Profit Poop: How did this couple turn the frustration into Million 180 million business

Find Healthy foodsPractical and reliable for infants still challenge to many Brazilian families. The simplest task is to become a source of stress for parents who often seek Nutritional quality Without giving convenience.

This gap came from PapapaBrand Natural baby food Created by Parana couple Paula Machado E. Leonardo Aphoneso.

This idea came up when the couple still lived AustraliaHow he noticed BernardoThe first child, rejected home -made food – and accepted Industrial but natural baby food. While visiting BrazilThey realize: Here, this type of product does not exist practically.

“When I went to the market CuritibaI thought you would find versions like this. But there is only an old brand full of preservatives. I thought: How does the mother believe it? ” Paula. This personal discomfort was planted in the seed of business.

A. Enterprise In 2021, after two years of research and validation with Brazilian mothers, as well as approval Anvisa. Since then, the Papapa He did not stop rising: he earned 12 million rias in 2022, rising 360% by 2023 and hoping to exceed 180 million rias by 2025.

“Oh Brazil There is still a very poor market in children’s diet. Our proposal is to allow the mother to be safe even in the days you can’t cook, ”he said Leonardo. Today, the Papapa 93% of Baby Food and Snack Market.

Personal depression to build new market

Travel of Papapa It was almost unexpected, with a repeated depression Paula Faced as the first -time mother.

“I read everything, studied, cooked … and he didn’t eat. When I found Baby Food I was ready and he liked it, I understood that I did not need to have so much blame.”

LeonardoAt the time, the children’s food sector was working in the multi -and -consumer profile, it has already noticed signals. “I have looked closely on how the new generation mothers are changing this category – and how the industry has not followed. Today’s mother will no longer accept the standard ones,” he said.

Got the turning point on the visit BrazilAt the end of 2018. Australia Six marks for smaller country than big are natural baby food Sao Paulo. Here, with an infinite big market, there is one, yet very old, ”he said Leonardo. The idea of ​​entrepreneurs was born there.

Aim to take the blame for certification and industrial food with mothers

Before starting PapapaThe couple were engaged in research with Brazilian mothers. The biggest innovation is passionate: Although most women are not substituted, she is ashamed to use ready baby food. “A mother took the label and pretended that she had done herself and that her friends did not judge. It recognizes us so much.” Leonardo.

This active auditory has become a method. “ PapapaOur research is done with real mothers, not with the laboratory. Guides us, there is a need for those who are there to concrete, try to balance the work, son and food, ”he said. Paula.

The result is a portfolio with 100% natural ingredients without preservatives, sugar or flavors. “We wanted to open baby food and be alone. Although there is no time to cook, she is offering the best,” he said Leonardo. The process of approval Anvisa It took two years in the middle of the pandemic, until it was tough and brand experiment.

Growth strategy starting with your feet on the floor

From scratch, the couple chose a stable growth pattern. With the initial collaboration of 5 million Riyas, the Enterprise Works in blue in the second year. “We never want to shoot cash. We would like to grow steadily. We have a profit than the industry average today,” he said Leonardo.

This allowed financial discipline Papapa As it grows, it has become profitable. In 2023, this growth was 360%compared to the previous year. For 2025, the revenue is to reach over 180 million Riyas – jumping over 230%.

The physical channel still causes 70% of sales. The Mark It is in the sale of 20 thousand points and is aiming to reach 100 thousand. “We still have a lot of space to grow in retail, especially outside the main centers” Leonardo.

Portfolio expansion and new front for children

Growth is not limited to baby food. The Papapa Is also the leader in the section of Children’s snacksWith products designed for daily life of young children. “We need to understand that eating is also a social activity. The child wants breakfast, but he is healthy,” he said Paula.

Recently, the Enterprise Started a line of Children’s whole grains Without sugar, especially focused on Norte E. North EastThis category has a strong entry here. “We are talking about an uneven country, where children’s diet is still dependent on ultra -projected products. Our character is to make access to good options,” he said. Leonardo.

In addition, the Papapa Already targeted new moments of childhood and motherhood. “After two years with the children, we are designing products when he begins to make choices and even for pregnancy. Nutrition begins before birth.” Leonardo.

A project with a long -term intention

More than business, the Papapa It wants to be a social transformation platform. “Our goal is to establish a healthy generation. If the taste and habits are defined in the early years, we must act there,” he said Paula.

Leonardo Strengthening: “We only sell baby food. We sell autonomy for the mother, baby safety and a good future for everyone. Healthy food is not special. It should be standard.”

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