Artika: The Journey of a Beloved Peruvian Ice Cream Brand

2024-01-26 19:36:51

Artika is an ice cream brand that has managed to position itself in the memory of local consumers. Its products have been part of the childhood of many Peruvians. On the outskirts of the school or among the streets of Lima during the hot summer, its traditional red color identifies the distributors of these products. After several migration processes in the country, a trial by an ice cream giant and economic crises in more than 30 years, Artika has earned a space in the sector. How did it do it?

It was 1978, in the town of Quillabamba, Cusco, when a group of four siblings made up of Yolanda, Pedro, Francisco and José Mejía, decided to start a family business with the best they knew how to make: artisanal ice cream. The dessert, which was the favorite of the family, friends and neighbors, was also the culinary inheritance that the patriarchs left to the Mejía brothers.

In this way, what began as a hobby by selling the still unnamed dessert at fairs in surrounding towns, was transformed over the years in Alaska. The ice cream brand founded by the four brothers saw its takeoff in 1992, when they decided to move to the White City of Arequipa.

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The expansion process

With a view to expanding its target audience, the ice cream brand migrated from Arequipa to Huancayo and, shortly after, arrived in the capital. According to Juan Heymer Mejía, head of the plant located in Lima, his foray into this city took place with only one machine, ten salespeople and a small car to get around.

However, despite the difficult context caused by the “El Niño” phenomenon of 1997-1998, the price of S/ 0.50 caught the attention of the consumer. At that same time, the brand – which was marketed under the name Alaska – faced a serious problem. The Mejía brothers were not aware that another company in the industry, D’Onofrio, had already patented the same name, so they decided to opt for Artika due to the demand of the aforementioned firm.

As the years went by, Artika began to gain greater popularity among Lima residents, since in addition to having an affordable price for most of its products, its particular flavors such as “rum with raisins” and “aguaje” managed to awaken interest. and generate consumer loyalty.

Artica ice cream production plant. PHOTOS: HUGO PEREZ / EL COMERCIO

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Artika began as a family business and has managed to become a beloved brand in Metropolitan Lima, leveraged by “word of mouth advertising.” In recent years, Artika has begun to boost its presence on social networks, taking a new step in its communication with the consumer.

One of the greatest messages that Artika leaves to entrepreneurs lies in a small phrase that Juan Heymer Mejía mentioned during an interview a few years ago: “Persist, do not give up, continue with your objective and do things well from the beginning. Maintaining the quality of their products is vital to continue growing.”