EXPORT STORIES: learn about the trajectory of an artisanal cachaça producer from Tocantins who is preparing to export

Although the artisanal production of cachaça is a family tradition, Paulo Palmeira de Souza, a small entrepreneur from Combinado (TO), is open to listening to advice to make his company more attractive to consumers in the international market.

In this new report from the series of inspiring stories of Brazilian businesspeople who decided to export their products, check out the trajectory of Paulo, founder of Cachaça Palmeira. He, who is thinking about internationalizing his business, shows that the willingness to learn is one of the most important steps for companies that intend to venture into foreign trade.

“I am welcoming with open arms what ApexBrasil (Brazilian Export and Investment Promotion Agency) can offer me, and I am open to changes and corrections, because Apex knows what I should align with. It has much more experience than I do “, he states.

The beginning

The story that precedes the small producer’s meeting with ApexBrasil is rich. Paulo’s grandparents produced cachaça in the state of Bahia, a practice that his father took to the municipality of Combinado (TO), around thirty years ago.

The producer says he continued the family tradition and, after completing an MBA in business management, founded Cachaça Palmeira. “We have a climate in the region that generates a different flavor in the cachaça. We have a product with exceptional quality”, he guarantees.

Paulo also invested in the production of striking packaging to add value to the products. “I started thinking: ‘How am I going to show that this cachaça produced five years ago is better than the one produced this year?’ I’m also going to create packaging”, he recalls.

Today, the company produces ten different flavors of cachaça — some of them unique, such as “barumel”, in which the drink is tanned in a mixture of honey and baru — and 30 types of packaging. “You can visit several cachaça production units in Brazil, but you will only find barumel at Cachaça Palmeira”, he says, proudly.

Higher flights

Over time, the small producer wants to win customers not only in the national market. Paulo states that meeting ApexBrasil was a milestone for Cachaça Palmeira’s aspirations. “After I discovered Apex, I realized that there are many doors to be opened and that, in addition to the state market, I can also reach the international market”, he points out.

Through the Export Qualification Program (Peiex), the producer received tips on how the international market works and what he will need to adapt to the demands of international buyers.

Two weeks ago, he also participated in a business round with potential clients from other countries, through the Exporta Mais Brasil program, an ApexBrasil initiative that connects Brazilian entrepreneurs with international buyers.

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Peiex

Present in all regions of the country, Peiex provides guidance to businesspeople who wish to export their products. Interested parties can contact the respective ApexBrasil operational centers in each state of the country and sign a form of acceptance to the program.

Service to companies through the program is free. All business owners need to do is be willing to dedicate time and invest in improving their business. The diagnosis of what the company needs to improve to access the foreign market takes approximately 38 hours. The entrepreneur receives an export plan with guidelines for internationalizing his brand.

Between 2021 and 2023, the Peiex served 5,300 companies. Of these, 827 are already exporting and earned US$3.16 billion in the period. For more information access: www.apexbrasil.com.br.