Frozen vegetables gain market

Even today, it is very likely that, when you think of buying fruits and vegetables in the urban environment, the first image that comes to mind is the vegetables, side by side, arranged in stalls of fairs or supermarkets. For some time, however, the situation began to change. Betting on the convenience and assurance of supply throughout the year, even out of season, frozen fruits and vegetables begin to gain space in the country and, at least in the retail, could grow even more with the awareness of consumers.
Is the who, for example, Roberto Denuzzo, CEO of Grano Foods. The company, Serafina Corrêa, bet since 2000 in frozen, and today sells dozens of products, including broccoli, cauliflower and spinach. "If you talk to people that is even better than the fresh, they look at you as if I had lying", says the Executive. Denuzzo defends the statement explaining that, as the vegetable is frozen shortly after harvest, does not suffer the loss of vitamins and other nutrients as raw product transportation.
"In a technologically process well accomplished, defrosting the way it has to be really losses can be very small," confirms professor of the Institute of food science and technology (Icta) of Ufrgs, Julio Nitzke, operating in the area. This happens especially in the more appropriate process, called IQF (individually quick freezing), where vegetables are frozen within 20 minutes-the sooner, the better. "Our fight is that people are not aware about that and criticize for being industrialized, and sometimes it can be even better than the fresh", enforces Nitzke.
One of the problems is that, for this to be possible, the products need to be fractionated, and, especially, very low temperatures, which makes the technique. A machine like the one used by Grano, which freezes the vegetable at up to 5 minutes with a jet of air, costs of the 2,000,000 3,000,000 R$ R$. "We are acquiring a second now, the objective of doubling the production until 2018," says Denuzzo. The production company, adopting the integrated production system, more common in the creation of chickens today passes 1 million tons per month.
Frozen vegetables can last up to a year and a half, which makes them attractive in regions where the climate is less favourable to crops. "In the South, we offer almost perennial, but Rio de Janeiro up the fresh offer is much more seasonal, so frozen consumption is highest," says Denuzzo. The climate more conducive to production is the rationale for the company''s location in Serra Gaúcha, which guarantees be the preferred location for future enlargements.
Even with the higher cost as a result of the freezing process and transport, that needs to be done with cold chambers, the company''s target audience are modern consumers, more fans of convenience. "In the old days, you''d buy peeled away. Today, a 25-year-old wants to get home, choosing the right portion and put it in the microwave, "argues Denuzzo, for whom the tendency of double-digit growth per year in that category at retail. In food service (delivery to restaurants, for example), the penetration would be easier because of the costs, since it generates less waste and less need of manpower.
"It''s an option, but that historically does not have an accessible price", argues the Gaucho Association of Supermarkets (Agas), Antonio Cesa Long. On account of the costs of storage, since it involves consumption of electric energy, Long believes are products still restricted to large networks, and also high-middle income consumers. Denuzzo adds that the potential, however, can be much greater. "Eat 100 pounds of meat per year and don''t eat a pound of vegetables," he points out. The recommendation for health reasons would be about five pounds per capita annually.
Freezing have provoked revolution in baking, remember entrepreneurs
The promise of the frozen vegetables recalls the great change of the market brought by another frozen item: bread. Arising in the early 2000, products soon fell on the taste of small and medium markets, who saw in them a way to eliminate the need for large kitchens. Today, the number of manufacturers it''s past hundred, with lines that have expanded to the candy and other snacks.
"It''s a business still booming, with new annual growth trend. Today has 10% to 15% of the market Gaucho, where is more evolved in the country ", argues the Union President of the bakery and Confectionery Industries and of pasta and biscuits in the State (Sindipan), Arildo Bennech Oliveira. Oliveira, who is also Director of Superpan, Viamão, one of the pioneers in the field, while enumerating savings in equipment, electric energy and skilled labor as the reasons that caused the small retailers join to the segment. "In addition, there is no waste because you can make the required number for the moment, and not a whole recipe then left", he argues.
In addition, the products keep few similarities with the plants because, mainly, don''t arrive frozen. Who buys are the merchants, who after the assam for arriving to the client already ready for consumption. There are already initiatives in this direction, however. "Maybe that''s the future, but not yet so close", designs, citing the cost almost 10 times more logistics so that the loaves arrive frozen to gondolas. "Thaws faster than ice cream," jokes the President.
To the President of the State Association of Supermarkets (Agas), Antonio Cesa Long, the rise of the segment increased competition has brought benefits to consumers. "Changed the scenario. In Sao Paulo, the bread is around the R$ 14.90 per kilo. In Rio Grande do Sul, the average is under 10.00 R$, in function of this product availability for small ", defends. The Sindipan estimates in 95% the participation of small and medium-sized enterprises in the bakery.