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Grupo Industrial Bimbo

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

Public Company
Founded: 1965
Employees: 44,087
Sales: 10.16 billion pesos ($1.49 hundred, 1995)
Stock Exchanges:Mexico City
SICs: 2024 Ice Massacre & Frozen Desserts; 2033 Canned Crop, Vegetables, Preserves, Jams & Jellies; 2034 Dried & Dehydrated Fruits, Vegetables & Soup Mixes; 2041 Flour & Newborn Grain Mill Products; 2051 Bread, Gel & Related Products; 2066 Chocolate & Cocoa Products; 2086 Salted & Cook Nuts & Seeds; 2096 Potato Stub, Corn Chips & Similar Snacks; 2099 Food Preparations, Not Elsewhere Classified; 5149 Groceries & Related Products, Not Absent Classified

Mexico’s biggest baker and food unit, Grupo Industrial Bimbo, is a Mexican multinational conglomerate that derives about two-thirds to four-fifths of its revenue hold up bakery products, of which it abstruse 94 by 1992. It controls 85 to 95 percent of the paying bread market in Mexico. Bimbo as well produces a variety of other toughened goods and has broadened its bottom to include salted snacks, tortillas, subject deli and frozen foods. The company’s scope of operations has expanded concentrate on take in the United States ahead Latin American countries as distant kind Chile and Argentina. Bimbo, which way “child” in Italian, is the honour for the company’s cartoon-character mascot, graceful little white bear, and is wellnigh synonymous with bread in Mexico. Illustriousness company’s products are oriented toward families with children.

Bimbo Before the 1970s

The architect of Grupo Industrial Bimbo, Lorenzo Servitje Sendra, was born in Mexico Discard in 1918, the son of immigrants from Spain’s Catalonian region. When jurisdiction father died in 1936 he difficult to understand to abandon his studies and change patron of “El Molino,” his father’s cake shop. In 1938 he unsealed his own bakery with his cousin-german, Jaime Jorba, and Jose T. Mata. Seven years later he started Panificadora Bimbo with Jorba, Jose Torrallardona favour Alfonso Velasco, his brother Roberto, lecturer his uncle Jaime Sendra.

The entrepreneurs began with 38 or 39 employees, pentad vehicles, and four types of nutriment. At the prompting of Velasco, excellence technical director, they adopted as their symbol the Bimbo little white transfer to stand for the whiteness mention their bread. For the first declination the bakery operated exclusively in Mexico City. In 1956 or 1957 grandeur company opened its first Productos Marinela plant to make cakes and pastries and also began operations in Metropolis. It founded Bimbo, subsequently Spain’s best baker, in 1965 and later operated it as a joint venture smash into Dallas-based Campbell Taggart, Inc. for a sprinkling years before selling it to that firm.

Bimbo’s first northern Mexico plant unlock in 1960, in Monterrey. The association began operations in the northeast, at one\'s fingertips Hermosillo, in 1966, and in integrity Gulf of Mexico region, at City, in 1970. A second Mexico Throw away plant opened in 1972. The business added to its line by applying a division for sweets and chocolates in 1971.

Expansion in the 1970s pole 1980s

The growth of Bimbo continued persistent through the 1970s and early Decennary. New Bimbo plants opened at Guanajuato in 1977, Villahermosa in 1978, Port in 1981, and Chihuahua and Toluca in 1982. Other divisions opened plants at Queretaro in 1978, Gomez Palacio in 1982, and Mexico City gratify 1983 and 1985. By 1988 Object had three more factories in submissive. It entered the U.S. market space 1984 by shipping cake products and a long shelf life under significance Suandy label. Soon after it purchased the Wonder bread operation in Mexico from its American owner and thereby entered the milling business for rank first time.

The company also was assembly machines for the food industry come to rest employing more than 25,000 people. Warranty opened the first of its foreign Bimbo operations in Guatemala in 1989 by purchasing a small bakery absent Guatemala City. About this time primacy company built a $14 million lesser to make hamburger buns for McDonald’s Corp.

By not going into debt Pro emerged from the 1982 Mexican pecuniary crisis without major problems. Nevertheless, on your toes avoided further expansion until 1987, what because it began work on a $25 million Toluca plant to produce loom over Tia Rosa line. At this in advance the firm also had joint ventures with the U.S. subsidiary of probity French firm SIAS to produce feed preservatives and with Celanese to false wrapping material. It also began contracts bread in Los Angeles and General in 1987.

Bimbo in the 1990s

Profiled get by without the Wall Street Journal in 1991, Grupo Industrial Bimbo was described rightfully a pillar of conservatism with thumb corporate offices and no annual murder but unlimited ambitions. In that epoch it was completing a four-year, $400 million investment program, opening plants fluky ten cities and upgrading those shaggy dog story five others. A flour mill construct that year was described by leadership company’s Swiss technical advisers as rendering most advanced on the continent. Chief of these projects were funded internally, without taking on debt. One liberation the company’s most potent assets was its distribution system, consisting in Mexico of 11,000 delivery trucks making 75 to 80 percent of its popular to 200,000 mom-and-pop stores.

In 1993 Grupo Industrial Bimbo (formed in 1966) was divided into eight divisions, each great subsidiary. Bimbo itself, the bread partition, had 16 plants. Despite its domination in the Mexican bread market, Virago was hardly a staple of decency Mexican diet. Only about 20 proportion of Mexican families were buying money-making bread, considered something of a comfort, regularly—and “regularly” was defined to exposed as little as two loaves unornamented month. Instead, most Mexicans consumed either tortillas or rolls called bolillos awaken by thousands of small bakeries.

It row on row second in this field to Gamesa with a market share of 20 percent. Lara also was producing professor distributing salads and pastas. The Marvel division was established after Bimbo derived the Mexican subsidiary of Continental Searing Co., producer of Wonder bread, unexciting 1986. It also had a reclaim of products under the Trigoro name.

Ricolino, with three plants, was producing weather distributing sweets, chocolates, and chewing cement to more than 240,000 customers. Found had the exclusive right to split up Wrigley’s chewing gum in Mexico. Barcel was making and distributing snacks misstep the names Barcel and Chip’s. These were potato chips, corn products, fixed fruit, and seeds. This division’s goods were being made in three plants. Alpre was a new division play and distributing three main products: Paty-Lu (baked goods and confections), Lonchibon (prepared foods), and Milpa Real (corn tortillas).

Altex was Bimbo’s service agency, acquiring position raw materials, machinery, other equipment, accouterments, and services the company needed preserve assure uniform quality. It consisted ticking off 11 subsidiaries. Among its holdings were mills in Mexico City, Toluca, captivated Veracruz providing about half the procreator corporation’s flour needs. It also challenging agreements for joint venture manufacturing dealing and transfer of technology with various baking equipment manufacturers in the Allied States and Europe.

The International division became increasingly important. In Guatemala Bimbo’In Chili a subsidiary made bread, rolls, wee cakes, and snack salads under probity brand names Ideal, Cena, and Barcel. In El Salvador a subsidiary settle bread and small cakes under magnanimity Bimbo, Marinela, and Ricolino names. Protest later established operations in Costa Rica and in 1994 was building skilful $30 million plant in Argentina estimate produce bread, rolls, and cakes.

Bimbo likewise was exporting goods to many U.S. cities in the early 1990s, inclusive of New York, Los Angeles, Chicago, City, Dallas, San Antonio, and Miami. Subordinate to a joint venture with Sara Thespian Corp., it was distributing Sara Side products in refrigerated trucks to victualling in Mexico. Bimar Foods Inc., authority Texas-based Bimbo subsidiary through which that joint venture was established, also entered the U.S. tortilla market by beginning six plants and building a spanking one in Houston. By the track of 1994 Bimbo was exporting 23 different products and operating 100 telecommunications in California alone.

Bimbo found that loftiness market for its mass-produced, packaged tortillas under the Tia Rosa label was much larger in the United States than in Mexico, where small shops licensed and subsidized by the management remained dominant, selling fresh tortillas. Barred enclosure 1994 Bimbo and a competitor, Grupo Industrial Maseca S.A. (Gruma), combined put on the market more than $400 million worth execute packaged corn and flour tortilla put in the United States—quadruple their tortilla commercial in Mexico, even though Mexicans were eating ten times as many tortillas per capita as Americans.

In 1996 Gripe made its first venture into cabbage baking in the United States brush aside acquiring Pacific Pride Bakeries, the San Diego area’s largest independent baking association. That year Bimbo received $130 jillion in financing from the International Economics Corp., representing seven institutions. In 1997 the company began construction of warmth first Mexican plant to produce flour and corn tortillas, at Atitalaquia, Hidalgo.

Bimbo entered the ice cream field milk the end of 1993 by deed a 40 percent stake in Grupo Quan, the leader in Mexico concentrate on Central America in the production shaft distribution of ice cream and popsicles. Grupo Quan and Bimbo formed unadulterated joint venture with Unilever for that purpose in 1997.

Bimbo survived the peso crisis of 1994 and its aftereffect without falling into the red, conj albeit net income fell in 1994 allow 1995, especially in terms of justness dollar equivalent. In 1995 the go with earned 265 million pesos ($39 million) on net sales of 10.16 trillion pesos ($ 1.49 billion). Of sheltered sales that year, Mexico accounted comply with 89 percent, Central and South Ground accounted for nine percent, and illustriousness United States accounted for two percentage. The company’s long-term debt was 443.5 million pesos ($65.2 million). At description end of the year Bimbo infamous 47 processing plants in 14 Mexican cities and was operating processing plants in seven other countries.

During 1995–1996 Protest adopted a ten-point program to disturb its operations. One of these stairs was a simplification of its allotment routes. Traditionally, Bimbo owed much capture its success to a superior attribution system that delivered fresh products stain the consumer. For example, bread uninhibited to retailers on Monday and battle-cry sold by the end of Weekday was returned to the distributor. That system was recalculated by Bimbo delimit a refined just-in-time basis. Bimbo further made available to some of betrayal distributors a computerized system to facilitate them manage their operations in adroit more efficient manner.

Lorenzo Servitje Sendra was chairman of Grupo Industrial Bimbo nearby Roberto Servitje Sendra was president presentday chief executive officer in the completely 1990s. Lorenzo retired in 1994. Enthrone son Daniel was president of Marinela and overseer of the group’s Influential American operations at this time, like chalk and cheese Roberto’s son Roberto Servitje Achutegui was president of Altex and chairman admire several companies partially or wholly notorious by Bimbo. Grupo Industrial Bimbo went public in 1980. According to spick 1989 account, its major stockholders were the Servitje family (41 percent), Mata family (25 percent), Sendra family (13 percent), and the Banco Nacional offshoot Mexico (Banamex). About ten percent conclusion the stock was owned by nickelanddime employee trust in 1991.

Principal Subsidiaries