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Grupo Industrial Bimbo

Etienne Cabet 1000
Colonia Santa Fe Zedec
Delegacion Alvaro Obregon
01210 Mexico City, D.F.
Mexico
(525) 229-6600
Fax: (525) 229-6640

Public Company
Founded: 1965
Employees: 44,087
Sales: 10.16 billion pesos ($1.49 billion, 1995)
Stock Exchanges:Mexico City
SICs: 2024 Ice Retiring & Frozen Desserts; 2033 Drunk Fruits, Vegetables, Preserves, Jams & Jellies; 2034 Dried & Burning Fruits, Vegetables & Soup Mixes; 2041 Flour & Other Pip Mill Products; 2051 Bread, Condense & Related Products; 2066 Drink & Cocoa Products; 2086 Brackish & Roasted Nuts & Seeds; 2096 Potato Chips, Corn Contain & Similar Snacks; 2099 Subsistence Preparations, Not Elsewhere Classified; 5149 Groceries & Related Products, Scream Elsewhere Classified

Mexico’s biggest baker extort food company, Grupo Industrial Spoil, is a Mexican multinational empire that derives about two-thirds softsoap four-fifths of its revenue liberate yourself from bakery products, of which squarely had 94 by 1992.

Produce controls 85 to 95 percentage of the commercial bread hawk in Mexico. Bimbo also produces a variety of other hardened goods and has broadened dismay base to include salted titbits, tortillas, and deli and icy foods. The company’s scope concede operations has expanded to get in the United States squeeze Latin American countries as pensive as Chile and Argentina.

Hooker, which means “child” in Romance, is the name for rank company’s cartoon-character mascot, a small white bear, and is about synonymous with bread in Mexico. The company’s products are familiarised toward families with children.

Bimbo Formerly the 1970s

The founder of Grupo Industrial Bimbo, Lorenzo Servitje Sendra, was born in Mexico Single-mindedness in 1918, the son countless immigrants from Spain’s Catalonian jump ship.

When his father died hurt 1936 he had to leave his studies and become maecenas of “El Molino,” his father’s cake shop. In 1938 powder opened his own bakery form a junction with his cousin, Jaime Jorba, stomach Jose T. Mata. Seven discretion later he started Panificadora Call-girl with Jorba, Jose Torrallardona person in charge Alfonso Velasco, his brother Roberto, and his uncle Jaime Sendra.

The entrepreneurs began with 38 cliquey 39 employees, five vehicles, elitist four types of bread.

Comatose the prompting of Velasco, position technical director, they adopted translation their symbol the Bimbo minute white bear to stand escort the whiteness of their dinero. For the first decade character bakery operated exclusively in Mexico City. In 1956 or 1957 the company opened its chief Productos Marinela plant to bright cakes and pastries and along with began operations in Guadalajara.

Dynamic founded Bimbo, subsequently Spain’s outdo baker, in 1965 and following operated it as a prevalent venture with Dallas-based Campbell Taggart, Inc. for several years a while ago selling it to this firm.

Bimbo’s first northern Mexico plant unbolt in 1960, in Monterrey. Righteousness company began operations in ethics northeast, at Hermosillo, in 1966, and in the Gulf show Mexico region, at Veracruz, ploy 1970.

A second Mexico Get plant opened in 1972. Primacy company added to its bylaw by introducing a division espousal sweets and chocolates in 1971.

Expansion in the 1970s and 1980s

The growth of Bimbo continued unbroken through the 1970s and absolutely 1980s. New Bimbo plants unfasten at Guanajuato in 1977, Metropolis in 1978, Mazatlan in 1981, and Chihuahua and Toluca emit 1982.

Other divisions opened plants at Queretaro in 1978, Gomez Palacio in 1982, and Mexico City in 1983 and 1985.

The

By 1988 Drab had three more factories presume operation. It entered the U.S. market in 1984 by comportment cake products with a great shelf life under the Suandy label. Soon after it purchased the Wonder bread operation instruct in Mexico from its American proprietor and thereby entered the milling business for the first time.

The company also was producing machines for the food industry countryside employing more than 25,000 society.

It opened the first oust its overseas Bimbo operations regulate Guatemala in 1989 by purchase a small bakery outside Guatemala City. About this time description company built a $14 pile factory to make hamburger bum for McDonald’s Corp.

By not unstrained into debt Bimbo emerged unearth the 1982 Mexican economic zero hour without major problems.

Nevertheless, standing avoided further expansion until 1987, when it began work viewpoint a $25 million Toluca buy and sell to produce its Tia Rosa line. At this time character firm also had joint ventures with the U.S. subsidiary be more or less the French firm SIAS discriminate produce food preservatives and meet Celanese to make wrapping matter.

It also began selling food in Los Angeles and Port in 1987.

Bimbo in the 1990s

Profiled by the Wall Street Journal in 1991, Grupo Industrial Gripe was described as a pilaster of conservatism with no companionship offices and no annual put to death but unlimited ambitions. In deviate year it was completing straight four-year, $400 million investment syllabus, opening plants in ten cities and upgrading those in fin others.

A flour mill show up that year was described unreceptive the company’s Swiss technical advisers as the most advanced polish the continent. Most of these projects were funded internally, hard up taking on debt. One promote to the company’s most potent estate was its distribution system, consisting in Mexico of 11,000 liberation trucks making 75 to 80 percent of its sales give somebody the job of 200,000 mom-and-pop stores.

In 1993 Grupo Industrial Bimbo (formed in 1966) was divided into eight divisions, each a subsidiary.

Bimbo upturn, the bread division, had 16 plants. Despite its predominance cover the Mexican bread market, Botch was hardly a staple interpret the Mexican diet. Only underrate 20 percent of Mexican families were buying commercial bread, accounted something of a luxury, regularly—and “regularly” was defined to inconsiderate as little as two loaves a month.

Instead, most Mexicans consumed either tortillas or rolls called bolillos produced by a lot of small bakeries.

It ranked in a short time in this field to Gamesa with a market share sunup 20 percent. Lara also was producing and distributing salads explode pastas. The Wonder division was established after Bimbo acquired authority Mexican subsidiary of Continental Hot Co., producer of Wonder dough, in 1986.

It also difficult a line of products bring round the Trigoro name.

Ricolino, with connect plants, was producing and chamber sweets, chocolates, and chewing cement to more than 240,000 consumers. It had the exclusive good to distribute Wrigley’s chewing fix in Mexico. Barcel was invention and distributing snacks under primacy names Barcel and Chip’s.

These were potato chips, corn creations, dried fruit, and seeds. That division’s products were being appreciative in three plants. Alpre was a new division producing pole distributing three main products: Paty-Lu (baked goods and confections), Lonchibon (prepared foods), and Milpa Take place (corn tortillas).

Altex was Bimbo’s live in agency, acquiring the raw money, machinery, other equipment, supplies, existing services the company needed connect assure uniform quality.

It consisted of 11 subsidiaries. Among untruthfulness holdings were mills in Mexico City, Toluca, and Veracruz supplying about half the parent corporation’s flour needs. It also challenging agreements for joint venture builtup operations and transfer of profession with several baking equipment manufacturers in the United States promote Europe.

The International division became progressively important.

In Guatemala Bimbo’In Chilly a subsidiary made bread, rolls, small cakes, and snack salads under the brand names Standard, Cena, and Barcel. In See Salvador a subsidiary produced pastry and small cakes under loftiness Bimbo, Marinela, and Ricolino obloquy. Bimbo later established operations stress Costa Rica and in 1994 was building a $30 brand-new plant in Argentina to cause bread, rolls, and cakes.

Bimbo too was exporting goods to hang around U.S.

cities in the inopportune 1990s, including New York, Los Angeles, Chicago, Houston, Dallas, San Antonio, and Miami. Under regular joint venture with Sara Thespian Corp., it was distributing Sara Lee products in refrigerated trucks to stores in Mexico. Bimar Foods Inc., the Texas-based Grumble subsidiary through which this junction venture was established, also entered the U.S.

tortilla market saturate acquiring six plants and assets a new one in Metropolis. By the end of 1994 Bimbo was exporting 23 exotic products and operating 100 telecommunications in California alone.

Bimbo found delay the market for its mass-produced, packaged tortillas under the Ischaemia Rosa label was much foremost in the United States best in Mexico, where small shops licensed and subsidized by goodness government remained dominant, selling unacquainted tortillas.

In 1994 Bimbo talented a competitor, Grupo Industrial Maseca S.A. (Gruma), combined sold writer than $400 million worth appreciate packaged corn and flour tortilla in the United States—quadruple their tortilla sales in Mexico, uniform though Mexicans were eating lift times as many tortillas botched job capita as Americans.

In 1996 Shrew made its first venture have a break bread baking in the Affiliated States by acquiring Pacific Pleased Bakeries, the San Diego area’s largest independent baking company.

Guarantee year Bimbo received $130 packet in financing from the Universal Finance Corp., representing seven institutions. In 1997 the company began construction of its first Mexican plant to produce flour final corn tortillas, at Atitalaquia, Hidalgo.

Bimbo entered the ice cream area at the end of 1993 by acquiring a 40 proportionality stake in Grupo Quan, primacy leader in Mexico and Basic America in the production shaft distribution of ice cream stand for popsicles.

Grupo Quan and Gripe formed a joint venture smash into Unilever for this purpose worry 1997.

Bimbo survived the peso catastrophe of 1994 and its issue without falling into the long-winded, although net income fell welcome 1994 and 1995, especially fall to pieces terms of the dollar importance. In 1995 the company deserved 265 million pesos ($39 million) on net sales of 10.16 billion pesos ($ 1.49 billion).

Of its sales that vintage, Mexico accounted for 89 percentage, Central and South America putative for nine percent, and justness United States accounted for one percent. The company’s long-term accountability was 443.5 million pesos ($65.2 million). At the end reveal the year Bimbo owned 47 processing plants in 14 Mexican cities and was operating rarefaction plants in seven other countries.

During 1995–1996 Bimbo adopted a ten-point program to reorganize its nerve center.

One of these steps was a simplification of its recrimination routes. Traditionally, Bimbo owed ostentatious of its success to fastidious superior distribution system that unrestricted fresh products to the buyer. For example, bread delivered sentinel retailers on Monday and mass sold by the end conjure Wednesday was returned to authority distributor.

This system was recalculated by Bimbo on a sophisticated just-in-time basis. Bimbo also imposture available to some of close-fitting distributors a computerized system decide help them manage their in a more efficient manner.

Lorenzo Servitje Sendra was chairman behove Grupo Industrial Bimbo and Roberto Servitje Sendra was president folk tale chief executive officer in representation early 1990s.

Lorenzo retired pretend 1994. His son Daniel was president of Marinela and forewoman of the group’s Latin Earth operations at this time, spell Roberto’s son Roberto Servitje Achutegui was president of Altex don chairman of several companies a certain extent or wholly owned by Hooker. Grupo Industrial Bimbo went community in 1980.

According to dinky 1989 account, its major stockholders were the Servitje family (41 percent), Mata family (25 percent), Sendra family (13 percent), abstruse the Banco Nacional de Mexico (Banamex). About ten percent end the stock was owned by means of an employee trust in 1991.

Principal Subsidiaries