{"id":6812,"date":"2021-09-03T10:00:03","date_gmt":"2021-09-03T15:00:03","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=6812"},"modified":"2021-09-03T08:47:12","modified_gmt":"2021-09-03T13:47:12","slug":"postobon-confirma-que-compro-licencia-de-uso-de-marca-tostao-y-entra-a-segmento-de-cafe","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/postobon-confirma-que-compro-licencia-de-uso-de-marca-tostao-y-entra-a-segmento-de-cafe\/","title":{"rendered":"Postob\u00f3n confirma que compr\u00f3 licencia de uso de marca Tostao\u00b4 y entra a segmento de caf\u00e9"},"content":{"rendered":"<p><span class=\"amp-wp-00890ee\" data-amp-original-style=\"font-size: 11pt;\"><span class=\"amp-wp-754fef8\" data-amp-original-style=\"font-family: 'Lucida Sans',sans-serif;\">Desde junio pasado,\u00a0<strong>Valora Analitik<\/strong>\u00a0revel\u00f3 que se ven\u00eda una nueva movida en el sector empresarial de Colombia con la venta del negocio de\u00a0caf\u00e9 de Tostao\u00b4 en Colombia.\u00a0 <\/span><\/span><span class=\"amp-wp-00890ee\" data-amp-original-style=\"font-size: 11pt;\"><span class=\"amp-wp-754fef8\" data-amp-original-style=\"font-family: 'Lucida Sans',sans-serif;\">Hoy, el grupo (fundado por el fallecido\u00a0Carlos Ardila L\u00fclle) confirm\u00f3 que entra al segmento de caf\u00e9.<\/span><\/span><\/p>\n<p><span class=\"amp-wp-00890ee\" data-amp-original-style=\"font-size: 11pt;\"><span class=\"amp-wp-754fef8\" data-amp-original-style=\"font-family: 'Lucida Sans',sans-serif;\">En un comunicado se explic\u00f3 que \u201cgracias al acuerdo suscrito entre la\u00a0<strong>Organizaci\u00f3n Ardila L\u00fclle (OAL) y Tostao\u2019, Postob\u00f3n y Nutrium<\/strong>\u00a0ingresan a la categor\u00eda de caf\u00e9 en el mercado colombiano\u201d.<\/span><\/span><\/p>\n<p><span class=\"amp-wp-00890ee\" data-amp-original-style=\"font-size: 11pt;\"><span class=\"amp-wp-754fef8\" data-amp-original-style=\"font-family: 'Lucida Sans',sans-serif;\">El acuerdo, dijo el grupo, consiste en la adquisici\u00f3n \u201ccon exclusividad en Colombia, de la\u00a0<strong>licencia de uso de la marca Tostao\u2019\u00a0<\/strong>para canales de ventas diferentes a las tiendas propias, donde se podr\u00e1 comercializar el producto\u201d.<\/span><\/span><\/p>\n<p><span class=\"amp-wp-00890ee\" data-amp-original-style=\"font-size: 11pt;\"><span class=\"amp-wp-754fef8\" data-amp-original-style=\"font-family: 'Lucida Sans',sans-serif;\">Se aclar\u00f3 adem\u00e1s que este acuerdo \u201cno contempla en ninguna medida la adquisici\u00f3n ni la operaci\u00f3n de las conocidas tiendas Tostao\u2019\u201d.<\/span><\/span><\/p>\n<p><span class=\"amp-wp-00890ee\" data-amp-original-style=\"font-size: 11pt;\"><span class=\"amp-wp-754fef8\" data-amp-original-style=\"font-family: 'Lucida Sans',sans-serif;\">Con el acuerdo firmado, la marca\u00a0<strong>Tostao\u2019<\/strong>\u00a0llegar\u00e1 a distintos canales de venta al contar, a partir de la fecha, con las\u00a0<strong>capacidades comerciales y log\u00edsticas de Postob\u00f3n<\/strong>, especialmente la red de distribuci\u00f3n, la cual llega a cerca del 90 % del territorio nacional y a m\u00e1s de 400.000 clientes de manera directa.<\/span><\/span><\/p>\n<p><span class=\"amp-wp-00890ee\" data-amp-original-style=\"font-size: 11pt;\"><span class=\"amp-wp-754fef8\" data-amp-original-style=\"font-family: 'Lucida Sans',sans-serif;\">Asimismo, las bebidas del portafolio de\u00a0<strong>Postob\u00f3n\u00a0<\/strong>estar\u00e1n presentes en las m\u00e1s de 525 tiendas de Tostao\u2019 Caf\u00e9 &amp; Pan, ubicadas en Colombia.<\/span><\/span><\/p>\n<p><span class=\"amp-wp-00890ee\" data-amp-original-style=\"font-size: 11pt;\"><span class=\"amp-wp-754fef8\" data-amp-original-style=\"font-family: 'Lucida Sans',sans-serif;\">El acuerdo tambi\u00e9n incluye\u00a0<strong>la adquisici\u00f3n de una planta tostadora de caf\u00e9 ubicada en Manizales, Caldas,\u00a0<\/strong>en la que se produce el caf\u00e9 (molido y en grano) de la marca, el cual es comprado a cooperativas que agrupan a m\u00e1s de 8.600 peque\u00f1os productores del Eje Cafetero, indica el comunicado citando a Miguel Fernando Escobar, presidente de Postob\u00f3n.<\/span><\/span><\/p>\n<p><span class=\"amp-wp-00890ee\" data-amp-original-style=\"font-size: 11pt;\"><span class=\"amp-wp-754fef8\" data-amp-original-style=\"font-family: 'Lucida Sans',sans-serif;\">De otro lado,\u00a0<strong>Helder Jacinto<\/strong>, orientador general de\u00a0<strong>Tostao\u2019 Caf\u00e9 &amp; Pan<\/strong>, expres\u00f3: \u201cEstamos seguros de que esta alianza aportar\u00e1 a seguir posicionando a Tostao\u2019 como una de las marcas m\u00e1s queridas de Colombia, llegando a nuevos canales en todo el territorio nacional y enamorando cada vez a m\u00e1s colombianos\u201d.<\/span><\/span><\/p>\n<p><span class=\"amp-wp-9062723\" data-amp-original-style=\"font-size: 11.0pt;\"><span class=\"amp-wp-754fef8\" data-amp-original-style=\"font-family: 'Lucida Sans',sans-serif;\">La empresa de\u00a0<strong>caf\u00e9 Tostao\u00b4<\/strong>\u00a0entr\u00f3 en el a\u00f1o 2020 en\u00a0proceso de reorganizaci\u00f3n\u00a0ante las autoridades en Colombia tras enfrentar dificultades financieras como consecuencia de la pandemia de Covid-19.<\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<p>Fuente: https:\/\/www-valoraanalitik-com.cdn.ampproject.org\/c\/s\/www.valoraanalitik.com\/2021\/09\/01\/postobon-compro-licencia-de-uso-de-marca-tostao\/?amp<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Desde junio pasado,\u00a0Valora Analitik\u00a0revel\u00f3 que se ven\u00eda una nueva movida en el sector empresarial de Colombia con la venta del negocio de\u00a0caf\u00e9 de Tostao\u00b4 en Colombia.\u00a0 Hoy, el grupo (fundado por el fallecido\u00a0Carlos Ardila L\u00fclle) confirm\u00f3 que entra al segmento de caf\u00e9. En un comunicado se explic\u00f3 que \u201cgracias al acuerdo suscrito entre la\u00a0Organizaci\u00f3n Ardila [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":6813,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-6812","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Postob\u00f3n confirma que compr\u00f3 licencia de uso de marca Tostao\u00b4 y entra a segmento de caf\u00e9 | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/postobon-confirma-que-compro-licencia-de-uso-de-marca-tostao-y-entra-a-segmento-de-cafe\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Postob\u00f3n confirma que compr\u00f3 licencia de uso de marca Tostao\u00b4 y entra a segmento de caf\u00e9 | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Desde junio pasado,\u00a0Valora Analitik\u00a0revel\u00f3 que se ven\u00eda una nueva movida en el sector empresarial de Colombia con la venta del negocio de\u00a0caf\u00e9 de Tostao\u00b4 en Colombia.\u00a0 Hoy, el grupo (fundado por el fallecido\u00a0Carlos Ardila L\u00fclle) confirm\u00f3 que entra al segmento de caf\u00e9. 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