In the dynamic world of flavors, Cramer has achieved a position of leadership in Latin America thanks to its constant innovation, deep knowledge of the markets and firm commitment to sustainability. To better understand this achievement, we spoke with Ricardo Israel, Export Manager of our Flavor Market, who reveals the key factors behind this success, the challenges to overcome and the opportunities for growth in the region.
Success factors
According to Ricardo, Cramer’s success is based on cornerstones such as consistent quality, competitive prices, fast deliveries and the ability to accept small orders. He also emphasizes the importance of knowing local tastes, providing technical and commercial support to customers and keeping them informed about the latest trends.
With regard to how we manage to adapt the flavors to the cultural preferences of each country, Ricardo highlights our closeness with local customers and distributors, as well as the tasting of products from different markets. This approach allows us to tailor our offer to reflect the unique flavors of each country, always staying at the forefront through active collaboration and constant research.
In a globalized world, where trends quickly cross borders, Cramer is tasked with analyzing how they can be adapted to local palates. Ricardo comments, for example, on the case of spicy flavors, where Mexico tolerates higher thresholds of spiciness, while in Chile milder profiles are preferred. This personalized approach allows us to create proposals that connect with consumers in different markets.
However, international expansion has not been without its difficulties. Ricardo emphasizes the need for immediate launches and efficient stock management as the main challenges. To meet this demand, we work in line with customers’ needs, ensuring a continuous and timely supply.
Market Trends
Our Export Manager highlights three main trends that are determining the way forward in Latin Merica:
- Health and wellness: reduced-sugar or sugar-free products, functional and with natural ingredients, as well as clean and friendly labels that are understandable for the consumer.
- Practicality: packaging aligned with consumer needs.
- Ecofriendly: packaging and processes that respect the environment.
Although we are a company specializing in flavors, our offer is aligned with these trends, helping our clients stay relevant in their markets.
Looking to the future
Finally, Ricardo stresses that Cramer’s greatest opportunity lies in expanding its participation in foreign markets, where there is ample room for growth. Key challenges include increasing brand recognition in companies that use flavors and optimizing delivery times, while opportunities include strengthening relationships with current customers, boosting sales of products using differentiated technologies and growing in high-consumption categories. Cramer is thus reaffirming its commitment to continue innovating and consolidating its position as a leader in the Latin American flavor market.
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