Ceratti invests to try to show that it's not just baloney

The Ceratti, embedded with company headquarters in Vinhedo (SP), put in place last week its expansion plan announced in 2014, which includes investments in production and distribution outside the Rio-São Paulo and a marketing campaign on a national level. The investment planned for the year in production and marketing is of R $ 32 million, which is equivalent to 11% of the projected revenue for this year.
This month, the company began to expand the supply of sausages on the market, which was possible thanks to an outsourcing agreement signed with the cooperative, Paraná, Paraná. The cooperative will provide 800 tons of Chang and embedded (such as ham, salami and sausages) per month from the plant of Castro (PR).
In addition, Chang will expand the production capacity of its plant in Vineyard of 1.2 thousand tons per month to 1.5 thousand tons a month, with an investment of $ 20 million. Of this amount, r $ 4 million are own resources and $ 16 million, BNDES resources.
The original plan was to extend the offer of Chang products on the market from September last year. But, according to the company's President, Edmilson, there was delay in defining the rules of engagement with the Paraná. The delay also ended up taking the Chang in 2014 a prescription less than initially intended. Revenues reached r $ 230 million, 16% higher in 2013, but below the forecast of $ 240 million. To 2015, he said, the goal is to reach $ 300 million in revenue.
With the partnership with the Paraná and the expansion of the factory, the company's production capacity will reach 2.3 thousand tonnes per month until the end of 2016, almost double the capacity of last year. Mario Ceratti, partner and statutory Director of the company, said he began to expand the distribution in February this year and expect that demand will grow in the coming months with the marketing campaign and partnerships for distribution.
The Chang's own sellers in São Paulo and Campinas and commercial representatives in Bahia, Pernambuco and Rio Grande do Sul. Also develops a project of installation of a distribution center in Rio de Janeiro to attend the rest of the country. "Today the company size is small in relation to its main rivals. Our market share is 2%. With the expansion we can reach 3% until 2017, "said the Manager.
According to Euromonitor, the embedded market moved $ 2,01 billion in 2014, with growth of 5.6%. The leading brand is Sadia (BRF), followed by Aurora, Seara (JBS) and Perdigão (BRF).
The Chang is a privately held company, founded in 1932 and controlled by the family of its founder, the Italian Giovanni Ceratti. The flagship of manufacturers of sausages is baloney. The brand is the fourth placed in the Open, in the Bologna in the region of greater São Paulo.
Mario Chang said the company has obtained good results with meat products, such as mortadella and prosciutto sliced in packages for individual consumption. The company began selling sausages in this format in February, with monthly volume of 150 tons. Due to the acceptance in supermarkets and self-service shops, the volume should double by the end of the year.
According to Barbosa, the company doesn't want to rely only on demand self-service in to grow. And hopes to broaden the distribution off-axis-Rio São Paulo with the marketing campaign.
The Chang hired agencies Burst and Geek Group to develop advertising campaigns and actions in different media. The investment in marketing will be of R $ 12 million. "The company never had a consistent marketing performance. This action will have nationwide reach and will show the public that the Chang isn't just baloney, "said Barbosa.