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2015, Ano Da Liberalização Do the Dairy Sector: 2015 the Liberalization Mercado Europeu

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2015, Ano Da Liberalização Do the Dairy Sector: 2015 the Liberalization Mercado Europeu Quem somos e para onde vamos 2 Who we are now and where we aim to go 2 A Marca 6 The Brand 6 Todo o prazer, nenhuma culpa 7 All of the pleasure, none of the guilt 7 Visão, Missão e Filosofia da MARCA 8 Vision, Mission and Philosophy 8 Mercados De Atuação 9 Target Markets 9 Euro-Região: Norte de Portugal - Galiza 10 Euro-Region: North of Portugal-Galiza 10 Sub-Região: Minho-Lima 12 Sub-Region: Minho-Lima 12 Braga: Cidade Tecnológica 14 Braga: Technological City 15 Descobrir Vila Verde 18 Discovering Vila Verde 19 Fileira do leite: 2015, ano da liberalização do The Dairy Sector: 2015 the liberalization mercado europeu. Ameaça ou Oportunidade? 20 of the European Market, Threat or Opportunity? 21 Os Gelados e as Matérias-primas 22 The Ice Creams and the Raw Material 22 Os Gelados no setor Agroalimentar: indústria, The Ice Creams within the Agro-food Sector: consumo e tendências 26 Industry, Consumers and Market Trends 27 Gelado Colorido: De Portugal para o Mundo 30 Gelado Colorido: From Portugal to the World 31 Sustentabilidade 32 Sustainability 32 Participação em feiras internacionais 34 Participation on international fairs 34 Parcerias 36 Partnerships 36 QUEM SOMOS E PARA ONDE VAMOS WHO WE ARE NOW AND WHERE WE AIM TO GO 2 Situada no concelho de Vila Verde, dis- Located in Vila Verde, district of Braga, trito de Braga, a Gelado Colorido possui Gelado Colorido has a fully automated uma unidade fabril, totalmente auto- plant, for the production of ice cream matizada, para produção de gelados and sorbets. Its portfolio of products e sorvetes. Na sua oferta de produtos includes a line of functional ice creams inclui uma linha de Gelados Funcionais, with highly beneficial organoleptic ou seja, gelados com caraterísticas or- characteristics, scientifically developed ganoléticas benéficas para a saúde e, in partnership with University of Min- cientificamente, desenvolvidos em par- ho’s Laboratories of Biotechnology and ceria com o Laboratório de Biotecnolo- Bioengineering. gia e Bioengenharia da Universidade do Minho. Gelado Colorido’s innovation occurs, not only at the product development A inovação da Gelado Colorido sucede level, but also in the implementation não apenas ao nível do desenvolvimen- of modern and more efficient technol- to de produtos mas, igualmente, pela ogies. This will promote a more sus- implementação de tecnologias moder- tainable, socially and environmentally nas e energeticamente eficientes que responsible business model. These are a posicionarão como uma empresa highly valued characteristics by both sustentável e responsável, caraterís- the promoters and the consumers of ticas valorizadas pelos seus promoto- this project, who seek healthier eating res mas, também, pelos consumidores options. adeptos da alimentação saudável. 3 A empresa integra, pela sua natureza, um setor bastante competitivo e exigente que re- This particular market is very competitive and demanding, full of opportunities with re- presenta, simultaneamente, um enorme universo de oportunidades no que respeita à In- gards to research and development. Aware of this, Gelado Colorido has taken as its main vestigação e Desenvolvimento. Ciente disso, a Gelado Colorido assume um papel prepon- goal to be one of the leading factories in the development of this region and also to be an derante no desenvolvimento regional e, igualmente, enquanto motor de inovação. Por isso innovation driver. Gelado Colorido will offer a specific range of products, called Functional mesmo, na sua oferta de produtos incluirá uma linha de Gelados Funcionais. Ice Creams. O mercado dos alimentos funcionais tem vindo a aumentar em todo o mundo e a tendên- This type of food has been growing all over the world and apparently it is trend to stay. cia manter-se-á. Com o aumento dos níveis de rendimento e consumo, as doenças relacio- With the increase of the income and consumption levels, diseases related to poor life styles nadas com os estilos de vida aumentam e o desejo de repor o equilíbrio através de uma also increased, which leads to a desire to restore balance and healthy nutritional habits. alimentação saudável acompanha essa tendência. Para isso, tal como sucede na Gelado For this, even the market being quite open to this kind of products, the consumer trust will Colorido, embora exista espaço no mercado para os produtos, a confiança por parte do increase if he can have a scientific validation. The presentation of this new type of products consumidor aumentará, caso se verifique a sua validação científica. A introdução desta li- has another goal - extend the consumption of ice creams beyond the summer. nha de produtos será, igualmente, uma forma de combater a sazonalidade que se verifica na indústria e no consumo, ao valorizar atributos que vão além do típico conceito de Verão. Laboratório \ Laboratory Área Técnica \ Technical area Área Frio \ Cold area Área de Produção \ Production area 4 5 - ampliação arquivo VRV B2 200kg VRV B1 QEACB1 200kg 200kg 200kg 200kg 420kg FRAÇÃO A Biblioteca \ Library --- One of the main goals of Gelado Colorido business strategy business Colorido of Gelado goals main the One of the only not world map, the mark in leave a and export to is the com to establish also the region choose products but development. to its see it will be essential as we shall pany, --- --- LUGAR DO MONTINHO RUA 8 UTAN 1 150kg 1500kg UE (UTAN) --- FRAÇÃO B --- --- TAPETE CAIRO --- --- --- --- --- --- BTE BTE AVENIDA DO MONTINHO - - - --- --- --- avac Auditório \ Auditorium --- --- AVENIDA DO MONTINHO dial, não apenas os seus produtos, mas a região que a estrategicamente escolheu empresa para se implementar e que, como ve remos, será determinante para o seu desenvolvimento. A Gelado Colorido incorpora na sua filosofia empresarial uma ele vada vocação exportadora que permitirá colocar no mapa mun A Marca The Brand A Gelado Colorido procura criar condições para uma produção “natural” de alimentos sau- dáveis, indo de encontro com o novo consumidor e mostrando uma maior preocupação com a origem, qualidade e segurança dos bens alimentares. Assim nasce uma marca preo- cupada em aliar o alimento de conforto, ao alimento funcional, a icecare. Sendo um alimento funcional este é direcionado para toda a população, em geral, mas terá especial impacto junto de públicos-alvo com determinadas patologias, ou com estilos de vida saudáveis e que dão preferência a alimentos com comprovados benefícios adicionais para a saúde e bem-estar. Gelado Colorido aims to create conditions for a more “natural” production of healthy food with the objective of satisfying the new consumer, showing a greater concern with the origin, quality and safety of the food. In this sense, a new brand is born. One which combines comfort and functional food: ice- care. As it is a functional food, it’s destined for the entire population. Nevertheless, it will have a special impact on targeted audiences with specific diseases, or even on healthier lifestyles, which prefer food with proven additional benefits to health and well-being. 6 Todo o prazer, nenhuma culpa Criar um gelado direcionado para as necessidades específicas dos consumidores de hoje foi, é, e será o caminho traçado pela Gelado Colorido. Conseguir a aliança entre a satisfação e o benefício alimentar, levou à fabricação dos nos- sos gelados com caraterísticas funcionais. Assim, hoje, podemos desfrutar de um gelado em pleno, sem dividirmos a degustação entre o bem e o mal, que nos causa. All of the pleasure, none of the guilt To create an ice cream that meets the specific needs of today’s consumers was, is, and will be the path defined by Gelado Colorido. The need to establish an alliance between satisfaction and food benefits led to the man- ufacture of our ice creams with functional characteristics. In this sense, we can, nowa- days, truly enjoy an ice cream without harming its taste thinking about the benefits and negative effects that it may cause. 7 Visão, Missão e Filosofia da MARCA Brand’s Vision, Mission and Philosophy A Visão da Gelado Colorido passa pela extrapolação do tradicional papel do gelado. Os seus produtos são denominados icecare. Neste sentido, o gelado não só satisfaz uma necessida- de, mas passa a ser um alimento funcional. Como alimento funcional, o icecare pode aliar o prazer da sua degustação à mais valia da capacidade de aportar nutrientes e vitaminas aos seus consumidores. Em última análise, o gelado será um veículo privilegiado para se ter práticas de alimentação e saúde corretas, podendo mesmo ascender a meio privilegiado para ministrar suplementos e medicamen- tos para nichos específicos de situações e populações. Produzir gelados diferenciados, assentes na ótica dos alimentos funcionais, é a Missão da empresa. Pretende-se satisfazer as necessidades dos consumidores de gelados com pro- dutos que aliem o prazer ao valor nutricional, com impactos positivos ao nível da nutrição e da saúde. Gelado Colorido aims to overcome the role of the traditional ice cream. Its products are called icecare. In this sense, this ice cream not only meets the market’s needs, but also becomes a functional food. As such, icecare bridges the gap between the enjoyment of its tasting and the ability to provide nutrients and vitamins to the consumer. Ultimately, this ice cream can be a facil- itator of healthy eating practices, and may even become a privileged means of ingesting supplements and medications, for specific niche markets. To produce differentiated ice creams, based on a functional foods’ approach is the mission of Gelado Colorido. It intends to meet the consumers’ needs with products that combine pleasure with nutritional value having, therefore, positive impacts on the nutrition and hu- man health. 8 Mercados De Atuação Target Markets A Gelado Colorido é produtora de gelados para distribuidores diversos, não de- Gelado Colorido produces ice cream for different distributors, not having there- tendo, assim, a cadeia de distribuição.
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