Bauducco produces more Colombas and foresees 15% growth in 2010
Valor Econômico
In 1976, when it was launched by Bauducco, the Colomba Pasquale - or Easter Dove - was only an attempt to stretch the earnings reached with the sales of panettones. Today, regardless of the similar recipe, the product has managed to create its own market. The product generates nearly R$ 80 million (US$ 43.2 million) in sales only in the 40 days between Carnival and Easter, which falls on April 4 this year. Only in this season 9 million units will be produced, all of which by Pandurata Alimentos, owner of Bauducco, the brand that dominates the sector. "We are less and less dependent of the sales of panettones", says Paulo Cardamone, Marketing Officer of the company.
Pandurata, which does not have major competitors manufacturing colombas (Nestlé, Village and other companies gave up on the business nearly four years ago), does not disclose how much the Christmas delicacy represents in its earnings, which last year got to R$ 1.4 billion (US$ 710.7 million), with growth of 14% compared to 2008. But the volume of panettones sold last year exceeded 50 million units. "Our expectation was to sell 16% more than during Christmas in 2008. But we grew 25%", says Cardamone. For 2010, the company expects to earn 15% more and exceed R$ 1.6 billion (US$ 864.9 million) in sales. The colombas should help. "We are going to sell 15% more in volume than in 2009", says the officer, regarding the cake in the shape of a dove.
The company is also investing in launchings in the area of cookies - a segment that represents the biggest market in the food sector. Only in 2009, according to the projection made by Nielsen, R$ 10 million (US$ 5.08 million) cookies were sold in the country, 1.2% more than in the previous year, in volume. In order to continue growing in this segment, Pandurata started the construction of its new plant in Rio Largo, Alagoas, on January 29, with an initial investment of R$ 80 million (US$ 43.2 million), according to sources of the market. "The investment was not defined because we have not projected the productive capacity for the unit yet. This will be made in the second half", says Cardamone.
Dedicated only to the production of cookies, the sixth plant of the company will put Bauducco closer to the Northeastern consumer, which today is responsible for 30% of the sales of cookies in the country. The opening is scheduled for the first quarter of 2011. The plans of the company to go public continue, but not for the short term, according to Cardamone.