Camil has leading position in all its operating markets:
- #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 player in refined sugar in Brazil (União brand)
- #1 player in the canned sardine and #2 in the canned tuna market in Brazil (Coqueiro and Pescador brands)
We have a portfolio of leading brands in different product categories, which is a result of our experience, solid marketing strategy, know-how and national coverage in the countries where we operate. In Brazil, our brand Camil is number one in the rice market, with a market share of 17% and 65% of top of mind. Our brand União is also the leader in Brazil’s refined sugar market with a market share of 36.2% and 84% of top of mind. In the canned fish market, our brand Coqueiro is number one in terms of market share for sardines and number two for tuna, with 45.5% and 24.3%, respectively, and 65% and 56% of top of mind, respectively. In Uruguay, our rice brand Saman is number one in terms of market share, with 42%. In Chile, our brand Tucapel is number one in the rice market, with a market share of 33% and 50% of top of mind. In Peru, our brand Costeño is number one in the rice market, with a market share of 47% and 72% of top of mind. Our brands are traditional and recognized by consumers in their respective product categories and regions, which allows our products to carry price premiums that range from 4% to 18% above average retail prices for rice and sugar, respectively, over the past six years.
Our distribution platform consists of 18 distribution centers geographically located close to the main consumer centers and import and export channels in Brazil, Uruguay, Chile, Peru and Argentina. Additionally, six of our 29 industrial facilities also operate as distribution centers. Through our distribution platform and third-party distributors, our products are sold at approximately 330,000 points of sale across Brazil, Chile and Peru, according to Nielsen, which encompass the main retail and wholesale networks in the countries where we operate, as well as small- and medium-sized retail companies, including supermarkets, restaurants, industrial kitchens and institutional customers. In the 2016/2017 harvest, in Brazil, 49% of our sales volume was carried out to retail stores, 27% was carried out to cash and carry stores, 18% was carried out to wholesale stores and 6% carried out to independent distribution channels. We service our sales channels directly, which allows us to develop strong and long-term relationships with our customers.
Our distribution platform grants us a broad footprint and coverage in the markets where we operate, allowing us to distribute our products efficiently and with agility and flexibility. Consequently, we gain access and proximity to a higher number of customers of different sizes and profiles. We believe we benefit from our distribution platform when we add new products to our portfolio or expand the geographic reach of our operations, which allows us to capture organic growth potential and strengthen our presence in the Brazilian and South American food industry.
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.
We have a diversified and complementary product portfolio, which decreases our exposure to fluctuations in specific segments and allows us to offer different product categories to our customers. Additionally, our diversified product portfolio allows us to profit from economies of scale, negotiate combined sales of our products in different categories with customers and optimize our logistics and distribution platform;
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 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 relevant markets in the food sector in South America. We believe the market has a positive outlook, supported by the resumption of economic growth, an increase in population and the strengthening of favorable trends in consumption habits.
Updated at 12/26/2017 at 03:44 pm