This month, Coruripe launched its own sugar brand in the Southeast market. The news was presented at the largest event in the sugarcane industry in Minas Gerais and one of the largest in the country, the Megacana Tech Show, which was held on August 7 and 8, in Campo Florido, in the Triangulo Mineiro. The expectation is to market, in the first year of operation, about 30 thousand tons of sugar.
Initially, Coruripe sugar will be sold in retail and wholesale supermarkets in cities of Triângulo Mineiro and in Belo Horizonte and the metropolitan region. The brand will be available at points of sale from September in three types - crystal (2 and 5kg), refined (1kg) and demerara (1kg).
According to the commercial director of Usina Coruripe, Francisco Vital, “the company has already had its own very successful consolidated sugar brand in the Northeast market for decades. The expansion of operations in the domestic market has always been in the company's plans, both for the great acceptance of consumers, as well as for the reliability acquired from the Açúcar Coruripe brand. Our goal is to expand operations to some South Central states in the coming years”, he says.
Coruripe sugar is being produced at the Campo Florido unit, which has received major investments in the purchase of packaging machines and a modern crystal, refined and demerara sugar bale production structure. Of the 800,000 tons of sugar produced in our 4 units of MG, initially 7% will be directed to the market with the own brand Sugar Coruripe. “The unit was already producing high quality sugar for the differentiated industrial market and now end consumers will also have access to the Açúcar Coruripe brand”, he says.
Among the brand's main differentials are the high quality control in production, guaranteed by FSSC 22000 certifications, which regulates food safety at all stages of production, and ISO 9001, which attests to the quality of the entire production chain. Sugar also has a quality differential, as there is no use of sulfur in the production process.
To introduce the brand to the market, Usina Coruripe set up a booth at Megacana. The event's program included several lectures and panels on the country's sugar-energy sector, as well as technical panels and debates on topics related to the sector. This year, the fair gathered an audience of about 4,000 visitors, confirming the potential of the event nationwide.