• Rice with Pepper
• Rice with Garlic
• Rice with Fine Herbs
• Rice with gilded onion

Introduction in the market in Brazil: October, 2004

• Innovation and originality

It’s the first line of products, with a totally Brazilian technology, where the innovation is in the incorporation of the ingredients inside the rice grain, cereal of high consumption in the country and in a general way it has a low technological process.

The discerning development of the process and of the equipments, by the Santalucia staff, viabilized the desired sensorial alterations, that is, the rice grain already parboiled and benefited passes through a new stage where there is the incorporation, in a homogeneous manner, of the color and of the flavor of the desired and added ingredient, guaranteeing so, a unique and differentiated product and that has been showing an excellent acceptance by the consumers.

• Benefits for the final consumer

It’s a line directed mainly to the housewives that more and more seek for a variation of menus, neverthless without needing a higher cooking knowledge, having a high practicality product and that doesn’t demand a higher time for preparation, since the product, at home, is made exactly like the common parboiled rice.

It’s also used like basis for cooking dishes such as: paellas, carreteiro rice; facilitating the housewives’ work again. Thus, it also has been used by the professionals,who work in fast food, self-service and even so in famous restaurants, agilizing their work.

• Innovation and packaging originality

The developed packaging shows a design that permits the product to be standing on the sale point, facilitating the exhibition.
It has a transparent display that permits the consumer to see the acquired product, in the packaging side you can observe a drawing, that refers to the ingredient in use. The packaging was also projected to not allow the loss of the product color, and the white color was used to highlight the product color as  the main appeal for buying.

250 gr is equivalent to approximately the consumption of 4 people in a meal, or of 2 people in two meals, avoiding that the product is kept after it’s opened for a long time.
 

•  Cost X Benefit Relation and Marketing Information:

This product is a new category, not being able to be classified as common parboiled rice and also not as a ready product, exemple mixture for powdered risotto.

It avoids the housewives buying seasonings that they may not have and in the food chain it avoids the accumulation of stock items. The product value was positioned according to this profile and focusing to cover all production costs, since its process possesses a larger number of stages.

Nowadays, the product is commercialised, on the sale point, with a value from R$ 2,00 to 2,50 per 250 gr. The gaucho company invested R$800.000,00 in technology and the project in a patent phase – most of the equipments were manufactured in our factory – favouring the reduction of costs of Technology.

Our initial production of colored and flavoured rice was of 1 ton month and nowadays it has been increasing 25% a month. Today we are already producing 5 ton month. Santalucia produces 300.000 30 kg bales of rice monthly and the line of differentiated products already participates with 25% of the profit
 

SANTALUCIA Inc

It is a gaucho company with headquarters in Barueri SP, and it has been growing in the Brazilian market with the brand Blue Ville standing out and positioning with the largest variety of rice in the country. It profited in 2004 185 millions and plans to grow about 20%.

Person in charge: Rosane Dalbem – New Products Manager
rosane@blueville.com
Phone: 55 51 91271011