how a bakery in Boedo grew to be an exponent of the Argentine alfajor

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how a bakery in Boedo grew to be an exponent of the Argentine alfajor




Jorgito's story: from a bakery, to being an exponent of alfajor


© Provided by iProfesional
Jorgito’s story: from a bakery, to being an exponent of alfajor


The 1960s began when the entrepreneurial spirit of Amateur Saavedra led him to buy a bakery called “Jorgito“. The Boedo store sold baked goods and alfajores, and it was the potential of this item that later demanded the presence of a sales manager: Jose Fernandez.

The two partners together grew the company and made their name resonate across the country, as it does to this day. Currently, three of the four directors who lead the company are children of the founders.

A long list of classics

The alfajor of sweet milk With its two variants of dipped, chocolate and meringue, it was the leading product of a short initial list that, over the years, became longer and longer..

The 90s were the most innovative: they joined the now classic candy cone milk covered in chocolate, the Maxialfajor Jorgelín of three tapas -covered in dark, white or glazed chocolate-, the mini alfajores and the also famous fat sponge cakes to accompany the mate.

The company innovated in products and continued to grow. In the course of the years that followed they launched the mini alfajorcitos filled with fruit, with white chocolate filled with sweet de milk and others filled with chocolate mousse.

Already in the first decade of 2000, cornstarch alfajorcitos and sweet cookies such as lemon, chocolate and chips appeared on the production line.



Fifth anniversary: ​​this is how Jorgito alfajores were produced in 1965.


© Provided by iProfesional
Fifth anniversary: ​​this is how Jorgito alfajores were produced in 1965.

Fifth anniversary: ​​this is how Jorgito alfajores were produced in 1965.

The secret of success

How did Jorgito evolve from a local neighborhood to offer multiple recognized products throughout the country?

The knowledge that the founders had about the category of caramel cookies and how to sell them was the main thing“They explain from the company. This was the key that allowed them to develop new products over the years.

“During all our years of experience we were always focused on the quality of our products”, they underline.

This is how Alfajores Jorgito grew thanks to word of mouth and then went on to make alliances with candy distributors, hypermarkets and grocery wholesalers. “Being a product for mass consumption and with an excellent quality-price ratio, it is widely accepted by the entire market”, they comment from the firm.



Jorgito's famous duo in 1980, a moment of expansion for the company.


© Provided by iProfesional
Jorgito’s famous duo in 1980, a moment of expansion for the company.

Jorgito’s famous duo in 1980, a moment of expansion for the company.

The logo of the boy Jorgito was present in many areas, from the plotting of racing cars to the banners on the soccer fields. The popular brand recognition It was such that in 2009 the company received the Brand Award with the highest rating in Argentina.

Row it in sweet milk

To achieve Jorgito’s position, its founders had to face various obstacles. The year 2001 was the first example of the millennium, when in the face of the collapse of the economy, people’s priorities were reordered, displacing tastes such as alfajor from the first place.

“We managed to get ahead thanks to several factors: on the one hand, we have an excellent relationship with our clients; on the other hand, our prices are competitive; , and finally (one of the most important points), the loyalty of our consumers “, stand out from the company.



Show for those with a sweet tooth: making Jorgito's cones.


© Provided by iProfesional
Show for those with a sweet tooth: making Jorgito’s cones.

Show for those with a sweet tooth: making Jorgito’s cones.

In 2020, crisis health and economic hit the firm. The quarantine forced his workers to stay home and work at half machine; Y the factory, which is still located in Boedo today, currently works at 50% of its capacity.

The uncertainties presented by the coronavirus pandemic generated many concerns in the country’s small and medium-sized companies. This is what Jorgito affirms that they would ask the Government to “try, in its measure, to accompany the SMEs that are the engine of the industry argentina”.

In fact, the crisis The sanitation that shook the world in 2020 cost the company a 50% slump in its production and sales levels.

With its head held high, Alfajores Jorgito has ambitious plans for the future, among which are: “Continue developing new products and accompany the sale with the advertising campaigns that have always characterized us, both in the world of sports and on public roads. , radio, television and social networks “.

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