Terrabusi
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Terrabusi is an
Argentine Argentines, Argentinians or Argentineans are people from Argentina. This connection may be residential, legal, historical, or cultural. For most Argentines, several (or all) of these connections exist and are collectively the source of their ...
food
brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's goods or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and ...
currently owned by US conglomerate
Mondelez International Mondelēz International, Inc. ( ) is an American Multinational corporation, multinational confectionery, food industry, food, Holding company, holding, drink industry, beverage and snack food company based in Chicago. Mondelez has an annual rev ...
. The former manufacturing company had been founded by the Terrabusi brothers in 1911, and soon gained a reputation as a
cookie A cookie is a sweet biscuit with high sugar and fat content. Cookie dough is softer than that used for other types of biscuit, and they are cooked longer at lower temperatures. The dough typically contains flour, sugar, egg, and some type of ...
s and crackers manufacturer, commercialising its products under several brands. In 1994, Terrabusi was purchased by U.S.-based company
Nabisco Nabisco (, abbreviated from the earlier name National Biscuit Company) is an American manufacturer of cookies and snacks headquartered in East Hanover, New Jersey. The company is a subsidiary of Illinois-based Mondelēz International. Nabisco' ...
, which would be acquired by Philip Morris Companies, Inc. (parent of Kraft Foods Inc. since 1988) in 2000. As a result, both food companies joined. In 2007, Kraft Foods Inc. spun off from Altria (ex Philip Morris), taking Nabisco (and other brands including Terrabusi) with it. Five years later, Kraft Foods split its business into two food companies,
Kraft Foods Kraft Foods Group, Inc. was an American food manufacturing and processing conglomerate (company), conglomerate, split from Kraft Foods Inc. on October 1, 2012, and was headquartered in Chicago, Illinois. It became part of Kraft Heinz on July ...
(a new company but keeping the 'Kraft' name, focused on the local market) and Mondelez International (worldwide market). In Argentina, Mondelez set up its headquarters at the former Terrabusi factory in General Pacheco.


History

Italian brothers Ambrosio, Felipe and Julio Terrabusi arrived in Argentina at the end of the 19th century. They founded a company, "Terrabusi Hermanos",Historia de Terrabusi y Canale y sus ricas galletitas
4 Feb 2016
in 1911 to produce
biscuit A biscuit is a flour-based baked food item. Biscuits are typically hard, flat, and unleavened. They are usually sweet and may be made with sugar, chocolate, icing, jam, ginger, or cinnamon. They can also be savoury, similar to crackers. ...
s. The company set a plant on Sadi Carnot street, employing 25 people. Terrabusi produced 5 tons of biscuits per month. In 1919, the company moved to a 25,000 m2 factory on San José street also in Buenos Aires,Tres italianos trajeron su negocio de galletitas al país y 100 años después el amor y un asesinato los hicieron virales
on Cronista.com, 27 Jul 2021
By those years, the company launched "Express", a successful line of crackers. The company launched some products that became not only a success but landmarks of Terrabusi, such as "Tita", "Manon", "Rhodesia", and "Melba". The success of some of its products helped the company increase its sales to the point that Terrabusi relegated rival company rival Bagley as the main food manufacturer in Argentina. By 1958, the company popularised the slogan "Dígale sí a Terrabusi" ("Say 'yes' to Terrabusi") that remained for decades. In 1963, with the leadership of Carlos Terrabusi and Gilberto Montaña, the company moved its business to the "Establecimiento Modelo Terrabusi" (Terrabusi model plant) in the city of
General Pacheco General Pacheco is a city in the Tigre Partido of the urban agglomeration of Greater Buenos Aires, Argentina. The division's position inside Tigre significantly sums up to its importance inside the partido. According to the most recent census (2 ...
.La historia de Terrabusi, los creadores de una marca icónica de galletitas y golosinas
on Mas Industrias 10 agosto, 2021
Terrabusi then launched "Don Felipe", a
pasta Pasta (, ; ) is a type of food typically made from an Leavening agent, unleavened dough of wheat flour mixed with water or Eggs as food, eggs, and formed into sheets or other shapes, then cooked by boiling or baking. Pasta was originally on ...
brand named after one of the three founders of the firm. In 1981, American conglomerate
Nabisco Nabisco (, abbreviated from the earlier name National Biscuit Company) is an American manufacturer of cookies and snacks headquartered in East Hanover, New Jersey. The company is a subsidiary of Illinois-based Mondelēz International. Nabisco' ...
started doing business in Argentina after merging with Standard International. Nabisco acquired Terrabusi in 1994 for US$361 million. After the purchase, Carlos Terrabusi and Montagna retired to go on agricultural sector and horse breeding. In 1996, other three food companies, Mayco, Capri, and Vizzolini, were added to Nabisco Royal Argentina Inc. In 2001, Kraft Foods Inc. bought Nabisco for US$14,000 million, taking over all the Terrabusi line of products. Nabisco would then acquire other local food companies (mainly cookies manufacturers) such as Canale (popular brand of biscuits and owner of ''Cerealitas'' cracker brand, managed by Grupo Macri that had losses for AR$14,014,113 in 1998)Nabisco, con la mira puesta en Canale
''La Nación'', 19 Jun 1999
Mayco, Capri, Royal, and Tasti. , Mondelez International controls Terrabusi operations in Argentina.NUESTRA HISTORIA , La Herencia De Pioneros E Innovadores Argentinos
on Mondelez International
The Terrabusi's
pasta Pasta (, ; ) is a type of food typically made from an Leavening agent, unleavened dough of wheat flour mixed with water or Eggs as food, eggs, and formed into sheets or other shapes, then cooked by boiling or baking. Pasta was originally on ...
line was acquired by local
Molinos Río de la Plata Molinos Río de la Plata ( BCBA: MOLI) is Argentina's largest branded food products company. The company is a large exporter of sunflower processed oil and is one of Argentina's main exporters of bottled oil. Molinos also produces a wide range of ...
(owned by the Pérez Companc family) to Mondelez in 2014. Molinos paid AR$ 130,7 million not only for the use of the ''Terrabusi'' brand but for a manufacturing plant in
Tres Arroyos Tres Arroyos is a city in Buenos Aires Province, Argentina. It is the administrative seat of Tres Arroyos Partido. The city has a sizable population of Danish and Dutch descent. Tres Arroyos is served by Tres Arroyos Airport. Climate Tres ...
. The agreement also included other pasta brands such as ''Vizzolini'', ''Don Felipe'', and ''Canale'', for which Molinos paid other 15 million.


Products and brands

Products by Terrabusi include: * Duquesa (sandwich cookie) * Express (cracker) * Lincoln (biscuit) * Manon (biscuit) * Melba (sandwich cookie) * Rhodesia (filled biscuit) * Tita (filled biscuit) * Terrabusi
alfajor An ''alfajor'' or ''alajú'' (, plural ''alfajores'') is a traditional confection typically made of flour, honey, and nuts. It is found in Argentina, Chile., Paraguay, Bolivia, the Philippines, Southern Brazil, Southern France, Spain, Uruguay, ...
Ranking 2021: ¿Cuáles son los alfajores que más se venden en los kioskos?
on iProfesional, 1 May 2021
Some Terrabusi products were discontinued after the purchase, such as "Aventura",Galletitas retro: las marcas que mas se extrañan
on Infobae, 5 May 2011
and the traditional Canale biscuits, created by Amadeo Canale in the later 1890s. The company (and its flagship product) were sold in 1995 to Groupo Socma, owned by the Macri family. , Terrabusi
alfajor An ''alfajor'' or ''alajú'' (, plural ''alfajores'') is a traditional confection typically made of flour, honey, and nuts. It is found in Argentina, Chile., Paraguay, Bolivia, the Philippines, Southern Brazil, Southern France, Spain, Uruguay, ...
ranked among the 10 top-selling alfajores of Argentina.


Myths and facts

There are some stories based in popular beliefs about the company and its people. All of them refers to Julio Terrabusi's wife and her second husband and how their relationship had influenced the origins of some of Terrabusi's most popular brands (such as Tita or Rhodesia). One of the most spread stories said that after the passing of Julio Terrabusi, in 1943 his wife Lidia married Edelmiro Rhodesia, who was later incorporated to the company. Soon after, Terrabusi launched "Melba", a chocolate-flavored cookie named after Lidia and Edelmiro's daughter.La asombrosa e inverosímil historia de Tita y Rhodesia que se hizo viral
on FiloNews, by Natalia Basualdo - 14 Dec 2020
Another stories set up the launch of "Tita" (a lemon-filled sandwich biscuit that would become one of the most successful products of the firm) in 1949, with "Rhodesia" (a similar confection and also a success) being released soon after and named after Edelmiro Rhodesia.La historia detrás de los nombres de las golosinas "Tita", "Rhodesia" y "Melba"
on Rosario Nuestro, 24 Jul 2019
Nevertheless, none of those stories could be proved, with no records of the existence of Edelmiro Rhodesia. Moreover, the dates of creation of those confections are wrong and also seems to be the stories about them. As a matter of fact, an advertisement published in ''Caras y Caretas'' in 1936 cited Tita, Rhodesia, Manon, and other brands as products by the firm so they had been created by the Terrabusi brothers, shattering all the stories regarding other inventors and their circumstances.''Caras y Caretas'' #1956
28 Mar 1936


References


External links

* {{Mondelez t t t t t Argentine subsidiaries of foreign companies