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Interview: The world’s baker

It all begins with understanding the consumer

Bimbo S.A. was founded in Mexico in 1945, just as the world was starting to emerge from World War II. Today it boasts operations in 19 countries (including China), with 153 production plants (42 in Mexico, 111 abroad), 103 registered trademarks, and 127,000 full-time employees.

According to Latin Business Chronicle’s Latin 500 rankings, in 2011 Bimbo posted revenue of $9.586 billion and profits of $382.1 million. 

Grupo Bimbo’s management sees 2011 as a year of great transformation, lead by three strategic acquisitions to enhance its international position: it bought Sara Lee in the United States and in the Iberian Peninsula, as well as the traditional Argentine company Fargo. 

Daniel Servitje Montull is CEO of Grupo Bimbo and a member of its founding family. In a conversation with Latin Trade he explains how the family firm has arrived at the kitchen table of millions of people and become the successful multi-Latin organization it is today. 

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