Establishing its sales offices in the Latin American nation, Dr. Schär is also purchasing shares in local companies to rapidly expand its presence, brand awareness and sales in Argentina as it strives to enhance its market share in the gluten-free nutrition and dietetic food categories.
The Italy-based brand Dr. Schär has built upon its existing distribution deal in Argentina by expanding its operations. To date, Dr. Schär has operated in European countries that include its domestic home, France, Spain and Germany. Its entry into Argentina marks its first growth opportunity outside of Europe.
In Argentina, Dr. Schär has acquired 70% of the import business Frigluten and has since renamed it Schär Argentina. The previous owners will support Dr. Schär in introducing and developing the joint project onsite, while also keeping the remaining shares.
Gluten-free and dietetic foods
Targeting individuals with food intolerances, Dr. Schär specializes in providing gluten-free products and a variety of nutritional foodstuffs designed to alleviate numerous medical conditions.
With its new sales branch in Argentina, the family business from South Tyrol plans to enhance its existing product portfolio’s sales results while focusing on the luxury food market.
“Due to growing awareness and diagnoses, Argentina is an important market for gluten-free products,” Dr. Schär shared when explaining why the gluten-food brand chose Argentina as a key target market to enter and its first foray into South America.
With the popularity of gluten-free products gaining prominence in Argentina, a branch of the country’s government, The National Program of Food Controls, established a specific logo to appear on all relevant products. As a result, in Argentina, gluten-free products are emblazoned with the food label, Sin T.A.C.C., which when translated, stands for “Without wheat, oats, barley, rye”.
Both the number of food producers manufacturing gluten-free items and retailers setting up gluten-specific restaurants and cafes have grown throughout the country. Suc popularity comes amidst the increasing number of Argentinians suffering from celiac disease, which is 1 in every 100, according to Gluten-Free Living.
Looking ahead, the aim of its expansion is to make the Dr. Schär name synonymous with high-end food products to produce a “premium brand”, and simultaneously “create an important sales market for our products manufactured in Curitiba”, Werner Strobl, Executive Director Sales & Marketing Europe & Export enthuses.