Place bet in Rio de Janeiro to reduce dependence on paulista

With sales fairly concentrated in the State of São Paulo, to Force food, dairy company of J&F-holding company that controls the refrigerator JBS-chose Rio de Janeiro to speed up the process of geographic diversification and reduce consumer dependence.
In an interview with the President of the Force Value, Gilberto Xandó, confirmed that the company will invest $ 180 million in Rio de Janeiro to build a plant and a distribution center, as revealed the Department of State Development last Wednesday. The Executive said, however, that these injections should only start in 2015. Before that, the Force aims to expand its penetration in the State through increased sales and distribution team.
"We want to transform the Force into a company less paulista and more and makes a lot of sense to start an effective expansion at Rio de Janeiro, said Xandó. Executive's goal is to raise the State's participation in the Sales Force from the current 8 percent to somewhere between 25% and 30% over the next five years. In the first nine months of 2012, São Paulo represented 70% of the company's net revenues, which reached r $ 978,7 million.
Even though the distribution center and the factory only materialise in the medium term, the Rio de Janeiro market potential for the company's business already animates the President of Force. "We are here with a very aggressive sales and distribution," says Xandó. According to him, the Force is a leader on the market of curd in the State.
The largest "aggressiveness" of business is anchored in a VAT benefit granted by the Government, awarded through the program to the wholesale trade and distribution centers in the State of Rio de Janeiro (Riolog). Today, the Force has a rental distribution center in the Pavuna, in the capital.
With this first breakthrough in Rio de Janeiro, Xandó believes that the demand for the products of Force justified the construction of a distribution center in 2015. "We have a factory in a contiguous area to the distribution center up and running within four to five years," predicts Xandó.
According to the Executive, the geographical diversification of the Force will not be restricted to Rio de Janeiro. In an interview with the figure in June last year, Xandó reported that the goal of achieving a revenue of $ 5 billion in ten years contemplated the construction of two plants and two distribution centers.
The first step of this strategy was to define Rio de Janeiro now can only choose where it will be built the second complex, which will also feature factory and distribution center. Xandó gives some clues. "We look fondly Paraná and Minas Gerais", says the Executive. Recently, the Force acquired the Dairy MB, small mining company focused on the production of special cheeses. The Force has plants in Sao Paulo, Minas Gerais, Goias and Paraná.