The oval logo of MIDAS, a sort of McDonald's for cars, is familiar to drivers throughout North America and 15 other countries, synonymous with quality services when it comes to automotive repair. For over 50 years MIDAS has built a trusting relationship with the driver, providing repair and overhaul services with quality and assurance, making the act of driving much safer and thus prolonging the life of the car. The company's story began when an auto parts salesman born in the small town of Maha, named Nate H. Sherman met Joe Marx, a press operator, while on a trip to Hartford, Wisconsin. Sherman, a visionary, being aware of what the future of the auto parts market would, Marx asked if he could manufacture exhausts. Marx said yes. Years later, in 1931, the two started a small factory exhaust in Hartford, for certain car models from Ford and Plymouth, starting later for the retail automotive services. In 1938, Sherman founded the International Parts Corporation in Chicago, a general distributor of parts for the aftermarket. As the only product that was manufactured pipe, Sherman began to think further in the development of your product. He had a good reason: Americans in the late 40th and early 50s, were at record car sales, about 40 million new cars were running the country. Ensuring high quality of their exhausts, Sherman then looked toward new frontiers, retail services, a potential market, hitherto unexplored. It was then that he had the brilliant idea of selling their exhausts through a franchise network of automotive services. He would be the first to meet the industry spare parts. The concept of franchising was new at that time. Impressed with the success of fast food chains, believed in the system and begin to develop your business through it. Sherman had a great product and a great concept in hand, but needed a strong name. It was then that the letters came Muffler Installation Dealers Associated Services (MIDAS). The first franchise sold to Hugh Landrum, a longtime friend of Sherman, was inaugurated in the town of Maco, the U.S. state of Georgia, on April 20, 1956. The first workshop, called at the time of Midas Mufflers, was specialized in trade of exhaust, providing a fast and efficient service for just $ 7. With the slogan For over ninety years MOCOCA breville panini press branded products, synonymous with tradition, quality and reliability, are present in thousands of Brazilian households in the form of desserts, pies, cakes, sauces, beverages, butters and more. This was only possible because the brand has remained true to the flavor of the simple things of the field, valuing health, nutrition and enjoyment of the Brazilian family. It all started in 1919 in the city of Mococa, São Paulo, when the brothers Isabel Prado and Francisco Muniz Barreto Barreto began the craft-scale production of butter to serve the local market. Initially the machinery consisted of a butter churn and a manual wooden press. In the following year, the brothers came to buy, not only the cream, but also the fresh milk, which was extracted the cream in the factory, already equipped with a creamer. Two decades later, rapidly growing, the company imported equipment for the production of milk powder, but only in 50 years to start production. In 1947, always ahead of his time, MOCOCA their calling for the early start with the installation of a Swiss machine packing butter in Sao Paulo, the first national industry. In 1956, finally, the milk powder MOCOCA came to the Brazilian table, never to leave. At this time a new plant the company opened in the presence of the President Café Filho. In 1969 MOCOCA is manufacturing milk powder, condensed milk, butter, soy milk powder, pasteurized milk and cream. Perhaps the first milk pudding that you tasted was made with the newest Mococa Condensed Milk, introduced a pioneer in the market in 1975. At the time, condensed milk factory Mococa had a modern German technology equipment, with a production capacity of up to 1,800 tons per month. In 1980, following the need for innovation and changing consumer habits, the MOCOCA began producing a series of new products such as instant chocolate milk mix with vitamins and powdered cocoa and coffee. Shortly afterwards, in 1982, seeking to change the product mix inaugurated a complete unit of long life milk, UHT system, as well as pasteurized milk and special type B, having the interior of São Paulo, within a radius of 150 km, with an average volume 100,000 liters / day. Always at the forefront in 1986 the company launched the condensed milk in Tetra Pak, the world's first in this type of packaging. The proven success led to another product inside the box in 1987: Traditional Cream Milk in Tetra Pak. At this time, the company's experience went beyond the raw milk. Therefore, MOCOCA diversified its product line and opened in Arceburgo (MG) a plant cereal products, with modern domestic and imported equipment. In 1992, debuted two new products on the market: the delicious Sweet Milk and milk flour 100% national. Shortly afterwards, in 1995, the company launched new products aimed at children: Rice porridge, corn porridge and Chocolate Powder. Since the company was not only producing dairy products, changed its name to Mococa SA Food Products. At the end of this decade, in 1999, the tradition and quality MOCOCA were added to the European experience and technology with its acquisition by Royal Numico Group, origin and Dutch capital, which for over 100 years, develops, manufactures and markets products for many areas of human nutrition. However, in 2003, the company was sold to Group Kremon, the city of Goiania, making MOCOCA again 100% Brazilian. Recently, in 2008 the brand relaunched its traditional market in butter, one whose unique flavor has won millions of consumers for decades. In addition, the brand has invested in quality and innovation, as reflected in the new visual identity, with most current packages, but without losing the personality. In 2010, the brand launched a line of white chocolate Mocoquinha, beyond the line of sauces (White, stroganoff, Wood and Four Cheese). -. Throughout its history MOCOCA logo, despite going through some changes, has always maintained the traditional
