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New Bonduelle target

This article was originally published in Foodnews

BONDUELLE has said it wants a 10% share of Brazil's canned food market by 2014, after it invested close to EUR12 million (USD17.3 million) in a canning plant in Cristalina, Goiás state. The company's current market share for canned vegetables in the country stands at just 1%. Jennifer Willis-Jones writes: Bonduelle has been present in the Brazilian market for 17 years, shipping products in from Europe and marketing them as sophisticated items, with a relatively high price tag following import costs. Once production begins at the Brazilian plant, prices are expected to fall. Imported cans are currently sold for close to BRL5.90 (USD3.73), while cans produced domestically are likely to be offered at BRL1.70. This will enable the company to compete in a national market of 240 000 tonnes of corn and 108 000 tonnes of peas every year.

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