A special slice of cheese market

According to the Brazilian Association of industries of cheese, the fine products already represent 30% of the Brazilian market.
A group of six friends gathers for a traditional cheese and wine tasting at the House of a couple in a noble neighborhood of São Paulo. No biggie if there was a camera, two researchers and a manager of product manufacturers, who wanted to understand how the consumers understand fine cheeses and on which occasions the product is consumed. Behind it, the strategy of Force-the brothers Joesley.
Joseph and Wesley Batista, JBS-also owners, that has in its portfolio brands like Blue and belt SerraBella snap up part of the share of special cheese market, which already accounts for 30% of total sales of cheese in the country.
Raul Figueiredo, Brazilian Association of marketing (Abiq), points out that mozzarella curd and culinary dish, still represent the other 70% of the market. "However, special consumption grew in the country. In addition to increased income, we can cite as a reason for the increase in the supply of products in this category. Cheeses such as gorgonzola and provolone are already more popularized, "he points out.
According to maître fromager, Jair Jorge Leandro, Sao Paulo represents more than 60% of the special cheese consumption in the country and the Rio de Janeiro has a 15% stake. The remaining 25% are distributed among the southern States and the capitals of the Northeast.
"Brazil is already the sixth largest cheese producer in the world, but has a per capita consumption is still very low, just over 4 kg per inhabitant per year, while France has a consumption of 27 kg and 24 kg Italy. The point is that we need to more than double our production to achieve a level of consumption at least similar to that of Argentina ".
The Force has betted on acceleration of innovation and new technology that has come to the country to produce as good as the imported cheeses. "The focus of the company are the dairy products and cheeses. And we bet on the growth of the market for so-called special cheeses. The fine cheeses will be leverage for growth ", says Anne Napoli, marketing director of the company.
Leandro strengthens, however, that especially the cheeses made from raw milk, still have here the same quality found in brands from outside the country.
"Are mere imitations. But when we speak of international cheeses made with pasteurized milk, it can be said that there are in Brazil cheese similar to European documents, "he adds.
Anne says that the special cheeses produced by the company are already well known by the public. "The blue band is the longest Parmesan cheese on the market. The volume of sales of premium brands is less, but they are strong in value. The cheese market does not have many local competitors, which is an advantage for us, "he says.
The marketing strategy of the company, which has brands such as the Danube, Leco, Carmelita, Amelia, desk, Jong and Force Food Service, depends on the consumer profile.
"To the blue belt, which is a more gourmet cheese, we opted for the cable TV and printed media more sophisticated. For the Danube, for example, aimed at a younger audience and tuned, we have a great work of dissemination on the internet, "explains Anne.
Recently, the Force brought to Brazil the Greek yogurt, also facing a more demanding public, marking the change of the company's strategy. According to Anne, the per capita consumption of this product also is low in the country, which demonstrates the growth potential of this market.
Another bet of the force are the fondues. This week will be released the blue belt branded product, which will be the first to be based on the Parmesan cheese. "We already have the product with the marks SerraBela and the Danube", complete the Executive.
The great challenge of the Force has been managing its extensive portfolio, ranging from margarine to fine cheeses, yoghurts. "The consumer does not list our brands and not have that interest. Each conversation with a specific audience. We have products with grip in different sales channels, "says Anne.
For the professor of strategic marketing and brand management at ESPM, mark Badendo, the advantage of working the brands separately is that disclosure can be quite different. "On the other hand, one disadvantage is that the synergies between the products have less ways to be explored. The associations may be positive, "he says.