WELL BRAZIL HIGH 20% of PROJECTED PRODUCTION in 2° HALF of 2013

The manufacturer of potatoes processed Well in Brazil an increase of 20% of its production capacity in the second half of this year, compared with the first half of 2013. For the company, the growth in the number of sales for the Northeast region, due to the higher purchasing power of classes C and D, along with the expansion of food consumption outside the home, can boost the production and sales of the company as a whole.
"Last year, we register a growth of 40% of the production, while our initial goal revolved around 28%, that is, grow more than we expected," said the Director-President of Brazil, João Emílio Rocheto. According to the Executive, a boom in pre-cooked potatoes favored the company's business, who knew how to take advantage of the customs restrictions between Brazil and Argentina-one of its biggest competitors, to improve its positioning in the market.
The unexpected expansion in 2012, however, will end up influencing the company's performance in the first half of 2013, which will be below expectations. "The growth in the beginning of the year was not normal, but he was aligned with the statistics presented by the sector in General," said Rocheto.
In the first half of this year, Brazil accounted for a 10% increase in production volume and 20% in turnover, but for the Chief Executive Officer, the performance could be better. According to the Executive, the business downturn was due to problems with the planning and production capacity. "We are getting close to our production limit, therefore, has started preliminary studies to discuss a future expansion of the production line in the next few years," he said.
In 2011, the company deployed a second production line at the factory of Araxá (MG)-opened in December 2006. According to Rocheto, the expansion has contributed to the growth of the company. Currently, the first line is responsible for the production of 6 tons of pre-cooked potatoes per hour, while the second line produces 9 tons per hour.
For Rocheto, the expansion of productive line happen only in 2015. "Most of the equipment we use are imported, so the manufacturing and delivery process is extending. However, the project is still under study ". According to the Brazilian Association (ABBA), the segment grew 7% in 2012. The Well Brazil has, currently, 380 employees and 25% market share of pre-cooked potatoes.