In Brazil, the Rocheto Group emerges at the forefront of potato cultivation, anchored in Minas Gerais. The group, with its expansive reach across Minas Gerais, São Paulo, and Mato Grosso, operates the nation's largest potato plantation. The operations span approximately 15,000 hectares in Perdizes, a critical region in the Mining Triangle.
This positioning was a strategic decision in the late 1980s to leverage Minas Gerais' favorable climate, facilitating a lengthier planting season than São Paulo. Crop rotation with soybeans, corn, and beans is employed to maintain soil health for sustainable production.
The Rocheto Group has diversified from agriculture by establishing Bem Brasil Alimentos in 2006, pioneering Brazil's national frozen potato chip sector. "The creation of Bem Brasil Alimentos was not just a diversification but the materialization of a strategy to dominate the entire production chain." This move challenged the dominance of multinational companies in the pre-frozen frozen potato market.
Starting in the 1940s with potato farming on a small scale, the Rocheto family shifted operations to Minas Gerais to exploit better agronomic conditions. This transition from a family farm to an agroindustrial conglomerate illustrates a model of vertical integration.
The company maintains control over the production continuum, from its extensive farm to the packaged product. This approach ensures quality consistency and reinforces their position as a national leader. Approximately 70% of potatoes processed by Bem Brasil originate from Rocheto's farms.
Source: Argenpapa
