Good cream, Fish, Peasant: regional brands are featured in supermarkets

Good Cream Cheese, vinegar Fish, dulce de leche, Peasant napkin light, Pure mineral water. Maybe these products never entered in your shopping cart, but they are among the leaders of sales in some regions of the country.
They belong to companies of regional performance, despite being threatened by large national and multinational companies are still investing in their place of origin and keeping a loyal following.
The dulce de leche peasant woman, for example, is manufactured by Embaré food industries in Lagoa da Prata (Minas Gerais). The product is leading sales in Alagoas, Bahia, Ceará, Paraíba, Pernambuco, Rio Grande do Norte and Sergipe, according to a survey of the Modern Supermarket magazine made in 2013.
Pure water, manufactured by Victoria Regia Mineral water, stands out on the shelves of supermarkets in the regions North, Midwest and Northeast.
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Advantages: low price, proximity and cultural connection
"These brands are more accepted by people because they reflect the identity of the region and make the consumer connection with that place," says Jaime Trojan, Trojan Group President of Branding.
In addition to the cultural proximity that the consumer has with the regional brands, they also are closer physically. As a matter of logistics and distribution, this is reflected in stable and offer lower price, says Trojan.
"Another reason that often sounds silly, but it's important, is that these brands come from local producers and consumers always have someone in the family or an acquaintance, which has some relation to that company," says Trojan.
"There are, thus, social connections that the consumer has only with those brands, and has no national or global brands, which are farther away from him."
Therefore, regional firms generally do not need to invest a lot in communication: the word of mouth ensures success among customers.
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Giants bought and kept local brands
Trojan remember cases of large companies who bought local brands, and insisted to keep their characteristics, to understand that's what attracts consumers.
He cites the example of Guaraná Jesus, bought by Coca-Cola in 2001, which, for many years, continued to be sold only in the State of Maranhão in the Northeast region (since last year, is on sale across the country).
Similar case is the diaper Sambrook, Aparecida de Goiânia (GO), one of the sales champions in the North and Northeast, which was acquired by Hypermarcas in 2010.
"Even when there is a purchase of regional brand, the tendency is to preserve the powerful ties that it has with the region, which proves that the close relationship with the local culture is the great advantage of these brands," he says.