A CoolBrands Storytelling Expedition into Brazil New Food Leadership

To make it easier for you to share the stories in this book, we have created links to the online world of Seleçao Brasileira de Alimentos, as well as a blog at thenewmadeinbrazil.com.

By downloading and using the Layar Augmented Reality app, you can easily enjoy more content and keep up-to-date with the Seleçao Brasileira de Alimentos World Tour. Online content will change and evolve in the coming months.

So be sure to follow us online and SHARE your favourite stories with your social networks through LinkedIn, Facebook, Twitter…

Colophon Initiator & Food Visionary Enivrance Edouard Malbois Jacques Faure Diego Bolson Ruzzarin Sofia Chaoui Laure Piekielko Luciana Pacheco CoolBrands NextWorld Storytellers Maarten Schäfer - photography & augmented reality Anouk Pappers - writing & concept Editor-in-chief Francesca de Châtel Design and layout Lonneke Beukenholdt Online communication and multimedia Dorus de Vries Main sponsor Brazilian Trade and Investment Promotion Agency – Apex-Brasil Publisher CoolHouse BV Amsterdam www.cbnws.com Printing Printer Trento Srl – Italy ISBN 978-94-90900-03-8

Contact emalbois@enivrance.com anouk@coolbrands.org © 2013 CoolHouse BV All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written permission of the publisher.

Created and designed by Enivrance

Story created and told by CoolBrands NextWorld Storytelling

Story created and told by CoolBrands NextWorld Storytelling

Apex-Brasil

www.enivrance.com

www.cbnws.com

www.cbnws.com

www.apexbrasil.com.br

Edouard Malbois

Anouk Pappers

Maarten Schäfer

Mauricio Borges

CEO and Founder

Founder and Brand Anthropologist

Founder and Chief Storyteller

President

“Sometimes in life you meet the right people. Actually this story is more than that.

It’s about meeting the right country and the right people at the same time.

Meeting Brazil… such a stunning experience, which inspired us to create this spectacular event called Seleção Brasileira de Alimentos: a team of 13 competitive Brazilian food players who decided to innovate and outperform world standards.

And as a result, we were able, with the passion of each of our partners, to bring to life 13 world innovations that showcase Brazil’s new creative food leadership.

But as usual, great projects are about great people.

First, we met Mauricio Borges, the visionary President of Apex-Brasil who gave us his full support and trust after our first minute of conversation. Together with him and his team, we were able to make this modern dream come true.

We also treasured every moment we spent with the 13 extraordinary Brazilian food entrepreneurs who dedicated their talent and energy to the Seleção.

Without them, none of this would have been possible!

“I have a vision...

Brazil is ready for food leadership. This must be the spirit at every innovation touch point in every company. Commodity times with little added value are over.

Modern leadership is about meaningful innovations staging modern branding and consumer aspirations.”

And then we met two great people, Anouk and Maarten. They are storytellers.

No doubt the most talented ones on earth. I chose them and their company Coolbrands NextWorld Storytelling to tell you about this inspiring innovation fairytale, staging all the players in their full integrity. What we all learned is that storytelling is definitely the most exciting and fitting medium through which one can portray the leadership of modern brands.

Last but not least, I would like to congratulate my team, especially my two closest partners, Jacques Faure and Diego Bolson. They have been fantastic.

I hope you will enjoy this expedition!”

Edouard Malbois CEO & Founder Enivrance

BRAZIL FOOD STARS READY FOR WORLD CONSUMER INNOVATION

Chefs and brands side by side speaking the same “pleasure” language...

The Seleção is designed to spectacularly reveal BRAZIL NEW CREATIVE FOOD LEADERSHIP! The Seleção Brasileira de Alimentos is a team of 13 world-class, food-branded innovations from Brazil. Each brand expresses a bold vision to outperform existing standards. Each innovation is at the cutting edge of its product category and has the ambition to sign new food pleasures and lifestyles dedicated to world consumers. Beyond innovation, this is a world communication event which clearly positions Brazil as a bold global food innovator and lifestyle provider. All the featured companies, whether a leader or an emerging actor, share the same goal of portraying a “New Made in Brazil”.

By

Katia Barbosa rio naturalmente

By

David Hertz social food

Content

Read this before you go any further!

Meeting Edouard Malbois - Enivrance Meeting Mauricio Borges - Apex-Brasil Introducing Seleção Brasileira de Alimentos Aurora Innovation - Drinkable Lifestyle SerVida Innovation - The Touch of Brazil Weber Haus Innovation - Sugar Cane Spirit Seara Innovation - Positive Snacking David Hertz Innovation - Community Vibes JBS - Friboi Innovation - Gold Cutting

10 14 18 20 28 30 38 40 48 50 58 60 68 70 78

Givaudan The Flavor Coach

80

Liana Baggio Innovation - Creative Brazil Maricota Innovation - Mandioca Native Taste Amazoo Innovation - Liquid Food Katia Barbosa Innovation - Bar Attitude Seara Innovation - Sustainable Indulgence Bauducco Innovation - Sweet Model JBS - Swift Innovation - Classics Mastery

82 90 92 100 102 110 112 120 122 130 132 140 142 150

The Team Is On The Show Must Go On… Special Thanks To

152 154 156

How to read this book: experience augmented reality This book is more than words and images on paper. It is a unique piece of interactivity. We have used the newest technologies to give you the best experience possible. So join us on the Storytelling Expedition into Brazil, with access to video, photo slideshows and more, directly on your mobile device.

REQUIREMENT You must have a smartphone or tablet with a Wi-Fi connection. If you don’t, please go to www.thenewmadeinbrazil.com where you can discover our interactive world.

DOWNLOAD THE LAYAR AUGMENTED REALITY APP Go to the app store and download the Layar app onto your mobile device.

HOW DOES IT WORK? Your smartphone or tablet allows you to access additional content such as slideshows and short films that are not featured in the book. Go to any photo with a Layar logo. Open the app. Scan the photo with your phone or tablet and watch the picture come alive!

Have fun exploring!

The Layar app allows you to experience this book in augmented reality.

1. Download the Layar app for free in your app store.

2. Find a Layar logo or QR code in the book.

3. Open the app, point and scan the page.

4. The interactive page appears on your mobile device.

“Enivrance is the world’s n° 1 pleasure and lifestyle food and drink innovation platform.”

Jacques Faure , International Business Development

Meeting Edouard Malbois of Enivrance 11

We are on our way to talk to Edouard Malbois about his new project, Seleção Brasileira de Alimentos. We’ve known Edouard for some time and have always liked his company’s innovative vision on food. As the founder and today CEO of Enivrance, Edouard has been working with his business partner Jacques Faure to build a solid team and over the past 11 years they have inspired the world with an array of concept food.

Over the years they have expanded their business and vision from Paris to other continents. Today they have a presence in Singapore and São Paulo, where they are working on a range of projects, though always related to their core competence and passion, food design and innovation. Among other achievements, they were the first designers to display food design at Harrods London. And they influenced some of the biggest industrial leaders, like McDonald’s for whom they created FoodStudio Europe, the innovation lab for Europe.

He has invited us for a coffee at his office in São Paulo to discuss our involvement in his new Brazilian project. “I was looking for storytellers and thought of you guys!” he said on the phone.

ENIVRANCE

“Let’s see what kind of innovative idea he’s cooking up this time!” says Maarten as we arrive at the office. Edouard is already waiting for us and welcomes us with a big smile. “There you are, good to see you! Come on in, then I can show you what we are working on.” We follow him into a meeting room and before coffee has even been served, Edouard takes off.

Discover more at www.enivrance.com

“We have collaborated with the world’s 30 leading food & drink brands.”

In discussion with Edouard

Diego Bolson Ruzzarin, Director Enivrance Brasil

13

“So Edouard,” says Maarten. “What’s cooking? What are you working on and what do you want from us?”

“I have developed a vision for Brazil over the years: I think it is time for a new era. That’s why we recently developed the 2020 Food Vision for Brazil and teamed up with Brazilian food companies.

Because we believe that Brazil can and should be more than an exporter of commodities.

“We have developed a concept, Seleção Brasileira de Alimentos, which we call SBA. The goal is to create and share a new image of the Brazilian food industry with the rest of the world. We strongly believe in fostering leadership through food innovation. This is where Brazil can have a competitive advantage in the coming years.”

“Isn’t this part of The New Made in Brazil, the movement we started together some time ago?” Maarten asks. “Going beyond the Brazilian flag to sell Brazilian brands and products?”

“Yes,” Edouard replies, “for me, The New Made in Brazil means the new generation – of almost anything here. From creating brands instead of exporting commodities to using the strength of brands and products to market Brazil abroad instead of using the Brazilian flag. We have more to offer than beaches, football and a flag.

However important these elements are, we believe it is time for a New Made in Brazil. There are many designers, artists, food experts and others who are creating a new order. Let’s look at them and let them shape the New Made in Brazil.”

“So, where do we come in?” Maarten asks.

ENIVRANCE

The New Made in Brazil The new Brazilian mindset towards competitiveness and leadership.

Innovation, brand value creation and communication are the key strategic pillars of this new Brazilian signature.

Discover more at www.enivrance.com

“We need to tell the story of SBA in a compelling way and I know you guys are the best. So I would like you to start by visiting Mauricio Borges of Apex-Brasil, our main project sponsor, to listen to his vision. And then I would like you to come back here, so that we can start talking about the players we have selected for the Seleção. And then the fun really begins: I would like you to visit all 13 players, listen to their story and share that with our global audience.”

“Okay,” says Maarten. “Sounds like a plan, when do we start?”

In Brasilia to meet Mauricio Borges of Apex-Brasil We fly to Brasilia to meet Mauricio Borges, the president of Brazil’s trade and investment promotion agency Apex-Brasil.

This facilitating organisation operates in over 80 sectors including food. Its main objective is to project Brazilian companies onto the global market.

14

We land in the early afternoon and hail a taxi in front of the terminal building. “Boa tarde,” I say, “Apex-Brasil headquarters.

But via the scenic route please.”

The taxi makes its way towards the city centre through smooth traffic. I pull out my iPad to look at my notes on Mauricio.

“Did you know he’s been working for Apex-Brasil since the organisation was founded?” I ask Maarten who has taken out his camera.

“Apex-Brasil is active in 50 different countries around the world,” I continue. “Its motto is ‘Brazil in the world: innovative, sustainable and competitive’.”

As I get no response from Maarten, I look over and see he’s totally focused on taking photos of the Panteão da Pátria, a national monument designed by the world-famous architect Oscar Niemeyer, who also designed most of the rest of this city.

“Brasilia is an architectural paradise,” says Maarten as he turns his camera on the National Congress building that overlooks the city.

APEX-BRASIL

“And there it is,” I say pointing in the other direction: “Brasilia’s cathedral! Built in 1958 with its signature hyperboloid shape…”

Maarten snaps a few shots before the driver turns left and stops in front of a modern office building. “Here you are,” he says, “Apex-Brasil headquarters.”

In discussion with Mauricio Ten minutes later, we’re sitting at a large oval table with Mauricio, sipping a cafezinho and learning about Apex-Brasil. “Brazil incorporates all cultures,” says Mauricio, “and this cultural mix generates creative solutions. We didn’t invent football, but we make it better.

“The same goes for food: we want to use our amazing biodiversity to create products that provide a new level of food indulgence.

Brazilians combine creativity with emotions from the heart and this is how we create new flavours.”

“Is that why you support Seleção Brasileira de Alimentos?”

“Yes,” he says. “I am very impressed with the project Seleção Brasileira de Alimentos. Our main task here at Apex-Brasil is to portray Brazil as we want it to be seen and I believe this project can help us reach the next level.”

“Next level?”

APEX-BRASIL

“To go further,” Mauricio says. “To the next frontier. That may sound a bit presumptuous, but that’s how I see Brazil’s role in the future.

Leading the global food industry to the next frontier.”

“It doesn’t sound presumptuous,” I say. “But it does sound ambitious.”

“True,” says Mauricio with a smile, “but if there is one country in the world that can do it, it’s Brazil.”

17

Seleção

We welcome the 13 players of the Seleção Brasileira de Alimentos, here is the story...

Every player, whether a leader or an emerging actor, shares the same ambition: to portray Brazil’s new creative food leadership. This is what we call “The New Made in Brazil”.

19

“Why did you choose Aurora?”

CoolBrands in discussion with Enivrance

Aurora 20

WHY

Edouard “I love the human philosophy of this contemporary cooperative. The product is perfect.

The brand is ready to migrate to world excellence.”

We’re on our way to the town of Bento Gonçalves in the Serra Gaucha in the state of Rio Grande do Sul. Established in 1875 by Italian migrants, the town has become the country’s wine capital, famed for its fertile soils and luscious vineyards.

TRAVEL

23

Meeting Aurora

We’ve been in touch with Lourdes Conci da Silva, Aurora’s marketing director, and we’ve arranged to meet her at one of the vineyards just outside Bento Gonçalves.

The road winds its way up into the hills and soon turns from asphalt to dirt to lead us to an elegant house in the midst of the vineyards. As we get out of the car, a woman walks out to meet us. “Welcome to Aurora!” she says as she steps in for the traditional Brazilian hug.

“I’m Lourdes. Let me introduce you to the team and then we’ll show you around the premises. But first we’d like to offer you a glass of our best sparkling wine!” As we follow Lourdes to the shaded porch, Anouk looks at me with a smile and says: “Wow, not a bad start to our Brazilian food discovery trip!”

Lourdes tells us that the story of the Aurora Winery started in 1875 with the arrival of migrants from Italy.

They brought with them a long tradition of winemaking and found that the landscape and climate of the Serra Gaucha were perfectly suited for the development of vineyards.

Alem Guerra, Aurora’s CEO who has been involved in the cooperative for over 40 years, adds: “Then in 1931, 16 families of winegrowers from Bento Gonçalves got together to create what would become the largest development of its kind in Brazil: the Aurora Cooperative Winery. A year after its establishment, the winery already boasted a collective production of 145 tonnes of grapes and was using advanced technologies to produce high-quality wine. Today, the Aurora Winery is still the largest cooperative in Brazil with a membership of more than 1,100 families. And we are working with the next generation of winegrowers and winemakers to strengthen our legacy.”

24

w The bright, fresh and joyful style of Aurora’s wines delights consumer tastes across the five continents, competing with the big players. The 1,100 families of the cooperative applaud this international achievement!

Rosana Pasini

During our visit to Aurora we not only sampled great wine, we also got a few tips on wine tasting. “To fully appreciate the flavour,” young winemaker Andre told us, “you need to use your nose more than your tongue. When we take a sip of wine, the aroma pervades our upper airways where our nasal receptors allow us to fully absorb the flavour.” He picks up his glass and demonstrates: “Breathe in and out through your nose as you taste and if you feel like it, slurp some air in through your mouth over the wine.” He closes his eyes and savours the flavour, then looks at us with a smile. “It’s a noisy way of tasting, but you’ll see, it works!”

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26

The story starts in 1875, with the arrival of immigrants from northern Italy who settled in the Serra Gaucha in southern Brazil.

The landscapes and climate here resembled that of their country of origin, allowing them to maintain their European culture and traditions and carry on the ancient art of winemaking.

Read more stories on www.thenewmadeinbrazil.com

CoolBrands asks Enivrance about the business case What is the challenge?

What is the ambition?

Detonate sparkling wine social game with a beer

Sparkling wines are festive. They need a real positioning. It could be casual, trendy or easy to drink. Brazil can reveal its unique personality here.

29

‘fresh and fizzy’ attitude.

What is so good about it?

What does the label mean?

I love this idea of a sparkling wine as

Translate coolness

INNOVATION

easy to drink as a beer.

Design by

Enivrance

Brazil can reveal its unique personality here.

into new consumption modes.

“Why did you choose SerVida?”

CoolBrands in discussion with Enivrance

SerVida

WHY

30

Jacques “I knew they would give us the energy to think big. Right from the get-go, both the facilities and the people sparked creative tension. The company is ideally sized to humanise the process and inject an industrial touch in every kind of Brazilian food classic.”

33

TRAVEL

The region of Veran贸polis is known for its Italian cuisine.

Meeting SerVida “It all started with our family restaurant, Galicia,” says Mauricio, the financial director of SerVida Alimentos and one of the sons of the founders of the Galicia Restaurant. “People loved coming to dinner here, but also started asking if we could prepare food for them to take home.

“So we started experimenting with different ways of keeping the food as fresh as possible, while at the same time preserving the taste and the vitamins. After years of research, we developed a state-of-the-art freezing technique, which allows you to deep freeze freshly prepared food in just 45 minutes.

“We decided to build a new brand around it, SerVida, which is based on our beliefs: our passion is family and our heritage is good food.”

Cristiano, a food engineer working for SerVida since its launch in 2010, adds: “You mustn’t forget that the region is known for its Italian cuisine and Veranópolis is known as the Capital Brasileira da Longevidade.”

“The capital of what?” I ask.

“Longevity: people in this region live longer than anywhere else in Brazil,” Cristiano explains. “And we believe that good food is one of the main reasons that this region is so healthy. We want to develop a supply chain, working with small organic farmers from the region to offer a wide range of homemade meals throughout Brazil and even beyond.”

“But we want it to be real Brazilian cuisine, just like we used to serve in our family restaurant,” Mauricio says proudly. “The costela suina com molho de goiabada is one of my favourites. You should taste it for lunch.”

34

“I would suggest the frango com palmito,” Cristiano says. “It’s even more typical.”

“I’ll try both!” I say. “Maybe it will augment my longevity as well!”

w Download the Layar app and scan this page to discover more

Servida means ‘served’ Ser Vida means ‘to be alive’.

36

At the SerVida factory, all food is prepared by hand. Fabiana, the food engineer who oversees the whole production cycle, proudly shows us each step of the meticulous process.

Read more stories on www.thenewmadeinbrazil.com

SerVida is a family company built on a passion for family values and a heritage of good food.

Cristiano Bohrer

CoolBrands asks Enivrance about the business case What is the challenge?

Instead of doing a hard sell on local tastes, there are ways of stimulating What is the ambition?

INNOVATION

Genuinely print the coolness of Brazil to re-enchant world classics.

Design by

Enivrance

discovery through cultural immersion.

Like imprinting Rio’s iconic lifestyle on classics.

39

What is so good about it?

What does the label mean?

I love the idea of being in Rio every day.

Instil smartly

Genuinely print the coolness of Brazil to re-enchant world classics.

the power of aspirational icons.

“Why did you choose Weber Haus?”

Weber Haus

CoolBrands in discussion with Enivrance

WHY

41

Jacques “Meeting Evandro, the Weber Haus CEO, is a fantastic entrepreneurial shock. How fabulous to extract a state-of-the-art world alcohol from sugar cane! The brand is ripe to make a spectacular leap into the world market. Its leader is a charismatic ambassador who is on top of things.”

43

TRAVEL

We’re on BR-116, one of Brazil’s longest highways that stretches over 4,385 km from Fortaleza in the north to Jaguarão in the south.

Meeting Weber Haus It’s just after midday when we arrive at the Weber Haus Cachaçaria. The company’s managing director Evandro Weber welcomes us and shows us around the estate. After showing us the sugarcane plantation, he takes us to the distillery. “The production of cachaça is an elaborate process: we harvest all the sugar cane by hand and the end product is distilled here in large copper kettles,” he explains.

He also tells us about the difference between cachaça and rum: “Rum is usually made from molasses, a by-product from refineries, while cachaça is made from fresh sugar cane juice that is fermented and distilled.”

As their name suggests, the Weber family is of German descent, but Evandro was born here in the town of Ivoti near Porto Alegre in the state of Rio Grande do Sul. Originally from the village of Hundstrich near Düsseldorf, the Weber family came to Ivoti in 1824. They started growing manioc and sugar cane, and from 1848 started producing schnapps, mainly for their own consumption.

The first distillery was built in 1948 and was operated by four mules in a small shed. Over time and through the generations, technology and production have advanced and today the Weber Haus Cachaçaria produces a range of different quality cachaças, fruit liqueurs and other flavoured drinks.

“I guess in Europe and the U.S. cachaça is mainly used in cocktails like caipirinha but when you have a real high-quality cachaça – like our Premium Black – it can also be drunk neat,” Evandro says as he pulls a bottle off the shelf. “Would you like to try some?”

“No thanks,” I answer, “I don’t drink on the job.”

Evandro turns to me and smiles: “But this 12-year-old Premium is not for drinking! It’s to be savoured!”

45

47 Download

cover more

is page to dis

and scan th the Layar app

Weber Haus produces organic cachaças.

One of their lines has received organic certification for Europe,

If I were a cachaça, I would be a XII anos... it’s strong, experienced and premium quality.

Evandro Weber

USA and Canada, guaranteeing that all production steps from preparation of the soil to harvesting, processing and production meet the requirements and ecological standards.

ories on Read more st com madeinbrazil. www.thenew

CoolBrands asks Enivrance about the business case What is the challenge?

What is the ambition?

Stage cachaรงa

social superstar

INNOVATION

as the purest partner for premium creative blends.

Design by

Enivrance

Cachaรงa is big in Brazil and small in the world. Everybody loves Caipirinha, yet few make the link between the product and this iconic cocktail. The product

is highly desirable and aspirational.

It needs a bold storytelling strategy.

49

What is so good about it?

What does the label mean?

The emotion that is a unique memory marker.

Stage the

The purest partner for premium creative blends.

super power of raw nature.

“Why did you choose Seara?”

CoolBrands in discussion with Enivrance

WHY

50

Seara Diego “Chicken is a world star – that’s how I felt that Seara markets it. They are passionate about innovation and they believe chicken is the gateway to new mass-market aspirations.”

We’re on a plane from Porto Alegre to São Paulo Guarulhos Airport. After our trip to the region of Rio Grande do Sul, we’re heading back to the bustle of São Paulo, a city of 22 million.

TRAVEL

52

We’re on the observation deck at Guarulhos Airport overlooking the airfield. At the gates we see people boarding planes to Salvador, Rio de Janeiro and Manaus.

“My plane to Brasilia leaves in two hours,” Glaucia says, “so we have some time to talk.”

Glaucia Cardoso Gouveia Gomes is the marketing director at Seara, one of Brazil’s largest meat-processing companies. We spoke to her over the phone a few days ago and asked her if she would share the Seara story with us. “We’re a sponsor of the World Cup 2014 in Brazil to increase our brand awareness and to link our brand to sports, that is why I am travelling to Brasilia, for meetings,” Glaucia said. “Maybe we can meet at the airport.”

And so here we are. “Tell me about Seara,” I say, “it’s a huge company, right?”

“It’s one of the biggest in Brazil and even in the world,” Glaucia nods. “It was founded almost 60 years ago and gradually grew to its current size.”

“And what are its main goals?”

“Our goal has always been to provide high-quality meat, which meets all requirements with regards to animal treatment, environmental sustainability and food safety.”

“But isn’t it easier to control these aspects when the meat is produced locally by small-scale farmers? It seems to me this would be better for the animals, the environment and consumers…”

54

Meeting Seara

“On the one hand, yes. But we all know that the world population is growing exponentially and that this growth rate won’t slow down in the coming decades. Growing populations and rising standards of living also mean there is a greater demand for meat.”

“So you’re saying we need this large-scale approach in order to feed our growing population?” I ask.

“That’s right: Seara has a huge global reach, a large meatprocessing capacity and the ability to comply with the latest legislation,” says Glaucia. “Another important point is that with our broad reach we can make our products accessible to everyone – not just the happy few. This is very important to us: to give all segments of society access to our products.”

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I think there will be enough derivatives of meat products to feed the world in the future.

Glaucia Cardoso Gouveia Gomes

Seara is a conscious brand that aims to offer high-quality products at accessible prices to people from all social classes around the world.

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Read more stories on www.thenewmadeinbrazil.com

CoolBrands asks Enivrance about the business case What is the challenge?

What is the ambition?

INNOVATION

Build further chicken world expansion with informal snacking alternatives.

Design by

Enivrance

Chicken is a universal protein provider. It has been developed in highly creative ways over the past 20 years.

It deserves a highly innovative focus for new mass-market applications. This is where Brazil can inspire new cool, nomadic lifestyles.

59

What is so good about it?

What does the label mean?

Certainly the birth of the future chicken nugget.

Integrate health in a

Integrate health in a new lifestyle and friendly experience.

new lifestyle

and friendly experience.

David Hertz

WHY

“Why did you choose David Hertz?”

CoolBrands in discussion with Enivrance

61

Edouard “I met David at the Paris International Food Fair in 2010.

Together we presented a new world vision on social food. David is a visionary leader who can truly open the gates to a progressive model of industrial quality.”

TRAVEL

Located in the heart of S찾o Paulo, Parais처polis is a favela with about 100,000 inhabitants.

Most of the active population works as maids, gardeners and nannies in the upmarket S찾o Paulo district of Morumbi.

63

Meeting David Hertz “I brought you guys here to show you what we do,” David says.

“You make sandwiches now?” I joke as I look at the lanchonete counter.

David laughs. “Well that’s one way of putting it, but there’s a bit more to it: we actually work to enable and encourage disadvantaged youth to develop careers in gastronomy. So this means we provide cookery courses and help students to develop sustainable food businesses within their communities.”

“Wow, that’s pretty inspiring… definitely takes gastronomy to a different level!”

David nods. “We wanted to use food, the universal language of humanity, as a social tool to empower unskilled and disadvantaged youth to become a generation of grass-root entrepreneurs. Our hope is that they will then be able to lift their families and communities out of poverty and hunger.”

“Pretty amazing! So are you getting the results you hoped for?”

“I personally think so,” says David. “But why don’t you ask Fabiana, a student in one of my classes who has become a partner in the project.”

Fabiana smiles and says: “Gastromotiva has really changed my life. I’m so proud to be part of it and to be working so closely with David, he’s a real source of inspiration. When I met him, I had a tiny lanchonete here in Paraisopolis making pastel and other homemade sweets. I’ve learnt so much about business since we started working together and I’ve been able to expand both my lanchonete and my business.”

“Do you think it’s also changed your position in the community?” I ask her.

“Definitely,” she says proudly. “I think I play an important role in the community now. I select new students for our community cooking classes, so everybody knows me and knows the work of Gastromotiva. People recognise that this project can improve living standards in the community and change the image of the favela.”

65

Marco Pomarico

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Each year, Gastromotiva offers 500 free places to low-income youth in S達o Paulo and Rio de Janeiro on its cookery course, combining lectures, classes, personal development and technical visits with hands-on training.

The employability in local gastronomic restaurants is around 90%.

David Hertz

Having worked as a chef in different places around the world, David Hertz decided in 2004 to go into social entrepreneurship using food as a tool to transform lives. He chose S達o Paulo as a base, working with the low-income population of a large city.

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Read more stories on www.thenewmadeinbrazil.com

Profile of a Gastromotiva student: 18-35 years old, affinity and passion for cooking, unemployed, and with a low family income.

CoolBrands asks Enivrance about the business case What is the challenge?

The community dream is about unique energy. It is full of special vibes that are the soul of a place and that go against anonymity and rootless standardisation. The What is the ambition?

Market the ďŹ rst community food love model through

mass-market culinary quality.

creative idea is to translate this place’s experience into a food collection.

We needed a masterful and sensitive chef to be a magic translator of taste.

What is so good about it?

What does the label mean?

Translate in food

Express community power through food.

INNOVATION

the love of a place.

Design by

Enivrance

69

The community dream is about unique energy. It is full of special vibes.

“Why did you choose JBS?”

CoolBrands in discussion with Enivrance

71

WHY

JBS Edouard “It is always fascinating to meet an innovator who is at the same time a world leader. Beef is a growing category with immense potential. I met great, down-to-earth people who are working to make this dream come true. They have the type of open mind that can produce superior vision.”

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TRAVEL

As São Paulo’s roads are clogged with heavy traffic, clever entrepreneurs take helicopters to save time commuting and travelling between meetings. This new mode of transport is so popular that São Paulo has become the city with the highest number of helicopters in the world.

We got up really early for our 6 a.m. meeting with Renato Costa, the president of the meat division of JBS, the world’s largest animal protein producer. Over an early morning cafezinho in his office at the JBS headquarters in São Paulo, he tells us: “Even though we are a big international company, we still start the day at six. I guess in our hearts we’re still farmers.”

He tells us about the beginnings of the business 60 years ago.

“The founder Jose Batista Sobrinho went into business in 1953. It was a small slaughterhouse that could handle five cows per day.

By 2002, our capacity had grown to 5,800 cows per day and then in 2005 we created the JBS brand and went international.”

“So what is your capacity today?” asks Anouk.

“Today, we run a global company with a capacity to process 80,000 cows per day.”

“Holy cow,” says Anouk, in awe, “excuse the pun! That’s massive!”

“It is,” says Renato. “It’s also a massive responsibility. As JBS is the world’s largest animal protein company, it has a real ability to impact the market and set standards. We take this very seriously.”

“Can you give an example?”

“We have become the first Brazilian slaughterhouse to implement a quality management tool in the farms that supply animals. The goal is to ensure that the food is produced with respect for the health, safety and wellbeing of employees, animal welfare standards and the environment. We are also committed to the 2009 Cattle Agreement to help fight the destruction of the Amazon.”

“So what is the secret of your success?” asks Anouk.

“Our mission is to be the best in everything we do,” he adds.

“The pursuit of excellence is a constant challenge for us. That’s also why we have come this far. We set the bar high.”

Meeting JBS 74

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JBS is the world’s largest animal protein producer,

We are the first company in the bovine meat production sector with carbon credit registration at the United Nations.

Renato Costa

supplying 40% of all protein we consume.

76 Meat plays an important role in Brazilian culture. The culture of beef comes alive during the churrasco, the Brazilian barbecue.

Read more stories on www.thenewmadeinbrazil.com

CoolBrands asks Enivrance about the business case What is the challenge?

Brazil has both meat excellence and barbecue heritage. It is about quality and sociability, which are by far the hottest food values.

What is the ambition?

Sign a new generation of pre-cut masterpieces to celebrate and own the world outdoor game.

The challenge is to become a lifestyle leader. Leading the

barbecue game is undoubtedly

a stunning opportunity.

What is so good about it?

What does the label mean?

Enjoying the taste of

Communicate quality cues through culture.

INNOVATION

a real ‘churrasco’ has never been so simple.

Design by

Enivrance

79

Brazil has both meat excellence and barbecue heritage.

Mauro Patrus has asked us to meet him and his colleague Eduard Fontcuberta at São Paulo’s Municipal Market. “The aroma of fruits, herbs and spices at the market will give you a real sense of how important the world of flavours and fragrances is for Brazilians. It will help you understand our work at Givaudan.”

Meeting Givaudan Engaging the Senses

“Ok,” says Maarten, “sounds interesting, let’s go and experience the senses!”

As we walk through the market and admire the colourful stalls, Mauro, who is the commercial director for Givaudan Brasil, tells us about the company’s rich heritage, with more than 200 years experience in the domain of fragrance and flavour.

Eduard, who is the marketing director for Latin America, comments: “When you think about the company’s long history, you see that at the end of the day, the objective hasn’t changed: we still create unforgettable sensory experiences for consumers.”

“But surely on the level of branding a lot has changed over the last 200 years?” I ask.

“Yes of course,” says Eduard. “With global competition growing, brand value has never been more important. Companies continually need to innovate and deliver new products – and not just any product, but products with exactly the right flavour. This is where Givaudan can help.”

“So what makes the SBA project interesting for Givaudan?”

Maarten asks.

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“We believe Brazil offers an incredible array of flavours and tastes that could enrich sensory experiences around the world,” says Mauro. “And this project is a great opportunity to provide food and beverage companies with fresh impetus to create innovative and exceptional global food concepts.”

“What aspects of Brazil do you want to share with the world?“ “The World Cup is an amazing event that connects people from all over the world,” says Eduard. “It is the perfect opportunity for us to work with our customers to develop outstanding, authentic Brazilian taste experiences.”

“Simply put: we want to delight the senses of football fans around the world!” says Mauro with a smile.

“Why did you choose Liana Baggio?”

CoolBrands in discussion with Enivrance

Liana Baggio Jacques “We met Liana and immediately felt a passion for the brand. A piece of genuine vision for coffee lovers. Definitely a brand that is set to grow universally.”

WHY

83

TRAVEL

The Baggio family farm lies a few kilometres from Araras in the middle of the state of S達o Paulo.

85

We met the fashionable, extrovert Liana several weeks ago in São Paulo when she was speaking at a lifestylebranding event. She’s one of the few women in Brazil who work in coffee, and one of the very few who focus on creating a coffee brand.

We spoke to her after her presentation and she told us that she wants to turn her coffee into a lifestyle brand.

“Coffee is still a very male-oriented product that is seen as a commodity,” she said. “By building a brand, I go beyond the product.”

Then she invited us to her family farm near Araras to visit the Baggio plantation, where we have just arrived.

Meeting Liana Baggio 86

As she shows us around the farm, she tells us about the brand she is building around Baggio coffee. “It’s a small company,” she says. “We want to be special instead of big; we want to be part of the luxury and lifestyle world.”

“So how are you building the brand?” I ask.

“I see myself as a coffee designer rather than a coffee producer, even if I am both. I’m developing the brand, both on the Brazilian market and across the globe. We invited our distributors from New York to visit our finest coffee plantation in the south of Minas Gerais. In order to experience the brand they will help harvest the cherry coffee beans, which we handpick to guarantee the highest quality. Would you like to join us?”

“We’d love to!” says Anouk. “As a true coffee passionista, I think it is essential for my personal development!”

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88 Most of the Baggio plantations lie at an altitude of about 1,000 metres in the south-eastern region of Minas Gerais near the town of Piumhi. This is Brazil’s premier coffee-growing region especially suited to Coffea Arabica beans.

The timing of the harvest is crucial to maximise the quantity of ripe red coffee beans, which produce Platinum Quality coffees.

Liana Baggio Read more stories on www.thenewmadeinbrazil. com

CoolBrands asks Enivrance about the business case What is the challenge?

What is the ambition?

Introduce gourmet coffee into new festive and social occasions.

Coffee is big around the world. And Brazil is the biggest coffee producer.

The first step for Brazil is to design a coffee lifestyle and create new signature opportunities for coffee consumption.

What is so good about it?

What does the label mean?

It’s really cool to

Pay tribute to

INNOVATION

get the best out of two Brazilian heroes.

Design by

Enivrance

91

The first step for Brazil is to design a coffee lifestyle.

daring trendy mixes.

Maricota

WHY

“Why did you choose Maricota?”

CoolBrands in discussion with Enivrance

Edouard “I always thought we would include pão de queijo. It is pure pleasure. The crust, the texture, the temperature and the power of cassava... So big in Brazil and yet so unknown elsewhere. With its natural innovative simplicity from Minas Gerais, Maricota is a brand that will fly high.”

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TRAVEL

We’re in Minas Gerais, a region known for its coffee, cheeses and other delicacies. After visiting a coffee plantation in the south, we’re now heading to the capital, Belo Horizonte.

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Meeting Maricota Minas Gerais is known for all sorts of food: coffee, traditionally produced cachaça, queijo de minas and of course pão de queijo, small cheese rolls that are very popular throughout Brazil.

We spoke with Ronaldo Evelande, co-founder of the Maricota brand, a few weeks ago in his apartment in São Paulo.

Today we’re meeting Ronaldo in his hometown Belo Horizonte. He invited us to meet him at the market, which sells the most varied selection of fine cheeses in the country. As we stroll past the endless row of cheese stalls, Ronaldo fills us in on Maricota, the family company they founded in the early 1990s.

“It all started with my grandmother, Dona Maricota,” he says. “She used to bake pão de queijo for the villagers of Luz, just north of Belo. In 1991, we decided to start a small company to carry on my grandmother’s legacy and we called it Maricota in her memory. Pão de queijo is our flagship product!”

“Do you also sell your products outside of Brazil?” Anouk asks.

“Yes we do. We export to many countries and we’re still growing,” says Ronaldo.

“Have you found it difficult to enter foreign markets with a very typical Brazilian product?” Anouk asks.

“We go about it carefully,” says Ronaldo. “In each case we first analyse consumer behaviour and consider our options. For example in the U.S. we have slightly adapted our production process to suit American tastes.”

“Going forward, where do you see Brazil’s role in the global food market?” I ask.

“Brazil has a big responsibility in this area, but I also think it has huge economic potential,” says Ronaldo. “We’re already a large exporter, but mainly of commodities. I think we need to take the next step, to shift from exporting commodities to brands. Once we reach that point, Brazil could really become one of the world’s economic powers.”

96

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Maricota produces over 2 million pão de queijo per day.

98 The brand name Maricota is a homage to the current owners’ grandmother.

Pão de queijo is a typical product from Minas Gerais with a history of more than 300 years.

Read more stories on www.thenewmadeinbrazil.com

CoolBrands asks Enivrance about the business case What is the challenge?

What is the ambition?

Offer to cassava the support of a great classic to clearly voice out its uniqueness in

texture and tasty combinations.

Gluten-free diets are a growing world trend. Cassava is clearly unknown as a mass-market ingredient. And Brazil happens to have a great product called pao de queijo, the biggest cassava market success. The ambition is to expand cassava through smart innovation carriers.

What is so good about it?

What does the label mean?

Exporting a star

Own and sign the cassava consumer love model.

INNOVATION

ingredient through a love story.

Design by

Enivrance

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The ambition is to expand cassava through smart innovation carriers.

“Why did you choose Amazoo?”

Amazoo

CoolBrands in discussion with Enivrance

WHY

Diego “Açaí is a stunning bio asset. They managed it so well.

The quality they have achieved is definitely a prerequisite for superior innovation... and the brand looks so cool.”

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TRAVEL

The Amazon is the second-longest river in the world, and by far the largest in terms of volume, accounting for approximately one-fifth of the world’s total river flow. It flows through the largest tropical rainforest in the world, which covers 5.5 million km2.

Meeting Amazoo We fly in over the Amazon and look down on the Amazon River as it winds its way through the rainforest towards the sea.

“This is actually a fruit basket you’re looking at,” Anouk says as she peers out of her window. I give her a quizzical look and she continues: “Did you know that more than 3,000 edible fruits grow in the Amazon rainforest? Açaí, avocados, coconuts, figs, oranges and many more...”

We land in the Amazon Delta, in the busy port city of Belem, where we have come to meet Bernardo Fernandes, the CEO of Globalbev, the company that created Amazoo, a young brand that markets açaí.

He’s told us to meet him at his favourite juice bar on the quays near the Ver-o-Peso market, where we find him waiting for us. After we order a selection of juices, we ask him about Amazoo.

“Why did you decide to build a brand based on açaí berries?”

“Our mother company, Globalfruit Amazonia, has been working with fruits from the Amazon for several years now. Recently we’ve observed a huge growth in global demand for the açaí berry and this is why we decided to develop Amazoo, an açaí smoothie with high pulp content.”

“So you’ll be needing a lot more açaí berries in the future,” says Anouk. “Do you work with local farmers to supply you with the berries?”

“Yes we do, and it’s very important to us that we continue to do this as we grow,” says Bernardo. “As we all know, the Amazon rainforest is essential to the global ecosystem, so we work with local communities and certified farmers to make sure we produce the berries in a sustainable way.”

“Let’s drink to that!” says Anouk as she raises her glass. “And here’s hoping it will be the only way the wealth of the Amazon is used in the future.”

106

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Worldwide consumption of açaí is constantly growing as consumers discover its health benefits.

Bernardo Fernandes

Açaí is sold as frozen pulp and juice, and is also used as an ingredient in grain alcohol, smoothies, foods, cosmetics and supplements.

108 The dark purple açaí berry is about the size of a blueberry or a small grape. It grows in the Amazon rainforest.

Read more stories on www.thenewmadeinbrazil.com

CoolBrands asks Enivrance about the business case What is the challenge?

What is the ambition?

Be the first to market the real taste of açaí applying with the same integrity, the cocoa

INNOVATION

density market strategy.

Design by

Enivrance

Açaí is already the best functional friend in the USA. But are people really familiar with its bold texture and taste? Such a fantastic drinkable essence calls for a large consumer audience.

The challenge is therefore to reveal and market a brand new taste.

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What is so good about it?

What does the label mean?

Revealing a secret is always an intense emotion.

Pioneer new

Such a fantastic drinkable essence calls for a large consumer audience.

emerging consumer modes.

“Why did you choose Katia Barbosa?”

CoolBrands in discussion with Enivrance 112

Katia Barbosa

WHY

Diego “No one can better translate Rio’s potential to become a world food style capital. With her overwhelming generosity, Katia embodies the botequinho bar spirit where liquid merges with solid.

I foresee great creativity from her.”

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TRAVEL

We are at the recently opened MAR, the Rio Art Museum, where there is an exhibition on Rio and its development over the past centuries. And from the panorama deck we can see the construction of yet another museum, Museu do Amanh達.

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“You know I’ve been wondering,” says Anouk as she looks out over the Rio port area that is being redeveloped, “Brazil’s economic development over the last decade has turned it into a global player. In 2014, they are hosting the World Cup, in 2016 the Olympics… I wonder whether the lower classes are able to ride along on this wave of success.”

“Katia Barbosa, who we’re meeting for lunch, has created a food concept to bridge the growing gap between social classes,” says Maarten. “I’m sure she has an opinion on the matter.”

“I am from a humble background,” says Katia as we sit down at one of the tables in her restaurant Aconchego Carioca. “I experienced the social gap first hand. So for me, the choice to develop this concept made a lot of sense. ”

Meeting Katia Barbosa

“Can you tell us more about what’s behind it?”

“If you look at Rio’s beaches you see that there everyone is equal,” says Katia. “Race, money and social status don’t count. This is what I want to achieve: my aim is to democratise the way we eat in Rio – I think it can be done quite easily: using simple ingredients to create dishes that appeal to everyone.”

“These new and unusual combinations with popular ingredients give a fresh edge to ‘made in Brazil’, right?” I ask.

“Well I don’t know about that,” Katia answers modestly, “but I try to pick quick and easy recipes, using simple ingredients. Elaborate, complicated dishes tend to discourage the public.”

In the meantime one of the waiters has placed a plate with bolinhos on the table.

“Here, try some of these,” she says. “They’re inspired by famous Brazilian dishes that I’ve reduced to bite-size portions.”

“Delicious,” I say as I take a bite of a bolinho de feijoada.

“This definitely has the potential to bridge social classes!”

app and scan this Download the Layar

e

page to discover mor

I try to pick quick and easy recipes, using simple ingredients.

Elaborate, complicated dishes tend to discourage the public.

Katia Barbosa

Katia Barbosa founded her restaurant Aconchego Carioca to bridge the gap between rich and poor in Rio, using food as a social equalizer.

118 Bolinho de feijoada is one of Katia’s inventions, a small snack based on Brazil’s most famous traditional dish that is prepared with beans, vegetables and meat. Normally a heavy meal, in this form you can have a bite of feijoada and then try one of her other delicacies.

Read more stories on brazil.com www.thenewmadein

CoolBrands asks Enivrance about the business case What is the challenge?

What is the ambition?

INNOVATION

Celebrate the boteco social ‘tube’ from Rio with a new generation of gourmet bites made to pair with liquid stars.

Design by

Enivrance

The boteco is the Brazilian interpretation of a game that is played around the world: moving from formal seated dinners to informal eating, drinking and social gatherings. Yet beyond tapas, there is so much to invent, especially in matching drinks and bites. The

121

concept here is to create the ideal partner for beer.

What is so good about it?

What does the label mean?

Invent the new made-in-Brazil tapas.

Lead new informal food attitudes.

Invent the new made-in-Brazil tapas.

Seara Jacques “I love challengers and pork is a pretty big one. Yes, it needs to be restaged to reach full speed. And this is exactly the type of mission that Seara is ready for.”

“Why did you choose Seara?”

WHY

CoolBrands in discussion with Enivrance

123

TRAVEL

After enjoying culture and great local food in Rio, we’re heading back to São Paulo. We decided to drive along the coastal road through the colonial city of Paraty where we stopped for lunch.

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We are meeting Glaucia, Seara’s marketing director, again – this time to discuss the company’s branding strategy and the challenges and opportunities ahead. Glaucia has extensive experience in marketing for food companies and has been working in the meat sector for the last nine years.

Meeting Seara

“I like the meat sector a lot,” she says as we settle in the Skye Bar of Hotel Unique, a boat-shaped landmark in the middle of São Paulo. “And I believe Seara has the potential to become a major league brand. There are a lot of opportunities for marketing – this is what attracted me to the company.”

“You think a stronger brand image could take the company to the next level?” I ask.

“Definitely,” Glaucia says. “I see this as an opportunity to change the brand image and add value to the business.

Good branding, innovation and category management can transform a company and help it achieve success.”

“So what is the key challenge in your view?” Maarten asks.

“Where is the brand now and where do you want it to go?”

“Seara is currently tnumber three in the market. It strives to achieve excellence as a frozen meat brand in Brazil through extensive brand consolidation. That’s one of my challenges!”

“Are these your goals for the Brazilian market or also for abroad?”

“These are global goals!” says Glaucia enthusiastically.

“We want to make Seara a leading global brand. At the moment we’re still working on brand positioning and the development of a brand vision. Our plan is to build a solid base here in Brazil and then replicate that globally.”

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Marco Pomarico

128

By building the Seara brand, we create brand value that eventually adds to our company value.

Glaucia Cardoso Gouveia Gomes

Seara sponsors the Football World Cup to increase brand awareness and build the brand internationally.

Read more stories on www.thenewmadeinbrazil.com

CoolBrands asks Enivrance about the business case What is the challenge?

What is the ambition?

Re-indulge the pork consumption with

cool on-the-go crunchy mono bites.

Pork is clearly underrepresented compared to beef and chicken. There are new areas to explore around pleasure and convenience.

The development of healthy protein snacking formats is one of them.

What is so good about it?

What does the label mean?

Pork can be

Celebrate pleasure with guilt-free quality.

INNOVATION

snacked beyond delicatessen.

Design by

Enivrance

131

Pork is clearly underrepresented compared to beef and chicken.

“Why did you choose Bauducco?”

CoolBrands in discussion with Enivrance

WHY

132

Bauducco Diego “I felt like I had come face to face with a giant of potentialities. And at the same time, I was completely amazed by their curiosity, flexibility and desire to reach new levels of leadership.”

TRAVEL

We are in Jardim Paulista, one of the fancier areas of SĂŁo Paulo where international flagship stores, stylish cafĂŠs and boutiques line the shady streets.

135

Meeting Bauducco We’re heading to Casa Bauducco, one of the newer establishments in Jardim. The company is still owned by the Bauducco family, who came to Brazil from Italy in 1948 and opened a doceria. The current owners’ grandfather started making panettones according to a secret family recipe, thus laying the cornerstone of a panettone empire.

Today we’re meeting Marcello Gelo, an Italian living in São Paulo. He was hired in 2012 as Bauducco’s marketing director, to strengthen the brand’s Italian roots.

After exchanging some anecdotes and experiences of being a European expat in Brazil and travelling around the world in search of good stories, our breakfast arrives.

Over cappuccinos and thick slices of delicious panettone, we discuss the development of the Bauducco brand.

“What attracted you most to Bauducco?” I ask.

“First of all it is a family company, which means that stakeholder value prevails over shareholder value,” says Marcello. “I also like that we have short decision-making lines: when we come up with a new product idea, it can be on the shelves within three months.”

“So your time-to-market is very short, what else differentiates the company?”

“There is space for innovation. We are constantly developing new categories, setting new trends and growing them.”

“So what do you see as the key challenges ahead?”

“To advance Bauducco as a brand, create visibility abroad and of course continue innovating,” says Marcello. “We are strong in Brazil in many categories; now we want to grow internationally too.

Currently we are focusing on strengthening the brand as a supplier of homemade, handmade products. The message we want to convey is that we make what you would make for your own family: ‘from the Bauducco family to your family’. That’s also one of the reasons we opened Casa Bauducco here in Jardins.”

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Brazilians consume more panettone than Italians, who invented the cake.

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The Bauducco company has a flat decision-making structure which enables a short time-to-market.

Read more stories on www.thenewmadein braz

il.com

Bauducco produces 65 million panettones per year. They are the world’s number one panettone producer and still use the original recipe and methodology.

Marcello Gelo

CoolBrands asks Enivrance about the business case What is the challenge?

What is the ambition?

Reload the wafer classic with new levels of

craving indulgence towards new lifestyle occasions.

Wafers are so common that they have been commoditized. Like a great classic that has become dated. There must be a way to shake it up through new style and taste formats and by creating new opportunities to indulge in a new classic.

What is so good about it?

What does the label mean?

Always keep in mind that a wafer

More vision to enhance sweet fascination.

INNOVATION

is indulgence ďŹ rst.

Design by

Enivrance

141

Creating new opportunities to indulge in a new classic.

JBS Edouard “Size can be a plus or a minus and working with a world leader can inhibit the development of new vision. Not so with JBS, where both people and process are 100% geared to becoming the next beef brand phenomenon. I felt like I was in the most exciting innovation lab in the world.”

“Why did you choose JBS?”

CoolBrands in discussion with Enivrance WHY

142

145

TRAVEL

In most cultures, meat is a key part of the diet. Yet many people choose not to eat meat. The reasons for not eating meat range from ethical objections to the killing of animals to health considerations or environmental concerns. And while the first two reasons are personal, the last concerns us all. Let’s see how JBS, one of the world’s largest meat producers, addresses the issue.

We arrived in Lins last night and got up early this morning to start our tour of the JBS cattle processing plant. We are welcomed by Antonio Castro, our guide for the day.

“This is a high-tech factory,” he tells us. “We are constantly working to ensure that every step of the process becomes more efficient and more sustainable.”

Meeting JBS

We walk from the main building to the beef-processing section. “I suggest we start at the end of the chain and move back step by step,” says Antonio, “so you get an idea of how the meat that we eat is produced.”

“Ok,” says Maarten. “But why are we starting at the end?”

“We start at the end to respect quality standards and ensure food safety along the whole chain,” Antonio explains. “The first stages of production pose the greatest hygiene risks, so we will visit this area last.”

“Sounds good,” says Anouk as we follow Antonio to the meat-packing area.

“As you know, we attach a lot of importance to sustainability. Waste management is a big thing: the only part of the cow that we can’t use is the moo.”

Anouk laughs but then asks: “What about quality control?

How do you ensure your cattle have been treated humanely and fed properly?”

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Read JBS’ sustainability report

“In terms of quality, we only select the best cows,” says Antonio. “We buy them directly from the farmers so that we know where they come from and how they’ve been treated.

It’s important to us. We may be very big, but we care.”

“Still, the meat industry is controversial,” I say. “What about the destruction of the Amazon and the huge areas that are being cleared for the cultivation of soy crops and the grazing of cattle?”

“We’re very conscious of this problem,” says Antonio.

“I can assure you that JBS observes all regulations and standards. We also recently signed a recommitment with Greenpeace to prevent further deforestation of the Amazon.

As part of this agreement, we refuse to work with suppliers from these regions. For us it isn’t about producing as much beef as possible, but about good quality.”

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The JBS processing plant uses 99% of the cow, so that there is almost no waste. The only part of the cow that we can’t use is the moo.

Antonio Castro, Supervisor Property Security.

As JBS is the world’s largest animal protein production company, its responsibility and ability to impact the market and tackle deforestation as a whole is significant. JBS is committed to the Cattle Agreement to help fight the destruction of the Amazon.

148

We buy the cows directly from farmers in small numbers to make sure they all comply with our sustainability standards.

Antonio Castro

Read more stories on www.thenewmadeinbrazil.com

CoolBrands asks Enivrance about the business case What is the challenge?

What is the ambition?

Showcase beef world mastery into new

INNOVATION

consumer love models.

Design by

Enivrance

Classics are magical. They are the number one innovation driver. They allow everyone to enjoy new tastes in everyday products. As a daily ingredient, beef needs

strong support to innovate and

151

reinvent itself.

What is so good about it?

What does the label mean?

The ďŹ rst snack for real beef lovers.

Reload the best with creative and tasty add-ons.

Classics are magical.

They are the number one innovation driver.

The

Seleção Brasileira de Alimentos

13 stars

ready to score...

The team is on. After an extraordinary innovation journey... 13 players on board, aligned to play and score. Chefs and Brands side by side speaking the same consumer language. Big or small players, yet sharing a superior ambition. Ready for a demonstration

153

of unity beyond Brazilian biodiversity.Ready to

SBA

show Brazil new creative food leadership.

Design by

Enivrance

AMERICAN TOUR

BRAZIL TOUR

154

The show must go on...

WORLD TOUR

The Seleção is a world communication event.

EUROPEAN TOUR

MIDDLE EAST TOUR

ASIAN TOUR

THANKS

Special Thanks To

156