Exporting

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InSinkErator

A Novel Invention for the Kitchen

Founded in Racine, Wisconsin in 1938, InSinkErator revolutionized kitchen chores by creating a whole new product category: in-sink food waste disposers. The company grew steadily with U.S. domestic sales throughout the post-war years, and then about 10 years ago, InSinkErator management recognized a market opportunity for their products in the rapidly industrializing country of Brazil. With the expansion of the Brazilian middle class, more and more people were looking to make their lives and chores easier, and InSinkErator realized their products could be part of the answer.

Opportunity for Expansion in Brazil

To tap into this desired new market, InSinkErator reached out to make ties with partners in Brazil, as well as work collaboratively with the Wisconsin Economic Development Corporation. By facilitating relationships with local business partners, the company was able to gain inside knowledge to better understand the market and complex governmental regulations. According to InSinkErator vice president Joe Ferrara, the company is still learning how to optimize their business in Brazil, but already has experienced significant growth in this market. With the help of WEDC, InSinkErator will continue to develop ties and expand its business in Brazil.

(August 2015)

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