africa and Asia
Cabeza obtained a Certificate as a
for Grupo Bimbo.
Breadmaking Technologist from the
LEADERSHIP: BEYOND LEAN MANUFACTURING Javier Cabeza is near completion of his second decade of work for Bimbo,
American Institute of Baking and a Leadership program from the Harvard Business School. Before joining Bimbo at 22, Cabeza
which means he was also part of the
worked for Synthesia Technology, a
Bimbo company in Spain before being
Spain-based leader in polyurethane
acquired by the Mexican business
solutions, and also for the Benetton
group in 2011.
clothing brand. Once in Bimbo, Cabeza
Cabeza earned Bachelor degrees in
has practically experienced every area
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77
Bimbo Europe/Africa /Asia
“The company’s a heavyweight in Europe for its business in Spain, Portugal and now in Asia” Javier Cabeza, Vice-president of Operations in Europe, Africa and Asia for Grupo Bimbo
78
May 2022
Food & Beverage
in the company from operations to
approximately 16,000 workers serving
technical positions. The deployment
more than 200,000 clients.
of lean manufacturing systems and
Bimbo’s UK business was added
continuous improvement processes
to the operations performed from
highlight his tenure in the company.
Bimbo Iberia towards all of Europe.
Besides his outstanding work in Spain,
The UK branch’s business consisted
Bimbo also took Cabeza to Belgium,
mainly of bagel and croissant bread.
the United States and Netherlands,
In Africa, Bimbo arrived in Morocco
until being in charge of, probably,
by acquiring a small company,
the most diverse of Grupo Bimbo’s
growing its presence from the initial
operations, globally.
four production facilities and also
“I wanted to become part of an
expanding its product portfolio.
enterprise so big as to not know
“The company’s a heavyweight
in which part of the world I would
in Europe for its business in Spain,
find myself the next day, and that’s
Portugal and now in Asia,” said
why I like Bimbo a lot,” the executive declared.
Cabeza, who is familiar with the highly competitive European market which, sooner or later, ventures into
CONSTANT GROWTH IN EVERY TERRITORY Bimbo’s endeavors in Europe, Africa
Latin America.
and Asia encompass 32 facilities
Positioning Bimbo EAA as this
-used both as corporate offices and
clockwork operation able to replicate
as storage facilities-, involved in the
the model and reach of its parent
production of 15 brands, operated by
company overseas is a very complex
KEY STRATEGIES
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79
Bimbo Europe/Africa /Asia
Javier Cabeza, Vice-president of Operations in Europe, Africa and Asia for Grupo Bimbo
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May 2022
Food & Beverage
task which requires aligned strategies
• Quality-focused operations.
such as:
Quality has become the determining
• Inorganic growth. The group
factor even for decision-making, from
acquired companies in Spain, India,
being a tactic to become a strategic
Morocco and the UK, which have
factor. No matter how favorable aspects
resulted in a longer reach and a
such as costs and revenue become,
strengthened portfolio within the
no decision is made if it affects the
food market.
products’ quality.
• Managerial structures
• Talent detection and
deployment. These offer detail into
positioning. One of the most
the business alignment level obtained,
important strategies is getting to know
and they also measure efficiency,
the talent’s capabilities in every country,
capabilities, business contribution
enabling them to develop the roles each
and adaptability.
territory requires, matching capable individuals with the tasks necessary to
• Investment in production
different countries, as well as to develop
capacity. This has implied great
the company’s talent or sourcing
investments in every country,
enabled staff to fulfill areas in need.
contributing to each territory’s growth. “We do make a great difference • Implementation of Lean
by relying on staff from China, India,
Manufacturing. This improvement
Morocco, Portugal, Spain and the
system has been able to detect all
UK, such variety provides a big
contributing and non-contributing
contribution,” the vice-president
elements in bringing value to clients.
pointed out.
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81
Bimbo Europe/Africa /Asia
“We want to keep being a force in innovation. In every country we must fulfill the group’s philosophy: Feed better world” Javier Cabeza, Vice-president of Operations in Europe, Africa and Asia for Grupo Bimbo
82
May 2022
Food & Beverage
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83
Bimbo Europe/Africa /Asia
SUPPORT FROM
This network support has been key
A GIANT CORPORATION
to take solid steps in relatively new
Bimbo EAA makes the most from
territories such as India or Morocco.
resources provided by Grupo Bimbo,
“Grupo Bimbo is always at the top of
especially those involving knowledge
our list, providing us with influence and
and products, as well as personnel,
knowledge,” Cabeza remarked.
experience and contact with tech and
84
raw materials suppliers, considering
THE COVID-19 PANDEMIC
Bimbo has become the largest bakery
AS CHANGE ACCELERATOR
company worldwide.
An enterprise the size of Bimbo EAA
May 2022
Food & Beverage
couldn’t be exempted from adapting
value of products, plastic packaging
to the consequences of the COVID-19
and other trends previously detected,
pandemic, deploying timely measures
which simply took off as the pandemic
preventing the disease internally,
began, such as online retail, to
reducing its spread to zero.
name one.
However, the company is aware
“We’ve learned to become more
that changes didn’t take place only
open, faster, to make the most out
within different companies, but also
of business opportunities, to become
in consumer habits, becoming more
leaner toward decision-making,” the
conscious regarding the nutritional
executive said.
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85
Bimbo Europe/Africa /Asia
ON THE ROAD TO SUSTAINABILITY
globally, has experienced progress
Taking Grupo Bimbo toward
in solar power.
sustainable operations is a top priority, globally. Up until now, Europe has been
other brands, clients and distributorswith the Marcas Waste Warrior
the ideal ground to reach different
association, whose purpose is to
goals, considering the territory’s
eliminate food waste. The association
regulations, policies and culture,
created the Too Good To Go campaign,
which allow for significant advance
in which different brands offer
in purposes such as bringing CO2
attractive food packages near their
emissions to net zero by 2050 and
expiration date at very low prices with
other intermediate goals related to the
the purpose of feeding more people
use of plastics in packaging, among
instead of wasting food, aligning the
other things. In countries such as
company to reduce food waste in 50%
Spain, Bimbo’s vehicle fleet boasts 20% of electric vehicles, an amount that will undoubtedly grow in the short term also in other countries. In Mexico, Bimbo has the largest electric vehicle fleets in Latin America. The company offers different
in respect with their 2016 figures. “Sustainability is one of the group’s strategies. These goals must be accomplished, it’s fundamental to our group, there are no excuses for unfulfillment,” Cabeza expressed.
packaging, including biodegradable
GROWTH IN THE HORIZON AND CONTRIBUTIONS TO FEED THE WORLD
solutions such as D2W. Also, Bimbo,
If there’s a word describing the
recyclable options for plastic
86
In Europe, Bimbo is involved -along
May 2022
Food & Beverage
“Sustainability is one of the group’s strategies. It’s fundamental to our group” Javier Cabeza, Vice-president of Operations in Europe, Africa and Asia for Grupo Bimbo
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87
Bimbo Europe/Africa /Asia
future purposes of Bimbo EAA, it is undoubtedly “growth”. Asian territory is poised to become the grounds for such a purpose, specifically in India, where the company’s challenge is to reach more population. In Africa, on its behalf, growth purposes also persist, but not in the short term. The market is evolving and it is very important to remain aware of its development. The operation in Europe is consolidated, but the plan is to keep strengthening the company’s finances and enter categories yet to be explored by Bimbo. Along with the brand’s efforts overseas, the company improves the fulfillment of its purpose to contribute to a better world by providing quality foods to a quantity of people that keeps growing. “We want to keep being a force in innovation. In every country we must
88
May 2022
Food & Beverage
Founded: 1945, in Mexico Industry: Food & Beverage Employees: 16,000. Contact: www.grupobimbo.com atencionenlinea@grupobimbo.com
fulfill the group’s philosophy: Feed a better world,” finalized Javier Cabeza, Vice-president of Operations in Europe, Africa and Asia for Grupo Bimbo.
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89
HIGH QUALITY standards and operations
A comprehensive and certified operation from sowing to distribution is the cornerstone for Licores de Guatemala to endure as one of the companies exalting the name of the Central American country. Translated by María Murgui
Produced by
Jassen Pintado
Interviewee
Luis Ibáñez Guillén, General Manager at Licores de Guatemala
Licores de Guatemala
L
icores de Guatemala
Later, in 2020, Industria Licorera
has exalted the
Quezalteca won an award as Exports
name of its country
of the Year, which acknowledges the
internationally through
company’s quality, sustainability and
the exportation
competitiveness.
of fine beverages of high quality
“Licores de Guatemala is currently
and excellence in their production
at a very important point after five
processes; its brands come to be
years of uninterrupted growth and a
a model which is earning more and
profitability of each of its production
more prestige with the passing of
units”, pointed out Luis Ibáñez Guillén,
time. In its country of origin, its rums
General Manager at Licores de
and “aguardientes” are already a
Guatemala.
part of the local tradition for the best occasions, serving in each sip more than 80 years of experience which is
INTERNATIONAL EXPERIENCE IN THE SECTOR Ibáñez is an industrial engineer and
also present in more than 25 countries. public accountant whose education Besides extending its presence took place in Peru. He also earned
92
internationally, in 2013, Licores
an MBA at ESAN (Spanish acronym
de Guatemala got the “Ron de
for Business School for Graduates,
Guatemala” Designation of Origin,
in Peru) University Business School
thus affording status not only to
and is currently a doctor candidate
the land and environment where
at the University of Seville (Spain).
the cane grows, but also to the
The executive also completed
quality of the materials in which
specialization courses at the Marketing
it is stored and aged.
Society (London, England) and
May 2022
Food & Beverage
“Licores de Guatemala finds itself at a very important point after five years of uninterrupted growth and a profitability of each of its production units” - Luis Ibáñez Guillén, General Manager at Licores de Guatemala
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93
Licores de Guatemala
executive formation programs
as Argentina, Ecuador, Panama, Peru
at the INCAE (Spanish acronym
and, currently, Guatemala.
for Central American Business
“My job is results-focused, I take
Administration Institute, in Costa Rica)
part in all the business development
Business School.
aspects”, declared Ibáñez.
Its prime field of expertise is Business Strategy and Innovation
94
in the trade front. Throughout 25
OPERATIONS WITH THE SUPPORT OF A COMPLETE STRUCTURE
years he has worked in the alcoholic
The operation of Licores de
beverages industry in countries such
Guatemala has got the structure of an
May 2022
Food & Beverage
integrated chain: from the sugar cane plantations, the sugar mill where raw
class brands are commercialized. The operation is complemented
material is processed, distillery, aging
with Casa del Ron, its own retail
centers, packaging factories, its own
chain, which has different locations
distribution system and contracted
in the country.
distribution through first-tier partners for the global presence of the product. Moreover, the company has a
RICH PORTFOLIO WITH WELLPOSITIONED BRANDS
division for imported liquors of
Licores de Guatemala is formed by
different kinds, through which first-
rum, “aguardiente” and gin brands,
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95
El Mejor Ron del Mundo se Viste con las Mejores Etiquetas
+502 2323-9898
ventas@dacsanet.com
www.dacsanet.com
/dacsagt
Envases Universales Ball de Centroamérica, S.A. Somos una empresa dedicada a la fabricación de envases de aluminio para bebidas con instalaciones de producción en Guatemala y Panamá.
NUESTROS PRODUCTOS Latas de aluminio de dos piezas. Más livianas para transportar y fáciles de guardar Diseñada para una apilabilidad perfecta Enfriamiento rápido Amigables con el medio ambiente debido a que el
alumunio es infinitamente retornable y reciclable
www.ecaguatemala.com
@endelispanama
Food & Beverage
each one with its own personality, capable
for a democratic consumption among
of reaching different market niches.
different groups.
RUMS
AGED RUMS
Ron XL: Beverage aged in oak casks
Ron Botrán: Botrán rum varieties are
for at least one year, distilled four times.
recognized worldwide thanks to their raw
Excellent selection for cocktails and a
honey-based production, obtained after the
choice beverage for young adults. Available
sugar cane’s first pressing, which is grown
in pineapple/coconut, lemon/cucumber,
in the Retalhuleu region, in the South-West
berries, and apple flavors.
of Guatemala.
Ron Venado: This rum is offered in two
Ron Colonial: Conceived up in
different varieties, according to their alcohol
one of the first cities to be founded in
content. It stands out due to its mixability.
this continent, Antigua, Ron Colonial is produced from the maceration of plums,
“AGUARDIENTES” Aguardiente Venado: A real tradition in
raisins and vanilla. Ron Zacapa Centenario: Zacapa has
the Guatemala central area, aged for a year
been catalogued as the best rum in the
and with tinges of intense flavor. A version
world due to its production, from the soil
with cinnamon scent and flavor was added
type, climate and other natural elements
recently to this brand.
combined in the region where its cane
Quezalteca: Flagship brand in the country, rooted to customs and flavors from
grows, its one of a kind distillation process and, specially, its aging at high altitude.
Guatemala. Quezalteca is beyond social classes and age groups. Different flavors have been adapted to the Central American taste in different graduations, which allow
GIN Xibal: This liquor is produced from Mesoamerican herbs which are
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97
Licores de Guatemala
characteristic from Central America, in perfect symbiosis with the gin traditional flavors. RTDs AND HARD SELTZERS As trendsetters in low-grade and low-calorie alcoholic beverages, the company created brands such as Cubata, VIP, OBIT, Mangiatto, Xibal and Kick, aimed for different occasions and different markets with flavor variety.
INNOVATION AS A BRAND-CREATOR BOOST The capability of building up brands and innovating when affording them an evolution element was joined to Licores de Guatemala’s tradition of producing high-quality liquors for decades. Currently, the company offers both the domestic and international markets an average of 25 innovations a year in the form of new products, new flavors, new brands and packaging.
IMPORTED BRANDS We are pleased to represent brands
“We have converted the company into a lean organization to respond to
from top level wineries and companies
the faster and faster changes in the
such as Viña San Pedro, Casa
markets”, Ibáñez pointed out.
Orendain, Tito’s, Pernod Ricard, E & J
Among these innovations, we could
Gallo Winery, PradoRey, and Segura
highlight high quality products which
Viudas, which trust our commercial
can make a difference in the market,
and brand development system.
such as: Ron Botrán Creole Apple Fusion, Botrán Vintage Wine Cask,
“We are proud of producing
Botrán Guatemalan Oak, Cinnamon
rums which are really world-class”,
Flavored Venado, Zacapa Royal, Ron
commented the General Manager.
XL in different combinations with lemon, XL Sour Blast, XL Pineapple/
98
May 2022
Food & Beverage
“We are proud of producing rums which are really world-class” - Luis Ibáñez Guillén, General Manager at Licores de Guatemala
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99
L
eading company in Central America and the Caribbean, dedicated to the production and distribution of medical and industrial gases.
Solutions for various industries
GASES
EQUIPMENT
PBX: (502) 2421-0400
www.productosdelaire.com
Coconut, Xibal Gin & Tonic, Xibal
COMPANY-OWNED RETAIL OUTLETS
Equinox; Blackberry Quezalteca,
In order to work as a complete
Guatemalan Mango, Pepita
operation, Licores de Guatemala
Orange, Pineapple, Hot Corn flour
manages its own retail channels,
Drink; “ready to drink” (pre-mixed)
which have been modernized and
Mangiatto, XL Kick and Quezalteca
reshaped through physical sales
Chispuda, just to name a few.
channels Casa del Ron, in different
Beyond alcohol as a beverage, COVID-19 pandemic took Licores de Guatemala to develop Alkoh,
100
cities in the country, whose unique concept has been renovated. After the transition to e-commerce
making an incursion the in medicinal
on the part of the consumers,
alcohol market, thus contributing to
which was accelerated during
fight the virus.
the quarantines derived from the
May 2022
Food & Beverage
pandemic, the company has focused its efforts on developing its electronic commerce channel. SUPPLIERS’ SECTORS Each line of Licores de Guatemala’s suppliers is properly segmented according to each stage in the production and commercialization of beverages. For the farming stage of the process, the company has got suppliers who can afford the best fertilizer and riper which not only fullfils the sowing and optimal development of the cane, but also are friendly to the environment and the soil quality for sowing. Another important partnership is the one with packaging material suppliers (both glass containers as well as lids and labelling). An important task with companies which take part in key areas for the creation of formulae, such as flavoring, aromas and natural scents is also carried out.
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Licores de Guatemala
102
May 2022
Food & Beverage
“We have converted the company into a lean organization to respond to the high speed of changes in the markets” - Luis Ibáñez Guillén, General Manager at Licores de Guatemala
SUSTAINABLE OPERATION The purpose of directing the company
experience centers. This way, the company guarantees
towards sustainable operations has
the sustainability of Guatemalan rum,
resulted in important investments
which keeps up to world standards
on behalf of Licores de Guatemala,
not only for its quality, but also for its
accomplishing effective actions such
caretaking of the environment and
as a reduction in the use of fossil
respect of human rights.
fuels and the optimization towards
The company earned the Neutral
clean processes, having received the
Carbon certification in May 2021
ISCC Certification Plus (International
from SGS, thus fulfilling ISO Standard
Sustainability and Carbon
14064:2006. This was achieved
Certification) and verified the entirety
by eliminating its carbon footprint,
of its production chain. This rank also
without turning to the purchase of
guarantees the optimal management
carbon footprint credits as other
of the production chain’s resources,
companies do, as it owned an
from plantations, mills, distilleries,
inventory of more than 1,850M
aging and packaging centers to
to achieve its own mitigation of
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Licores de Guatemala
greenhouse effect gases. Towards the external part of the company, Licores de Guatemala created the “Tranquilo Camilo”
FUNDACIÓN LICORERA (SOCIAL WORK ORGANIZATION) Fundación por la Vida (Foundation for Life) was created in 1986. It changed
campaign, which consists of enjoyable its name to Fundación Licorera, which contributes to the complete communications to promote the
104
moderate consumption on behalf
development of the Guatemalan
of consumers.
society focusing on three main points:
May 2022
Food & Beverage
life standards through nutrition, education and productive programs. This organization has managed
LOOKING TOWARDS GROWTH The main goals for Licores de Guatemala are the consolidation of
to have an impact on children and
the growth experienced over the last
surrounding communities through two
years and make it sustainable with the
schools with about 1,000 students,
passing of time.
and also more than 200 women through different trainings who seek to empower and improve their living
After the positioning of its brands in Guatemala and Central America,
standards. They also distributed about Licores de Guatemala seeks to emerge in new markets beyond the 12,620 bags with food in Jocotan, Chiquimula, known as the “Dry Corridor” in our country. In addition to this, our Ingenio Tulula office for relationships with communities has benefited more than 14,300 neighbors
organic growth. “We keep an eye on new growth opportunities and we look toward the future with optimism”, concluded Luis
and 2,800 families from San Andrés
Ibáñez Guillén, General Manager at
Villa Seca, Retalhuleu, with health,
Licores de Guatemala.
communal infrastructure and human development projects. FOUNDED: 1939 INDUSTRY: Food & Beverage CONTACT: (+502) 2470-9696 www.licoresdeguatemala.com info@licoresdeguatemala.com
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