Bet on sale of semi-ready industries for bakeries

The automation of bakeries is gaining importance in the sales strategy of semi-ready food manufacturers. To circumvent the weak demand at retail, the next segment expanding the portfolio of bakery and seeking new consumer markets.
"We realized that, to reduce costs, the bakeries are migrating to the purchase of products rather than keep semi-ready manufacture own", says the commercial Director of Mines, Vicente Camiloti oven.
The account Executive that the company's strategy this year has been to broaden the mix of products to meet the different demands in bakeries, since the semipronto product for sale in the food service to the final consumer.
"The bakeries are no longer just a place for the sale of artisan bread. Today they offer meals and are also a market. So we have rows that meet all these moments, "says Camiloti.
Category food service sales, including food outside the home and bakery semi-ready, should boost sales this year. According to him, the Oven mines had 50% of revenues come from food service, but the category lost participation in recent years and in 2014 12% billing entry. The goal for this year is to achieve 25% sales revenue.
"This advance in food service can help offset a possible slowdown in supermarkets this year", he believes. Despite the anticipation, the manufacturer has noticed that some food service customers are struggling to sell.
As an alternative to retraction in consumption, the Oven mines expanded the product mix at the points of sale and also the regional distribution.
"Accelerate the opening of new customers [locations] and also enhance the participation in bakeries of retail chains, where we are already present," says the Executive.
Releases
To Ryco food also bet on sale for food service and in the expansion of the customer base to earn more this year. "The launch of new products has helped further those sales," says the Director-General of the manufacturer, Ronaldo Goz.
In the first half, the company's revenue grew 25%. According to the Executive, the new products accounted for 15% of high sales in the period.
Against the sector, the performance of savory and sweet maker this year is better than the registered in the last two years. "Sales in 2013 and 2014 were more stable, but this year our goal is to end the year with 40% higher billing" reveals Goz.
Of this total, about 60% of the sales revenue must come from food service line, influenced by the movement of migration of semi-ready products bakeries.
"This movement is not new, but has been intensifying and even with a pullback in retail sales, especially in large networks, for us has been easy to reset the fall with new customers," he quotes.
Currently, the factory of Ryco Food operates with approximately of 80% capacity and produces 430 tonnes per month. According to Goz, the unit has undergone expansion by the end of 2014 and the forecast is to use all the installed capacity by the end of the year.
"Even with a greater difficulty in negotiating with clients in the sector this year, due to the pullback in final consumption, the manufacturers continue to invest in expansion and renovation of the factories," says the Vice President of the Brazilian Association Bakery Biscuit Pasta Equipment Industries (Abiepan), Marco Antonio Coelho.
The leader recognizes, however, that some companies have postponed the contributions for periods of six to eight months.
"With this migration of the production of the bakeries for industries, what we have seen is the increasing equipment sales in the industry", quotes him.
Although migration is a trend confirmed, the leader does not believe that the artisan production of breads will cease to exist. "What we see is the supermarket bakery suffering more with competition from semi-ready to the end consumer," he says.
Bunge, which has in the supply of ingredients for bakeries important part of food business, also at selling products ready in bakeries.
"We sell the line of products for the food service and final consumption, which today is also important within the bakeries", says the Manager, marketing and management control of the business of Bunge Wheat Brazil, Nilson Vasconcelos.
He points out that the manufacturer has been investing in the training of direct sellers and distribution processes. Innovation in the portfolio of products and ingredients are also remembered by the Executive as strategies to keep sales in the bakery sector.
Benitez
Already the Blend, the ice cream segment, does the opposite direction of the other suppliers and want to expand sales by offering a retail line.
"We are deploying the bakery market, to explore the potential of the product category for Benitez," explains the President of Blend, Canan Lambertucci Son.
In his review, although the deterioration of the economy boosts the production of homemade cakes to supplement the family income, the segment remains warm even with the improving economic scenario.
"We noticed that the shops that specialize in providing products to these professionals fracionavam on their own ingredients, since the packages were too great. So we launched a line with the same products, but in smaller packaging ", details the company's Chairman.
Currently, Blend ice cream segment focus (50%) most of the revenues, followed by confectionery (30%) and other products (20%). The goal for the new line is to have at least 30% revenue share in confectionery.
"We hope to make up for the drop in sales of other lines with the launch of the new line for Benitez and the opening of new markets," says Lambertucci. He reveals that, as a reflection of the economic scenario, the volume of customer orders is about 20% to 25% lower front 2014.