Atina diversification offer of ingredients vegetables and grow back

The best known of the babassu-derived a type common in the Northeast-coconut oil, used in the production of food, medicine and cosmetics. Now, the manufacturer of natural ingredients Atina intends to spread the use of their flour, capable of absorbing the oiliness of the skin, in the formulation of makeup and creams. The company developed the whitening of input-your natural tone, between beige and pink, restricted use in beauty products. The ingredient was called Wawhite and placed on the market at the end of last year as part of the strategy of diversification of Atina.
The biologist Eduardo purple, founding partner of the company, knows well the importance of the expansion of the portfolio. Between 2009 and 2010, the market swings of its flagship product, bisabolol of Campos-oil with anti-inflammatory properties used in creams and lotions-, Atina close doors for seven months and almost led the auction.
The Wawhite should help raise in about 20% of company revenue this year to $ 8 million. The initial expectation was growing more, but a worsening of the Economic Outlook made Purple review the projections. According to him, the year will be difficult, but exports, driven by the Exchange, can compensate for the retraction of the internal market.
He sees room for the new material as a substitute for synthetic raw materials (petroleum-derived chemical compounds) used by the beauty industry to obtain the so-called "matte" in makeup, which reduces oiliness and helps standardize the skin. "The Wawhite is an alternative to brands that seek more natural formulations", says Purple.
The raw material is extracted from babassu oil in partnership with communities of Maranhão. After it is processed in the factory of Atina in Pouso Alegre (MG). With 54 employees, in addition to developing its own products, the company provides service for research and production of raw materials for companies like Natura and the Brazilian Switzerland Givaudan.
The development of vegetable raw material traceable led to Atina to be one of the five companies selected for the project to stimulate the Innovation Center for sustainability studies (GVces) of the Getúlio Vargas Foundation (FGV) in partnership with the export promotion agency Apex-Brazil. With the participation in the program, the company intends to enter the United States. Today, exports to countries like Germany, France, South Korea and China.
The best-selling product by Atina abroad is the bisabolol of Campos, which gave birth to the company, in 2003. At the time, much of the extraction of this raw material was out of control, with illegal cutting of wood (the candle is a tree native to Atlantic forest) and so some manufacturers of cosmetics, such as Natura, suspended its use. Purple saw a business opportunity: provide the candle oil traceable. Began working with the sustainable management of tree farms in Minas Gerais and in 2004 obtained the FSC-certification that attests to the origin of the product, following ecological and social principles. Later he obtained also the Ecocert organic certification.
Natura went on to buy the certified product, but it was an exception. Other cosmetic manufacturers and distributors would rather still the plant product without seal, for the sake of price (20% cheaper), or opted for its synthetic version. To market, Atina went on to sell the raw material at a loss. In 2009, the partners decided to put Purple investors the company for sale.
The activities were charts for seven months, until the control of Atina was acquired, in 2010, by businessman Juan Piazza, owner of environmental consultancy JGP.
Purple, which remained as a junior partner and business manager, says that the difficult period caused that return more cautious. "We came back with a smaller production, more prudent, not to compete with the pirate product."
Changes in the market drove the resumption in recent years. Stricter standards for extraction of Campos ended up reducing the supply of the product without trace and the demand for oil from the Chill grew. In addition, the portfolio was expanded to products such as dry extract of aloe vera and inputs from other plants. Only in 2014, turnover rose by approximately 70% of. And the goal is to diversify more. "Out of the single-product company and opened the range," says the biologist.