It's a Small World

A Mexican Bimbo bread truck waiting to deliver bread to the grocery store.

A friend recently sent me the following article from the business section of the Chicago Tribune. It seems as if the Mexican staple, Bimbo Bread, has arrived in the U.S. Enjoy!

Bimbo is big in the U.S, as it has bought Sara Lee and already owns Entemanns , Thomas, Orowheat, and Brownberry.

"We could not feel better about a business partner than we do with Bimbo (Sara Lee spokesperson) (they) "are passionately committed to the Sara Lee brand and have a good track record of developing brands like Entenmann's" the U.S will see ramped-up marketing as Grupo Bimbo looks to become a familiar name in the U.S"

"In the U.S., the company has launched a marketing program to overcome the hurdle of its name. Bimbo realized its name has a certain connotation in English. The company is addressing this challenge through billboards and radio ads that help consumers pronounce its name correctly: "Its Beem-bo, B-I-M-B-O" It was decided to use a humorous approach to deal with the issue that the name can have a different connotation in the U.S."

The name, Bimbo, is the name of the company bear which was drawn by a family member when the company started in 1945. It has no meaning in Spanish.Grupo Bimbo arrived in the U.S. in 1984. Over the years the company has grown to be the largest bread supplier through acquisitions. By adding Sara Lee breads, Bimbo will become the biggest bread seller in the U.S. by a factor of more than three - 16% of all packaged bread sales." (next closes competitor is Hostess with 4.8%).