JBS-Toledo - Flanders Foreign Investment Office

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JBS-Toledo: a perfect match between Brazil and Flanders in the beef business. In 2010, JBS finalized the acquisition of the Toledo Group. Based in Ghent, in ...
Food / Sales & Marketing in Flanders

JBS-Toledo: a perfect match between Brazil and Flanders in the beef business

“Employees in Flanders are able to work independently. When you present them with a business strategy, they almost immediately put the ideas into action.” Celso Armando, Manager/Director of JBS-Toledo

JBS-Toledo in Flanders Activities: researching, developing and marketing customized processed beef products Site: Ghent Number of employees: 11, and a management team consisting of 3 Brazilian expats.

In 2010, JBS finalized the acquisition of the Toledo Group. Based in Ghent, in Flanders, the autonomous northern region of Belgium, the Toledo Group was ideally located in the gateway to Europe. As for JBS, headquartered in Brazil, it is the world’s largest protein producer and exporter. By integrating Toledo, a long-standing specialist in cooked and frozen beef products, the Brazilian giant has acquired a wide range of end users across Western Europe. The former Toledo offices in Ghent now operate as a trade office for JBS. “But this is only the beginning of a new success story”, stresses Celso Armando, the Brazilian Manager/Director of JBS-Toledo.

For more than 15 years, the Toledo Group has been one of JBS’s most important strategic partners in Europe. In 2008 when JBS decided to boost its growth trajectory as a leader in the global food industry, notably by increasing its presence in the European Union, the company started takeover talks. “The Toledo Group is a pioneer in researching, developing and marketing customized cooked and frozen beef products”, Celso Armando explains. “Its customer base exceeds the one hundred mark, ranging from food service, industrial kitchens to large food companies using beef products as an ingredient in their finished products.”

Flanders, connecting the south and the north of Europe Obviously, JBS has been maintaining several strategic partnerships in the European Union for years. Nonetheless, out of a

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number of possible European regions, the multinational has opted to invest in Flanders. So, what exactly tilted the scale? Celso Armando: “The northern region of Belgium is the ideal connection between the south and the north of Europe. Flanders also is very attractive in terms of infrastructure, logistics, supply chain facilities and other services we can make use of. Delivery of our products, for example, is outsourced to some excellent transportation companies in the area.” Another compelling argument to invest in Flanders, in the opinion of JBS, is the outstanding quality of the workforce in the region. Well educated, multilingual, expert people, in Celso Armando’s words. “Employees in Flanders are able to work independently. When you present them with a business strategy, or when you tell them your short term plans, they almost immediately put the ideas into action.”

JBS-Toledo: a perfect match between Brazil and Flanders in the beef business

Did you know...? JBS-Toledo was formed in 2010, as the result of the acquisition of the Ghent-based Toledo Group by the Brazilian multinational JBS. The Toledo Group was founded by Clayton Toledo and Bob Stevens, almost 30 years ago, and has pioneered in the development of cooked beef products through partnerships with South American beef companies at production level. In 2009, the former Toledo Group had net revenues in excess of USD 50 million. According to the new management team of JBS-Toledo, the company’s revenues had already doubled in the first six months of 2011, in comparison to the same period in 2010. Headquartered in Brazil, JBS is the world’s largest protein producer and exporter. The company’s operations include 140 production plants worldwide, and it employs over 125,000 people. Net revenues for 2010 exceeded USD 55 billion.

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Twice the size in no time Already in the first six months of 2011, the newly formed JBS-Toledo achieved 140% growth, compared to the same period in 2010. The turnover increase is mainly due to a transfer in sales activities. “Until recently, the European customers of JBS were serviced from Brazil, whereas now, we do business with them from our new trade office in Ghent, Flanders”, adds Celso Armando. The CEO of JBS-Toledo stresses that investments worth EUR 300,000 have been earmarked for the former Toledo offices in Ghent. As a result, a new IT system has been installed, new company cars have been purchased, and the office space itself has been renovated and expanded. In addition, two new jobs have been created, bringing the workforce to a total of 14 employees.

Ready to conquer Europe “First of all, our job is to centralize the European JBS processed food business in Ghent, Flanders”, summarizes Celso Armando. The multinational wants to achieve a stronger presence in Europe, by attracting new customers, entering new market segments and by creating a good product mix. “JBS-Toledo is the embodiment of an ideal synergy in which: the knowledge of the European market accumulated in Flanders during the past 30 years is combined with the Brazilian expertise in customized cooked and frozen beef products.” The JBS-Toledo management team prides itself in the fact that the establishment of a trade office in Ghent is only the first step in a new success story. Indeed, it is constantly on the look-out for new opportunities. In early 2011, for example, JBS-Toledo launched a commercial partnership with Vlevy, a

producer of meats and meat products for the industry, the convenience and the catering markets – also located near the city of Ghent in Flanders. “Until recently, JBS-Toledo depended on JBS’s production units in South-America”, continues Celso Armando. “In the years to come, we want to develop production activities of frozen cooked beef in Europe.”

Enjoying the quality of life in Flanders The management team of JBS-Toledo is made up of two other Brazilian expats, besides Celso Armando. All three are now living in the heart of Ghent, and have fallen in love with the city. “The social fiber is great, the number of cultural events is impressive, and there are at least ten very good restaurants”, enthuses Diego Ruiz, Finance Director of JBS-Toledo. “Ghent is a very young city, as a result of the very large student population. The people in Flanders are very friendly, very kind. And I know what I’m talking about, because I have lived in various other countries already.” The Brazilian management team of JBSToledo makes a habit of going to the expat meetings organized every two months at the Ghent Marriott Hotel. Constantly looking for business opportunities, remember? But, of course, their aim is also to exchange information about living and working in Flanders. And last but not least: “JBS-Toledo really appreciates the support of Flanders Investment & Trade. The agency has already opened quite a few doors for us. We were introduced to other Brazilian companies that are operating in the same region as JBS-Toledo, such as Citrovita in the Port of Ghent. Thanks to FIT, we are able to create a business network in Flanders.”