EXPORTING STORIES: learn about the trajectory of a company from the interior of SP that already exports açaí to more than 20 countries
“Tatuí was the city of my girlfriend at the time, now my wife and business partner. I worked in technology and she was an engineer at an automaker. We opened a very small store, with three employees. And it started to do really well. In the first few months, we had to double the number of employees on the weekends,” he recalls.
As the business grew, Murilo decided to leave his career in technology to dedicate himself fully to his own company. In 2015, he began studying strategies to increase sales. Among the alternatives, he considered opening a second store, implementing the franchise model, and also exporting.
The following year, the entrepreneur signed up for the Export Qualification Program (Peiex), from the Brazilian Trade and Investment Promotion Agency (ApexBrasil), which prepares national companies for foreign trade.
“I wanted to understand all aspects of the business and saw an opportunity for internationalization. So, I signed up for Peiex and started taking part in training courses,” he explains.
The training with ApexBrasil was a milestone in the company’s trajectory, says Murilo. “From 2017 to 2018, we were still doing the Apex program, all the workshops, all the topics involving international law, pricing, international marketing, packaging. It’s very comprehensive. It’s a business that opens up the field of vision of what the company needs to do to prepare itself to receive these international demands”, he points out.
As part of the business’s internationalization process, Murilo changed the company’s name to Açaí Town. He also set up a factory and expanded production. The knowledge acquired through Peiex and an effective marketing strategy enabled the company to soar to new heights just four years after starting operations.
“In 2018, we began our first exports to Canada, Portugal and the United Arab Emirates, using all the knowledge acquired in the Apex workshops”, says Murilo.
In addition to Peiex, Murilo states that other initiatives by ApexBrasil, such as the promotion of business rounds between Brazilian companies and international buyers from different sectors, are fundamental for entrepreneurs seeking new markets.
“Apex is part of our strategic vision, precisely because of this participation in fairs and access to different markets. We were pioneers in some markets and, through Apex, we were able to develop this”, he says.
Açaí Town started out as an artisanal production company and, over time, evolved into a factory that exports more than 120 tons of açaí per month to more than 20 countries, including important markets such as the United States and Australia. “Today, we have customers on every continent, and Middle Eastern countries such as Jordan and the United Arab Emirates are the main destinations,” he highlights.
Today, exports account for around 70% of the company’s revenue.
Peiex
Present in all regions of the country, Peiex provides guidance to entrepreneurs who wish to export their products. Interested parties can contact the respective ApexBrasil operational centers in each state of the country and sign a term of adhesion to the program.
The program provides free support to companies. All the entrepreneur needs to do is be willing to dedicate time and invest in improving their business. The diagnosis of what the company needs to improve in order to access the foreign market takes approximately 38 hours. The entrepreneur receives an export plan with guidelines for internationalizing their brand.
Did you like the story of Murilo Santucci, from Açaí Town? Stay tuned for more articles in the Export Stories series! These are inspiring stories of entrepreneurs who conquered the world with the support of ApexBrasil.
For more information access: www.apexbrasil.com.br
By Brasil 61
