Grupo Edson Queiroz

Name

Grupo Edson Queiroz

Legal name

Grupo Edson Queiroz

Website

https://geq.com.br

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Grupo Edson Queiroz is a Brazilian family-owned conglomerate operating Nacional Gás (22% LPG market share), Minalba Brasil (24% water market share, 11 brands), Esmaltec (white goods leader in water dispensers), and Sistema Verdes Mares (Globo-affiliated TV/radio reaching 79% of population), serving Brazilian consumers and enterprises nationwide with ~10,000 employees and R$12.8 billion in 2024 gross revenue.

Ownership category

akta.pro rank

Product category

Diversified Conglomerate (Energy, Beverages, Appliances, Media)

NAICS

Beverage Manufacturing (3121), Soft Drink Manufacturing (312111), Petroleum Bulk Stations and Terminals (424710), Management of Companies and Enterprises (5511), Management of Companies and Enterprises (55)

SIC

Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086), Television Broadcasting Stations (4833)

akta.pro primary industry

Alcoholic Beverage Brand Owners & Holding Companies (Multi-category Portfolios) (CRADAIAL)

Keywords

• Liquefied petroleum gas
• Mineral water bottling
• Home appliance manufacturing
• Television broadcasting
• Diversified conglomerate

Headquarters

HQ city

Fortaleza

HQ country

Brazil

HQ region

Latin America

Offices11 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Nacional Gás - LPG Distribution: Storage, bottling, and distribution of LPG (Liquefied Petroleum Gas / cooking gas) to residential resellers (Revenda) and enterprise customers including Condominiums, Industry, Commerce, and Agribusiness segments. 22% market share, 44 branches, 5,000+ resellers.
2. Minalba Brasil - Beverages: Sales of mineral water, soft drinks, juices, energy drinks, and isotonic beverages through portfolio of 12 brands including Minalba, Indaiá, São Lourenço, Petrópolis, Refri, Citrus, Night Power, and licensed/distributed brands such as Nestlé Pureza Vital, Perrier, S. Pellegrino, Acqua Panna, and Minotauro Energy Drink. 24% market share in water segment, 10 factories, 11 brands.
3. Esmaltec - Home Appliances: Manufacturing and sale of white goods appliances including refrigerators, water dispensers (bebedouros), stoves, and other appliances. One of Brazil's largest white goods manufacturers with 365K monthly production capacity. Leader in water dispensers since 2008. Exports to South America, Central America, Caribbean, Africa, and Oceania.
4. Sistema Verdes Mares (SVM) - Broadcasting & Media: Television broadcasting (TV Verdes Mares - TV Globo affiliate), radio (including Verdes Mares radio), and digital media operations. 3 TV stations, 79% population reach, 5M people reached monthly. Revenue from advertising across TV, radio, and digital platforms.

Go-to-market motion3 records

Distribution channels7 records

Marketing channels9 records

Core offering

Grupo Edson Queiroz operates a diversified conglomerate with four core business units: Nacional Gás (LPG storage, bottling, and distribution with 22% Brazilian market share and 5,000+ resellers); Minalba Brasil (non-alcoholic beverages including mineral water, soft drinks, juices, and energy drinks across 11 brands and 10 factories with 24% water market share); Esmaltec (white goods manufacturing including refrigerators, water dispensers, and stoves with 365K monthly production capacity, leader in water dispensers since 2008); and Sistema Verdes Mares (TV Globo-affiliate broadcasting with 79% population reach across 3 TV stations and radio).

Product overview

Grupo Edson Queiroz is a multisectoral holding company founded in 1951 with four core business units: Nacional Gás (LPG energy distribution with 22% market share, digital app), Esmaltec (white goods appliances — national leader in water dispensers, producing inverter refrigerators and cookers), Minalba Brasil (non-alcoholic beverages — market leader in mineral water with 11 brands across water, soft drinks, juices, and energy drinks, including licensed global premium brands), and Sistema Verdes Mares (media and communication with TV Globo affiliates reaching 79% of Brazil's population). Minalba Brasil also maintains the Parque das Águas and Balneário SPA São Lourenço in Minas Gerais. The group employs approximately 10,000 people and reported R$12.8 billion in gross revenue in 2024.

Differentiator

Problem solved

Functional benefit

Products and services

• Nacional Gás (LPG Distribution) LPG (liquefied petroleum gas / cooking gas) storage, bottling, and distribution to residential resellers and enterprise customers including Condominiums, Industry, Commerce, and Agribusiness. Operates 44 branches and over 5,000 retailers with 22% Brazilian market share. Includes APP Minha Revenda digital sales platform and individual metering services.
• Minalba Brasil (Beverages) Mineral water, soft drinks, juices, and energy drinks sold under 11 brands including Minalba, Indaiá, São Lourenço, Petrópolis, Refri, Citrus, Night Power, and licensed brands (Perrier, S. Pellegrino, Acqua Panna, Nestlé Pureza Vital). 24% Brazilian market share in water segment, 10 manufacturing facilities.
• Esmaltec (Home Appliances) Manufacturing and sale of white goods including refrigerators, water dispensers (Gelágua brand), and stoves (Linha Ideal). One of Brazil's largest white goods manufacturers with 365K monthly production capacity. Leader in water dispensers since 2008. Exports to South America, Central America, Caribbean, Africa, and Oceania.
• Sistema Verdes Mares (Media/Broadcasting) Television broadcasting (TV Verdes Mares - TV Globo affiliate in Ceará since 1970), radio (Verdinha - leader in Ceará), and digital media platforms. Operates 3 TV stations, reaches 79% of population and 5M people monthly. Produces programs including Bom Dia Ceará and Mares ao Mar.
• Capacete Elmo (Respiratory Helmet) Non-invasive respiratory assistance helmet developed by a multidisciplinary team in Ceará and manufactured by Esmaltec. Reduces ICU intubation need by up to 60% and costs 72x less than conventional mechanical ventilators. Over 9,000 units produced by April 2021.
• Balneário SPA São Lourenço Therapeutic spa within the Parque das Águas offering over 20 treatments based on regional mineral waters including crenotherapy, Vichy showers, and hydrotherapies. Operated by Minalba Brasil. Celebrated 90 years of operation in 2025.

Quantifiable outcome

• 36% EBITDA growth in 2024 (R$ 1.7 billion EBITDA)
• +8 more outcomes

Named customers15 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

20 partnerships are on record, tiered core and minor.

• Oiltanking Logística Brasil (OTLB) / OTAMERICAcoreStrategic or Co-development Partner · 12 March 2024Joint venture OT Gás Nordeste (OTGN) for development, construction, and operation of LPG storage terminal at Porto de Suape, Pernambuco. GEQ holds 42.5%, OTLB 42.5%, Copa Energia 15%. Investment of R$ 1.2 billion. Capacity 120,000 m³ refrigerated storage. Aims to increase Northeast Brazil's LPG supply autonomy and enable independent importers to bring in large VLGC cargoes.
• Copa EnergiacoreStrategic or Co-development Partner · 12 March 2024Joint venture partner in OT Gás Nordeste (OTGN) for LPG terminal at Porto de Suape. Copa Energia (parent of Copagaz and Liquigás) holds 15% stake and is an anchor customer (along with Nacional Gás) consuming ~70% of planned terminal volume. R$ 1.2 billion investment.
• Minotauro / Minotouro (Antônio Rodrigo Nogueira & Antônio Rogério Nogueira)minorOEM/ Whitelabel/ Licensing Partner · 1 January 2024Licensing partnership for Minotauro Energy Drink. Minalba Brasil manufactures and distributes the energy drink in North and Northeast Brazil. Product has 50% less sugar than competitors, with new flavors (lemon, watermelon, coconut) in development.
• Achilles International BrasilminorGTM or Marketing Partner · 1 January 2024Partnership with Achilles International for Desafio Minalba 2024 running event. Organization transforms lives of people with disabilities through sports programs. Approximately 100 athletes with disabilities participated, with exclusive PCD categories awarded.
• Renot Estate (Renot Artist Family)minorGTM or Marketing Partner · 1 January 2024Minalba Premium by Renot limited edition water label. Artist Reinaldo Eliomar de Freitas Marques da Silva (Renot) created artwork for special water bottles celebrating art and Campos do Jordão culture. Proceeds from replica art sales donated to AME Campos NGO.
• AME Campos (Amigos de Campos do Jordão)minorGTM or Marketing Partner · 1 January 2024ONG benefiting from Minalba Premium by Renot project. Association promotes social and economic development in Campos do Jordão through animal protection, cultural initiatives, entrepreneurship support, and environmental projects for Araucária preservation.
• Hotéis e Restaurantes de Campos do JordãominorChannel Partner/ Reseller/ Distributor · 1 January 2024Partner hotels and restaurants hosting Renot art exhibitions as part of Minalba Premium by Renot winter campaign. Includes Go Organic Club, D'Biasi Hotel, La Villet Hotel, Quebra Noz Hotel, and 4 others. These venues displayed and sold art replicas with proceeds to AME Campos.
• Gerando FalcõescoreStrategic or Co-development Partner · 1 January 2023Social impact partnership 'Fala na Lata'. Special edition Minalba water in aluminum cans with 100% of profits reverted to Gerando Falcões for poverty alleviation in favelas. Artist Lilo Viana from Gerando Falcões created artwork for the cans. Aligns with Minalba's positioning as a brand that creates positive societal impact.
• Ball CorporationcoreTechnology or Integration · 1 January 2023Ball Corporation is the leading world producer of sustainable aluminum packaging and pioneer of water-in-can solution in Brazil. Partnered with Minalba Brasil to develop the first Brazilian beverage can with Braille labeling on lids, enabling accessibility for visually impaired consumers. Also supported Indaiá can launch.
• Fundação Dorina Nowill para CegoscoreGTM or Marketing Partner · 1 January 2023Accessibility consultancy partnership for Minalba's #LataPraTodosVerem Braille labeling initiative. Foundation provided specialized guidance on inclusion of visually impaired consumers in beverage market. Project made Minalba the first and only Brazilian non-alcoholic beverage company to adopt 100% Braille-labeled lids.
• Farma Conde Vôlei São JoséminorGTM or Marketing Partner · 1 January 2023Sports sponsorship of volleyball team for 2023/24 season. Minalba lata provided as official water during games. Part of Minalba's strategy to promote sport and healthiness, targeting Vale do Paraíba community.
• Santander Track&Field Run SeriesminorGTM or Marketing Partner · 1 January 2023Minalba lata named official water of the largest road racing circuit in Latin America by number of events (~80 events/year). Second consecutive year sponsorship. Targets sports enthusiasts and promotes sustainable hydration with recyclable aluminum cans.
• Junior Achievement BrasilminorGTM or Marketing Partner · 1 January 2023GEQ participated in 40th anniversary celebration dinner of Junior Achievement in Brazil. GEQ has supported JA initiatives for over 10 years, promoting youth entrepreneurship and social development. President of GEQ's Board and JA Ceará President Igor Queiroz Barroso attended.
• Taís LopesminorGTM or Marketing Partner · 1 January 2023Journalist Taís Lopes is presenter of 'Inspira & Ação: Mares ao Mar' TV program on TV Verdes Mares. Sustainability-focused show launched as part of SVM's new 'Mares ao Mar' brand banner, promoting environmental awareness and social transformation.
• André ComaruminorGTM or Marketing Partner · 1 January 2023Environmental activist and curator of 'Inspira & Ação: Mares ao Mar' program on TV Verdes Mares. Part of SVM's sustainability initiative to promote ocean conservation and ESG awareness.
• Governo do Estado do Ceará (Sesa, ESP/CE, Funcap)coreStrategic or Co-development Partner · 1 January 2021Partnership with Ceará State Government for development of Elmo respiratory helmet. Included Secretária da Saúde (Sesa), Escola de Saúde Pública do Ceará (ESP/CE), Fundação Cearense de Apoio ao Desenvolvimento Científico e Tecnológico (Funcap). GEQ companies Esmaltec (manufacturing) and Nacional Gás (Vale Gás Social program) also involved.
• Universidade de Fortaleza (Unifor), UFC, FIEC/Senai CearácoreTechnology or Integration · 1 January 2021Technical partners in Elmo respiratory helmet development. Universidade Federal do Ceará (UFC), Universidade de Fortaleza (Unifor), and FIEC/Senai Ceará contributed expertise to the multidisciplinary team that developed the non-invasive breathing device.
• Inoar CosméticosminorGTM or Marketing Partner · 1 January 2021Partnership with Inoar Cosméticos for distribution of 75,000 bottles of alcohol gel (hand sanitizer) during COVID-19 pandemic. Distributed in Minas Gerais, São Paulo, Rio de Janeiro, Bahia, Ceará, and Paraíba.
• Defesa Civil de Campos do JordãominorGTM or Marketing Partner · 1 January 2021Partnership for emergency relief during São Paulo north coast flooding. Coordinated distribution of 30,000 liters of Minalba water to 2,500+ displaced residents in Caraguatatuba, São Sebastião, and Ubatuba.
• Agência Ana CoutocoreGTM or Marketing Partner · 1 January 2019Marketing and branding agency that supported Minalba Brasil's comprehensive rebranding and portfolio repositioning project, the largest change in the food and beverages business of GEQ. Project began in 2015 with implementation starting in 2018.

Scale indicators28 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• AmBev (Companhia de Bebidas das Américas): Largest beverage company in Latin America with portfolio spanning beer (Budweiser, Stella Artois), soft drinks (Guaraná Antarctica), and waters. Directly competes with Minalba Brasil in Brazilian non-alcoholic beverages and operates similar multi-brand CPG strategy at much greater scale.
• Whirlpool Brasil: Subsidiary of Whirlpool Corporation and one of Brazil's largest home appliance manufacturers (Brastemp, Consul brands). Direct competitor to Esmaltec in refrigerators and white goods, with greater scale and brand recognition but similar mass-market positioning.
• Ultrapar Participações: Brazilian conglomerate operating Ultragaz (LPG distribution, direct competitor to Nacional Gás with ~24% market share), Ipiranga (fuel distribution), and Oxiteno (chemicals). Most structurally similar peer to GEQ given the LPG overlap, multi-sector model, and Brazilian market focus.
• Midea Group / Midea Brasil: Global home appliance manufacturer (recently acquired Toshiba Lifestyle) with growing Brazilian operations. Competes with Esmaltec in air conditioning, refrigerators, and small appliances, representing the global competitive threat to Esmaltec's domestic market position.
• Coca-Cola FEMSA: Largest Coca-Cola bottler in Latin America, operating in Brazil through various territories. Directly competes with Minalba in the soft drinks category and represents a key reference point for beverage distribution scale and operational benchmarks in the region.
• Copa Energia: Joint venture partner of GEQ in OTGN (15% stake) and direct LPG competitor through Copagaz and Liquigás brands. Among the three largest LPG distributors in Brazil alongside Ultragaz and Nacional Gás, making it the most direct head-to-head peer for Nacional Gás.

Broad incumbents

• Itaúsa: Brazilian publicly-listed holding company with controlling stakes in Itaú Unibanco and Dexco, plus minority investments across multiple sectors. Represents a peer archetype for Brazilian multi-sector holding companies, though tilted toward financial services rather than consumer/industrial.
• J&F Investimentos: Brazilian family-controlled holding company that controls JBS (world's largest meat processor) and operates across food, paper, and financial services. Peer archetype for Brazilian multi-sector family-controlled conglomerates with similar holding structure and strategic diversification approach.
• Cosan S.A. Brazilian diversified conglomerate with interests in energy (Raízen, gas distribution), agribusiness (Radar), and logistics. Similar multi-sector holding model and Brazilian footprint, though larger and publicly listed. Both share the strategy of operating across essential infrastructure and consumer verticals.
• Nestlé Brasil: Brazilian subsidiary of global CPG giant Nestlé, with portfolio across waters (licensed to Minalba), dairy, nutrition, and confectionery. Acts as licensor and competitor in beverages while operating in adjacent CPG categories that overlap with Minalba's soft drinks/juices portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/grupo-edson-queiroz

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grupo Edson Queiroz