Given the lack of milk in 2016, La Serenissima brought 80% of the raw material of Argentina

La Serenissima is the main dairy brand from argentina Mastellone Hermanos. There, the name is spelled with an "s", It spread on pancakes. In Brazil, the products are marketed by LeiteSol, interior of São Paulo industry bought by Mastellone Hermanos, in 1996.
The main business of the company in the country''s milk powder to final consumption, distributed to 15 States, but that abarrota, especially the northeastern stores shelves. "The region represents 70% of the market, a result of ingrained habits and ease of preservation of the product, among several factors," says Sebastian Maraggi, of 52 years, an Argentine about to naturalize, President of La Serenissima in Brazil – he has 18 years of business and is there are 22 in the country. Other items, such as cheese and dulce de leche, have more output in the Southeastern States.
In 2016, the brazilian subsidiary sold 20,000 tons of milk powder in the country and increased the net revenue (R $305.5 million) in 35.1%, even in the face of the atypical scenario: low milk supply and consequent increase in prices paid by dairy producers. The lack of rains has damaged the grasslands and brought up the price of feed. "In more than 20 years of Brazil, was the first time I saw the milk production stop growing and Miss product on the market, movement started there in 2015", says Maraggi.
To circumvent the problem, the Creamery appealed to the matrix, in Argentina. Brought back 80% of milk It sold to Brazilians in 2016 Serene. "The lack of product resulted in price recovery and easier to put volumes, but opportunities do not exist if you are not ready," says Maraggi. "What has enabled us to take advantage of the situation was all mounted distribution structure over the years, combined with the reputation gained by the brand."
There is no chance to repeat the performance in 2017. "The current scenario is exactly the opposite of that of 2016. What was missing this year is left now, "says the President. Milk production, he said, reacted and grew 100 percent in 2017. But consumption still hasn''t recovered and the industry experiences relevant price fall, indeed in the whole chain. "To get an idea, the price of long-life milk, which influences all prices of the chain, fell almost half in a year. The sector suffers much at this juncture, and we operate it. " Even with prices falling less than the industry average, according to Maraggi, a La Serenissima must have an expansion of small revenues in 2017, on the order of 2% to 3%.
On the positive side are the first signs of recovery in consumption, and the company considers himself ready to serve you. With lean structure – 120 employees at the factory in Bragança Paulista (SP) and in two offices, one in Barueri (SP), where works the seat, and another in Recife – the dairy is dedicated entirely to production, sales, distribution and customer relationships, once all the investment in research and innovation of brand and product is the array where about of 4000 people.
The branch also is committed to follow the social-environmental policy developed by the matrix. The Mastellone acceded recently to the landmark Sustainability milky way (Dairy Sustainability Framework), a project of the Global Dairy Action Program (GDAA) to promote collaboration between dairy industries around the world.
Released in November 2013, the framework aims to promote the provision of safe and nutritious products from healthy animals, without neglecting the preservation of natural resources. Companies that adhere to the initiative must meet the criteria relating to the emission of greenhouse gases, soil nutrients, waste, water, biodiversity, market development, working conditions, safety and quality of products and care of the animals, among others. The Mastellone was the first dairy company in Argentina to join the initiative. "In Brazil, as far as I know, no one participates," says Maraggi.
La Serenissima was the name of an Italian Squadron which, inspired by the poet, politician and hero Gabriele D''annunzio, flew over Vienna in August 1918, during the first world war, and distributed leaflets peacemakers with the colors of the Italian flag, instead of throwing bombs, as would be the normal at the time. The action moved the Italian cheesemaker Antonino Mastellone, who used the name of the squadron to the your first business in Argentina, in 1929. "It''s an inspiring source, compatible with the image and credibility of the brand enjoys today," says Maraggi.