Grupo Bimbo

Grupo Bimbo, S.A.B. de C.V. (also known as Bimbo) is a Mexican multinational company[1] with a presence in 33 countries of America, Europe, Asia, and Africa.[2] It has an annual sales volume of 15 billion dollars.[3] It operates under the corporate philosophy of “building a sustainable, highly and deeply humane company”[4] and is currently listed on the Mexican stock exchange with the ticker BIMBO.[5]

Grupo Bimbo, S.A.B. de C.V.
TypeSociedad Anónima Bursátil de Capital Variable
BMV: BIMBO
IndustryFood Processing
Founded2 December 1945 (1945-12-02)
Founders
Headquarters
Mexico City
,
Mexico
Area served
Worldwide
Key people
Daniel Servitje
(Chairman and CEO)
Products
  • Bread
  • Cookies
  • Pastries
Brands
Number of employees
100,000
Divisions
Websitegrupobimbo.com

Grupo Bimbo has 134 thousand employees,[6] 196 bakery plants,[7] 3 million points of sale, a distribution network with 57 thousand routes all over the world.[8] The company has more than 100 brands and 13 thousand products,[9] like Bimbo, Tía Rosa, Ricolino, Entenmann’s, Pullman, Rainbo, Nutrella, Marinela, Oroweat, Sara Lee, Thomas’, Arnold and Barcel, to name a few.[10] Its strategic associations include Alicorp (Peru); Blue Label (Mexico); Fincomún, Galletas la Moderna, Grupo Nutresa (Colombia); Mundo Dulce (Argentina); among others.[11]

As of 1997, Daniel Servitje is Grupo Bimbo’s Chairman and CEO.[12]

History

Grupo Bimbo began operations in Mexico on December 2, 1945, with Panificación Bimbo, S.A. as the official name.[13] The company started with 34 employees,[14] selling cellophane-wrapped large and small white loaf bread, rye bread, and toast bread.[15] Lorenzo Servitje Sendra, José T. Mata, Jaime Sendra Grimau, Jaime Jorba Sendra, and Alfonso Velasco, were the partners who started the bakery company.[16]

The name Bimbo was the result of combining the words Bingo, the popular game, and Bambi, the famous Disney movie.[17] This word was chosen among other candidates such as PanRex, Pan NSE (initials in Spanish for Nutritious, Tasty, and Economic), Sabrosoy, Pan Lirio, and Pan Azteca.[18] Later, the founders would find out that bimbo is an Italian slang for children (shortened from bambino), and that in China the phoneme for bread (面包/Miànbāo) is similar to the name of the brand.[19]

The brand’s ambassador, the Bimbo Bear, was also created in 1945.[20] It all began with a bear drawing in a Christmas Card given to Jaime Jorba. Anita Mata, Jaime Sendra’s wife, was the one who added distinct features such as the hat, the apron, and the bread under its arm.[21] Finally, Alfonso Velasco rearranged the shape of the nose to reflect the cleanness, whiteness, and softness.[22]

Early years

By 1948, Grupo Bimbo had nine different products like white bread, toast bread, black bread, sweet bread, buns, and muffins.[23] Thanks to the production growth, in 1949, the first foreign agency was opened in Puebla, Mexico.[24]

By the 1950s, Grupo Bimbo took its products to more people with the “38”, a delivery truck with speakers that helped promote the products.[25] Shortly afterward, the portfolio extended with the addition of Bimbo Bear Donuts, Bimbollos, Medias Noches (hot dog bread), and Colchones.[26]

On its 10th anniversary, in 1955, Grupo Bimbo had 700 employees and 140 vehicles.[27] In 1956, the company opened Bimbo de Occidente (Bimbo of the West) factory with Roberto Servitje as its general manager,[28] and, in 1958, launched Gansito, a chocolate-covered snack cake filled with strawberry jam and cream.[29]

1960 – 1970

In the 1960s, Grupo Bimbo kept expanding with its arrival in Monterrey, Mexico, and its first administrative restructuring in 1963, which lead to the creation of its corporate structure.[30] A year later, in 1964, the company acquired the rights in Mexico of Quality Bakers of America’s brand, Sunbeam.[31]

In the 1970s, the company had significant growth in several areas. In 1971, Barcel, one of its most important brands, began operations; In 1972, it opened its bakery plant located in Azcapotzalco, Mexico City, the largest in Latin America and one of the 10 largest in the world, at the time.[32]

During this decade, Grupo Bimbo entered the marmalade market with Carmel (1973); inaugurated Suandy and Tía Rosa (1974),[33] began the production of Conchas Bimbo (1975);[32] and launched Ricolino, the company’s leading sweets and chocolate brand, and Bubulubu with it (1978).[34] By the end of the 1970s, Grupo Bimbo was formed by 3 companies, 12 plants, and 15,000 employees; during this time, Roberto Servitje was appointed CEO.[35]

Expansion

A year later, the company started trading 15% of its shares on the Mexican Stock Exchange (BMV).[36]

In 1984, the company started its expansion by exporting to the United States. Two years later, the company created a new organizational structure, known as Grupo Bimbo till today.

Later, in 1989, Bimbo Central America was created with the opening of a plant in Guatemala.[37] Two years later with the addition of Bimbo Argentina, the Latin America Region Corporate structure was created and in 1995, the company opened two more plants in Chile and in Argentina.

With the appointment of Daniel Servitje as CEO of the company in 1997, the global growth strategy was strengthened. In 1998 the Group acquired the American bakery Mrs. Baird's, as well as Plus Vita and Pullman in Brazil, in 2001. A year later it acquired the West region baking business of George Weston Limited in the United States.

Grupo Bimbo acquired the Panrico bakery in Beijing in 2007, initiating its presence in the Asian market, expanding its operations in two continents.

On 2008, Grupo Bimbo bought Nutrella bakery in Brazil[38] and in 2009 bought all of the George Weston Foods Ltd. in the United States, with the brands Arnold, Boboli (premade pizza crusts), Brownberry, Entenmann's, Freihofer's, Stroehmann and Thomas’, plus 22 factories and 4,000 delivery trucks.

During 2011, the Group consolidated two acquisitions, becoming the largest baking company in the world. In September, Grupo Bimbo bought Fargo in Argentina, while in October, it closed on the acquisition of Sara Lee's operations in Spain and Portugal, renaming the unit Bimbo Iberia. Thus the company managed to unify the Bimbo brand that operated independently in both countries.

Shortly after, in February 2014, Grupo Bimbo announced the acquisition of Canada Bread.[39] The transaction, valued at C$1.83 billion, enabled the Group to reaffirm its position as the world's leading baking company by extending its distribution in North America and entering the market of United Kingdom, this last one through the New York Bakery Co. brand, a leading manufacturer of bagels in Europe. In the same year, the company acquired Supan, a baking company in Ecuador, an operation that led the company to reinforce its presence in America and the world.

In June 2015, Bimbo was being considered as a possible buyer of Hostess Brands, the manufacturer of Twinkies valued at US$2 billion.[40] However, a month later Hostess Brands' owners cancelled its plans to sell the company after failing to receive any offers.[41]

Relevant acquisitions
  • 1964: Sunbeam brand in Mexico from Quality Bakers of America
  • 1995: Grupo Bimbo acquires Coronado
  • 1998: American bakery “Mrs Baird’s”
  • 2001: Plus Vita and Pullman in Brazil
  • 2002: George Weston Limited – owner of the Oroweat brand – in United States
  • 2004: JoyCo in Mexico.
  • 2005: La Corona and El Globo, in Mexico.
  • 2006: Panrico in Beijing
  • 2008: Galletas Gabi in Mexico and Nutrella in Brazil
  • 2009: Weston Foods Inc. in United States
  • 2010: Dulces Vero in Mexico
  • 2011: Sara Lee North American Fresh Bakery in United States, Fargo in Argentina and Bimbo in Spain and Portugal
  • 2014: Canada Bread in Canada and United Kingdom, División Saputo Inc.’s Bakery in Canada[42] and Supan in Ecuador.
  • 2015: Panrico in Spain and Italian Home Bakery in Toronto, Canada.[43]
  • 2017: Harvest Gold in India [44]

Structure

Bimbo's Management Council is organized as follows:

  • President: Daniel Servitje
  • Secretary: Luis Miguel Briola
    • Substitute Pedro Pablo Barragan
  • 17 Proprietary
  • Steering Committee:
    • CEO: Daniel Servitje
    • Deputy Director General: Pablo Elizondo.[45]

Bimbo has several brands, which vary from country to country.

Country/Region Number of brands Examples
Canada 6 Villaggio, Dempster's, POM, Vachon[46]
USA 29 Sara Lee, Mrs Baird's, Earth Grains[47]
Mexico 16 Bimbo, Marinela, Barcel[48]
Central America 13 Monarca, La Mejor, Ideal[49]
Latin America 26 Pullman, Plus Vita, Nutrella[50]
Europe 2 Eagle, Bimbo[51]
United Kingdom 1 New York Bakery Co'[52]
Asia 2 Bimbo, Harvest Gold[53]

Mascot and trademark

The corporate pet, a small polar bear, resulted from the drawing that came to Mr. Jaime Jorba in a Christmas card, and whom Anita Mata, wife of Jaime Sendra, dressed with a white apron and a chef's hat, given a loaf of bread under his arm. The company has made a few failed attempts to change this mascot with some characters like Gruba, a character from the Olocoons franchise.

The Bimbo trademark was recognized as "famous" by the Mexican Institute of Industrial Property on April 23, 2010[54] and is one of the 27 selected brands that have reached this category in the country. In 2014, the Brand Footprint by Kantar World Panel positioned it in seventh place in the food industry in the world.

Net sales
  • 2009: US $8.9 billion. 55% foreign sales.
  • 2010: US $9.2 billion. 53% foreign sales.
  • 2011: US $10.7 billion. 54% foreign sales.
  • 2012: US $13.1 billion. 59% foreign sales.

Accolades
  • Fifth place among the Top 25 Mexican brands by Interbrand to Bimbo in 2014.
  • Seventh Strongest Food Brand in the World and 1st in Latin America, from the Brand Footprint study by Kantar World Panel to Bimbo in 2014
  • Ranking of the 50 Most Valuable Brands in Latin America from a study conducted by Millward Brown to Grupo Bimbo in 2013

See also

References
  1. País, Ediciones El (2016-09-11). "También comen pan Bimbo en China: 9 empresas internacionales que son 100% mexicanas". Verne (in Spanish). Retrieved 2021-01-14.
  2. "Extiende Bimbo presencia global; llega a Kazajistán". El Universal (in Spanish). 2020-02-14. Retrieved 2021-01-14.
  3. "Grupo Bimbo Today". Grupo Bimbo. 2017-08-16. Retrieved 2021-01-14.
  4. "Las buenas prácticas de Grupo Bimbo: sustentabilidad". Revista Fortune (in Spanish). 2018-06-27. Retrieved 2021-01-14.
  5. ".::. Grupo BMV .::. Trading Statistics". www.bmv.com.mx. Retrieved 2021-01-14.
  6. "Bimbo: la panificadora mexicana de los cuatro continentes". Líder Empresarial (in Spanish). 2020-01-15. Retrieved 2021-01-14.
  7. "Grupo Bimbo expande operaciones a Kazajistán". SDP (in Spanish). Retrieved 2021-01-14.
  8. "Bimbo logra 300,000 puntos de venta más en 2018 | Opportimes". www.opportimes.com (in Spanish). Retrieved 2021-01-14.
  9. EFE. "Bimbo emite títulos de deuda por 600 mdd, con vencimiento en 2049; recursos son para refinanciarse". SinEmbargo MX (in Spanish). Retrieved 2021-01-14.
  10. "Grupo Bimbo sube 14 lugares entre las mejores marcas del mundo | Opportimes". www.opportimes.com (in Spanish). Retrieved 2021-01-14.
  11. "Grupo Bimbo Today". Grupo Bimbo. 2017-08-16. Retrieved 2021-01-14.
  12. "33 datos que pocos saben de Daniel Servitje, líder de Bimbo, en su cumpleaños 60". Quién (in Spanish). 2019-04-01. Retrieved 2021-01-14.
  13. "¿Por qué se llama Bimbo y por qué utilizan un osito en el logo?". DineroenImagen (in Spanish). 2019-09-29. Retrieved 2021-01-18.
  14. Ayala, María Luisa. "Opinión: Bimbo… de México para el resto del mundo | América Retail" (in Spanish). Retrieved 2021-01-18.
  15. "Portafolio de marcas: ¿qué hay detrás de Bimbo?". Revista Merca2.0. 2019-01-10. Retrieved 2021-01-18.
  16. "Muere el fundador de Grupo Bimbo". El Siglo (in Spanish). Retrieved 2021-01-18.
  17. "Bimbo: significado de su logo y nombre que te sorprenderá". www.milenio.com (in Spanish). Retrieved 2021-01-18.
  18. "El Osito Bimbo, una herencia de Servitje". El Universal (in Spanish). 2017-02-03. Retrieved 2021-01-18.
  19. "Añoranza: así era la publicidad de Bimbo en sus inicios". Excélsior (in Spanish). 2019-08-21. Retrieved 2021-01-18.
  20. "Bimbo: significado de su logo y nombre que te sorprenderá". www.milenio.com (in Spanish). Retrieved 2021-01-20.
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  22. "Bimbo, rico en mercadotecnia". Alto Nivel (in Spanish). 2010-04-19. Retrieved 2021-01-20.
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  24. "Bimbo: el osito que en 70 años ha vendido pan a todo mundo". www.milenio.com (in Spanish). Retrieved 2021-01-26.
  25. Español, Entrepreneur en (2017-02-03). "5 claves de marketing de Lorenzo Servitje que enamoraron a los consumidores de Bimbo". Entrepreneur (in Spanish). Retrieved 2021-01-26.
  26. Molina, por Aletia (2017-02-03). "La historia de Bimbo a través de sus marcas". José Cárdenas (in Spanish). Retrieved 2021-01-26.
  27. Téllez, Estephanie Suárez y Cristian. "Grupo Bimbo, empresa con mucha levadura". El Economista. Retrieved 2021-01-26.
  28. "Añoranza: así era la publicidad de Bimbo en sus inicios". Excélsior (in Spanish). 2019-08-21. Retrieved 2021-01-26.
  29. "Bimbo: el osito que en 70 años ha vendido pan a todo mundo". www.milenio.com (in Spanish). Retrieved 2021-01-26.
  30. "Reconocen a Marinela Monterrey como Empresa Segura". Manufactura (in Spanish). 2015-12-15. Retrieved 2021-02-03.
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  34. "Portafolio de marcas: ¿Qué hay detrás de Ricolino?". Revista Merca2.0. 2019-01-14. Retrieved 2021-02-03.
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  36. Bolsa Mexicana de Valores Archived 2015-05-18 at the Wayback Machine
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  39. CNN EXPANSIÓN. "Bimbo acuerda la compra de Canada Bread".
  40. Hostess Brands sale. Bakery and Snaks.
  41. "Hostess Brands ends sale without $2.3B offer". New York Post. July 7, 2015. Retrieved March 5, 2016.
  42. http://www.winnipegfreepress.com/business/saputo-to-sell-canadas-largest-producer-of-snack-cakes-to-canada-bread-286221491.html
  43. ElFinanciero. "El Osito Bimbo adquiere otra panificadora en Canadá".
  44. https://economictimes.indiatimes.com/industry/cons-products/food/mexicos-grupo-bimbo-to-buy-majority-stake-in-harvest-gold/articleshow/58847594.cms
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  51. "Nuestras Marcas en Europa" (in Spanish). Retrieved 8 May 2015.
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