Ducoco invests R $ 85 million to double production

The food and beverage Ducoco manufacturer will invest R $ 85 million to double its production. Part of the contribution will come from the new minority owner of the company, an investment fund managed by BRZ. The partnership was announced yesterday (25/6), but was already being negotiated for a little over two years. The funds will be allocated mainly in planting of coconut, but there will also be improvements in the processing area. About three months ago the company began planting new seedlings, but the expected result (of double harvesting) should only come in five years, how long it takes for the production cycle of the fruit if complete.
The Ducoco has today seven farms own on the coast of Ceará, besides two plants: one in Itapipoca, also in the State, and another in Linhares, Espírito Santo. These units, along with the company's headquarters in São Paulo, and three distribution centers, employing approximately 1,500 people. According to Ducoco, the number of employees should grow by at least a hundred between 2015 and 2016, thanks to investments. The increase will happen mainly in the Northeast, because of the new plantations.
Sales of coconut water
The company sells more than a hundred items under the brands Ducoco and girl. Most of the revenue comes from the coconut water, although the slices for the grated coconut and coconut milk are also significant, according to President Flavio Fernandes, not to mention numbers.
"In coconut water, our sales increased by 35% last year. The thread grows too much. The total growth of the category is of 17% per year, far greater than the that of other drinks, "he says. "Basically, that's why we are now making this investment together with the BRZ", he adds. The good performance of the segment is justified, as the Executive, by consumer search for more natural and healthy products.
In relation to the rest of the portfolio, the company only reports that its sales rose by double digits in 2014. For this year, it is expected to maintain this level. "Even if Brazil is not growing at the pace we'd like, the Ducoco can still expand," says Fernandes.
Communication and logistics
In Brazil, in the last two years, Ducoco's investments have focused on marketing. During the period, she changed the packaging of coconut water, in addition to having aired its first TV commercial. The next step is to strengthen the communication online. "We need to better communicate our brand to consumers and gain more distribution. This should improve now, with input from the bottom (of the BRZ), "says Fernandes.
The company also must improve its logistics. "The distribution of beverages is very different from that of food. As the Ducoco was born to make food and gradually including coconut water, we never had a separate strategy for both of us, "he explains.
According to him, the delivery of coconut water, which is mainly made in supermarkets, should be extended to restaurants, cafeterias and bars. In part of foods, such as grated coconut and coconut milk, discussions about brand repositioning are still at the beginning and should only take effect from the next year.