The company’s history begins in 1945 when brothers Nelson, Alvin, Benno and Silvo Krolow combine forces and build the Nelson Krolow and Cia. Ltda. Aiming to reach the wholesale market of agricultural products. However, with the entrepreneur spirit characteristic of German origin, expand their activities, starting in the rice industry. In order to increase the capital, in 1966 the company name is changed, starting to be called Krolow and Cia. Ltda. A name known nationally. As well as rice company starts to produce various types of rice and conquers the market throughout Brazil.
Until the 70s, the rice consumed in Brazil was the short, medium and long grain produced by varieties created by IRGA (Rio Grande Institute of Rice) and the IPEAS (Institute for Research and Agricultural Experimentation South) which is now called EMBRAPA. With the introduction of long-grain rice in this decade, the habit of consumers has changed because the grains are more loose and are easier to cook. The acceptance of long-grain rice was so great that traditional grain almost disappeared from the market.
As a result, Krolow’s, motivated by business opportunity, still produce and industrialize traditional grains, short, medium and longin order to meet the most demanding enthusiasts and shoppers, even because these grains have been difficult to find in the market because of the long-grain rice domain. The grain-long is a more productive rice in the fields and sold for more affordable price, however, lacks the culinary qualities like fragrance and flavor and adherence to traditional grains. The permanence of the company in the market for all these years, due to the dedication of its managers, suppliers and employees combined with seriousness in conducting business and a constant concern with the quality of its products.
“Prato Gaúcho, THE RICE OF GAUCHOS”
The japanese rice (cateto type or short grain) one of the oldest consumed in Rio Grande do Sul, always stood out for its unique flavor. With the introduction of long-grain varieties, easier to be prepared because the grains do not stick after cooking, the japanese rice is no longer used, coming almost to disappear from our cuisine. However, were maintained small areas of cultivation to meet the oriental cuisine, and today it is possible to produce it in quantities capable of serving consumers who know and have trouble finding it in the market. Krolow and Cia Ltda, traditional rice company in our region, decided to recover this great sight, for consumers who like to prepare dishes from rich state’s gastronomy, with which he has perfect affinity, can find it close to your home and taste it. It was released commercially, marked “Prato Gaúcho” for it to be easily identified in the marketplace. The Prato Gaúcho products available on the market are intended for special customers. The white form (or polished) aims to meet the lovers of gaucho culinary dishes and allows creativity make the chefs to develop dishes for all tastes. Brown rice aims to serve customers who want food with more fiber and protein – that remain on the outer skin grain – which is more nutritious and has many indications in the treatment of diseases and gastrointestinal functioning.