Greenplac completes 5 years in the MDF market and plans for growth

The creation of 1,200 jobs, direct and indirect, in a city of only 15,000 inhabitants produces a great impact on the local economy, with reflections on the quality of life of its population, growth of the real estate market, retail, and tax collection, in general. These were the consequences of Greenplac's installation in Água Clara (MS), five years ago.

The company, a subsidiary of Asperbras, which operates in several economic segments, has not stopped investing in expanding production sustainably and in verticalizing its processes. These investments have already reached R$ 1 billion, despite the uncertainties of the Brazilian economy. In 2023, another R$ 70 million will be invested. “We have not stopped investing during this period despite market turbulence. We know that Brazil will resume its growth trajectory, and we will maintain our investments,” says José Roberto Colnaghi, Chairman of the Board of Directors of Asperbras. Currently, 350,000 cubic meters of MDF are produced per year.

Since it began operations in Água Clara, the company has made efforts towards self-sufficiency and respect for the environment. Its plant has expanded into an industrial complex that includes its own formaldehyde and resin manufacturing units, used in the MDF production process.

For this purpose, GreenPlac uses eucalyptus from its own plantations, in strict compliance with sustainability standards with certifications recognized worldwide and granted to companies that meet high sustainability standards during the wood panel production process.

Manufacturing employs electricity generated by a biomass plant belonging to Asperbras, which ensures low carbon emissions in the manufacturing process. Even water, another important input, is drawn from artesian wells and from rainwater harvesting. “Brazil envisions the need for reindustrialization, which should favor the so-called green industry, with a focus on the environment,” points out José Roberto Colnaghi.

In addition to a close eye on environmental issues, the company focuses on the quality and variety of MDF patterns offered to the furniture industry. It currently offers six product lines totaling 40 distinct patterns. In April, GreenPlac won the International IF Design Award, the most important in the world, in the Trend Shows and Exhibitions category. The trophy refers to the company's stand at Formóbile 2022, where the Estilo collection was launched.

The installation, designed by Estúdio Brunato architecture, honored the nature and arid beauty of the Brazilian cerrado, reinforcing the future of increasingly sustainable and natural design. In addition, its products have already been nationally awarded the POPAI Award - Oscar do Varejo in 2021 and internationally with the texture of the Essenziale line, awarded at Interzum, Germany's largest trade fair, in 2017.

The company has also been striving to maintain a strong presence in the local market, where it is present in 250 locations. “Today we are in the main furniture manufacturing hubs, and by the end of the year, we expect to reach 300 resale points,” guarantees Greenplac's general director, Valmir Souza. To expand its operations, it built a distribution center in Mirassol (SP), which holds about four thousand cubic meters of MDF. The unit is an extension of Greenplac in inland São Paulo aimed at serving the entire administrative region of São José do Rio Preto.”

After investing about R$ 1 billion between 2016, when it began to establish itself in the region, and 2022, Greenplac maintains an expansion program and new investments. In 2023, R$ 70 million will be invested in forests, expansions, certifications, new technologies, new equipment, and increased capacity in the production of coated MDF, in addition to maintaining a strong presence in sales points.  “GreenPlac’s five years of existence have been a learning experience that drives us to work for the company’s growth,” concludes Colnaghi.

About Greenplac

The Greenplac MDF industry is among the main players in the furniture sector in Brazil, with one of the most modern plants in technology for this production process. In four years, it is already considered an industrial complex for continuously investing in self-sufficiency and verticalization of processes, in addition to more than doubling direct job opportunities in the Água Clara/MS region since its inauguration in 2018. Its products have already been internationally awarded – one example is the Essenziale line, with a plate awarded at Interzum, Germany's largest trade fair, in 2017. After a strong presence at the country's largest design and architecture fairs, Greenplac was also recognized in 2019 for its pioneering spirit with the Gran Colar do Mérito Industrial award from the Federation of Industries of Mato Grosso do Sul. The achievement recognized all the economic development that the company brought to the city of Água Clara (MS) and the region. Other actions were highlights in Greenplac's trajectory, such as the Classic Showroom awarded nationally with the POPAI Award – Oscar do Varejo in 2021. This year, the brand won the IF Design Award, one of the most prestigious design awards in the world.

Contact: marketing@greenplac.com.br
ECCO: Press Office – Cecilia Nascimento – cecilia@ecco.inf.br