QCOSTARICA – Being part of a large multinational chain can be beneficial to national brands, giving them exposure to foreign markets.
The now “internationalized” brands born in Costa Rica are Lizano, the salsa company bought out by Unilever; TicoFrut, the fruit exporter is now part of Nicaragua’s Grupo Pellas; Gallito, the cookie company acquired was by Mondelēz, the American multinational confectionery, food, and beverage conglomerate based in Illinois; Atlas appliances are now part of Mexico’s Mabe; and Pozuelo and Pops, which are now owned by Colombia’s Grupo Nutresa, the food processing conglomerate headquartered in Medellín, Colombia.
Pipasa and Cinta Azul are now owned by Cargill, the U.S. company that provides food, agriculture, financial and industrial products and services to the world. And Durman Esquivel, specializing in PVC piping is now owned by the Belgian company, Aliaxis.
For some, like Pozuelo, the internationalization has meant an increase in 15% in sales and the addition of the Tosh brand at its La Uruca manufacturing plant. Salsa Lizano now reaches the U.S. market, Panama and other South American countries.
However, not all acquisitions benefited the country. In the case of Gallito, the Mondeléz company will be closing its plant in Costa Rica starting in July, though it says it will keep a marketing and services centre in the country.
The Atlas brand disappeared with the purchase by Made, as did the manufacturing. The Mexican company last December moved the refrigerator line production away from Costa Rica.