Leading Spanish organic distributor La Finestra sul Cielo España, a sister company of Italian organic pioneer La Finestra sul Cielo, has become major shareholder of Brazilian organic pioneer firm Quinua Real Brasil Ltda. in May this year. The merger with the largest Brazilian organic importer, processor and distributor of quinoa Andean food products, will increase La Finestra’s market penetration in this South American nation, where it has already had a presence via a distributor since 2007, with its top cereal drinks sold under the brand BeVida, which has received innovation awards at both the Alimentaria fair in Barcelona and Alimentaria, Mexico City.
“We are very pleased with this new venture and look forward to further expansion in Brazil ,” said La Finestra’s managing director Miguel Angel Montesinos. “It will also help us to further expand to other Latin American countries, an obvious market for a Spanish company, since we share a similar cultural background and language.” La Finestra sul Cielo Spain already has distribution operations in Colombia and Peru and is actively looking for strong distributors, who share the same work ethics and values, in Chile and Mexico.
With Quinua Real Brasil, La Finestra will consolidate relationships and access to all the main natural health food stores and the largest retail chains in Brazil such as Pao de Açucar, Carrefur and Walmart. “We are also eager to import the Quinua Real Brasil lines to Spain, Portugal and other markets in Europe, Latin America and elsewhere”, said the dynamic entrepreneur. “The merger will also optimize our operation, simplifying certification procedures and other administrative expenses”. Joining Quinoa Real Brasil as operations manager is Carol Beckedorff, who previously worked as marketing manager for organic products at Brasilian supermarket chain Pao de Açucar.
La Finestra sul Cielo acquired 90% of Quinua Real. The balance remains in the hands of Clodomiro Carneiro, Brasilian organic pioneer and founder of the company. Sixty percent of the half million Euro investment corresponds to the purchase of Quinua Real Brasil, the firm that first introduced quinoa to the Brazilian market. It reported sales of 1.5 million Euro in 2010; La Finestra sul Cielo Espana reported sales of 6 million Euro, almost one million of which was outside Spain. The new venture expects to grow by 30% in 2011 with additional points of sale and more product lines to offer. “We are delighted to have a strong brand for quinoa products that are nutritious and support farmers in the Andean highlands and aim to introduce it at BioFach in Germany next year.”