Integral juice divides gallon with mate

The company of the good (anyway, in case) called for a classic edge Carpenter to make his debut on the sands of Ipanema: gallons of inox, which before were selling just the Lion Mate, won new design and now distribute personalized juices also without sugar and without additives. For now, just walking through the a nearly three miles of beach. The idea is to evaluate the reception of consumers accustomed to the product in boxes long life and set the distribution logistics in order not to damage the image of linked health juice.
"The operation has to be perfect, you can't risk mainly on hygiene," says the entrepreneur Mark Leta, 29 years, who set up the business in 2007. Only two years later, when the company joined to Tetra Pak, the juice from the well reached the consumer. Today, it is marketed in three thousand points of sale of eight States of the South and Southeast regions and in Brasilia. The company, according to the owner, who does not reveal revenues, is classified as medium-or annual gross revenue between $ 16 million and $ 90 million, according to the BNDES. The company gives direct employment to 30 people.
The fruits used for the production of juices come from farms of São Paulo, Rio Grande do Sul and Nordeste. Juice, vacuum stored, is taken to a Tetra Pak factory in Guarulhos, São Paulo, for bottling. The liquid is pasteurized once to ensure quality and purity. The flavors that come to market are seven: Orange, Tangerine, grape, lemonade, coconut water, mate tea with lemon, mixed Acai with other fruits and mix papaya with orange, Apple and banana.
Former trainee of Banco Votorantim in Sao Paulo, the business Administrator Mark Leta abandoned the tie, now displayed in a frame of the company office in Ipanema, to devote himself to the dream of having their own business. He began to think of good when, after work, went straight to a juices because it did not want to take anything full of sugar, nectar or reconstituted. "I researched the technology for packaging without a preservative and I came to the current project," says Mark Leta.
The beginning was difficult. One of the challenges was to find place on the shelf of supermarkets and grocery stores. The first boxes only have space in bakeries and pastries, from Rio and São Paulo. Then it was the turn of convenience stores. The next step was to meet requests that arrived by e-mail asking why the juice wasn't sold well on the beach. The marketing solution soon pointed to the gallons of steel that are part of the tradition of the beaches of Rio. Marcos sent to ten, that colored to suit the design of the brand, but, impatient, decided to do a test before.
"The long-term strategy is not an action. We want to understand the market. Summer is a great season for sales, but not to debut. It is better to launch the product in the winter and expect him to mature until the following summer. Our focus is the summer of 2014. " (PV)