Flora, of the J&F Group, acquires a new manufacturing unit in the Northeast

Attuned to market innovations and trends, Flora, a consumer goods company that owns brands such as Minuano, ASSIM and BRISA, is expanding its presence in the Northeast, with the acquisition of a new production unit in the city of Maceió, in the state of Alagoas. In order to increase your market share in the Northeast region, the company further expands its operation, which was already considered one of the largest national industrial platforms in the sector – until then, it had manufacturing units in Goiás and Santa Catarina and distribution centers in Goiás, Santa Catarina, Minas Gerais and São Paulo – and now it will also be present in Alagoas, which will function as a regional axis.

In the last year alone, sales of liquid cleaning products from the company’s home care brands (Minuano, ASSIM and BRISA) grew 56% in value. With this increase in demand for products, the company invested so that production capacity can keep up with the growing demand, and also embraced the opportunity to expand its reach throughout Brazil, reduce logistics costs and also increase agility in the delivery of cleaning products, especially liquids, such as detergents and disinfectants, in a region of Brazil where Flora’s home care brands are among the best sellers.

“With the strength of the home care market, we saw the opportunity to expand Flora’s presence in consumers’ homes and the increase in production, storage/logistics are key to this business expansion plan. For 2023, we foresee an even greater and better spread distribution in the five regions of the country”, explains Samir Jarrouj, Business Director of Flora’s Home Care Unit.

About Flora

Flora has been operating for more than four decades in the Brazilian market in the segments of Cosmetics, Perfumery, Personal Hygiene and Home Cleaning with relevant brands that are much loved by consumers, such as Minuano, Francis, Neutrox, Albany and OX Cosmetics. It has industrial units in Alagoas, Goiás and Santa Catarina and distribution centers in Goiás, Santa Catarina, Minas Gerais and São Paulo. Their products are on shelves all over the country and have in common the purpose of helping each person to take better care of themselves.

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