In light of the country's complex economic reality, MASISA Venezuela's commercial team continues to adapt its strategies to protect cash flow, accompany its customers, and maintain the brand's presence throughout the national territory.
In a context marked by currency fluctuations, exchange rate gaps, and a market pressured by imported products with tariff advantages, MASISA Venezuela's commercial team has remained active and committed to business development. In 2025, the main objective remains clear: to protect the cash flow, and from there to outline each of the commercial decisions implemented in the country.
Closeness to customers and field work are fundamental pillars of this strategy. Direct communication, sales team reports and market feedback allow us to quickly adjust prices, conditions and proposals, responding with agility to an environment that changes day by day. Currently, more than 100 direct customers are active in different parts of the country, relying on national products such as MDF, HR, solid wood and chemicals, all manufactured in the Macapaima Industrial Complex, under high quality standards and with a Venezuelan seal.
At the same time, we are working on the recovery of commercial relations with customers who, despite being registered, have faced difficulties to remain active, due to the contraction in demand. This has prompted a strategy of deconcentration of sales, reinforcing MASISA's presence in the field and prioritizing direct attention with a focus on concrete solutions.
Faced with the pressure of imported products, the response has been clear: quality, innovation and proximity. Industrial capacities have been reactivated, making it possible to once again offer thicknesses that have not been produced for years, in addition to launching new variants such as CARB-2 MDF, water-resistant (HR) MDF and colored boards in standard density, which has made it possible to expand the coverage of the portfolio to new segments.
A key point of this strategy is the project to recover the melamine line, which will open new opportunities by turning our boards into modern and competitive products, with a variety of patterns, colors and textures that expand the possibilities for the end consumer.
The resilience and commitment of the team have been decisive in sustaining the operation in a demanding environment, and in continuing to promote MASISA's presence throughout the country, building a vision of the future from the local level that is committed to a job well done, quality and proximity.
