Unilever to acquire food company
Brazilian natural and organic food business Mãe Terra helps grow Unilever’s own sustainable nutrition strategy in CDN $11.84 billion Brazilian market.
October 16, 2017 By Andrew Joseph
LONDON/ROTTERDAM—Unilever has signed an agreement to acquire Brazilian natural and organic food business Mãe Terra.
Mãe Terra is a fast-growing and well-loved brand in Brazil, providing health-conscious consumers with organic and nutritious food products since it was set up in 1979. The company’s vision is to democratize natural and organic food by taking care of people and planet.
Mãe Terra operates in several categories with a portfolio that includes organic cereals, cookies, snacks and culinary products. The main Mãe Terra categories represent a Brazilian market worth more than €8 billion (CDM ~$11.4 billion).
Growing at over 30 per cent per year, Mãe Terra has a strong brand equity and a clear purpose of making nutritious food accessible to all. This fits clearly with Unilever’s own sustainable nutrition strategy and its commitment to sustainable growth.
Globally, the healthy foods trend is gaining relevance fast. Brazil is the fifth largest market in the world for healthy food and beverages, with 79 percent of consumers regarding health and nutrition as priorities.
Unilever Brazil president Fernando Fernandez, says: “We are excited about this acquisition. Mãe Terra has a great following in Brazil and strengthens our food portfolio, allowing us to accelerate our expansion in the high-growth naturals and organic segment. With Unilever’s expertise and distribution channels, we can both grow and scale Mãe Terra, helping to realize its mission of bringing healthy and nutritious food to even more people. This is perfectly aligned to Unilever’s commitment to sustainable nutrition and to provide consumers with food that tastes good, does good and doesn’t cost the Earth.”
Mãe Terra chief executive officer Alexandre Borges adds: “Unilever understands how preserving our purpose-driven culture is critical to the growth of our business and the popularity of our foods. It is uniquely placed to help us accelerate our mission to bring natural and organic food to more people in Brazil.”
Unilever will manage Mãe Terra to ensure its unique culture and vision is preserved while ensuring its ongoing success, with Alexandre Borges staying on as general manager.
Terms of the deal were not disclosed. The transaction is subject to customary regulatory approvals.
For more information on Unilever, visit www.unilever.ca.
About Mãe Terra
Mãe Terra is a leading company in the natural and organic food segment in Brazil. Founded in 1979, Mãe Terra has nearly 300 employees helping produce more than 120 products, distributed in all Brazilian states.
Image purchased via www.fotolia.com.