Brazil, a strategic key market for Emmi, is the largest market for dairy products in Latin America. Despite the high level of volatility, the overall macroeconomic situation in Brazil has improved and inflation has fallen considerably. The Emmi Group has held a stake in the Brazilian subsidiary Laticínios Porto Alegre since 2017 and increased it to 70% in 2019. Emmi perceives further growth potential in the important Brazilian market given that the acquisition of Verde Campo will speed up the transformation of the portfolio through the addition of innovative brands and differentiated premium concepts.
“The shareholding in Verde Campo will allow us to improve our position on the strategically important Brazilian market while reinforcing the value of our portfolio with a strong brand and a focus on functional premium dairy products. We are confident that by joining forces with Verde Campo’s former founding team, we can take the brand to profitable growth,” says Ricarda Demarmels, CEO of the Emmi Group.
Verde Campo: A highly strategic fit for Emmi
With its innovative and healthy dairy products, including yoghurt and milk drinks with high-quality whey proteins, Verde Campo is firmly established in Brazil. The brand, a pioneer in the area of protein, is particularly popular among consumers in the large Brazilian cities, who place a high value on health and functionality. The Verde Campo brand is also highly regarded among nutritionists thanks to the health benefits of its lactose-free, high-protein and natural formulas. In line with its aim of continual portfolio transformation, Verde Campo will complement Emmi’s position in Brazil with a strong brand and focus on functionality. Verde Campo will continue to operate as an independent company.
Former founding team on board
Alessandro Rios Carvalho, founder of Verde Campo, and Álvaro Gazolla, former Head of Marketing and Sales, will assume a 30% stake in Verde Campo and a seat on the Board of Directors. This arrangement affirms Emmi’s conviction that the company can take Verde Campo to sustainable, profitable growth.
The transaction is subject to approval by the competition authorities. Agreement was reached not to disclose the purchase price.
