For the third year in a row, the company reached 1st place in the “Brand that Represents Ceará” ranking
Founded on May 13, 1953, in the state of Ceará, M. Dias Branco is now in its 70th year as a national leader in pasta and crackers and cookies. As evidence of its position in the country, the company was selected for the third consecutive year as the “Brand that represents Ceará“, according to the Datafolha Top of Mind 2023 Yearbook.
Since 1991, the annual Top of Mind survey has brought together the most remembered brands by Brazilians in various categories of products and services. In the current edition, when asked “What brand comes to mind when you talk about the brand that represents Ceará?”, 13.5% of the state’s population answered “M. Dias Branco”. In terms of classes A and B, the percentage increases to 14.9%. The survey of Ceará residents covered nine sectors and 25 categories.
With a broad portfolio of pasta, crackers and cookies, toast, flour and margarine, the company has 20 product brands that enjoy a trusting relationship with consumers in different regions of Brazil. Mariana Chiappetta, marketing manager of Fortaleza brand believes that the result is the outcome of a journey. “M. Dias Branco was born in Ceará with its first brand, Fortaleza, which bears the name of the state capital. Since then, we have sought to be present in the most different moments of the day and to become part of the emotional memory of the consumers of Ceará”, she said.
History
M. Dias Branco and its first brand, Fortaleza, were born to change the history of the capital of Ceará. Celebrating their 70th anniversary in 2023, both continue to transform the lives of thousands of employees and consumers.
It all started with Padaria Imperial, founded by Portuguese immigrant Manuel Dias Branco, who had the support of his son Ivens, then just 17 years old, to start producing crackers and cookies. Production soon had to be expanded, and the new bakery was named Fortaleza in honor of the city that had welcomed the family so warmly.
Today, M. Dias Branco has more than 17 thousand employees, spread across 16 industrial units in Brazil and 1 in Uruguay, with a profit of R$ 217.9 million in the second quarter of 2023 alone.
Expanding its portfolio, in the past year alone the company acquired Jasmine, which specializes in whole grain, organic, gluten-free, lactose-free and sugar-free food, and Las Acacias, which marks its entry into the super-premium pasta segment and other categories such as preserves and sauces.
