Biscoitê’s trajectory, a gift cookie network, is marked by the resilience of its founder, who has faced a difficult childhood, in a favela, studying in a public school, with breaks throughout his career and the challenge of building a profitable business model in a segment dominated by large industries. He was interviewed in From zero to toppresented by Mariana Amaro, in the episode published last Friday (5).
Matos started working from a young age. At 13, he worked at a bushing factory: “I came home with a bleeding hand,” he recalls. But the hard work early on gave him a lot of discipline and “I always had a lot of emotional support from my parents.” For Matos, the path of entrepreneurship was not just desired – it was necessary. Over time, he found in the cookie market a way to unite purpose, differentiation and profitability.
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The concept of biscoitê was born from the idea that cookies would not only be foods, but present capable of conveying affection. “We have no packaging, we have gifts,” he said. And the business, he points out, goes far beyond the product. The model found consumer space in search of the so -called “new luxury”: a quieter consumption, focused on experience and belonging, not just ostentation. “The new luxury is a quieter luxury, it is a luxury that you want to belong,” explained the businessman.
The idea of the brand
He realized that the cookie market is very versatile and can be sweet, salty, healthy, among other things. And there is still an advantage of not being so seasonal, with the possibility of penetration in the daily lives of people every day and moments of the week.
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“My wife and partner always had a very special touch for packaging, for little things she did and we always talked about it. We started creating this idea and we thought, ‘Wow, why can’t cookie be present?’” He said.
And then the journey started. In research, he recalled, he saw that the cookie itself was already used as present in other older cultures, such as Egyptian. In this context, he saw the opportunity for the product to become the source of a “gigantic emotional connection.”
