Magazine | BBR - May 2022

A wholesome egg and poultry operation with a nutritional purpose

May 2022 | www.thebostonbr.com

Overcoming continent-wide challenges

A sustainable operation overseas for the Mexican giant

A local tradition with global quality

Working on feed for the future

THE TASTE OF

INNOVATION in bakery, patisserie and chocolate

Exclusive Interview with: Fabio Di Giammarco, President LATAM at Puratos

EDITOR’S LETTER May 2022

We are thrilled to share you the most recent edition of the Boston Business Review, this time with a new special about the Food & Drink industry.

opportunities by creating new divisions and products.

In this issue, we went beyond our usual territory to learn about the Europe,

Our cover is graced by Puratos,

Africa and Asia operation for Mexican

whose LATAM division has evolved

giant Bimbo, and also found out about

into a powerhouse offering flavors

challenges faced by AB InBev Africa, as

and ingredients as a response to each

the company surpasses any possible

market’s new demands.

setback to keep growing local and

Granjazul, on its behalf, is an egg and

global brands alike.

derivatives operation from Guatemala working with global standards and making the most of new business

Thanks for reading and sharing The Boston Business Review!

Mateo Rafael Tablado, Editor in chief for The Boston Business Review Email: rafael.tablado@thebostonbr.com

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WHO WE ARE Managing Director

Finance Director

Jassen Pintado

Christina Nichole

Creative Director

Social Media Director

Omar Rodríguez

Maria Elena Gastelum

Editor in Chief

Content Coordinator

Rafael Tablado

Alicia Barrantes

Editor for Brasil

Project Directors

Flavia Brancato

Ana Macfarland David Alarcon

Translations

Giuseppe Modenesi

María Murgui

Lucy Verde Marcelo Modenesi

Table of Contents

6.

56.

22.

74.

42.

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Synonymous with the Future of Food

With technology at the forefront through research and development, Trouw Nutrition serves as a fundamental part of human nutrition: Animal nutrition

Tr o u w N u t r i t i o n

M

ost people going to the supermarket for grocery shopping don’t know about the production

processes behind a chicken breast, an egg, or a pork chop. Few people know that animal nutrition – a rather unknown subject – is the primary means of support for animal protein production, with many decades in development.

Considering there will be 10 billion inhabitants in the world by 2050, we will need to produce 60% more food, it’s essential to do so in a sustainable way, along with better animal farming and welfare practices. A maltreated, malnourished, and sick animal will not produce. And an animal that does not produce is not profitable.

In the history of animal production, few companies have made a legacy for more than 90 years. One of them is Trouw Nutrition, a leader in animal nutrition. From Dutch origin, but global

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May 2022

Special Edition | F o o d & D r i n k

quality and solutions, Trouw Nutrition is currently present in 105 countries, and run by 8,500 employees around the world.

“Feeding the future” is their mission, displaying a great responsibility as a supplier to the animal protein industry.

WORLD LEADER IN ANIMAL NUTRITION Based on decades of research and development around the world, Trouw Nutrition delivers solutions able to optimize animal performance and maximize revenue for feed manufacturers and animal protein producers.

Trouw Nutrition’s solutions and services are designed to support customers through all their production challenges with a comprehensive approach to feeding and animal health. The company offers global solutions tailored to local clients’ conditions in a practical, sustainable, and cost-effective way.

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Tr o u w N u t r i t i o n

HISTORY OF NUTRECO AND TROUW NUTRITION Trouw Nutrition is the livestock

Nutrition’s solutions are available

division of Nutreco, focused on as well as pets. It is now a privately-

THE SINGULARITY OF TROUW NUTRITION Trouw Nutrition is unique due to its

owned company acquired along with

highly qualified and dedicated staff,

its parent company in 2015 by SHV.

always supporting clients through an

poultry, swine, and ruminant nutrition,

The long-term vision of Trouw

integrated approach incorporating

Nutrition is the commitment to

farm management, health, and

contribute to food production

nutrition. This is achieved through

through the power of nutrition and

innovations that can be adapted to

collaboration with food and animal

the specific needs of each customer,

protein producers. The company is

driven by experience, scientific and

committed to transform the animal

practical knowledge, besides research

agriculture industry as well as the

& development.

planet through a better use of resources.

With skilled specialists offering

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in 31countries.

Victor Hugo Aguirre, Commercial Director for Central and South America at Trouw Nutrition, describes the

service and expertise throughout

company in three words: technology

Latin America, the central office for

and animal nutrition. The Guatemalan-

Central and South America is located

born Aguirre, who earned a degree

in Guatemala, along with a premix

in Agricultural Engineering and

plant and a fully equipped laboratory.

a Master’s in Marketing from the

Throughout this region, Trouw

Monterrey Institute of Technology

May 2022

Special Edition | F o o d & D r i n k

“Trouw Nutrition’s portfolio of solutions and services creates the platform that allows us to provide our main product: technology and expertise” - Victor Hugo Aguirre, Commercial Director for Central and South America at Trouw Nutrition

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Tr o u w N u t r i t i o n

and Higher Education, he has 22

RESEARCH AND DEVELOPMENT

years of experience in the animal

To reach these solutions, Trouw

protein and feed industry within the

Nutrition carries out more than

specific areas of animal nutrition and

70 research studies worldwide

commercialization. For Aguirre, “Trouw

each year under two fundamental

Nutrition’s portfolio of solutions and

concepts: sustainability and quality.

services creates the platform that

These concepts guarantee feeding

allows us to provide our main product:

of future generations, do not

technology and expertise.”

compromise current resources, and

Trouw Nutrition sources from

create solutions and processes that

other divisions’ experience in animal

guarantee harmless food, apt for

production. This provides the

human consumption.

know-how to understand the same challenges clients face, which is a

The basis is innovation. Just

unique advantage compared to other

in 2021, more than $36.4

companies in the industry.

million were invested in R&D,

Facing the state of current world events – logistics problems, high raw

strengthening its leadership in animal nutrition.

material costs, lack of fertilizers and

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limited resources – Aguirre considers

In addition to collaborating with

that, today more than ever, clients are

more than 100 research institutions

willing to listen to what Trouw Nutrition

worldwide, the company has five

has to offer.

research centers, 12 validation farms

May 2022

Special Edition | F o o d & D r i n k

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Tr o u w N u t r i t i o n

around the world, and a laboratory

goals of food and animal protein

known as Masterlab, a reference

producers. NutriOpt is the digital

lab in Europe. In Guatemala the

platform that performs as a hub for

company also boasts a fully equipped

all tools and services available. These

laboratory for sample analysis to

range from the use of curves for the

identify the specific needs of clients

analysis of raw material and finished

in order to design custom-made

food products – based on 45 years

programs, services, and nutrition

of ingredient analysis – to predict

strategies.

nutritional levels of these ingredients and formulate more precise foods,

THE THREE PILLARS

to the use of prediction models for

Trouw Nutrition has first-hand

poultry and swine, or for specific

knowledge of the challenges that

feed concepts. An example of these

food producers in Latin America

is the Split-Feeding concept, which

face. That’s why the company has

consists of providing two different

developed solutions and practices

feeds to laying hens according to

that are easy to implement and

the time of day, adjusting the diet

tailored to the needs of each client,

to the nutritional requirements of

thus maximizing profitability.

the laying hen during its daily egg

Today, Trouw Nutrition bases itself on three pillars of innovation where all R&D efforts are directed.

production cycle.

Within precision nutrition, the MaxCare concept brings all this global knowledge together with solutions

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1. Precision nutrition: aimed at

and services in a customized premix

achieving the production and financial

that is adapted to the needs of each

May 2022

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Tr o u w N u t r i t i o n

client and adjusted to fit market

as the gastrointestinal tract. In

changes and requirements.

animal production, preserving the animal’s most important

2. Gut Health: brings together

organ, the gastrointestinal tract,

various programs such as salmonella

means maximizing the animal’s

control, antibiotic reduction, mineral

genetic potential.

optimization, and feed safety. The

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solutions used within the programs

3. Early life nutrition: includes

are incorporated into raw materials,

feeds that are provided at the very first

complete feed or administered in

stages of an animal’s life to optimize

drinking water, supporting grains and

growth and performance throughout

feed preservation, as well

their life and production, which include

May 2022

Special Edition | F o o d & D r i n k

ChickCare, Milkiwean and Sprayfo.

If an animal starts off well, it performs well.

components appearing in grains.

Clients can benefit from all the company’s experience and its capacity to transfer the latest knowledge in

These three pillars include Selko

animal nutrition through its solutions

feed additives, Intellibond hydroxy

and services. Trouw Nutrition experts

trace minerals, the specialized digital

provide follow-up to support clients

platform that encompasses decades

on their farm, as well as advice on

of knowledge NutriOpt, and MaxCare,

nutritional strategies that make an

an application premix, as well as

impact along the production chain.

the Mycomaster equipment, able to identify mycotoxins, the toxic fungal

Finally, the quality of these solutions is guaranteed by the Nutrace system,

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Tr o u w N u t r i t i o n

a traceability platform that includes

increasingly scarce. The decisions

ingredient evaluation, control and

made today are about guaranteeing

monitoring, risk management and

the food supply for tomorrow.

follow-up starting at the supplying source of the ingredients.

Additionally, Trouw Nutrition works within the company on important issues such as gender equality.

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SOCIAL ASPECT

According to Aguirre, currently,

Good animal nutrition is important for

almost 40% of the labor force in

society, as it impacts human nutrition,

Latin America in the administrative,

more so with resources becoming

technical and sales departments are

May 2022

Special Edition | F o o d & D r i n k

women. It is of great importance that

other organizations, Trouw Nutrition

the company takes this very seriously.

developed the Plumas project in a

Not only in increasing the

low-income community, empowering

participation of women, but in

women to become producers of a rich

selecting the best candidates.

and affordable source of protein: eggs.

Aguirre also spoke about social

Sustainability is also another

projects with the aim of providing

social issue. Trouw Nutrition has just

opportunities to low-income

completed installing solar panels

individuals. In the well-known Dry

at the premix plant in Guatemala.

Corridor in Guatemala, along with

These solar panels produce 100% of

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Tr o u w N u t r i t i o n

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May 2022

Special Edition | F o o d & D r i n k

the electricity needed for premix production.

PROJECTIONS FOR THE COMPANY Today there are challenges that Trouw Nutrition faces with determination. The world’s population continues to grow and that is why its mission remains feeding the future. To help produce 60% more food to feed the world, the company aims to combine strategy and vision, remaining a key driver for technology to improve efficiency and support the continued growth needed from the industry.

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Generating an

“EGGVOLUTION” in Guatemala

Special Edition | F o o d & D r i n k

An integral operation from breeding and nurturing pullets and hens to the delivery of an internationally certified high quality product to the end consumer, focused on being a sustainable enterprise, is what makes of Granjazul a leading, innovative company in Guatemala and the world Produced by Jassen Pintado Interviewee José Manuel Segovia, CEO for Granjazul, With participation from • Carlos Borjes, Managing Director • Roberto Prata, Commercial Director • Durwin Orozco, Suppy Chain Director • Mario Galindo, Planning Director Creative Direction Omar Rodríguez

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Granjazul

F

or more than 50 years,

production plants and distribution

Granjazul has contributed

centers around central and southern

to the wellbeing and

Guatemala. The company’s operations

development of Guatemala

and facilities are certified under global

by delivering the best nutritional

quality and safety standards, including

solutions to every Guatemalan family,

FSSC 22000 and HACCP since 2010.

through the production and sale of

Granjazul is also the first company

eggs and egg derivatives with top

in Guatemala to receive the Animal

worldwide quality.

Welfare certification, endorsed by

Granjazul is part of a group of companies comprising an integrated business operation with a focus on

Kosher-certified, both since 2020.

the best products for the country.

THE KIND OF LEADERSHIP DEVELOPED BY LONG TENURES IN THE COMPANY

We began with INAVISA - Cintazul

Granjazul is led by José Manuel

Genética, where the dream began

Segovia, better known as Mel Segovia,

to come to life and where pullets are

CEO for Granjazul, with more than

born. This company is currently in

30 years in the company. Segovia

charge of breeding and relies on its

graduated as an industrial engineer

own facilities. When pullets are born,

from the Rafael Landívar University,

these are moved to La Cría, the place

and afterwards earned a Master’s in

where these are taken care of during

Innovation from the Pontifical Catholic

16 weeks, just before they begin to

University of Chile.

sustainability and the goal to deliver

lay any eggs.

Granjazul operates from different

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United Egg Producers, and also is

May 2022

Mel has been named to different boards of directors and taken part

Special Edition | F o o d & D r i n k

“

Professionalization enables the process’ evolution,

“

providing value to the company through specialized resources, clear strategies and efficiently executed plans - José Manuel Segovia, CEO for Granjazul

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25

Granjazul

in startups for different services and

to the company through specialized

products projects. Mel is supported

resources, creating clear strategies

by his key collaborators, who boast

and efficiently accomplished plans,”

wide experience and postgraduate

Segovia commented.

studies within business administration, finance, marketing, exports, industrial engineering and poultry enterprises,

A COMPLETE OPERATION GROWING ITS SEGMENT PORTFOLIO

among other activities.

Through time, Granjazul has grown

“Professionalization enables the process’ evolution, providing value

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May 2022

its divisions and business units until this day, finally comprising a complete

Special Edition | F o o d & D r i n k

operation. Also, the company’s

• The Plus division delivers

resources have been instrumental in

whole eggs and egg products to

new ventures, besides working around

supermarkets which are enriched

poultry and derivatives, mostly. The

with selenium, iron, A and D

company’s main business units and

vitamins. The Plus line of products

divisions are:

are delivered within Guatemala City.

• Egg Solutions. This division is

• Liquid pasteurized eggs. This

in charge of supplying whole

division offers whole eggs, egg

eggs and egg products to bakeries,

whites and liquid yolks for the

patisseries and restaurants, among

Solutions and Plus markets; this

other businesses. This division is

division was created in 2012.

also available in El Salvador.

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FOR MYCOPLASMA CONTROL

(Tilvalosina*)

SUPERIOR TO OTHER ANTIBIOTICS Quality.

(Guaranteed concentration and stability).

Safety.

(Environment, animals, human).

Effectiveness.

(Enhanced pharmacodynamics, cost-effective treatment). *ECO Animal Health UK original research and development.

PRESENTATIONS: Valosin 425 (Premix).

Valosin WSG (Water Soluble Granules).

Special Edition | F o o d & D r i n k

• The Massive Channel serves small

phases. This is the longest-running

retailers through its own presale and

and most-experienced division in

distribution fleet.

the company, running since 1953.

• Livestock products compete in the

• Innovation is also part of Cintazul,

market under the Cintazul brand of

which provides Pelleted Feed,

balanced nutrition, delivering special

its newest business units, which

formulas for hens, other poultry,

began operations in 2020. Cintazul’s

dairy cattle, livestock for feed,

balanced feed facility is certified

goats and pigs in their pre-

under ISO 9001-2015 standards.

beginning, beginning and ending

Granjazul relies on technology from production to delivery - José Manuel Segovia, CEO for Granjazul

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29

Granjazul

• With El Paraíso, running through

for the hands working on

more than 12 years now, the

Guatemalan soil.

company displays a clear example

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May 2022

of circular economy, offering 100%

TECH-DRIVEN OPERATION

organic fertilizer. This division is

OPTIMIZATION

proudly certified under the BCS

Since its beginning, Granjazul has

OKO Garantie for its Enmienda

bet on tech investments which have

Agrícola Premium product. El

resulted in a positive impact on

Paraíso also offers a quality product

production since the 1976 deployment

Special Edition | F o o d & D r i n k

of an automated system for poultry

egg, the automation process won’t

production, through the egg grading

stop until after the egg has been

system in operation in 1997, to the

packaged, not without going through

construction of specialized facilities

a washing and sanitizing process and

for pullet breeding in 2015.

passing under UV light to obliterate

From laying hen genetics

any kind of bacterium in the shell. The

there’s tech support in incubation

system also has automatic detectors,

and automated vaccination.

able to evaluate and discard defective

Productionwise, once a hen lays an

eggs with cracks and dirty shells.

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Special Edition | F o o d & D r i n k

Packaging is also automated,

Every department involved in

either for a 30-count carton or

management processes counts

for transparent packaging en route

with digitization and automation

to supermarkets.

procedures which have resulted

The Cintazul facility also runs under

in reducing paper use.

a cutting-edge automation scheme, where there’s a productive process for every formula. For the organic fertilizer segment, El Paraíso acquired latestgeneration machinery for chicken

COMMITTED SUPPLIERS AT EVERY LEVEL Granjazul’s supply chain is comprised by local and international suppliers

manure composting, which

which share quality and punctuality

reduces time.

as their main traits.

“Granjazul relies on technology

Procurement of quality corn and

from pullet production to product

soybeans is essential for business,

delivery in its final destination,”

besides acquiring these goods from

the executive said.

certified suppliers.

Granjazul works with Hendrix

OPEN TO INNOVATION

Genetics, guaranteeing the highest

Besides different technologies

standards globally for the birds’

implemented along productive

genetic development.

processes, Granjazul has also

It must be noted that delivering

brought analytics and business

every product in a timely fashion is

intelligence resources able to

essential to the wellbeing of assets

provide support and optimize

such as hens, for which food and

decision-making in every area.

other requirements are vital.

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33

Granjazul

Suppliers sign a social responsibility commitment,

where they agree to comply with safety, occupational health and anti-corruption practices - José Manuel Segovia, CEO for Granjazul

Agreements established with

which has delivered progress on

suppliers are aligned with food safety

different fronts; among them, the

and sustainability. This is guaranteed

creation of a compliance standard on

by the company’s supplier evaluation

behalf of suppliers.

and tracking programs, where any gap

“Suppliers sign a social

in the quality and safety standards

responsibility commitment where

required by the company is detected

they agree to comply with fair

and solutioned.

safety, occupational health and

In 2021, Granjazul finished the setup anti-corruption practices in their of a project that focuses every part of its business into circular economy,

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May 2022

organization,” Segovia added.

Special Edition | F o o d & D r i n k

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35

C

M

Y

CM

MY

CY

CMY

K

Egg printers and sealers.

We are a company with more than 30 years of experience, specialized and dedicated to the egg industry. w w w. i nte c hllc . ne t

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SEALERS

Only for logos or farm name

PRINTERS

For dates, logo/variable information

Special Edition | F o o d & D r i n k

Granjazul Plus SUSTAINABILITY: AN INWARD

water usage

AND OUTWARD COMMITMENT

• Sustainable procurement

Granjazul’s commitment to increase

• Loss recovery

sustainability groups different aspects

• Alignment to UN’s Global Pact

within the company:

• Corporate Social Responsibility • Circular economy

• Waste recollection and sorting • Wastewater treatment • Savings in electricity and

Among the different initiatives on behalf of Granjazul with the purpose

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37

Granjazul

of emphasizing a positive impact

through the Granjazul Plus egg

in its surrounding communities, the

product line, which is currently the

company has worked out different

second best project in the Health/

projects along with Old Surfer, an

Human Development category,

agency of change with a global

achieved in April 2022.

vision connecting sustainability

38

Granjazul is fully involved in the

with business and consumers. This

child malnutrition problem suffered in

organization has taken part in internal

Guatemala, where -according to data

and external projects, one of these

provided by the UN- one of every two

was recognized in 2021 as one of the

children under five years old suffers

three best sustainability projects in

from malnutrition. Granjazul developed

Latin America in the health category,

an enriched variety of egg to face this

May 2022

Special Edition | F o o d & D r i n k

problem: Granjazul PLUS. In the city of Amatitlan, Granjazul is involved with a women’s soccer team, which became the first sustainable women’s team in Guatemala and Latin America, working along with nutritionists from the University of the Valley of Guatemala, which contributes to the team relying on a nutritional preparation of the same kind that male professional teams receive. It must be pointed

empowerment and self-managing

out that this program extends to the

culture, obtaining the best from a

players’ families and communities.

family-run business and a corporation.

HUMAN RESOURCES: THE GRANJAZUL CULTURE Goals set by Granjazul are related to

BRIGHT LIGHTS AHEAD

the market, its surroundings and the

increase drastically, Granjazul fulfills

needs and possibilities of these. The

its commitment to everyday goals

Granjazul culture was created from

such as catering for its clients and

its founders’ values and from the

strategic partners through the best

company’s purpose. The commitment

possible service, striving to deliver

from stakeholders, leaders and staff,

the best results for stakeholders

favors this culture.

and partners, keeping the same,

The company has defined an

In the face of a market in which costs

outstanding quality.

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39

Leader in Animal Health and Nutrition products with

28 years of experience

PBX: +(502) 2374-6400

+(502) 5805-5933 Calzada La Paz, 0 calle 23-13, Zona 17, Centro de Negocios La Paz # 107, Guatemala

ventas@genetica.com.gt

Genética, S.A. “Para una mejor Generación”

www.genetica.com.gt

Specialized in poultry equipment Best performance Project support Customer service

brand The value of a s ar ye 35 with try ul po in innovating

Polígono Morea Norte, Calle C - Nº 2 • 31191 Beriáin, Navarra (Spain) +34 948 368 301 • contact@zucami.com • www.zucami.com

GROWING UP TOGETHER Dominican Republic

Panama Panama city

Peru

CONTACT US +52 999 452 4719

andres.alvarez@molpack.net

www.molpack.net

Special Edition | F o o d & D r i n k

“It’s about our clients’ satisfaction through service

FOUNDED:

1969

agreements aligned to a strategy transformed into facts, achieving

INDUSTRY:

FOOD & DRINK

world-class continual

CONTACT:

improvement in every

jsegovia@granjazul.com www.granjazul.com/#lahuev

stage of the supply chain,” finalized Mel Segovia, CEO for Granjazul.

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41

GROWING

WITH INNOVATION AND TECHNOLOGY THROUGHOUT THE REGION Produced by Jassen Pintado Interviewee Fabio Di Giammarco, Presidente para LATAM en Puratos Creative Direction Omar Rodríguez

Special Edition | F o o d & D r i n k

Puratos’ organization and efforts in Latin America have provided its different territories with the necessary resources to grow and become the leader in its specialty

S

ince its creation over a

Puratos’ presence in Latin America

century ago, Puratos has

began more than four decades ago,

evolved from its initial

backed by a solid portfolio, enabling

father and son operation

the company to become stronger in

to become a worldwide

the region.

giant, a leader in the food industry,

“When I joined Puratos I was

specializing in bakery, patisserie, and

fortunate to find a profitable and

chocolate. It is currently present in 81

growing business”, declared Fabio

countries with 65 production facilities

Di Giammarco, President for LATAM

and 93 innovation centers operated by at Puratos. more than 9,000 workers.

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Puratos

Manifesto 2022

CLEAR OBJECTIVES BEING ACCOMPLISHED Di Giammarco has over three decades of career in the beverage and food industry. He was initially skilled in Communication, a very different field,

stands out, as well as certifications as Member of the Board of Directors, thus contributing to innovation processes in small companies.

His experience in six different

but related to most industries in many

countries has also provided him with

ways. This fact was key to making

important learning knowledge and

clear every objective to be fulfilled

adaptation to different cultures.

by the company. He also completed some postgraduate studies and

44

update courses, among which an MBA

May 2022

“My greatest recognition is the profitable growth of companies and

Special Edition | F o o d & D r i n k

When I joined Puratos I was fortunate to find a profitable and growing business - Fabio Di Giammarco, President for LATAM at Puratos

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45

Puratos

people who manage to develop and

value, besides technologies that

improve thanks to good results”, the

allow its customers to improve the

executive commented.

quality, texture, and flavor of their

LEADERSHIP IN GASTRONOMIC SPECIALTIES Puratos’ worldwide leadership spreads through three main divisions: • Regarding Bakery, the company offers ingredients with an added

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May 2022

bread offer.

• Its Patisserie portfolio includes vegetable creams, fruit filling, premixtures, and other products.

• Puratos offers distinguishable

Special Edition | F o o d & D r i n k

Chocolate products within

strategy allows it to offer the best

a sustainable operation

solutions to consumers, bakers,

alongside farmers from the

pastry chefs, chocolatiers, industries,

producing countries.

and semi-industries that produce and commercialize bakery, patisserie, and

Moreover, Puratos supports the bakery, patisserie, and chocolate

chocolate products.

We seek to increase its positive

industries as it has the skills and

impact at a global level through

technology to develop customized

innovative food solutions that foster

products worldwide. Its multichannel

health and well-being, as well as for

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47

Puratos

companies, customers, people, and the planet to keep on progressing towards a promising future.

PRODUCTS AND SOLUTIONS THAT MAKE A DIFFERENCE With innovation as a global hallmark, this feature joins virtually the entire process, from product development to the final taste, thus achieving unique results, which differentiates Puratos from the competition.

Puratos offers enhancers that provide a greater bread quality.

Another renowned product is their patisserie premixtures, useful for making all types of puddings, cakes, and tarts, as well as their custard creams for millefeuille-like desserts.

The development of a vegetable creams portfolio (“vegetable origin”) came up from new consumption trends, besides a wider variety of sugar-free or sugar-reduced products, and adding more fruit.

Puratos also offers a great variety of

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May 2022

Special Edition | F o o d & D r i n k

leaven and sourdough with different

Each one of these areas is run by

flavor profiles, besides a solid portfolio leaders who make sure that principles of enzyme modules that produce

such as encouraging dialog, sharing

improved crunchiness, aroma, and

the best practices, and establishing

freshness for its bread offer.

a collaboration network with different

GROWING STRENGTH IN THE REGION Under Di Giammarco’s leadership,

countries continue being carried out.

Geographic coverage has spread through important efforts such as

Puratos has been subject to a

distributors’ strengthening in Brazil, a

reorganization in Latin America with

significant investment in commercial

four main geographical areas:

resources in Central America̶, as well as a series of acquisitions

• Brazil

projecting a profitable operation.

• Colombia

This way, since December 2021

• Southern Cone

Puratos owns 100% of the shares of

• North Latin America

its operations in Colombia, Ecuador,

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49

Puratos

A great part of our investment is allocated towards developing the best solutions for our customers - Fabio Di Giammarco, President for LATAM at Puratos

50

May 2022

Special Edition | F o o d & D r i n k

and the Dominican Republic, which were previously operated by local partners. Besides totally controlling the operation, the local structure has been increased more than twice over, thus establishing direct contact with customers.

“2021 was an important year regarding the execution of our strategy. Achieving our independence was an important step for the ambition of growth in the region”, highlighted Di Giammarco.

CLEAR STRATEGIES TO ACHIEVE GOALS Different key factors have allowed Puratos to grow and take control of its operations in Latin America.

Besides promoting innovation in

by combining the latest digital technologies with artificial intelligence techniques.

Currently, the solutions the company offers are more and more aimed at providing products and ingredients enabling customers

all the countries, Puratos’ portfolio

to offer healthy, sustainable, and

in the region has evolved according

differentiated products.

to the market trends found through

Regarding production, the whole

Taste Tomorrow, the world’s largest

region has been subject to important

ecosystem for understanding

investments. The nine factories in

consumers, which monitors trends

Latin America have been modernized

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51

Puratos

and equipped with new technologies, among them the installation of automation mechanisms in different processes and the optimization of its supply chain network, making it possible to offer more products to more customers efficiently at a competitive price.

“A great part of our investment is allocated towards developing the best solutions for our customers”, the executive remarked.

SUSTAINABILITY AS A PRIORITY Within the food industry, not only is Puratos a global leader in culinary specialties and desserts but it is also a leader in its commitment to achieving carbon neutrality, a goal set for 2025.

Among the efforts to achieve this goal the company has a priority on energy self-generation through solar panels in Chile, Colombia, Costa Rica, and Uruguay; the obtention of energy from renewable sources in Brazil and

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May 2022

Special Edition | F o o d & D r i n k

Chile; the operation of a CO₂-free

their business. For each kilogram of

manufacturing plant also in Brazil;

Belcolade Cacao-Trace that is sold,

and the installation of sewage

a fraction of the generated value

treatment in Brazil, Chile, Colombia,

goes back to the farmer, contributing

Costa Rica, and Peru.

to their business.

Regarding its value chain,

“We have been in this business

Puratos created the Cacao-Trace

for over one hundred years. We are

program, which establishes different

determined to play an important

collaboration ties with cocoa farmers,

role so it can go on for the next one

thus allowing them to improve their

hundred”, pointed out Di Giammarco.

offer and generate a greater value for

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53

Puratos

We have been in this business for over one hundred years.

We are determined to play an important role so it can go on for the next one hundred - Fabio Di Giammarco, President for LATAM at Puratos

54

May 2022

Special Edition | F o o d & D r i n k

PROMOTING GROWTH 2022 has been an important year for Puratos, having seen the first steps towards a growth phase in the whole territory.

Particularly, the Southern Cone division is experiencing this growth rapidly, from which we could highlight the success of the operation in Chile and the current growth in Argentina, where Puratos products reach more customers thanks to an important distributors network and an aggressive development of new business.

“2022 means growth for Puratos

FOUNDED:

1919 INDUSTRY:

Alimentos y Bebidas CONTACT: www.puratos.com FDiGiammarco@puratos.com

and, especially, for our customers”, concluded Fabio Di Giammarco, President for LATAM at Puratos.

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55

ACHIEVEMENTS LEADING TO

SUCCESS ACROSS

Produced by Jassen Pintado Written by Mateo Rafael Tablado Art direction Omar Rodríguez Interviewee Fernando Figiacone, Vice President of Supply Chain in Africa for ABInBev

Alignment with best practices and global standards contribute to surpass different challenges faced across the territory, enabling a sustainable operation in brewing, completely invested in its surrounding communities

ABInBev Africa

T

he origins of ABInBev

late 1990s, as the company grew into

in Africa go back to

Mozambique, Tanzania and Zambia

1895, when the Castle

through different ventures.

Brewery was created by founder brewer Charles

September 2016, ABInBev brought

Glass in Johannesburg, South Africa

along global brands Budweiser,

(RSA). It only took two years before

Corona and Stella Artois, now popular

the company was listed on the

on the entire continent.

Johannesburg stock exchange.

In 1950, the brewery’s corporate

ABINBEV ACROSS AFRICA TODAY

headquarters were moved from

“ABInBev Africa represents one of the

London to Johannesburg, with the

shining lights within ABInBev, globally.

purpose of achieving growth and

There are so many achievements to be

expansion. Five years later, the

proud of”, stated Fernando Figiacone,

Ohlsson’s and Chandler breweries

Vice President of Supply in Africa for

were acquired by Castle, renaming

ABInBev.

the group as South African Breweries (SAB) EXPANSION ACROSS THE CONTINENT

58

After acquiring SABMiller in

ABInBev’s operations in Africa take place across eleven countries through three main territorial business units: • The West territory encompasses

Besides arriving in Zimbabwe soon

Ghana and Nigeria. Focus brands in

after, the most prominent expansion

this area include Club, Hero, Trophy

era for SAB took place during the

and Budweiser beers.

May 2022

Food and Beverage

ABInBev Africa represents one of the shining lights within ABInBev, globally.

There are so many achievements to be proud of - Fernando Figiacone, Vice President of Supply in Africa for ABInBev

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59

ABInBev Africa

• Botswana, Mozambique, Tanzania, Zambia and Uganda belong to the

Artois and Hansa are the key brands in the South.

Southeast unit. Main brands in this territory include Kilimanjaro, Mosi, 2M, St Louis and Club.

In South Africa alone, the company provides 7,000 jobs, supporting a beer value chain from seed to sip

• The South territory is formed by

60

of more than 250,000 individuals

Eswatini, Lesotho, Namibia and South

and ultimately contributing to over

Africa. Brutal Fruit, Budweiser, Carling

1, 000, 000 livelihoods. With raw

Black Label, Castle Lager, Castle Lite,

materials sourced from more than

Corona, Flying Fish (who recently

1,200 farmers, SAB is able to produce

created a flavored spritzer), Stella

a 30 million hL volume, exporting 14

May 2022

Food and Beverage

brands into 28 different countries

Africa, securing supplies for

across Africa, besides exporting to

bottle production.

countries in different continents.

Boosted by new breweries opened

In the wake of economic uncertainty and the need for recovery, SAB

in Mozambique and Nigeria during the

recently reaffirmed its commitment to

last three years, in 2021 the company

ignite the South African economy as it

reached a 50 million hL production

pledges to invest to R4.5bn – adding

across the continent.

impact to an industry that already

Recent investments include a stateof-the-art malting facility in Zambia,

contributes 1.3% of the national GDP During 2018, the brewery launched

and also investment in a takeover of a

Brutal Fruit Ruby Apple Spritzer,

glass manufacturing facility in South

which became the largest selling

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61

ABInBev Africa

We ended a strong 2021 with growth. We will continue to push for the same performance going forward

- Fernando Figiacone, Vice President of Supply in Africa for ABInBev

62

May 2022

Food and Beverage

innovation ever in the continent,

University and Darden University, all

growing total brand volume by 40%

of these as part of ABInBev between

and driving double-digit growth.

2015 and 2021.

“We ended a strong 2021 with growth in volume, revenue and

UP TO GLOBAL STANDARDS

EBITDA. We will continue to push for

Operations in Africa bring along

the same performance going forward,” different challenges due to the the executive said. infrastructure in some countries, A LONG TENURE IN BREWING PROVIDING LEADERSHIP Fernando Figiacone graduated from

as well as other factors such as commodity fluctuations and worsening currency exchange rates. To these

the Catholic University of Argentina

common situations, the COVID-19

as an Industrial Engineer. Figiacone

pandemic brought additional burdens

also earned a postgraduate degree

to logistics and lead times.

in Food & Beverage Marketing from

“These are part of the challenges

the University of Belgrano (Argentina)

faced, but they are also what excites

and a Master in Company from the

us and drives us to perform,”

University of San Andrés (also in

Figiacone explained.

Argentina).

Other postgraduate studies taken

The strong management systems in place across ABInBev Africa bring

by Figiacone include Supply Chain

the company to the same level as all

Training in MIT (Massachusetts

zones, globally. Constant training,

Institute of Technology), Stanford

adoption of best practices and KPI

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63

ABInBev Africa

tracking has enhanced its leadership,

businesses. Also, 95% of procurement

increasing autonomy across every

is spent through suppliers with

team and successfully achieving

significant ratings in respect to local

benchmark levels. Notable areas

business empowerment.

which have become optimized include logistics, supply and the development

nearly $6.6 million and $5 million in

of a returnable glass bottle system,

Supplier and Enterprise Development

among others.

Initiatives, respectively.

THOROUGH INVOLVEMENT WITH LOCAL SUPPLIERS As part of the historic merger

These programs have enabled the company to help develop and train nearly 1,000 emerging farmers,

conditions when ABInBev purchased

increasing the local barley, hops

SAB Miller, SAB committed to invest

and corn production feeding the

R1billion ($70m) into SA economy by

supply chain.

the end of 2021 in three key areas

From 2017 to 2021, investments

of investment spend: Agricultural

of more than $13 million have helped

Development, Enterprise and

agricultural development programs.

Supplier Development, and Societal

The company’s commitment to

Upliftment initiatives.

enterprise and supplier development,

Efforts have been consistent, as

64

In 2020 alone, the company invested

local procurement and local

in the last five years the company

businesses has allowed for the

invested more than $93.5 million

creation of programs such as the

in procurement with Black-owned

SAB Thrive Fund, not only becoming

May 2022

Food and Beverage

The challenges faced are also what drives us to perform - Fernando Figiacone, Vice President of Supply in Africa for ABInBev

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65

ABInBev Africa

a transformation factor within the

efficiency in the three business units

company’s supply chain, but also

forming ABInBev Africa. The Voyager

providing much-needed jobs in

Plant Optimization program deploys

local communities.

best practices and standardization of operations. The program evolves

GLOBAL SUPPORT AND

continuously, improving and certifying

CONTINENTAL COMPLIANCE

every process, leading to a safe,

WITH STANDARDS

sustainable operation of every

Support from ABInBev through global

production plant.

programs contribute to increasing

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May 2022

Also, the Africa zone head office,

Food and Beverage

based in South Africa, oversees every

HIGHLY-SKILLED WORKFORCE

business unit, playing an essential role

Personnel working at ABInBev Africa

of support regarding supply,

develop unique skills after undergoing

logistics, procurement, finance

demanding training. The company can

and people management.

easily state that its staff is comprised

“We have been able to optimize

of some of Africa’s finest, most

our operations despite operating in

brilliant individuals, whose sense of

hugely challenging environments,”

commitment and ownership drives

said the executive.

them towards delivering excellence in execution despite any challenges

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67

ABInBev Africa

STANDARD GRAINS NIG. LTD.

Sorghum Cleaning Plant

Rice Milling Plant Rice Milling Plant

TO PURSUE OUR DIFFERENCE AND BECOME A REFERENCE POINT IN GRAINS BUSINESS To be a solution to grains raw material needs by adding value to our stakeholders www.standardgrains.com | standardgrain99@gmail.com | as.usman@standardgrains.com 68

May 2022

Food and Beverage

faced. Hence, the company strives

seem to provide an infinite supply of

to maintain a low turnover rate.

ingredients for brewing, the reality is that these coveted commodities must

BETTER USE OF RESOURCES, IMPROVED CONDITIONS WITHIN THE COMMUNITY

be managed wisely to ensure their

Along its tenure operating in Africa,

improved noticeably within the

ABInBev has found out that, as

company’s drive to sustainability set

there are many resources that may

to 2025 is the efficient management of

availability for time to come.

One of the areas which has

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69

ABInBev Africa

water resources, as during the last five from the municipality. The company years water usage has been reduced

set the goal of improving conditions

by 20%. The company, partnering

with possible solutions to water

with organizations such as the World

restrictions challenging communities

Wildlife Fund has improved conditions

in Mozambique and Namibia.

of water availability in communities across the continent where it

On a related matter, the company has set a goal for 2025 to use 100%

operates. One of the successful efforts of returnable or recycled packaging. In

70

is the borehole dug for the Caledon

Ghana and Nigeria possible solutions

Maltings facility, reducing demand

are being tested to increase recycled

May 2022

Food and Beverage

content in PET. Tanzania is already

tons of waste collected. Meanwhile,

experiencing PET-less bottling with

in South Africa, the EPR (Extended

brands such as Grand Malt being

Producer Responsibility) program

packaged in recyclable cans.

will allow an efficient management of

On its behalf, the Zambia branch

single use and returnable products,

created the Manja Pamodzi project,

thus implementing circular economy

aimed to improve sanitation and

initiatives within communities.

hygiene through waste collection. The

Regarding the energy used to brew

815 collector program boasts 76%

and bottle ABInBev products, the

women, adding more than 14,000

company set the goal of obtaining

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71

ABInBev Africa

100% of electricity from renewable

14 GWh of electric power, reducing

sources, and enforcing a 25%

CO2 emissions by 12,443 tons. And in

reduction of carbon dioxide emissions

Johannesburg, the Alrode brewery is

across its value chain. This feat seems

powered by bio-gas.

to be approached on time, as the seven

These results have prompted

Castle Lite breweries in South Africa

ABInBev into announcing the global

already operate with solar power, and

goal of achieving net zero emissions

only in 2021 these generated more than across its value chain by 2040.

Food and Beverage

“Sustainable development is a massive focus for our business as it is for many other businesses,” Figiacone remarked.

EVERY RESOURCE TO ACHIEVE UPCOMING GOALS ABInBev Africa has a ten-year plan

FOUNDED:

1895, 2016 como ABInBev África

in place to increase its capacity in different countries through different

INDUSTRY:

flexible projects. The goal for 2022

Alimentos y bevidas

is reaching 500,000 hL of product exported across Africa.

“Our mission is to support Africa’s growth, by producing the best African Beers with pride, through a highly

CONTACT: www.ab-inbev.com fernando.Figiacone@za.ab-inbev.com

engaged team, improving performance year over year. The focus is to further improve our performance reaching a very high utilization of our assets, and enabling our expansion capacity to support our zone and global growth strategy,” finalized Fernando Figiacone, Vice President of Supply Chain in Africa for ABInBev.

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73

GROWTH AND SUSTAINABILITY GOING HAND IN HAND Bimbo Europe-Africa-Asia is taking giant steps towards sustainable growth through well-developed strategies and its staff’s talent in different territories

Interviewee Javier Cabeza, Vice-president of Operations in Europe, Africa and Asia for Grupo Bimbo Produced by Jassen Pintado Art Direction Omar Rodríguez

Bimbo Europe/Africa /Asia

T

he Bimbo group was created in Mexico in 1945 and is currently the best-known Mexican food brand worldwide.

Its expansion within the

Americas began during the 1980s

EVOLVING TOWARDS BIMBO EUROPE, ASIA AND AFRICA (BIMBO EAA) Bimbo Iberia was born from Bimbo’s operations in Spain and Portugal, working on its own until 2016.

Its evolution continued in 2019,

as the brand began exporting to the

when Gabino Gómez, CEO for

United States and Central America,

Bimbo, pushed for the creation of

later venturing into South America

an organization similar to the one he

during the 1990s.

leads from Mexico -which supports

Overseas, Bimbo first ventured into

the company’s operations in the

Spain when Mr. Jaime Jorba, one of the United States and Latin America-, also brand’s founders in Mexico, returned to incorporating Bimbo UK, China and the his home country.

76

May 2022

brand’s assets in India and Morocco,

Food & Beverage

thus becoming Bimbo.

“Bimbo was pretty set in the

Business Engineering and Chemistry Engineering at the Technical University

Americas and decided to grow in the

of Catalonia (in Barcelona, Spain). He

continents where it lacked presence:

also earned an MBA from the IESE

Europe, Asia and Africa,” commented

Business School (also in Barcelona).

Javier Cabeza, Vice-president of

Among postgraduate studies,

Operations in Europe, Africa and Asia

Cabeza obtained a Certificate as a

for Grupo Bimbo.

Breadmaking Technologist from the

LEADERSHIP: BEYOND LEAN MANUFACTURING Javier Cabeza is near completion of his second decade of work for Bimbo,

American Institute of Baking and a Leadership program from the Harvard Business School.

Before joining Bimbo at 22, Cabeza

which means he was also part of the

worked for Synthesia Technology, a

Bimbo company in Spain before being

Spain-based leader in polyurethane

acquired by the Mexican business

solutions, and also for the Benetton

group in 2011.

clothing brand. Once in Bimbo, Cabeza

Cabeza earned Bachelor degrees in

has practically experienced every area

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77

Bimbo Europe/Africa /Asia

“The company’s a heavyweight in Europe for its business in Spain, Portugal and now in Asia” Javier Cabeza, Vice-president of Operations in Europe, Africa and Asia for Grupo Bimbo

78

May 2022

Food & Beverage

in the company from operations to

approximately 16,000 workers serving

technical positions. The deployment

more than 200,000 clients.

of lean manufacturing systems and

Bimbo’s UK business was added

continuous improvement processes

to the operations performed from

highlight his tenure in the company.

Bimbo Iberia towards all of Europe.

Besides his outstanding work in Spain,

The UK branch’s business consisted

Bimbo also took Cabeza to Belgium,

mainly of bagel and croissant bread.

the United States and Netherlands,

In Africa, Bimbo arrived in Morocco

until being in charge of, probably,

by acquiring a small company,

the most diverse of Grupo Bimbo’s

growing its presence from the initial

operations, globally.

four production facilities and also

“I wanted to become part of an

expanding its product portfolio.

enterprise so big as to not know

“The company’s a heavyweight

in which part of the world I would

in Europe for its business in Spain,

find myself the next day, and that’s

Portugal and now in Asia,” said

why I like Bimbo a lot,” the executive declared.

Cabeza, who is familiar with the highly competitive European market which, sooner or later, ventures into

CONSTANT GROWTH IN EVERY TERRITORY Bimbo’s endeavors in Europe, Africa

Latin America.

and Asia encompass 32 facilities

Positioning Bimbo EAA as this

-used both as corporate offices and

clockwork operation able to replicate

as storage facilities-, involved in the

the model and reach of its parent

production of 15 brands, operated by

company overseas is a very complex

KEY STRATEGIES

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79

Bimbo Europe/Africa /Asia

Javier Cabeza, Vice-president of Operations in Europe, Africa and Asia for Grupo Bimbo

80

May 2022

Food & Beverage

task which requires aligned strategies

• Quality-focused operations.

such as:

Quality has become the determining

• Inorganic growth. The group

factor even for decision-making, from

acquired companies in Spain, India,

being a tactic to become a strategic

Morocco and the UK, which have

factor. No matter how favorable aspects

resulted in a longer reach and a

such as costs and revenue become,

strengthened portfolio within the

no decision is made if it affects the

food market.

products’ quality.

• Managerial structures

• Talent detection and

deployment. These offer detail into

positioning. One of the most

the business alignment level obtained,

important strategies is getting to know

and they also measure efficiency,

the talent’s capabilities in every country,

capabilities, business contribution

enabling them to develop the roles each

and adaptability.

territory requires, matching capable individuals with the tasks necessary to

• Investment in production

different countries, as well as to develop

capacity. This has implied great

the company’s talent or sourcing

investments in every country,

enabled staff to fulfill areas in need.

contributing to each territory’s growth.

“We do make a great difference • Implementation of Lean

by relying on staff from China, India,

Manufacturing. This improvement

Morocco, Portugal, Spain and the

system has been able to detect all

UK, such variety provides a big

contributing and non-contributing

contribution,” the vice-president

elements in bringing value to clients.

pointed out.

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81

Bimbo Europe/Africa /Asia

“We want to keep being a force in innovation. In every country we must fulfill the group’s philosophy: Feed better world” Javier Cabeza, Vice-president of Operations in Europe, Africa and Asia for Grupo Bimbo

82

May 2022

Food & Beverage

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83

Bimbo Europe/Africa /Asia

SUPPORT FROM

This network support has been key

A GIANT CORPORATION

to take solid steps in relatively new

Bimbo EAA makes the most from

territories such as India or Morocco.

resources provided by Grupo Bimbo,

“Grupo Bimbo is always at the top of

especially those involving knowledge

our list, providing us with influence and

and products, as well as personnel,

knowledge,” Cabeza remarked.

experience and contact with tech and

84

raw materials suppliers, considering

THE COVID-19 PANDEMIC

Bimbo has become the largest bakery

AS CHANGE ACCELERATOR

company worldwide.

An enterprise the size of Bimbo EAA

May 2022

Food & Beverage

couldn’t be exempted from adapting

value of products, plastic packaging

to the consequences of the COVID-19

and other trends previously detected,

pandemic, deploying timely measures

which simply took off as the pandemic

preventing the disease internally,

began, such as online retail, to

reducing its spread to zero.

name one.

However, the company is aware

“We’ve learned to become more

that changes didn’t take place only

open, faster, to make the most out

within different companies, but also

of business opportunities, to become

in consumer habits, becoming more

leaner toward decision-making,” the

conscious regarding the nutritional

executive said.

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85

Bimbo Europe/Africa /Asia

ON THE ROAD TO SUSTAINABILITY

globally, has experienced progress

Taking Grupo Bimbo toward

in solar power.

sustainable operations is a top priority, globally.

Up until now, Europe has been

other brands, clients and distributorswith the Marcas Waste Warrior

the ideal ground to reach different

association, whose purpose is to

goals, considering the territory’s

eliminate food waste. The association

regulations, policies and culture,

created the Too Good To Go campaign,

which allow for significant advance

in which different brands offer

in purposes such as bringing CO2

attractive food packages near their

emissions to net zero by 2050 and

expiration date at very low prices with

other intermediate goals related to the

the purpose of feeding more people

use of plastics in packaging, among

instead of wasting food, aligning the

other things. In countries such as

company to reduce food waste in 50%

Spain, Bimbo’s vehicle fleet boasts 20% of electric vehicles, an amount that will undoubtedly grow in the short term also in other countries. In Mexico, Bimbo has the largest electric vehicle fleets in Latin America.

The company offers different

in respect with their 2016 figures.

“Sustainability is one of the group’s strategies. These goals must be accomplished, it’s fundamental to our group, there are no excuses for unfulfillment,” Cabeza expressed.

packaging, including biodegradable

GROWTH IN THE HORIZON AND CONTRIBUTIONS TO FEED THE WORLD

solutions such as D2W. Also, Bimbo,

If there’s a word describing the

recyclable options for plastic

86

In Europe, Bimbo is involved -along

May 2022

Food & Beverage

“Sustainability is one of the group’s strategies. It’s fundamental to our group” Javier Cabeza, Vice-president of Operations in Europe, Africa and Asia for Grupo Bimbo

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87

Bimbo Europe/Africa /Asia

future purposes of Bimbo EAA, it is undoubtedly “growth”. Asian territory is poised to become the grounds for such a purpose, specifically in India, where the company’s challenge is to reach more population.

In Africa, on its behalf, growth purposes also persist, but not in the short term. The market is evolving and it is very important to remain aware of its development.

The operation in Europe is consolidated, but the plan is to keep strengthening the company’s finances and enter categories yet to be explored

by Bimbo.

Along with the brand’s efforts overseas, the company improves the fulfillment of its purpose to contribute to a better world by providing quality foods to a quantity of people that keeps growing.

“We want to keep being a force in innovation. In every country we must

88

May 2022

Food & Beverage

Founded: 1945, in Mexico Industry: Food & Beverage Employees: 16,000.

Contact: www.grupobimbo.com atencionenlinea@grupobimbo.com

fulfill the group’s philosophy: Feed a better world,” finalized Javier Cabeza, Vice-president of Operations in Europe, Africa and Asia for Grupo Bimbo.

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89

HIGH QUALITY standards and operations

A comprehensive and certified operation from sowing to distribution is the cornerstone for Licores de Guatemala to endure as one of the companies exalting the name of the Central American country.

Translated by María Murgui

Produced by

Jassen Pintado

Interviewee

Luis Ibáñez Guillén, General Manager at Licores de Guatemala

Licores de Guatemala

L

icores de Guatemala

Later, in 2020, Industria Licorera

has exalted the

Quezalteca won an award as Exports

name of its country

of the Year, which acknowledges the

internationally through

company’s quality, sustainability and

the exportation

competitiveness.

of fine beverages of high quality

“Licores de Guatemala is currently

and excellence in their production

at a very important point after five

processes; its brands come to be

years of uninterrupted growth and a

a model which is earning more and

profitability of each of its production

more prestige with the passing of

units”, pointed out Luis Ibáñez Guillén,

time. In its country of origin, its rums

General Manager at Licores de

and “aguardientes” are already a

Guatemala.

part of the local tradition for the best occasions, serving in each sip more than 80 years of experience which is

INTERNATIONAL EXPERIENCE IN THE SECTOR Ibáñez is an industrial engineer and

also present in more than 25 countries. public accountant whose education Besides extending its presence took place in Peru. He also earned

92

internationally, in 2013, Licores

an MBA at ESAN (Spanish acronym

de Guatemala got the “Ron de

for Business School for Graduates,

Guatemala” Designation of Origin,

in Peru) University Business School

thus affording status not only to

and is currently a doctor candidate

the land and environment where

at the University of Seville (Spain).

the cane grows, but also to the

The executive also completed

quality of the materials in which

specialization courses at the Marketing

it is stored and aged.

Society (London, England) and

May 2022

Food & Beverage

“Licores de Guatemala finds itself at a very important point after five years of uninterrupted growth and a profitability of each of its production units” - Luis Ibáñez Guillén, General Manager at Licores de Guatemala

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Licores de Guatemala

executive formation programs

as Argentina, Ecuador, Panama, Peru

at the INCAE (Spanish acronym

and, currently, Guatemala.

for Central American Business

“My job is results-focused, I take

Administration Institute, in Costa Rica)

part in all the business development

Business School.

aspects”, declared Ibáñez.

Its prime field of expertise is Business Strategy and Innovation

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in the trade front. Throughout 25

OPERATIONS WITH THE SUPPORT OF A COMPLETE STRUCTURE

years he has worked in the alcoholic

The operation of Licores de

beverages industry in countries such

Guatemala has got the structure of an

May 2022

Food & Beverage

integrated chain: from the sugar cane plantations, the sugar mill where raw

class brands are commercialized.

The operation is complemented

material is processed, distillery, aging

with Casa del Ron, its own retail

centers, packaging factories, its own

chain, which has different locations

distribution system and contracted

in the country.

distribution through first-tier partners for the global presence of the product.

Moreover, the company has a

RICH PORTFOLIO WITH WELLPOSITIONED BRANDS

division for imported liquors of

Licores de Guatemala is formed by

different kinds, through which first-

rum, “aguardiente” and gin brands,

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El Mejor Ron del Mundo se Viste con las Mejores Etiquetas

+502 2323-9898

ventas@dacsanet.com

www.dacsanet.com

/dacsagt

Envases Universales Ball de Centroamérica, S.A. Somos una empresa dedicada a la fabricación de envases de aluminio para bebidas con instalaciones de producción en Guatemala y Panamá.

NUESTROS PRODUCTOS Latas de aluminio de dos piezas.

Más livianas para transportar y fáciles de guardar Diseñada para una apilabilidad perfecta Enfriamiento rápido Amigables con el medio ambiente debido a que el

alumunio es infinitamente retornable y reciclable

www.ecaguatemala.com

@endelispanama

Food & Beverage

each one with its own personality, capable

for a democratic consumption among

of reaching different market niches.

different groups.

RUMS

AGED RUMS

Ron XL: Beverage aged in oak casks

Ron Botrán: Botrán rum varieties are

for at least one year, distilled four times.

recognized worldwide thanks to their raw

Excellent selection for cocktails and a

honey-based production, obtained after the

choice beverage for young adults. Available

sugar cane’s first pressing, which is grown

in pineapple/coconut, lemon/cucumber,

in the Retalhuleu region, in the South-West

berries, and apple flavors.

of Guatemala.

Ron Venado: This rum is offered in two

Ron Colonial: Conceived up in

different varieties, according to their alcohol

one of the first cities to be founded in

content. It stands out due to its mixability.

this continent, Antigua, Ron Colonial is produced from the maceration of plums,

“AGUARDIENTES” Aguardiente Venado: A real tradition in

raisins and vanilla.

Ron Zacapa Centenario: Zacapa has

the Guatemala central area, aged for a year

been catalogued as the best rum in the

and with tinges of intense flavor. A version

world due to its production, from the soil

with cinnamon scent and flavor was added

type, climate and other natural elements

recently to this brand.

combined in the region where its cane

Quezalteca: Flagship brand in the country, rooted to customs and flavors from

grows, its one of a kind distillation process and, specially, its aging at high altitude.

Guatemala. Quezalteca is beyond social classes and age groups. Different flavors have been adapted to the Central American taste in different graduations, which allow

GIN Xibal: This liquor is produced from Mesoamerican herbs which are

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Licores de Guatemala

characteristic from Central America, in perfect symbiosis with the gin traditional flavors.

RTDs AND HARD SELTZERS As trendsetters in low-grade and low-calorie alcoholic beverages, the company created brands such as Cubata, VIP, OBIT, Mangiatto, Xibal and Kick, aimed for different occasions and different markets with flavor variety.

INNOVATION AS A BRAND-CREATOR BOOST The capability of building up brands and innovating when affording them an evolution element was joined to Licores de Guatemala’s tradition of producing high-quality liquors for decades.

Currently, the company offers both the domestic and international markets an average of 25 innovations a year in the form of new products, new flavors, new brands and packaging.

IMPORTED BRANDS We are pleased to represent brands

“We have converted the company into a lean organization to respond to

from top level wineries and companies

the faster and faster changes in the

such as Viña San Pedro, Casa

markets”, Ibáñez pointed out.

Orendain, Tito’s, Pernod Ricard, E & J

Among these innovations, we could

Gallo Winery, PradoRey, and Segura

highlight high quality products which

Viudas, which trust our commercial

can make a difference in the market,

and brand development system.

such as: Ron Botrán Creole Apple Fusion, Botrán Vintage Wine Cask,

“We are proud of producing

Botrán Guatemalan Oak, Cinnamon

rums which are really world-class”,

Flavored Venado, Zacapa Royal, Ron

commented the General Manager.

XL in different combinations with lemon, XL Sour Blast, XL Pineapple/

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May 2022

Food & Beverage

“We are proud of producing rums which are really world-class” - Luis Ibáñez Guillén, General Manager at Licores de Guatemala

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L

eading company in Central America and the Caribbean, dedicated to the production and distribution of medical and industrial gases.

Solutions for various industries

GASES

EQUIPMENT

PBX: (502) 2421-0400

www.productosdelaire.com

Coconut, Xibal Gin & Tonic, Xibal

COMPANY-OWNED RETAIL OUTLETS

Equinox; Blackberry Quezalteca,

In order to work as a complete

Guatemalan Mango, Pepita

operation, Licores de Guatemala

Orange, Pineapple, Hot Corn flour

manages its own retail channels,

Drink; “ready to drink” (pre-mixed)

which have been modernized and

Mangiatto, XL Kick and Quezalteca

reshaped through physical sales

Chispuda, just to name a few.

channels Casa del Ron, in different

Beyond alcohol as a beverage, COVID-19 pandemic took Licores de Guatemala to develop Alkoh,

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cities in the country, whose unique concept has been renovated.

After the transition to e-commerce

making an incursion the in medicinal

on the part of the consumers,

alcohol market, thus contributing to

which was accelerated during

fight the virus.

the quarantines derived from the

May 2022

Food & Beverage

pandemic, the company has focused its efforts on developing its electronic commerce channel.

SUPPLIERS’ SECTORS Each line of Licores de Guatemala’s suppliers is properly segmented according to each stage in the production and commercialization of beverages.

For the farming stage of the process, the company has got suppliers who can afford the best fertilizer and riper which not only fullfils the sowing and optimal development of the cane, but also are friendly to the environment and the soil quality for sowing. Another important partnership is the one with packaging material suppliers (both glass containers as well as lids and labelling).

An important task with companies which take part in key areas for the creation of formulae, such as flavoring, aromas and natural scents is also carried out.

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Licores de Guatemala

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May 2022

Food & Beverage

“We have converted the company into a lean organization to respond to the high speed of changes in the markets” - Luis Ibáñez Guillén, General Manager at Licores de Guatemala

SUSTAINABLE OPERATION The purpose of directing the company

experience centers.

This way, the company guarantees

towards sustainable operations has

the sustainability of Guatemalan rum,

resulted in important investments

which keeps up to world standards

on behalf of Licores de Guatemala,

not only for its quality, but also for its

accomplishing effective actions such

caretaking of the environment and

as a reduction in the use of fossil

respect of human rights.

fuels and the optimization towards

The company earned the Neutral

clean processes, having received the

Carbon certification in May 2021

ISCC Certification Plus (International

from SGS, thus fulfilling ISO Standard

Sustainability and Carbon

14064:2006. This was achieved

Certification) and verified the entirety

by eliminating its carbon footprint,

of its production chain. This rank also

without turning to the purchase of

guarantees the optimal management

carbon footprint credits as other

of the production chain’s resources,

companies do, as it owned an

from plantations, mills, distilleries,

inventory of more than 1,850M

aging and packaging centers to

to achieve its own mitigation of

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Licores de Guatemala

greenhouse effect gases.

Towards the external part of the company, Licores de Guatemala created the “Tranquilo Camilo”

FUNDACIÓN LICORERA (SOCIAL WORK ORGANIZATION) Fundación por la Vida (Foundation for Life) was created in 1986. It changed

campaign, which consists of enjoyable its name to Fundación Licorera, which contributes to the complete communications to promote the

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moderate consumption on behalf

development of the Guatemalan

of consumers.

society focusing on three main points:

May 2022

Food & Beverage

life standards through nutrition, education and productive programs.

This organization has managed

LOOKING TOWARDS GROWTH The main goals for Licores de Guatemala are the consolidation of

to have an impact on children and

the growth experienced over the last

surrounding communities through two

years and make it sustainable with the

schools with about 1,000 students,

passing of time.

and also more than 200 women through different trainings who seek to empower and improve their living

After the positioning of its brands in Guatemala and Central America,

standards. They also distributed about Licores de Guatemala seeks to emerge in new markets beyond the 12,620 bags with food in Jocotan, Chiquimula, known as the “Dry Corridor” in our country. In addition to this, our Ingenio Tulula office for relationships with communities has benefited more than 14,300 neighbors

organic growth.

“We keep an eye on new growth opportunities and we look toward the future with optimism”, concluded Luis

and 2,800 families from San Andrés

Ibáñez Guillén, General Manager at

Villa Seca, Retalhuleu, with health,

Licores de Guatemala.

communal infrastructure and human development projects.

FOUNDED: 1939 INDUSTRY: Food & Beverage CONTACT: (+502) 2470-9696 www.licoresdeguatemala.com info@licoresdeguatemala.com

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