With more than a century of existence, Catupiry has consolidated itself as one of the most iconic brands in Brazilian food industry. Founded in 1911, in the mining town of Lambari, by a couple of Italian immigrants, Mario and Rosa Silvestrini, the company began producing a creamy curd with unique characteristics. The word “catupiry”, of Tupi-Guarani origin, means “excellent”-adjective that would eventually be incorporated into the identity of the product and the company itself.
In the early years, the curd was sold in wooden boxes, which became part of the imaginary of generations. More than a functional item, the packaging became an object of affective memory, present in many Brazilian houses. The move to Sao Paulo, with the opening of the factory in Bairro do Bom Retiro, contributed to expand the distribution and recognition of the product in other regions of the country.
The boom of the pizzerias and the name that became synonymous with product
From the 1980s, Catupiry became even more popular with the success of chicken pizza with curd, a combination that quickly spread to Pizzarias Paulistanas. The impact was so great that the name of the brand was used as a direct reference to the type of creamy curd, regardless of the manufacturer. The versatility of the product caused it to be incorporated into several dishes, from hidden to shrimp silly.
With the growth of demand, Catupiry started to invest in new packaging formats, seeking more practicality and efficiency. Plastic pots replaced the old boxes, and beak straws were used by professional kitchens. There was a continuous effort to adapt logistics and facilitate handling, both in retail and food service.
Today, the company maintains four factories in operation: two in São Paulo, one in Minas Gerais and one in Goiás. Its portfolio has 72 products, between curds, processed cheeses and lines focused on bakery and confectionery. Even with the strong presence in Sao Paulo and Rio de Janeiro, Catupiry has been gaining ground in the Northeast and states such as Santa Catarina, where its presence has grown in recent years.
During the pandemic, domestic consumption driven by delivery and the sale of frozen products helped maintain the company’s performance. The practicality of ready -made food and brand recognition were important assets in the period of social isolation. However, with the gradual reopening of trade, the company saw a slight retraction in this segment, something expected with the return of consumption away from home.
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New fronts
Despite its tradition, Catupiry has also sought innovation. Recently, the company launched products such as microwave fondue and cheese bread with dulce de leche, and betting on the expansion of its portfolio with new categories. These releases indicate an attempt to stay relevant in an increasingly competitive and dynamic market.
The brand has also expanded its physical presence with its own stores. In Sao Paulo, the building that housed the old factory in Bom Retiro now hosts Emporio Catupiry, a space that offers from traditional line products to unique versions for immediate consumption, such as brigadeiro with curd and desserts with guava syrup.
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Abroad, Catupiry is present mainly in countries with large Brazilian or Latin communities, such as the United States, Canada, Paraguay, Argentina and Japan. These “longing markets” are strategic for brand exports, which finds demand between expatriate Brazilians and alien interested in national cuisine.
Catupiry reaches its 110 years remaining as a reference in a segment that helped create. From artisanal niche product the brand with billionaire revenues, its trajectory is marked by tradition, innovation and a captive place in the taste and affective memory of millions of Brazilians.
