Company expands operations in Minas Gerais and plans national expansion with new products and greater competitiveness
With a 35-year legacy and a leading producer of shoestring potatoes, frozen pre-fried potatoes, and chips, Croques Alimentos is currently expanding. The new factory was inaugurated in Coronel Xavier Chaves, Minas Gerais, a city located in the central region of the state, approximately 180 kilometers from Belo Horizonte. The project, considered a strategic milestone for the company, triples production capacity, increasing from 20 to 60 tons per day.
“This investment reinforces our commitment to innovation, automation, and production excellence,” says CEO Amanda Resende. Located in an area of over 280,000 m², the new facility boasts five high-tech warehouses, totaling 4,800 m² of production space. The facility features four production lines, a sanitary barrier, a quality laboratory, a locker room, a cafeteria, and a native vegetation preservation area.
The project prioritized strategic points, such as national expansion, increasing production capacity beyond the potato line, and employee satisfaction. The goal, emphasizes the executive, is to consolidate Croques Alimentos as a leader in the food industry. “With continuous improvement in internal processes and product quality, we are promoting increased market share and competitiveness,” continues Amanda Resende.
Launches and Innovation
A pioneer in the introduction of the zipper system in pouch packaging for shoestring fries in Brazil—a technology that preserves quality for longer—Croques also invests in production for large chains through its private label strategy. The portfolio includes potato chips, shoestring fries, and frozen pre-fried potatoes.
Furthermore, in 2024, the brand launched its first product outside the potato line: crisps, which stand out for their flavor and crunchiness. This launch remains a priority for strengthening the market. “We are also preparing the launch of the Agita Fritas brand, an innovative concept of pre-fried potatoes served with sachets in different flavors, scheduled for the second half of the year,” said Amanda Resende, CEO of Croques Alimentos.
Market Expansion
Another goal is to expand our presence in Minas Gerais, expanding our presence at new Points of Sale (POS). “The priority, at the moment, is to strengthen the market in the state. However, we are expanding in Espírito Santo and Rio de Janeiro. After that, we intend to begin the process of opening stores in São Paulo and the Northeast,” emphasizes Amanda Resende.
The executive emphasizes that the new factory will be a game-changer for the company, especially with the start of production of potato chips and shoestring fries at the new plant, although the current unit in São João del Rei will continue to operate.
Management and Leadership
Amanda Resende, a graduate in Business Administration from the Federal University of São João del-Rei, began her career at Croques Alimentos in 2015, working in billing, purchasing, finance, and packaging development.
“This experience gave me a strategic and integrated vision of the business. In 2019, I took over as finance manager, and in 2022, I became CEO. Since then, my mission at Croques has been to expand our operations and, above all, to positively impact people’s lives—whether employees, partners, or consumers—through the quality and innovation we deliver every day,” she states.
History and Legacy
Croques’ journey began in 1988, when Carmem Lúcia Ferreira Ferraz began artisanal potato chip production in her garage in São João del-Rei. Soon after, she innovated by introducing straw potatoes to the local market.
Over the years, the company has expanded its product line and incorporated new production and packaging technologies. The addition of frozen pre-fried potatoes and, more recently, crispy chips reinforces its commitment to quality and flavor.
With the upcoming opening of a new factory in Coronel Xavier Chaves, Minas Gerais, and a branch in Belo Horizonte, Croques Alimentos continues its sustainable growth. In addition to a diversified portfolio, the company stands out for offering options with up to 65% less sodium compared to conventional products.
Follow Croques and learn more about its products at: https://www.croques.com.br