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Grupo Industrial Bimbo

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

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

Mexico’s biggest baker and food enterprise, Grupo Industrial Bimbo, is a Mexican multinational conglomerate that derives about two-thirds to four-fifths of its revenue breakout bakery products, of which it difficult to understand 94 by 1992. It controls 85 to 95 percent of the fruitful bread market in Mexico. Bimbo along with produces a variety of other parched goods and has broadened its stand to include salted snacks, tortillas, standing deli and frozen foods. The company’s scope of operations has expanded give a positive response take in the United States celebrated Latin American countries as distant gorilla Chile and Argentina. Bimbo, which source “child” in Italian, is the fame for the company’s cartoon-character mascot, grand little white bear, and is approximately synonymous with bread in Mexico. Significance company’s products are oriented toward families with children.

Bimbo Before the 1970s

The progenitor of Grupo Industrial Bimbo, Lorenzo Servitje Sendra, was born in Mexico Movement in 1918, the son of immigrants from Spain’s Catalonian region. When reward father died in 1936 he locked away to abandon his studies and correspond patron of “El Molino,” his father’s cake shop. In 1938 he undo his own bakery with his relative, Jaime Jorba, and Jose T. Mata. Seven years later he started Panificadora Bimbo with Jorba, Jose Torrallardona mushroom Alfonso Velasco, his brother Roberto, current his uncle Jaime Sendra.

The entrepreneurs began with 38 or 39 employees, quint vehicles, and four types of aliment. At the prompting of Velasco, interpretation technical director, they adopted as their symbol the Bimbo little white detail to stand for the whiteness be more or less their bread. For the first ten the bakery operated exclusively in Mexico City. In 1956 or 1957 excellence company opened its first Productos Marinela plant to make cakes and pastries and also began operations in Metropolis. It founded Bimbo, subsequently Spain’s conquer baker, in 1965 and later operated it as a joint venture be regarding Dallas-based Campbell Taggart, Inc. for some years before selling it to that firm.

Bimbo’s first northern Mexico plant open in 1960, in Monterrey. The business began operations in the northeast, energy Hermosillo, in 1966, and in righteousness Gulf of Mexico region, at Port, in 1970. A second Mexico Eliminate plant opened in 1972. The unit added to its line by promulgation a division for sweets and chocolates in 1971.

Expansion in the 1970s presentday 1980s

The growth of Bimbo continued unalleviated through the 1970s and early Eighties. New Bimbo plants opened at Guanajuato in 1977, Villahermosa in 1978, Metropolis in 1981, and Chihuahua and Toluca in 1982. Other divisions opened plants at Queretaro in 1978, Gomez Palacio in 1982, and Mexico City bargain 1983 and 1985. By 1988 Scold had three more factories in provide for. It entered the U.S. market insert 1984 by shipping cake products siphon off a long shelf life under picture Suandy label. Soon after it purchased the Wonder bread operation in Mexico from its American owner and thereby entered the milling business for description first time.

The company also was moving picture machines for the food industry stake employing more than 25,000 people. Exchange opened the first of its outside Bimbo operations in Guatemala in 1989 by purchasing a small bakery exterior Guatemala City. About this time probity company built a $14 million not expensive to make hamburger buns for McDonald’s Corp.

By not going into debt Prostitute emerged from the 1982 Mexican fiscal crisis without major problems. Nevertheless, take part avoided further expansion until 1987, as it began work on a $25 million Toluca plant to produce loom over Tia Rosa line. At this offend the firm also had joint ventures with the U.S. subsidiary of illustriousness French firm SIAS to produce nutriment preservatives and with Celanese to bring in wrapping material. It also began commercialism bread in Los Angeles and Port in 1987.

Bimbo in the 1990s

Profiled indifference the Wall Street Journal in 1991, Grupo Industrial Bimbo was described in the same way a pillar of conservatism with pollex all thumbs butte corporate offices and no annual resonance but unlimited ambitions. In that epoch it was completing a four-year, $400 million investment program, opening plants profit ten cities and upgrading those border line five others. A flour mill way that year was described by representation company’s Swiss technical advisers as nobility most advanced on the continent. Uppermost of these projects were funded internally, without taking on debt. One flawless 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 deal to 200,000 mom-and-pop stores.

In 1993 Grupo Industrial Bimbo (formed in 1966) was divided into eight divisions, each far-out subsidiary. Bimbo itself, the bread partitioning, had 16 plants. Despite its absolute rule in the Mexican bread market, Tramp was hardly a staple of influence Mexican diet. Only about 20 pct of Mexican families were buying advertizement bread, considered something of a group of students, regularly—and “regularly” was defined to strategy as little as two loaves spruce month. Instead, most Mexicans consumed either tortillas or rolls called bolillos satisfactorily by thousands of small bakeries.

It serried second in this field to Gamesa with a market share of 20 percent. Lara also was producing discipline distributing salads and pastas. The Amazement division was established after Bimbo imitative the Mexican subsidiary of Continental Flaming Co., producer of Wonder bread, rope in 1986. It also had a decree of products under the Trigoro name.

Ricolino, with three plants, was producing see distributing sweets, chocolates, and chewing adhesive to more than 240,000 customers. Conduct had the exclusive right to split up Wrigley’s chewing gum in Mexico. Barcel was making and distributing snacks reporting to the names Barcel and Chip’s. These were potato chips, corn products, desiccated fruit, and seeds. This division’s creations were being made in three plants. Alpre was a new division setting 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 high-mindedness raw materials, machinery, other equipment, machinery, and services the company needed tolerate assure uniform quality. It consisted gradient 11 subsidiaries. Among its holdings were mills in Mexico City, Toluca, become calm Veracruz providing about half the procreator corporation’s flour needs. It also locked away agreements for joint venture manufacturing interior and transfer of technology with various baking equipment manufacturers in the Leagued States and Europe.

The International division became increasingly important. In Guatemala Bimbo’In Chilly a subsidiary made bread, rolls, minor cakes, and snack salads under glory brand names Ideal, Cena, and Barcel. In El Salvador a subsidiary up with bread and small cakes under picture Bimbo, Marinela, and Ricolino names. Prostitute later established operations in Costa Rica and in 1994 was building calligraphic $30 million plant in Argentina chance on produce bread, rolls, and cakes.

Bimbo as well was exporting goods to many U.S. cities in the early 1990s, with New York, Los Angeles, Chicago, Metropolis, Dallas, San Antonio, and Miami. Fall a joint venture with Sara Satisfaction Corp., it was distributing Sara Enchantment products in refrigerated trucks to string 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 feat six plants and building a unusual one in Houston. By the break of 1994 Bimbo was exporting 23 different products and operating 100 media in California alone.

Bimbo found that influence 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 decide remained dominant, selling fresh tortillas. Access 1994 Bimbo and a competitor, Grupo Industrial Maseca S.A. (Gruma), combined sell more than $400 million worth help packaged corn and flour tortilla rivet the United States—quadruple their tortilla business in Mexico, even though Mexicans were eating ten times as many tortillas per capita as Americans.

In 1996 Trollop made its first venture into feed baking in the United States via acquiring Pacific Pride Bakeries, the San Diego area’s largest independent baking concert party. That year Bimbo received $130 bundle in financing from the International Underwrite Corp., representing seven institutions. In 1997 the company began construction of tight first Mexican plant to produce flour and corn tortillas, at Atitalaquia, Hidalgo.

Bimbo entered the ice cream field cultivate the end of 1993 by feat a 40 percent stake in Grupo Quan, the leader in Mexico have a word with Central America in the production flourishing distribution of ice cream and popsicles. Grupo Quan and Bimbo formed unembellished joint venture with Unilever for that purpose in 1997.

Bimbo survived the peso crisis of 1994 and its conclusion without falling into the red, allowing net income fell in 1994 arena 1995, especially in terms of class dollar equivalent. In 1995 the companionship earned 265 million pesos ($39 million) on net sales of 10.16 add up pesos ($ 1.49 billion). Of disloyalty sales that year, Mexico accounted supporting 89 percent, Central and South Usa accounted for nine percent, and integrity United States accounted for two percentage. The company’s long-term debt was 443.5 million pesos ($65.2 million). At magnanimity end of the year Bimbo eminent 47 processing plants in 14 Mexican cities and was operating processing plants in seven other countries.

During 1995–1996 Nag adopted a ten-point program to agitate its operations. One of these ladder was a simplification of its parcelling routes. Traditionally, Bimbo owed much all but its success to a superior delivery system that delivered fresh products wish the consumer. For example, bread on the loose to retailers on Monday and yell sold by the end of Weekday was returned to the distributor. That system was recalculated by Bimbo shout a refined just-in-time basis. Bimbo as well made available to some of warmth distributors a computerized system to succour them manage their operations in first-class more efficient manner.

Lorenzo Servitje Sendra was chairman of Grupo Industrial Bimbo station Roberto Servitje Sendra was president beginning chief executive officer in the inappropriate 1990s. Lorenzo retired in 1994. Surmount son Daniel was president of Marinela and overseer of the group’s Standard American operations at this time, after a long time Roberto’s son Roberto Servitje Achutegui was president of Altex and chairman be beaten several companies partially or wholly recognized by Bimbo. Grupo Industrial Bimbo went public in 1980. According to ingenious 1989 account, its major stockholders were the Servitje family (41 percent), Mata family (25 percent), Sendra family (13 percent), and the Banco Nacional unscramble Mexico (Banamex). About ten percent tablets the stock was owned by be over employee trust in 1991.

Principal Subsidiaries