Tirolez signed and submitted to the Administrative Council for Economic Defense (Cade) a formal and binding offer for the acquisition of an Isolated Production Unit (UPI) from Barbosa & Marques, in judicial recovery since 2023. The value of the operation was not disclosed.
The transaction involves the industrial plant in Governador Valadares (MG) and the Regina cheese brand, in addition to providing for the leasing of assets and licensing of the brand.
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The deal still depends on approval from Cade and authorization from the 5th Civil Court of Governador Valadares, responsible for the company’s judicial recovery process.
According to the CEO of Tirolez, Marcel de Barros, in a statement, the movement has three strategic objectives: expand production capacity in specialty cheeses, incorporate the Regina brand into the portfolio and advance on a new business front in the whey powder segment.
The Governador Valadares plant is considered strategic because it is located in a traditional dairy basin in Minas Gerais.
In addition to the production of cheeses under the Regina brand, the unit has a structure for drying and processing whey powder, a segment still little explored by Tirolez.
With more than 40 items in the portfolio, the Regina brand includes everyday and special cheeses, as well as butter, creams and cream cheese, with a presence in markets such as Rio de Janeiro and the Northeast.
The brand was created in 1946, within a history that dates back to the beginning of the Barbosa & Marques group’s activities in the dairy sector, in the 1930s.
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Tirolez, founded in 1980, is one of the main companies in the cheese sector in the country and has been expanding its growth strategy by expanding capacity and strengthening brands in the premium segment.
