2024-04-11 20:57:04
Fazendinha em Casa: agrifoodtech wants to transform into a “country wholesaler”
Minas Gerais agrifoodtech Fazendinha em Casa seeks to multiply access to local, artisanal and rural products through expansion in the interior of MG
Fazendinha em Casa, an agrifoodtech created in 2017, wants to expand its operations throughout the state of Minas Gerais and become a “country wholesaler”. The startup connects bars, restaurants, emporiums, grocery stores and consumers through a multichannel platform that supports wholesale and retail sales. Currently, it has more than one hundred partner producers and more than a thousand items registered on the platform.
Minas Gerais agrifoodtech Fazendinha em Casa seeks to multiply access to local, artisanal and rural products through expansion in the interior of MG
With strong rural influences, Claudia Ligório, co-founder and CEO of Fazendinha em Casa, is the granddaughter of farmers from humble origins, people who explored the countryside, without formal education. She also lived throughout her childhood and youth with family members with outstanding commercial skills. “In addition to being present in the field, I also grew up among the shelves of my father’s supermarket and I remember him loving innovation. Everything that was most modern, he took to business.”
This basis gave rise to the first version of Fazendinha em Casa, a marketplace model that brought together products focused on family farming and local production of drinks and food. “During the pandemic, even with difficulties, our sales grew 10 times. This gave us a lot of visibility and we received angel investment, which allowed us to create our own integrated sales and logistics management platform”, explains Claudia.
B2B2C operation and scale
Today, Fazendinha em Casa serves, with local partners, end consumers in 8 capital cities and around 300 restaurants, bars and emporiums in the metropolitan region of Belo Horizonte. It is present in 94 autonomous purchase points in residential and commercial condominiums in BH and Uberlândia.
According to the CEO: “this is what we planned from the beginning: online sales to end consumers, in-person sales via grocery stores and wholesale and retail sales, because we know that retail is omnichannel and we want our partners to choose the whichever is better. We seek to make it easier for the buyer.”
In this way, Fazendinha em Casa increases access to a mix of artisanal products and also sales from small producers. “We grew 5 times the number of sales from 2022 to 2023 and our perspective is to close 2024 with a percentage 10 times higher”, says Claudia.
“We started with inputs for the day-to-day running of restaurants and now we have others, such as pastel de angu for bars, famous in Itabirito. This makes it easier for the bar or restaurant owner who has difficulty finding pre-made artisanal products, in addition to achieving a good margin and taking an artisanal product to the end consumer, with the advantage of being a local, organic and sustainable product.”
To consolidate operations, Fazendinha em Casa sought support from Federaminas Ventures, venture builder of the Federation of Commercial and Business Associations of the State of Minas Gerais (Federaminas). Federaminas Ventures invests financial, human and technological resources in promising startups and transforms them into solid companies ready for exit.
“We are at a moment of technological maturity, having experienced working through these different channels. Now we want to scale the results, and Federaminas Ventures provides very important support to take this service to locations where Federaminas is present and make our proposal consolidate”, comments Ligório.
In addition to standing out as a wholesaler in the field, the startup also wants, in 2024, to make management for sellers even simpler and more practical. “The seller panel on the platform operates “just in time”.
It doesn’t matter if the sale came from WhatsApp service for an emporium, restaurant, online or grocery store; the platform instantly shows the management of the entire sales process. For those who sell, this integration of information is extremely important. At the same time, our model allows for decentralized operations across multiple locations, scale and access to good prices.”
Sobre a FCJ Venture Builder
Created in 2013, in Belo Horizonte (MG), FCJ, the largest venture builder group in Latin America, is a multinational that connects investors, startups, corporations and universities to develop innovative businesses that impact people’s lives. With the aim of favoring Brazil’s innovation ecosystem, today it is the leader in the segment and has venture builders spread across the world.
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