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, our brand Camil is number one in the rice market, with a market share of 14%1, and 60% of Top of Mind2. For beans, we are number two with a 7%3 market share and 53%2 Top of Mind. Our brand União is also the leader in Brazil’s refined sugar market with a market share of 48%4, and 82%2 of Top of Mind. In the canned fish market, our brand Coqueiro is number two in terms of market share for sardines and tuna, with 39% and 24%5, and 56% and 55% of Top of Mind2, respectively.
In Uruguay, our rice brand Saman is number one in terms of market share, with 42%6. In Chile, our brand Tucapel is number one in the rice market, with a market share of 36%7, and 50% of Top of Mind. In Peru, our brand Costeño is number one in the rice market, with a market share of 34%8 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 5% to 15% above average retail prices for rice and sugar, respectively9.
Notes: (1) Market shares referring to total Camil Company brands + Nielsen Retail Index for Rice (INA+C&C Feb-21); (2) Top of Mind Camil Ipsos, Nov-Dec20; (3) Nielsen Scantrack Index for Beans (AS+C&C Apr-May21); (4) Nielsen Retail Index for Sugar (INA+C&CA Apr-May21 for 1kg – represents ~90% of refined market); (5) Nielsen Retail Index for Sardine and Tuna (INA+C&C Apr-May21); (6) Uruguay: market share Consecha Comision Sectorial del Arroz; (7) Nielsen Scantrack Chile; (8) Kantar Worldpanel Peru; (9) Price Index Nielsen.
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 fiscal years, from February 2011 to February 2020, Camil’s EBTIDA margin as a percentage of Net Revenue on sales and services varied between 8.2% and 11.7%, representing a 14.8% 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 16 distribution centers and 28 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 relevant markets in the food sector in South America, in which we believe there is a positive outlook, supported by the resumption of economic growth, an increase in the population and the strengthening of favorable trends in consumption habits.
We operate in Brazil with national coverage and capillarity in the distribution of our products, which also allows us to achieve proximity to the final consumer, serving approximately 14,000 customers and approximately 300,000 points of sale in Brazil. Our own sales team, formed in Brazil by salespeople, promoters and supervisors, aims to seek privileged spaces with the main retail and wholesale chains, enhancing the visibility of our products. In addition, the variety of our product portfolio, combined with the wide reach of our distribution, allows us to meet different consumer preferences and reinforce their loyalty, while simultaneously meeting the needs of different customers of all income classes.
Updated at 07/26/2021 at 04:16 pm