M. Dias Branco S.A. Indústria e Comércio de Alimentos began its activities on October, 1961, but since the 40’s, the Company’s founder, Mr. Manuel Dias Branco, already explored in the State of Ceará activities linked to baking and biscuits production with craft techniques, creating in May 21st, 1951, the company M. Dias Branco & Cia Ltda. to conduct this business.
In 1953, he’s son Mr. Francisco Ivens de Sá Dias Branco entered in the Company, known as M. Dias Branco & Cia. Ltda., and gave it other strategic directions, especially in relation to the investments on industrial technology to produce and sell cookies, crackers and pasta on large scale.
In the beginning of 1960’s, the Company started to operate its current distribution model in order to supply micro, small and medium retailers, with the “door-in-door” system and at least one visit per client every week. This system allowed the Company a permanent adjustment in the market positioning, contributing to commercial strategies and relationship with the clients.
The development of the distribution model, associated with the large scale production, made possible the strong expansion in sales of its unique industrial unit called “Fábrica Fortaleza”, initially in the State of Ceará and later into the surrounding states. This growth motivated the transfer of the industrial and commercial complex located in Fortaleza to the city of Eusébio, 25km away from the former headquarter, a process that was concluded on 1980. During this period, the Company already owned the brand Fortaleza, created on the 50’s and well consolidated, and worked on the insertion and consolidation of the Richester brand, created on 1978, on its operating markets.
During 1990’s, Brazilian government deregulated wheat market, and a new cycle began in the Company with the inauguration, in 1992, of the first wheat mill plant in the state of Ceará. It allowed the Company to begin its integration process to produce cookies, crackers and pasta, since this new plant, called “Moinho Dias Branco”, could produce and supply the main raw material of Company’s products. In the same year, the Company began its activities on the competitive wheat flour and bran markets.
In 2000, continuing the expansion plan, the Company inaugurated the second wheat mill plant in the state of Rio Grande do Norte. In this case, the plant has an integrated production process, since it has also production of pasta. With this integration, the Company had an economy of transportation of wheat flour to pasta, cookies and crackers production plants.
In the middle of 2002, it was inaugurated the first plant of shortening and margarine, which permitted the Company to expand its integration process. M Dias Branco started to produce the shortening needed to the production of cookies and crackers, the second main raw material in this production process. The Company also started to operate in the shortening and margarine markets.
In 2003, was inaugurated, in the State of Bahia, the third wheat mill. Adria, a traditional cookies, crackers and pasta manufacturer, leader in both South and Southeast regions (according to AC Nielsen data), was acquired by the Company, which made it leader in the Brazilian market, according to AC Nielsen, with national coverage. With Adria acquisition, the brands Adria, Basilar, Isabella e Zabet were added to the brands Richester and Fortaleza reaching a larger amount of clients all over Brazil. Besides that, the Company’s production potential came to be even higher with the 3 industrial plants of Adria in the state of São Paulo and one plant in the state of Rio Grande do Sul, which includes three pasta and two cookies and crackers factories.
In 2005, in order to integrate in the same factory the wheat mills and production lines of cookies, crackers and pasta, we started in the state of Bahia, the fourth cookies and crackers facility and the sixth pasta facility, both of them integrated with the wheat mill inaugurated in 2003. In this factory: (i) it was adopted a model that eliminate cost of wheat flour transportation to the cookies, crackers and pasta factories; (ii) it was acquired the most modern technology in the world for milling and cookies, crackers and pasta production process, which were also adapted the produce new products (iii) it was created the operation basis for the expansion of the company to sell its products in the South and Southeast regions, considering the strategic location of the state of Bahia and its proximity to the facilities located in São Paulo state; (iv) this industrial factory is also integrated to a private port in which the Company can import its wheat grain with lower costs compared to public ports.
In the same year, in the state of Paraíba, the fourth wheat mill of the Company started its operation together with the seventh pasta factory, following the same vertical integration model that eliminates the costs of wheat flour transportation.
With the production process expansion, the Company was able also to expand its distribution network, focused on the micro, small and medium retailers, including the ones located in the South and Southeast regions.
In October, 2006, the Company made its IPO on BM&FBOVESPA listed in the New Market Segment (“Novo Mercado”) with the ticker MDIA3, increasing its relationship with capital market.
In April, 2008, M. Dias Branco acquired Industria de Alimentos Bom Gosto Ltda. (known as Vitarella), cookies, crackers and pasta Company located in the state of Pernambuco and with strong operation in the Northeast region, especially in the states where the Company did not have leadership. The acquisition contributed to expand its national leadership in sales volume of cookies, crackers and pasta, besides the expansion of its leadership in the Northeast region in which presented significant economic growth when compared to average growth of Brazil.
On April, 2011, M Dias Branco continued its non-organic growth strategy with the acquisition, by its Subsidiary Industria de Alimentos Bom Gosto Ltda (Vitarella), of the company NPAP Alimentos S.A, a manufacturer of cookies, crackers and pasta with the brand “PILAR”, located in the state of Pernambuco.
On December, 2011, M. Dias Branco acquired J. Brandão Comércio e Indústria Ltda. and Pelágio Participações S.A., the owner of Pelágio Oliveira S.A., both located in the state of Ceará. The afore mentioned Companies, which were controlled by the same group, operate with the name “Estrela” in the production of cookies, crackers, pasta, snacks and cakes in the North and Northeast regions of Brazil with the brands “Estrela”, “Pelaggio” and “Salsito”.
At the Borad of Directors’ meeting held on january, 2012, it was aproved the first corporate debentures issue, not convertible in shares, unsecured, single series, for public distribution, in which emission happened on February, 2012 and settled on November 22, 2013.
On May, 2012, M. Dias Branco acquired Moinho Santa Lúcia Ltda., a Company located in the state of Ceará, that produces wheat flour, cookies, crackers and pasta with the brands “Predilleto” and “Bonsabor”.
In the years of 2012 and 2013, aiming to simplify its ownership structure, the acquired companies were merged to M. Dias Branco and legally extinguished, passing to M. Dias Branco S.A. Indústria e Comércio de Alimentos to absorb all of its rights and liabilities.
The year of 2014 was marked by the intensification of investiments for both production line expansion of cookies, crackers and pasta as the introduction of new products (cake mix and toast). Also, it started the construction of three new wheat mills in the state of Ceará, Pernambuco and Rio Grande do Sul that will be able to fully integrate the production process with the main raw material: wheat flour. The company also acquired, in a public auction, a new wheat mill factory in the state of Paraná, aiming to accelerate the vertical integration of its facilities in the Southeast region.
In 2015 came into operation two new wheat mills: a wheat mill located in the city of Rolândia, State of Paraná, and a wheat mill located in the city of Eusébio, State of Ceará, the latter being integrated with the cookies, crackers, pasta and toast pant. This has contributed to the increased vertical integration of our units, particularly in the State of São Paulo and in the city of Jaboatão dos Guararapes, State of Pernambuco.
The Company also continues with the construction of a new wheat mill in the city of Bento Gonçalves, State of Rio Grande do Sul, integrated into the pasta, cookies and crackers plant, which should come into operation in 2017. With this wheat mill in operation we will complete the 100% wheat flour vertical integration process in M. Dias Branco.
The year 2016 there were important advances and learnings in the company, however, no fact in the year was more remarkable than the passing of Mr. Ivens Dias, founder of this company, which built from a bakery, with great dedication and work, the company that today stands out as one of the major global players in cookies and pastas, leader of these segments in Brazil in sales volume.
In 2017, the Company expanded its marketing investments, promoting several institutional campaigns to leverage volumes and strengthen the positioning of its brands, updated the packaging of some products, and created incentives for the merchandising team, focusing on the achievement of extra shelf points in large customers and expansion of the pool of fixed tasters in order to increase the tasting of products in retail. In addition, in 2017 the Adria Plus Life line of wholegrain crackers and cookies was launched, encompassing sweet and salty crackers, cookies and an innovation created by the Company: the cereal bits.
In 2018, the Company acquired 100% of Indústria de Produtos Alimentícios Piraquê S.A., leader in the crackers and cookies market in of Rio de Janeiro state, with high added value products, in line with the Company’s expansion strategy in the Southeast. In addition, we started the studies for the re-evaluation of our logistics network, and carried out the first round of connection with startups (Projeto Germinar), improved our pricing model, allowing that decisions on adjustments are base based on more granular information, expanded our exports to 37 countries, including specific products to this business segment, and launched items with high growth potential, such as the Delicitá Cristal cracker, which represented a relevant innovation in the Crackers category. We also highlight the execution of the first inventory of greenhouse gas emissions, the nutritional mapping of our entire product portfolio and the continuous work with social institutions located close to our plants.
After more than 60 years, M. Dias Branco is a company with national coverage, leader in cookies, crackers and pasta segments, with integrated production process, strong brands, production flexibility, certification on its quality management process and a distribution system focused on micro and small retailers, and an experienced team of executives aligned with the interests of its shareholders.
The Company is present in the Brazilian food market for over 60 years and operates in the product lines of: cookies and crackers, pasta, wheat flour and bran, margarine and vegetable shortening, cakes, snacks, cake mix and toasts.