Nestlé launches floating store on the Amazon

Posted by Josette Dunn on 21st June 2010

Nestlé is to launch a floating supermarket on the Brazilian Amazon to extend its reach into some of the least commercially-developed parts of the world.

nestle-floating-store.jpg

Named Nestlé Até Você a Bordo – or Nestlé Takes You Onboard – the barge will journey to 18 small cities on the Para and Xingu rivers from 1 July for nearly three weeks, docking one day in each city.

Leaving the Brazilian port of Belém, the vessel will sail to the region of Marajó Island to the city of Almeirim, into the Baixo Amazonas, or the Amazon Lowlands region, before returning to Belém.

Ivan Zurita, CEO of Nestlé Brazil, said: “It will be a service to the population of the Amazon, who has streets and avenues in the form of rivers. It is a project aligned with our concept of Regionalisation, based on the different profiles of consumers, where we deal with each region as a different area.”

The boat will offer over 300 Nestlé brands including Ninho, Maggi and Nescafé. The Company has adapted its products by offering smaller and cheaper versions for low-income customers.

Eleven people, among the supermarket’s employees and crew members, will work on a daily basis on the 27.5m long boat housing three stock areas and 100m² store space.

Launched as another project to reach out the remote and low-income regions, the initiative mirrors the door-to-door sales system already undertaken by the company, which currently counts on more than 7.5 thousand re-sellers and 220 micro-distributors in the 15 states of Brazil.

just-food is the world’s leading portal for the global pre-packaged food and retail industries. Its daily mix of breaking news, views, analysis and research serves over 100,000 food executives each month. http://www.just-food.com/