BRF bet on Sadia to consolidate operations in Minas Gerais

The BRF food company is betting on the Sadia brand to consolidate and expand its activities in the State of Minas Gerais. According to the regional sales manager of the company status, Victor Kuguimiya, represents 35 Mines Amaral% of BRF in the Southeast regional.
"The Sadia brand preference among consumers already miners. With the regionalization strategy of the company in the country, the BRF saw the mining market of more strategic way. In this way, we can work to invest in brand activation in the State, "he explained, in a meeting with the press, in the Central market of the capital of Minas Gerais, without citing a new percentage of market to be conquered with the regional action.
The Executive didn't mention investment values, but stated that they are "contributions never before done in the State". Nationally, the Sadia Brand Marketing investments will be 50% higher in 2015 before 2014, which was year of sponsorship of the football World Cup.
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"Our biggest challenge in the State's better understand consumers and shield the existing preference. And also have the same profitability in all regions of the State, "he said.
Asked if the move is a reaction to the expansion of the Seara brand, the JBS, or even State brands, the Manager said no. "The initiative goes against regionalization strategy of the company. But the competition, coming from all parties, is well regarded and just encourages us to improve the quality of our services and products, "he said.
In the State, the BRF has a regional office and one thousand people from the commercial and merchandising, among them five sales managers, supervisors and 32 more than 300 vendors.
Virtually all of the company's sales in the State are made directly to about 24 thousand customers, being 65% small retail and 35% large-scale retail. Has three factories, all located in Uberlândia, in the Triângulo Mineiro, which produce items pigs, poultry and margarine, with approximately seven thousand employees, two distribution centers (CD) and some cross-docking scattered in strategic regions.
"The sale of the dairy area had a specific regional sales drop, but we kept the same team in the State. Today, the same billing and coincided with the injections in Healthy and back of Perdigão in some categories, "he said. Kuguimiya also stated that the factories today have scalability to support demand growth and innovations.
According to the Marketing Manager of the Sadia brand, Claudia Guillen, shares in Mines will, at that time, on three pillars: next to the Central market, through the sale of items with incentives to retailers, in addition to materials scattered around the site and at the points of sale; retailers (both small as large supermarket chains, such as the Epa, Verdemar, Supernosso) and gastronomic festivals (Approach, which has editions in own Central market; Tiradentes Festival and Festival Feast).
"In Minas Gerais will work mainly the Sound of cold items; sliced, cold; appetizers (chicken the bird, for example) and porcine meat items, "he explained.
As the Executive, there is the intention to expand the action into regional markets like the miners of northern cities and southern Minas Gerais, Minas triangle, Steel Valley, and participate in other relevant festivals, in addition to the three chosen first. The mote worked by BRF in the State is "Every miner like, every miner wants".