The brand is part of Nestlé’s global Cocoa Plan program and has a record number of participants in the 33rd edition of the Ten Miles race
The Garoto chocolate brand was founded by Henrique Meyerfreyund in 1929, initially as a candy factory, in Vila Velha, Espírito Santo. The first sweets were sold by boys and, therefore, they became known as “boys’ candies”, a name created by the consumers themselves.
In 1934, Meyerfreyund began producing chocolates and, two years later, obtained financing to set up a more modern factory in the Glória neighborhood, which to this day houses the company’s industrial park. In 2002, Nestlé acquired Garoto, however, in 2004, the Administrative Council for Economic Defense (Cade) blocked the operation. Only in 2023 did the agency authorize the purchase.
Sustainability
Nestlé maintains a partnership with cocoa farms through the Cocoa Plan sustainability program, a global initiative developed in cocoa-producing countries, which covers the company’s chocolate brands, including Garoto. The project has been in operation for over ten years and has three pillars: good agricultural practices, better living conditions for people involved in the production chain and quality cocoa production. “As Garoto is a national brand, it is very important to spread the message that we have Brazilian cocoa. The brand’s positioning talks about Brazilianness, so having sustainable and Brazilian cocoa on local farms is very important for us”, says Thais Papa, marketing manager at Garoto.
Farms are classified by different categories, from bronze to diamond, with distribution of points that encourage producers to follow Nestlé’s code of conduct. The company promotes regular visits to the enterprises so that specialized technicians can check whether all topics are being followed and can offer technical instructions, as well as bonuses for producers, enabling reinvestment in farms.
The project also allows the traceability of properties and cocoa beans, resulting in a Cocoa Plan certificate on Nestlé product packaging. All the cocoa from these farms is used and the almonds are turned into chocolate. The peel becomes compost and the central part becomes animal feed or candied sweets. “We are starting the work of communicating this project to the end consumer, so we bring this information on the packaging, we talk about Brazilian cocoa in our films and we address the topic on social networks”, explains Thais.
Races
On September 29, 2024, the 33rd edition of Dez Milhas Garoto took place, a street race held in Vitória and Vila Velha, in Espírito Santo. Around 15 thousand runners, including professionals and amateurs, took to the streets and avenues of the cities. There was a 15.5% growth in the volume of participants compared to the number recorded last year. “We are a brand that has a very strong pillar of health and well-being. We promote health for both employees and other people who run. We’ve been running this race for 33 years, a sport that’s popular today. Promoting this moment to people is part of the brand’s positioning and is aligned with what we want to build”, highlights the executive.
Read the full article in the issue of propmark October 7, 2024
