In organic art ready to consum

Food Art maker decided to enter the organic food segment ready to minimize the impacts of the slowdown of the economy. The company bet that the absence of competitors in the category will encourage price positioning.
"We want to position ourselves as a pioneering product, high practicality, because with a unique product we can circumvent this scenario more difficult", says the Executive Director of Art, Enrico Milani.
According to him, the line of organic products is the main stake of the company for the year, whereas the organic market grows approximately of 40%.
"We don't have a specific data from our ready-to-eat organic category, because she is new. But from the contact with the retailers, we identified that the reception of the products has been very positive, "he says.
The new line of manufacturer arrives this month at retail, at a time when Art's customers are trading more and working to reduce inventories, points out Martin. For him, the expansion of distribution channels and the entry into new markets can help boost sales.
Investment
"We have invested a lot in the factory, acquiring new machinery and also in media shares," he recalls. Art's strategy includes spreading the product line across the country to attract customers.
Today, the brand is present in all regions, but has expressive participation in the South and Southeast. "To grow this year we're betting in the Midwest and Northeast."
Last year, sales grew 15% in Paraná manufacturer. In volume, the expansion was below this level. This year, the expectation is to expand in 27%, but the volume should not keep pace.
"In the first quarter grew slightly compared to last year, but for this quarter we expect an improvement in sales with the launch of the new line and the new packaging," says Martin.
The reformulation of the packaging is part of the company's strategy to boost sales and add value to the brand. "We want to reposition the product, because today the brand is positioned in the area of market vegetables. Linking the brand to the natural products area, we're going to get better the benefit of convenience, showing the added value of the products ", explains the Executive.
Although as a proposal to work with value-added products, the Art has been seeking alternatives to not reset the prices.
Martin explains that has negotiated with suppliers, but admits that the readjustment is inevitable. In these cases, the absence of direct competitors helps ensure sales. "I still can't stop watching the competition with the manufacturers of ready meals", he ponders.