From the first steps in the world of entrepreneurship, with the creation of A Sua Forcanha, to the Joint Venture with the group 3Coações, Rodrigo Carvalho and his brother, Felipe, built, with Positive Company, a focused health and innovation empire and have the goal of earning $ 1 billion by 2030. 12 times, ”says the executive.
The history of the company, which started within another – Almonds do Brasil – is the theme of this week’s episode which tells stories of successful entrepreneurs. The company, which was born focused on vegetable milk, expanded its portfolio and also includes healthy snacks, natural supplements and moisturizing drinks such as the Jungle brand, which grew 15 times last year.
Created in 2019, to be a second mark of the group, including Jungle always had the thought of being something functional, with the footprint, explains the executive, bringing local ingredients and understanding how their synergy can do well for the body. “It is made with coconut water, fruit juice and tapioca, thinking of our health,” he says.
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The entry into the snack segment took place with the acquisition of part of Zaya, which produces the snacks “Zaytas”, made with the brand flour – gluten -free and without milk. “The founder had the balcony of using his own flour to make a healthy snack. So we delivered a ready product that grew very fast,” says Rodrigo, in the interview.
Taxation, Price and Scale
For Rodrigo, the biggest challenge to expand consumption of this healthier product is on scale and taxation: “The public milk consumer public in Brazil is still small, about 3 to 5% of the total milk market, while in the US, it reaches something around 20 and 25%. In addition, animal milk in Brazil has tax incentives that zero the tax burden on many states, while vegetable milk pays about 30% to 33% taxes on taxes Billing.
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This disparity directly impacts the final price for the consumer, according to him, limiting the reach to an still small audience and usually with dietary restrictions. “If the price were lower, the public that wants to consume something healthier, which already represents 90% of the potential market, would expand a lot, reaching smaller social classes,” says the CEO.
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Currently, Positive Company has about 60 direct employees, a lean structure made possible by partnership with Três Corações, in the business since 2020, through joint venture, which supports logistics and back office. “We had a gain, especially in distribution and commercial. And the advice also helps us a lot in everyday life,” he said.
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Internationalization
Initially, the idea of internationalization of the brand had been left to the background. There was an attempt, even during the pandemic, from expansion to the US market. The high costs, however, braked this project. But today, they have been sought by other squares, interested in taking the brand out of Brazil – which would help, and a lot, in reducing costs.
The chestnut, in these molds, has arrived in Australia, Canada, and is going to Mexico, Chile, Paraguay and Argentina. But for that, they created the plant, because the name used in Brazil would not be easily understood abroad.
Rodrigo also highlights the bet on sports and athletes as a brand projection strategy. Positive Company sponsors, for example, Rafa Câmara, Formula 3’s early champion, Formula 1 base championship, the main category of world motor racing. He himself is an enthusiastic early in the sport, having been a kart corridor in his childhood. In addition, it also supports modalities such as volleyball, triathlon and running.
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Culture and Purpose
Regarding the company’s philosophy, he highlights the importance of authenticity and commitment to the real health of the consumer: “We never make wild promises, we bring products that really fulfill what we promise. In the first half of this year, we invested more than $ 3 million in laboratory analyzes to ensure quality.”
The CEO also shares a personal view of entrepreneurship and balance: “I try to leave this balance almost 50-50 between work and family. I do physical activity, running, swimming, pedalo, tennis game, I do bodybuilding. I think this balance is fundamental to personal and business longevity.”
