GMB: You are a very young business woman. Did you imagine or expect to reach such a relevant position?
Ana Carolina Gonçalves: I could not imagine it, but I worked hard and dedicated myself to it. I've been in Copag for 16 years. I have always had a lot of access within the company and I attribute this as one of the key issues for my professional development and for having reached my current position. The great opportunity I got from my father was a job. From that point, I have always had access to all the company's processes. And for this opportunity, I learned a lot and developed very fast. My professional coexistence with the whole process started early.
Having access to the Copag board, for example, is a great learning experience. These factors have benefited me and helped me in professional development. I invested in studies and in preparation. I went to get knowledge in everything I could. My job is a consequence of years of great dedication.
How is it to run a hundred-year-old company, and still be the fifth generation to run the family business?
First of all, it is an enormous pride. In Brazil there are few hundred-year-old companies that have been born from family businesses and are successful to this day. It is gratifying to follow the family trajectory in this corporate environment, since we always maintain the values, concepts and missions that are our ethical pillars.
The history of Copag is fascinating. The company reinvented itself, always sought innovation and never stopped having these clear paths within management.
In all these years, we have grown and lived in a very different economic and political scenario. We are going through world war, new economy plans, etc. We have overcome every moment and we are on the rise.
These factors are very valuable. I am very proud of the family and the management. We have values that respect the human being, our team of employees, our clients and our partners. We always preserve that relationship.
So, at the same time that I am very proud, I have the responsibility to continue this legacy.
What was your trajectory within this legendary company?
I started to live the Copag story since I was a kid. My Christmas, my New Year's Eve, my vacation was in the industrial area. We always accompanied my father on this journey. And, I confess, I've always liked this environment. Being in the factory was fascinating to me. I played in the old elevators, with railing doors, climbed on the wooden pallets, all that was part of my childhood.
When I entered the University, I started working full time in the company. And I started in the first processes, with mailing, administrative part and I was growing. That's why I want to say that I learned from the whole team. I reiterate, everything! After that, I evaluated which was my talent and what area I wanted to follow. It was then that I decided to study Administration and Marketing.
We have low turnover at Copag. With that, I had the support of many who are still on the team.
In 2009 we lost an important director, with that, I also needed to be at the head of the industrial sector, where I could go deeper into this process. After that I was perfecting myself in other areas to build a total vision of the business and to deepen in the Financial area and the numbers. We had other events that were crucial and very important to my position and development. Anyway, it was and always is a learning process.
A woman as a head of a leading company was unusual some years ago, but now the woman's place, her rights and abilities are increasingly recognized. Does your new position prove that?
Social equality is an important issue in Brazil and in the world. In my family environment, we live equality.
Empowering women and promoting gender equity in all social activities and the economy are guarantees for the effective strengthening of economies, boosting business, and improving the quality of life of the human being. I believe the woman is reaching her space because of the capacity of the female audience. The woman is prepared for various positions. And the result of female management is in everyone's eyes. We see this evolution, it is clear and valuable, because it is deserving! We have executives who have won important positions within the corporate world and others that are in the conquest. Fair growth, within a social equality.
In Cartamundi, for example, the search for diversity of a team is clear. We have in our committees different cultures and mentalities. And I represent this business.
Growing up within a family business is it easier or harder? Who would you like to thank for your position in this first interview as CEO of COPAG?
These factors need to be well evaluated. The most advantageous part is access to the company. That makes it easy. If I were in a different corporate environment, I might have to take a longer route.
But being with the family in a business environment requires a lot of wisdom and professionalism. For me the important thing is Copag, to preserve and to provide the growth of the company, independent of being born in the family. I battle for the company. Separating these goals is critical to running the business. But it is a challenge and an experience that we have gained over the years.
On the other hand, family support is very important. I have full support from my family. A privilege and a welcome that makes the whole process very pleasurable. But to emphasize, having a team of collaborators, partners and customers that support you is the breath we need to run a business, whatever it is.
Do you come up with new ideas and projects or will you follow the current path?
I come to propose new ideas. We need to move forward and grow, as the market is very dynamic. But we can not only focus on new things, but to do it in a new way. This reflects our daily lives. But I want to perpetuate what we always stand for, which are our values and our missions. The culture of Copag, the valuation of employees and the human being, for example. These are genuine questions that I need to keep. It's our DNA.
In what position of the local and international market can we place COPAG today?
Copag is leader in its segment, cards, in Brazil and is part of a market-leading Group. But our mission is to grow and evolve in the industry. Our goal is to always innovate in technology, processes and products. We need to be in continuity with the evolution of the market.
It's curious that world's number 1 card manufacturer firm is from a country where casinos are banned, right?
Brazil is a big country, and casinos are a part of the whole gaming segment. We have a very diversified culture already rooted in the Brazilian public. There are several games that are part of the daily lives of many people. We have been able to reach, for example, five generations of a family in a game. The “truco”, “buraco”, memory game and an infinity of modalities. Therefore, the portfolio is extensive. The deck is democratic and is a centennial entertainment, covering various social and age classes.
How do you see the legalization process of the gaming sector in the country? The time is now?
We await this process. But we do not expect this approval to evolve. We are ready and attentive to what is to come. Brazil goes through so many obstacles and so many challenges to be achieved that I do not believe this is the moment. We have several fronts for attention.
Copag is not limited to casino card decks, but also has a diverse line of card games and collectibles. This became important for the company…
Yes. Certainly, we are on this path of diversifying this portfolio and growing in sales channels. This path reinforces our position in other markets.
Recently, Copag has announced a product of letters from the movies Pokemon - Detective Pikachu. What are the expectations for this segment?
The expectations are very high. We are working hard for this product. We have many actions related to the film. You can wait that we will do a very interesting action.
In recent carnival edition, Copag's card game was featured at the presentation of Unidos do Alvorada. Was that a source of pride that showed the Brazilian roots of the company?
We were proud, yes. We have been the subject of other escolas (carnival schools). But being in Manaus was very rewarding as it is the location of our industrial headquarters. An opportunity to integrate our employees. An interaction that made us proud. We bought fantasy for our team to participate, we vibrated with this initiative. It was a remarkable moment, no doubt.
Source: Exclusive GMB
