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According to the Capixaba Director, Piantavinha, Nestlé’s multimillion-dollar investment represents a new production line and a continuation of the modernization of Garoto’s industrial park in Espírito Santo
Nestlé received a visit from Marcelo Melchior, CEO of Nestlé, and Patrício Torres, Vice President of Chocolates at the company, on the eve of the 31st edition of the 10 Milhas Garoto, a traditional sporting competition that attracts athletes and amateur runners from all over the country.
The two executives, together with the director of the Garoto factory in Espírito Santo, Michey Piantavinha, announced investments and a focus on technology at the Garoto factory. Melchior stated that Nestlé will invest R$ 220 million in Garoto by 2023, with R$ 60 million being invested in 2022 alone.
Confusion in the Capixaba Company?
The Capixaba company Garoto, which was acquired by Nestlé after an auction in 2002, still has to face a dilemma at the Administrative Council for Economic Defense (Cade), which regulates competition. However, this is not a concern for the multinational’s management.
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Nestlé’s management stated that they are running the company normally, since Garoto is a division of Nestlé. They will continue to make investments, consolidating the brand, competing in the market, and delivering spectacular results. They are also making many investments in technology, automation, and robotics, leaving the issue related to Cade to those responsible for the matter. Nestlé manages the business in the same way it manages everything else.
According to a report by Folha Vitória, the CEO emphasized that, even if the situation changes at Cade, the name Garoto will not be removed from our products and that the traditional name is a source of great pride.
He further explained that with a look at the Nestlé portfolio, one would notice that nearly all brands were acquisitions and/or mergers. Since Maggi in the 1930s, which is now a culinary brand that no longer has Nestlé written on it, along with Purina, in pet food. The company is used to working this way.
He also added that Garoto was not acquired simply to increase production capacity, but because it is a brand that represents a legacy for Brazil and for the Capixaba people and because its products are loved by all Brazilians.
According to the Capixaba director, Piantavinha, the three-digit investment represents a new production line and a continuation of the modernization of the industrial park. He celebrated that Nestlé has done and continues to do a lot for Garoto and that impressive improvements have been made to the products, which is very exciting.
Next Steps for Garoto
For the managers, the future goal of the company is to continue Garoto in Espírito Santo, always growing and modernizing, while positioning itself prominently in terms of efficiency against other competing national companies.
Despite the advance planning, Michey informed that production for Easter has already begun. They believe that Garoto has very traditional chocolates, being the favorite in Brazil for cocoa with 100% Brazilian origin. The director also emphasized that Garoto is the only major Brazilian brand that makes all its products with cocoa sourced 100% nationally, especially from Bahia.
Check out more news about Espírito Santo:
Billion-Dollar Contract Signed Between Espírito Santo Gás and Portuguese Company. This is the first time another company, other than Petrobras, is on the radar to meet fuel demand
The contract signed between Espírito Santo Gás and Galp Energia, a Portuguese oil company, aims to generate natural gas for Espírito Santo.
The Espírito Santo Gas Company (ES Gás) has established a supply contract with Galp Energia, a Portuguese company operating in the petroleum and natural gas market. This is the first time the state of Espírito Santo will have a natural gas supplier other than Petrobras. The contract is set for ten years, totaling a volume of 912 million m³ of natural gas. The total value of the contract approaches R$ 2 billion.
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