After incomes BRL 1.53 billion, Hortifruti Pure da Terra opens its eightieth unit

After incomes BRL 1.53 billion, Hortifruti Pure da Terra opens its eightieth unit

Hortifruti Natural da Terra transports more than 60 thousand tons of fruits and vegetables every month

THE Earth’s Natural Hortifruti announced this Friday, 28th, the opening of its first unit in Búzios, Rio de Janeiro. With more than 1,200 square meters, the new unit had an investment of R$ 6.8 million. With this opening, the chain totals 80 own stores in Brazil.

“I am very happy to see the brand installing itself in Búzios and generating a hundred direct jobs for the region, in addition to bringing quality fresh products to the local public and visitors with the ease of delivery, through various channels”, says Fábio Amorim, CEO of the Hortifruti Natural da Terra Network.

In 2021, net revenue was BRL 1.53 billion. In August of last year, the chain was purchased by Americanas SA for R$ 2.1 billion.

The network currently has more than 500 suppliers, 8 thousand employees and receives around 1 million customers monthly.

The store offers a variety of products, such as fruits and vegetables and also has a butcher shop, with prime cuts, with options of frozen beef, pork, sheep, fish and chicken cuts. Another strong point is the bakery, with varied breads baked on site, in addition to the chain’s own brand products.

The space also has a Natural Station that offers salads, sandwiches, coffee and sushi, in addition to the “Cortadinhos” section, with products already cut and packaged, such as vegetables, fruits and vegetables for recipes, or simply to facilitate consumption on a daily basis. day.


Along with the new store, the e-commerce of the Hortifruti Natural da Terra network will serve the region. Customers will be able to make purchases in the physical store, through the network’s website, through WhatsApp or through the iFood and Rappi marketplaces. Orders placed before 5pm can be delivered the same day.

Currently, sales through digital channels represent 16% of the company’s revenue.

“In recent years, we have set goals and connected several areas to improve online shopping channels and the customer’s experience with the brand, and we will be increasingly present in consumers’ lives, offering products that favor the habit of healthy eating and quality”, says Amorim.

How the business was created

In 1989, the brand started a new retail segment in Brazil: hortifrutigranjeiro. It was with this business idea that friends from Espírito Santo, Gilberto Lopes and Tadeu Fachetti, decided to turn it into reality.

The first store was opened in Colatina, in the interior of Espírito Santo, to offer people a new way to buy fruits and vegetables.

Taking the experience of working in the sector in their luggage, they decided to work with small producers and suppliers, from assembly to replacement of stalls.

The business model worked and, in the following year, the second unit was opened in Rio de Janeiro. In 1997, there were nine stores in the state of Rio de Janeiro.

Currently, Hortifruti is the largest fruit and vegetable retailer in Brazil. The chain has its own fleet of 196 vehicles that transport 60,000 tons of fruits and vegetables every month, from the field to the stands within 24 hours, in dozens of stores in Rio de Janeiro, Espírito Santo, Minas Gerais and São Paulo. Paul.

Source: Exam

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