PIRAQUÊ INNOVATES AND INVESTS IN FACTORY

Works are ready in 2015, with r $ 100 million via BNDES financing

The Piraquê traditional food manufacturer, which is as cookies and pastas, wants to go further and start this month the launch of new products in markets where still does not act. In may, is the time to put on the shelves, the trademark wavy potatoes that have earned the name "Carioca". Then even this semester, will be the turn of refreshments. Alexandre Colombo, Director of Marketing for Piraquê, says the goal is to compete with the players in the market and the main bet for success is the emotional relationship consumers have with fluminense. Today, 70% of the sales of the products are concentrated in Piraquê River and the remainder is divided in the cities of São Paulo, Espírito Santo (with 12% each) and Bahia. "The resident of Rio de Janeiro, fluminense in General, have this emotional relationship with the brand. Are 63 years of existence. We look for the quality of our products and the consumer responds to this at the point of sale, even though our products are up to 20% more expensive. The point is that we have had the same volume on packages and do not follow the trend of mono doses or containers with smaller portions, "he explains.

The Piraquê, 2015, a new production unit, in the municipality of Burned. The current factory is in Madurai. The company got a $ 100 million in financing FROM BNDES to the works and purchase of machinery. For 2013, the goal is to grow around 15%, in comparison with last year, when the Piraquê closed the year with $ 615 million in cash.

"We are at the limit of production capacity of 9,000 tonnes of biscuits and masses per month. To grow, we need more space, "he says.