“We bet on the productive offer of the medium and long term, with the objective of opening new sales channels, launching new products and reaching new markets, promoting exports through state-of-the-art technology that is currently used in the world, always empathizing with the consumer and maintaining the quality standards embodied in the values of Cabrales”, stated Martín Cabrales, vice president of the pioneering family firm in specialty coffee, in the presentation of the new machinery.
In this line, Martín Cabrales emphasized the importance of improving the offer. “The first social responsibility that Argentine businessmen have is to provide work, generating a productive offer, through investment and technology. For a company to invest, it has to win and to win we have to be competitive. If we don’t invest, we distance ourselves from the consumer”. And he added: “the State must be in charge of generating the necessary framework and conditions, such as legal certainty through competitive laws.” Likewise, he thanked Banco Nación for accompanying him in credit management to be able to make the investment.
One of the characteristics of the production of the family firm is that the main input they use is imported. The coffee beans are imported mainly from Brazil and also from Colombia, Vietnam and Peru, among others, to a lesser extent. Cabrales pointed out that “we do the reverse process to the majority of Argentine industrialists. We bought a commodity and decommoditized it”. This exposes them to internal problems of shortage of reserves and external variations in the prices of raw materials. In 2022, the obstacles to imports and the transport strike in Brazil alerted the company.
“Last year’s restrictions were a complex moment because our main input is imported. Currently, we are in a more comfortable situation. We hope that the reservations improve, although we understand that it is a long process. We also celebrate the good judgment of the Minister of Economy prioritizing industrial inputs because today the industry cannot stop. There is no country without industry”, Cabrales highlighted.
Likewise, he celebrated the rapprochement of the Argentine Industrial Union with its Brazilian counterpart, the National Confederation of Industry. “Brazil is our main commercial and strategic partner. I think the deal for a common currency and the rapprochement and dialogue between the industries are excellent, like Lula’s visit that generated a roadmap that will strengthen trade relations with Brazil,” said Cabrales.
Regarding the prospects for consumption, after the slowdown seen in the last months of 2022, Cabrales remained optimistic and does not rule out a rebound in the middle of the year. In addition, he highlighted: “With inflation, purchasing power is eroding, and that is a reality from which no one escapes. The Government has the challenge of ensuring that we have confidence in our currency. Faced with this decrease in the purchasing power of all Argentines, the Fair Prices program gives consumers the possibility of accessing a more attractive basket. We had 6 products, and we renewed them again since we are going to continue supporting the program because we support consumers who choose us every day. We know that it is not a long-term solution, but it does serve to alleviate economic situations that are not easy”.
Carolina Paparatto
Source: Ambito
