Quem são os barões do cacau?

As famílias Ferrero e Mars, famosas por produtos como Ferrero Rocher e M&M's

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Têm fortunas combinadas de mais de US$120 bi e dominam metade do mercado global de chocolate

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Suas decisões moldam o cenário internacional desse setor

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Além de fabricantes, ambas são grandes players na agricultura

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Controlando vastas áreas de cultivo de cacau em países como Gana e Costa do Marfim

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Elas influenciam fortemente um terço da produção mundial, estabelecendo padrões para a indústria

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Com um controle de 1,5 mi de toneladas de cacau por ano, ou 28% da oferta global

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Mars e Ferrero impactam diretamente os preços nas bolsas de NY e Londres com suas estratégias de negociação

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A rivalidade vai além das prateleiras, levando a guerras de marketing e disputas por inovações e aquisições

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A Ferrero expandiu seu domínio adquirindo divisões da Nestlé nos EUA por US$2,8 bilhões

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E a Dori Alimentos no Brasil por R$2 bilhões em 2023, aumentando sua influência na América Latina e globalmente

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A Mars ampliou sua presença no segmento de snacks saudáveis ao adquirir a Kind North America

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Por cerca de US$ 5 bilhões em 2020, integrando suas populares barras de frutas e nozes ao seu portfólio

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Nos bastidores, suas decisões impactam a política internacional

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A sustentabilidade ambiental e a economia dos países produtores de cacau

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Ambas também estão atentas às tendências de consumo saudável

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À inovação digital e à expansão para mercados emergentes, investindo em pesquisa e para liderar as tendências futuras

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