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M e Terra and Unilever (A)

Paine, Lynn Sharp ; Costas, Ruth ; Zogbi, Priscilla

Reference: HBS-320075-E
Year: 2017
Number of pages: 34
Geographic Setting: Brazil;Latin America
Publication Date: Dec 12, 2019
Fecha de edición: Apr 27, 2020
Source: HBSP (USA)
Type of Document: Case
Industry Setting: Agribusiness;Agriculture, forestry, fishing & hunting;Food & Beverage

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Description

The case concerns the sale of Mae Terra, one of Brazil's leading brands for packaged organic foods, to the consumer goods giant Unilever in 2017. Working with Unilever management, Mae Terra's CEO Alexandre Borges must determine whether and how to keep Mae Terra's B Certification, which attests to its commitment to having a positive social and environmental impact, and what internal governance mechanisms will enable MaeTerra to maintain its mission, values, and practices even as it is integrated into a large volume-driven multinational whose governance follows standard listed company principles.

Keywords

Brand management Core purpose Corporate governance General management Mergers & acquisitions Mission statement Social entrepreneurship Strategy Sustainability