Brazil Foods is now just BRF

All factories, distribution centers and offices of one of the largest food companies in the world stopped on Wednesday morning. About 50 thousand people watched a satellite transmission in which the President of the company, José Antonio do Prado Fay announced that the name Brazil Foods is over. From this Thursday the company resulting from the merger of Sadia and Perdigao will be known only by three letters: BRF. The BRF also changed soon and decided to invest in its corporate brand, as did other giants such as Unilever, Procter Gamble and & Ambev. Within the company, the move is seen as the end point of the merger, announced in May 2009, and who faced an exhausting process in Administrative Council for economic Defense (Cade). The construction of the new corporate brand began with the hiring of Interbrands consulting in September 2011, soon after the approval of the deal by Cade, but only hits the market now after the BRF sell the equivalent to r $ 3.5 billion in revenues for the Government apart and Marfrig incorporate Sadia in December last year. The BRF is spending $ 3 million in corporate brand was launched with advertisements in the print media and billboards, small investment of r $ 400 million annual marketing budget. At first, the BRF will take ownership of the strength of the brands of products. After it is she who will lend strength to the new releases?, said Wilson de Mello Neto, Director of Corporate Affairs of the company. The rivalry between Perdigão and Sadia was one of the challenges of merging. Just remember that, a week after the announcement of the deal, two employees came out in slap in a supermarket in Jundiaí, São Paulo, for more space on the gondola. In 2013, the BRF will work for the first time as a single company.