Unilever’s Acquisition of Mãe Terra


Demarest and Madrona advised on the deal

Mãe Terra is a fast-growing and well-loved brand in Brazil, providing health-conscious consumers with organic and nutritious food products since it was set up in 1979. The company’s vision is to democratise natural and organic food by taking care of people and planet. Mãe Terra operates in several categories with a portfolio that includes organic cereals, cookies, snacks and culinary products. The main Mãe Terra categories represent a Brazilian market worth more than €8 billion (Euromonitor).

Growing at over 30% per year, Mãe Terra has a strong brand equity and a clear purpose of making nutritious food accessible to all. This fits clearly with Unilever’s own sustainable nutrition strategy and its commitment to sustainable growth.

Globally, the healthy foods trend is gaining relevance fast. Brazil is the fifth largest market in the world for healthy food and beverages, with 79% of consumers regarding health and nutrition as priorities.

Demarest advised Unilever with Paulo Coelho da Rocha (Picture), Tatiana Campello, Bruno Drago, Débora Sejtman, Julia Pazos, Milena Fernandes Mundim, Camila Ornellas Smith and Fernanda Harari.

Madrona Advogados advised Mãe Terra with José Luis Camargo, Fabio Gazzoni and Beatriz Angelo.

Involved fees earner: José Luis Camargo Jr – Madrona Advogados; Fabio Gazzoni – Madrona Advogados; Beatriz Angelo – Madrona Advogados; Paulo Coelho da Rocha – Demarest; Débora Sejtman – Demarest; Camila Ornellas Smith de Vasconcellos – Demarest; Tatiana Campello – Demarest; Julia Davet Pazos – Demarest; Bruno de Luca Drago – Demarest; Milena Fernandes Mundim – Demarest; Fernanda Harari – Demarest;

Law Firms: Madrona Advogados; Demarest;

Clients: Unilever; Mãe Terra;

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Author: Ambrogio Visconti.