S\u00e3o Paulo \u2013 Ice cream producer Rochinha, which has been successful on the coast of S\u00e3o Paulo for decades, is going to start exporting part of production in early 2013. The company owner, Jos\u00e9 Lopes de Barros, is in contact with partners in several countries and says that the first destinations for his sorbets will be the United Arab Emirates and the United States. Furthermore, the company is also getting ready to expand operations to other states. <\/p>\n
\u201cWe have many contacts for export. For a long time we have been sought by companies that may be partners in other countries, but we are not progressing with the project yet as our factory is small,\u201d said Barros, who inaugurated an industrial unit on September 21st, in S\u00e3o Jos\u00e9 dos Campos, 98 kilometres away from the city of S\u00e3o Paulo. The investment was R$ 8 million (US$ 3 million). Production may reach 200,000 sorbets a day and, thus, may supply the market in S\u00e3o Paulo, in other states and, in future, make the export plan possible.<\/p>\n
Apart from the Emirates and the US, France, Portugal and Mexico may be other destinations for Rochinha. In all these countries, said Barros, there are those interested in importing. \u201cWe are negotiating to sell to Dubai and Orlando. We already have partners for distribution of our ice cream in these places,\u201d he said.<\/p>\n
Exports have not yet started as the company is calculating the cots, and what sales volume will be necessary for profit and the price of the lollies, which in Brazil go for R$ 3,00 to R$ 4,50 (US$ 1.50 to US$ 2.25).<\/p>\n
\u201cThe cost is high; we are working with a consultant to evaluate the viability of the business. But we want to be prepared for export in the first quarter of 2013,\u201d says the company owner. Barros\u2019 estimate is that 10% of production should be exported in the first year and that two years later, 50% of the total produced should go to other countries.<\/p>\n
Rochinha should also expand its distribution, currently restricted to S\u00e3o Paulo and Rio de Janeiro, and get to regions in the country that only know about the ice cream\u2019s fame. That is the case with the states of Santa Catarina, Rio Grande do Sul, Distrito Federal and the states in northeastern Brazil.<\/p>\n
Those reading about the company\u2019s expansion plan, however, do not know that it was born as a small ice cream shop in the city of S\u00e3o Sebasti\u00e3o, on the north shore of the state of S\u00e3o Paulo. It was opened by Jos\u00e9 Rocha Medeiros, over 50 years ago, and only reached other beaches when one of Medeiros\u2019 nephews opened a small ice cream factory in 1981. Family feuds, however, caused the founder\u2019s nephew to sell the business to a cousin, who sold it to Barros, a construction site manager who wanted to own the factory, in 1992.<\/p>\n
Since then, he has invested in the quality of the ice cream, in expansion of the factory and in points of sale. The recipe for success is a secret, but Barros guarantees: the 30 ice creams he makes in Brazil and for export are produced out of selected fruit, not including preservatives, and they have few calories. Apart from the renowned coconut and tangerine sorbet, Rochinha also produces uncommon flavours like avocado, green maize, cupua\u00e7u, peanut, coconut with pumpkin and jabuticaba.<\/p>\n
*Translated by Mark Ament<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"
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