Camil has leading position in all segments and countries it is present in, with traditional, acknowledged and Market leading brands:
We have a portfolio of leading brands in several product categories. This is a result of our experience, marketing solid strategy, know-how, and national presence in the countries where we operate.
- #1 processor and distributor of rice in Brazil (Camil brand)
- #1 processor and distributor of rice in Uruguay (Saman brand)
- #1 processor and distributor of rice in Chile (Tucapel brand)
- #1 processor and distributor of rice in Peru (Costeño brand)
- #1 in refined sugar in Brazil (União brand)
- #2 in the canned sardine and #2 in the canned tuna market in Brazil (Coqueiro brand)
In Brazil, we occupy the 1st position in rice market with a market share of 9%¹, and our brand Camil has 60% of Top of Mind². In granulated sugar market, we are leaders in Brazil as well, with a market share of 32%², and “União” has 83% of Top of Mind². In canned fish market, we occupy the 2nd position in market share for sardines and tuna with 43% and 23%, respectively, and our brand “Coqueiro” has 47% and 37% of Top of Mind² for sardines and tuna, respectively. In Uruguay, “Saman” is the leading rice brand, with a market share of 48%³. In Chile, we occupy the 1st position in the rice market with a market share of 33%, and our brand “Tucapel” has 50% of Top of Mind. In Brazil, we also occupy the 1st position in bagged rice market with a market share of 33%, and our brand “Costeño” has 72% of Top of Mind.
Our brands have tradition and are widely recognized by customers in their respective categories and regions where we operate, allowing us to obtain a premium on the price of our products between 3% and 12% above the average prices in rice and sugar markets, respectively4.
¹Dados Nielsen Retail Index de Agosto e Setembro 2018; ²Top of Mind Camil Ipsos; Janeiro 2019; ³Market share total (Mercado local + exportações) – Consecha Comision Sectorial del Arroz 2016/17; 4Índice de preço Nielsen INA e Cash and Carry de abril 2017 à novembro 2018
Our history and reliable capacity of successfully identifying, acquiring and integrating strategic acquisitions
With over 50 years of history, Camil is one of the largest food companies in Brazil and South America, holding a leading position in categories and countries where we operate. We have a consistent history of the growth of our market share in Brazil and South America through organic growth and strategic acquisitions with the diversification of our geographic operation and product categories.
In the last 20 years, we deployed a successful expansion strategy through strategic acquisition both in national and international markets, with a purpose to expand our brand portfolio, product categories, and geographic operation. Since 2007, we expanded our operations with rice to Uruguay, Chile, and Peru and, in Brazil, we added to our portfolio, besides the grain category, the canned fish brands “Coqueiro” and “Pescador” and sugar brands “União” and “Da Barra”, besides other regional relevant brands. Industrial improvement, blend of products, and our pricing capacity makes the acquired companies have significant growth in quality and presence in the market.
The several strategic acquisitions we conducted significantly contributed to increasing our result due, especially, to the capacity to successfully identify, acquire, and integrate new structures and operations to our business model in a quick way and without impairing the quality and competitiveness of our other brands and products. Our integration process allowed us to reach an increase of operational efficiency in the companies acquired upon the performance of synergies, rationalization of costs and expenses, and economies of scale as brands, products, distribution centers, and plants were included in our business model. We believe that our wide, proven experience acquired in these process gives us a unique position which not only helps us to correctly identify possible acquisitions but also helps us to quickly acquire new brands to our business model, generating a gain of scales and efficiency. The diversity of business, besides reducing risks and increasing structural and cost synergy, provides us better expertise in different distribution models, supplies, and more strength in trade marketing through cross-selling initiatives.
Our business model is based on operating in higher value-added stages of the supply chain, from processing to distribution and marketing of our products. Our supply chain positioning allows us resilient results of operations by minimizing our exposure to raw material price variations, mainly rice and beans, and enabling us to transfer price fluctuations in the commodities market to our customers, thereby decreasing the adverse effect of commodities volatility on our margins.Additionally, we are present in several synergistic product categories, reducing our exposure to possible oscillations in specific segments, and allowing us to develop and offer to our customers a more assorted, complementary products portfolio. Additionally, the diversity of complementary products allows us to have economies of scale, essentially important in food segment both for negotiation with customers and the optimization of our logistics and distribution structure.
In the latest six fiscal years, from February 2012 to February 2018, Camil’s EBTIDA margin as a percentage of Net Revenue on sales and services varied between 9.8% and 11.7%, representing a 17.0% CAGR, besides the economic cooldown and increase of inflation during such period.
Throughout our history, we have developed a strategy of proximity to our customers, including small- and medium-sized retail companies and major wholesale networks, by means of a sales team capable of identifying and meeting the specific needs in each region, and a solid distribution platform comprised of 18 distribution centers and 27 processing units strategically located with a broad footprint and national coverage in the countries where we operate, which assures us logistic efficiency and the ability to fulfill demands from different types of customers.
We operate in Brazil with national coverage and distribution capillarity, allowing proximity with the final consumer, we service approximately 20,000 clients and approximately 285,000 sales points in Brazil. Our own sales team, made up of salesmen, promoters and supervisors, has the objective of finding privileged spaces in retail and wholesale chains, highlighting our products´ visibility. Other than that, our portfolio´s variety, together with our vast distribution capacity, allows us to fulfill demands from different kinds of customers, from different classes and income, reforcing their loyalty.
Updated at 04/10/2019 at 08:59 pm