Better Foods Group advances strategic brand consolidation and reorganizes its portfolio
Decision materializes through Germen’s new brand identity, including the launch of a new corporate website and redesigned flour packaging
Better Foods Group announces a strategic brand consolidation decision within its portfolio architecture, aimed at strengthening segment specialization, increasing industrial efficiency, and ensuring greater clarity of its market offering.
This decision goes beyond a visual rebranding and reflects a structural reorganization of the Group’s brands. In its first phase, it is being materialized through Germen’s new brand identity, including the launch of a new corporate website and the redesign of its flour packaging.
As part of this process, the commercial brands Carneiro & Campos and Farifina will be discontinued as product brands and fully integrated under the Germen brand, which will now centralize all communication, product portfolio, and commercial offering within this business area.
With historical roots dating back to 1874, Germen was formally established as Germen – Moagem de Cereais, S.A. in 1991 following the merger of Companhia Aveirense de Moagens and Sociedade de Fomento Industrial. Over the past decades, it has consolidated its position as one of Portugal’s leading milling operators, holding a leadership position in the B2B market for flours and food ingredients.
Today, Germen stands out for its strong commitment to Research & Development (R&D), developing tailor-made technical solutions for professional clients, including customized flour blends, high-fiber products, reduced-sodium alternatives, and gluten-free solutions.
The company holds key food industry certifications, including BRCGS Food Safety, Kosher, and Halal, across all milling units within the Group. Germen is the only Group unit with a fully dedicated gluten-free flour production line, holding BRCGS Gluten-Free certification as well as certification from the Portuguese Celiac Association.
The company also operates its own in-house laboratory, where all grains and flours are tested daily to ensure the highest standards of quality, food safety, and innovation.
Germen’s integration into Better Foods Group in 2018 represented a decisive milestone for its growth and enabled the formation of the Group, establishing an integrated strategic vision for the development of its various brands.
Brand consolidation for greater efficiency and market alignment
Although the commercial brands Carneiro & Campos and Farifina are being discontinued, the Carneiro & Campos industrial unit retains its historical designation, preserving its production legacy and technical know-how accumulated over generations.
The change applies exclusively to the brand presented to the market, allowing the Group to move from multiple packaging brands to a single-brand model, generating clear gains in operational efficiency, visual consistency, logistical simplification, and strategic alignment.
Carneiro & Campos, a century-old brand, was recognized for producing wheat and corn flours for traditional baking, as well as for the brewing and breakfast cereal industries. Farifina offered a product range developed for the traditional bakery retail channel, including fine wheat flour for pastry applications and white and yellow corn flours, ideal for cornbread and traditional Portuguese broa.
By integrating these product lines under the Germen brand, the Group ensures continuity in quality, formulations, and applications while reinforcing portfolio clarity and market positioning.
A clear, segment-oriented brand architecture
In this new phase, Germen positions itself as the most innovative and forward-looking brand within the Better Foods portfolio, adopting a bold, contemporary, and innovation-driven communication approach.
Its positioning is now especially focused on developing solutions for large-scale food manufacturers, new product development, private label production, and retail, strengthening its role as a technological partner throughout the entire food value chain.
In parallel, the Ceres brand maintains its distinct positioning within the Group, continuing to affirm itself as a leading brand among traditional bakeries in the Iberian Peninsula, recognized for its close relationship with the artisan channel, technical consistency, and strong brand equity built over decades.
This clear differentiation reflects Better Foods Group’s strategy of aligning each brand with specific market segments, leveraging specialization, industrial efficiency, and commercial focus.
Brand, industry, and future vision
With this new identity, Germen reaffirms its commitment to innovation, technical specialization, and the valorization of more than a century of milling expertise, consolidating its position as a strategic partner to the food industry, professional baking sector, and large-scale retail in Portugal.
This brand consolidation process is part of Better Foods Group’s broader strategy of building strong, coherent, and differentiated brands prepared to respond in an integrated manner to current and future demands of the food industry.
About Better Foods Group
Better Foods is the largest milling group in Portugal, producing cereal flours and high-quality food ingredients, with the important mission of supporting the foundation of Portuguese food and beyond.
Founded in 2018, the group consists of four cereal milling factories processing various types of grains, a frozen food company specializing in bakery and pastry products distribution, and two logistics complexes responsible for distribution throughout Portugal as well as in Galicia and Andalusia. It is thus one of the most important B2B groups in the Portuguese food sector, dedicated to cereal processing and the production of everyday foods.
