Terrabusi

Terrabusi

Company type	Subsidiary
Industry	Food
Founded	1911
Founder	Ambrosio Terrabusi, Felipe Terrabusi, Julio Terrabusi
Headquarters	General Pacheco , Argentina
Area served	Argentina
Key people	Carlos Terrabusi, Gilberto Montaña
Products	Cookies, crackers, pasta (formerly)
Owner	Mondelez International
Parent	Mondelez International

Terrabusi is an Argentine food brand presently owned by the American multinational corporation Mondelez International. Established in 1911 by the Terrabusi siblings in Buenos Aires, the firm rapidly became a prominent producer of cookies and crackers, distributing products under multiple brand names. In 1994, the company was purchased by U.S.-based Nabisco, which itself was later acquired by Philip Morris Companies, Inc. (the parent company of Kraft Foods Inc.) in 2000, resulting in a merger of the two food enterprises.

In 2007, Kraft Foods Inc. separated from Altria (formerly Philip Morris), taking Nabisco and its associated brands, including Terrabusi, into its portfolio. Five years afterward, Kraft Foods divided into two separate companies: Kraft Foods, concentrating on domestic markets, and Mondelez International, focusing on international markets. In Argentina, Mondelez set up its main office at the former Terrabusi manufacturing facility located in General Pacheco.

History

At the close of the 19th century, Italian brothers Ambrosio, Felipe, and Julio Terrabusi emigrated to Argentina and founded "Terrabusi Hermanos" in 1911 with the goal of producing biscuits. The enterprise began operations at a factory on Sadi Carnot street with a workforce of 25 employees, manufacturing five tons of biscuits monthly. By 1919, production shifted to a larger facility spanning 25,000 m2 on San José street in Buenos Aires. Around this period, Terrabusi introduced "Express," a popular line of crackers.

The company developed iconic products such as "Tita," "Manon," "Rhodesia," and "Melba," which greatly enhanced sales and helped secure its position ahead of competitor Bagley as Argentina’s foremost food manufacturer. By 1958, the phrase "Dígale sí a Terrabusi" ("Say 'yes' to Terrabusi") had become an enduring advertising slogan.

In 1963, leadership under Carlos Terrabusi and Gilberto Montaña led to relocation to the "Establecimiento Modelo Terrabusi" facility in General Pacheco. The firm also diversified into pasta production with the introduction of "Don Felipe," named after one of the founding brothers.

The American conglomerate Nabisco entered the Argentine market in 1981 through a merger with Standard International and subsequently acquired Terrabusi in 1994 for US$361 million. Following this transaction, Carlos Terrabusi and Montaña retired from their roles. By 1996, Nabisco Royal Argentina Inc. had absorbed additional food companies including Mayco, Capri, and Vizzolini.

In 2001, Kraft Foods Inc. took over Nabisco for US$14 billion, thereby gaining ownership of the Terrabusi brand portfolio. Nabisco expanded further by acquiring local biscuit producers such as Canale (known for Cerealitas), Mayco, Capri, Royal, and Tasti. As of August 2021, operations of Terrabusi in Argentina are managed by Mondelez International.

The pasta division of Terrabusi was sold in 2014 to local company Molinos Río de la Plata, controlled by the Pérez Companc family. Molinos purchased the brand rights along with a manufacturing plant located in Tres Arroyos for AR$130.7 million; this acquisition also included other pasta brands like Vizzolini, Don Felipe, and Canale for an additional AR$15 million.

Products and brands

Terrabusi's range of products comprises:

• Duquesa (cream-filled cookie)
• Express (cracker)
• Lincoln (biscuit)
• Manon (biscuit)
• Melba (cream-filled cookie)
• Rhodesia (stuffed biscuit)
• Tita (stuffed biscuit)
• Terrabusi alfajor

Following the acquisition, certain items such as "Aventura" and the historic Canale biscuits, originally crafted in the late 19th century by Amadeo Canale, were phased out. In 1995, the company along with its signature product was acquired by Grupo Socma, controlled by the Macri family.<ref> By May 2021, Terrabusi alfajores had secured a position among Argentina’s top ten best-selling alfajores.

Myths and facts

There are popular legends associating Julio Terrabusi’s widow and her subsequent spouse with the inception of notable brands like Tita and Rhodesia. A common story suggests that after Julio passed away in 1943, his wife Lidia remarried Edelmiro Rhodesia, who became involved with the firm and inspired the creation of "Melba," named after their daughter.

In a similar vein, it is often claimed that both "Tita" (a lemon-flavored sandwich biscuit introduced in 1949) and "Rhodesia" were named in honor of Edelmiro Rhodesia.

Nonetheless, these accounts lack supporting documentation; no evidence exists confirming Edelmiro Rhodesia’s presence. Moreover, the launch dates of these brands contradict these tales. A 1936 advertisement in Caras y Caretas already showcased Tita, Rhodesia, Manon, and other Terrabusi products, implying these brands were established by the Terrabusi brothers themselves.<ref>

External links

• Instagram: terrabusiar