With a new plant, B&C is preparing for a growth leap and reaffirming its role as a key chemical company for the surface treatment sector.
By Ana Carolina Coutinho
The strategy is clear: plan, design, invest and expand. This virtuous circle of prosperity has run through the history of Boreto & Cardoso (B&C), which began operating 50 years ago in the home of one of its partners, in the city of São Paulo. Now, after five decades, the company intends to take the biggest growth leap in its history, which will range from 30% to 50%, according to the board's projections. These significant figures are expected to come from the move to the new 3,000 square meter industrial facility in Santana de Parnaíba, in the Greater São Paulo region, surrounded by highways such as the Anhanguera and the Castelo Branco, a strategic location for anyone who wants to reach the rest of Brazil.
It will be a big move. The company was born in 1972 from the ambition of an uncle, Mario Boreto, and his nephew, Eliseu Cardoso, to serve the dry cleaning sector by supplying small packages of solvents for removing stains from fabrics. After a while, it was only natural for them to set up in Bom Retiro, a traditional garment district in the city of São Paulo. Then came another growth leap, and the company moved to another São Paulo neighborhood, Freguesia do Ó, where it remained for 40 years!
Now B&C is moving again, this time not just to a new neighborhood but to a new city, where everything will be new, though not a surprise, since it has all been thought through and planned. "We are setting ourselves up in a new location, and with that we will have more market opportunities, innovative operating technology and a larger stock of products. We are restructuring the entire commercial department and we will expand our sales team so that we can better meet all the demand," say the directors.
DETAILS OF THE EXPANSION
The expansion will not only be physical. The company is also announcing its entry into new segments and markets. The latter is first-hand news: the company will soon have a representative in Rio Grande do Sul. "We are strong in the Southeast and now, in partnership with another company, we will have representation in the South for the distribution of our products," the directors announce. They will also enter the laundry market, where they have not operated until now. "We will explore new segments. We supply the market with raw materials used in the chemical and electrochemical pretreatment of surfaces, that is, degreasers, pickling agents, passivators and inhibitors. Since our line of work is supplying these products, which are raw materials, we will highlight, among others, the following: hydrochloric acid, nitric acid, sulfuric acid, ammonia, ferric chloride, sodium hypochlorite, hydrogen peroxide and caustic soda," they say.
Among the advantages of the new industrial facility, the chance to modernize operations is one of the major competitive differentiators. Before the move, tank capacity was 14 tons; now it doubles, reaching 29 tons. "There are countless advantages: we will have a plant with much greater capacity, advanced technology and an environment designed entirely around the well-being of our employees, a modern workplace, where we will also be creating jobs and contributing to the local economy," the directors explain.
COVER
Elaine, from the finance department, and Eliane, from the commercial department, are the daughters of Mr. Eliseu Cardoso, who passed away in 2016.
They explain that soon after the company became established, their great-uncle, Mr. Mário Boreto, left the partnership, which has been run by their father ever since. "Our father was always very dedicated and intelligent, with a remarkable vision for business. He truly devoted years of his life to the company's growth and to developing people, and the greatest legacy he left us was his example, his unquestionable character and his generosity toward everyone. For us in particular, the main lessons were integrity, seriousness and responsibility," they emphasize.
BIG CHANGES, BIG CHALLENGES
The chemical sector has been regaining its stability after a very difficult period, with the economic crisis restricting access to inputs, raising prices and creating uncertainty about supply and the continuity of production around the world. "Through all the difficulties caused by the shortage of inputs, we guaranteed stock to our customers. We sought partnerships with suppliers and always kept ourselves well supplied, with the aim of serving all our customers with excellence so that no one's production would be affected," the directors state. In this way, the company reaffirmed its solidity and maturity and was ready to take the growth leap that is now becoming a reality. "Running a company is always a complex task, but with a lot of preparation, dedication, focus and knowledge, you can achieve excellent results. Managing medium and large companies is an even greater challenge, especially in times of crisis. That is why you need to be very cautious and plan very carefully to keep the company growing. Being aware of where your company currently stands and being flexible enough to think of new ways of organizing work are some of the measures that can help. Our main challenge is growth and, with it, reaching different segments, but we need to grow safely and responsibly so that we can keep providing the best possible service," explain Eliane and Elaine.
For the two executives, careful planning, well-prepared projections and innovation are part of any business that wants to thrive, and are not exclusive to the chemical or surface treatment sectors. "As in any other economic segment, the chemical industry is constantly evolving. That is why the speed with which business leaders adapt to new global scenarios, including swings in consumption, innovations and technologies, for example, is decisive in ensuring the success of an operation. Knowing the most pressing challenges and then preparing for them are therefore essential attitudes for making sound investments and achieving the expected returns," they stress. It is no coincidence that B&C managed to create ideal conditions for growth right after one of the worst global economic and commercial crises.
Finally, this whole new phase is an exciting working scenario for B&C: "We can sum it all up in a single word: EXPANSION! That means reaching new markets and increasing and diversifying our product portfolio. With our eyes on the future, we have set our strategy with the goal of doubling in size and expanding into other segments. We have several new short- and medium-term projects, including the expansion of the new headquarters, which is strategically located and equipped with cutting-edge technology; we will have a larger supply of products to serve a larger number of customers... We will also resume importing some products, because we want to expand our portfolio and have greater negotiating power," the directors highlight. They add, however: "The main thing will always be to meet our customers' expectations by offering the very best in products and technologies, with personalized service, always with great seriousness and responsibility, valuing quality and social responsibility."
Source: Portal TS