FERRERE advised Cruzimex Comercio Exterior, one of Bolivia’s most important mass market companies, with a portfolio of over 500 brands, on acquisition of the Apego trademark and knowhow.

Apego is a food products startup that launched in 2020, during the pandemic, focusing on industrialization and innovation in the fountain syrup and cold beverages sector.

Cruzimex acquired the trademark, knowhow and assets, in addition to associating with the general director of Apego, to take all the intangibles to a new company. In turn, it announced an investment of half a million dollars to continue expansion of the brand in Bolivia.

FERRERE advised Cruzimex on organization of the new company, the assets and intangibles purchase agreement, and the shareholders agreement. The team is currently advising shareholders on a preferred shares issue.

FERRERE’s work was co-led by partner Diego Villarroel together with senior associate Pablo Heredia, with the participation of senior associate Alberto Rivera and associate José Rivero.