From Amazonian fruit to global food, it became a true passport of the national entrepreneurial culture. A product that has long been restricted to consumption in northern Brazil is now a flagship Brazilian franchises that expand its borders and conquer international markets.
The strength of this movement can be observed in networks such as Acai Concept and Jah Acai, which show how franchising transformed a typically Brazilian product into business model scalable and highly desired outside the country.
From Brazil to Europe
Founded in 2014 in Maceió, Alagoas, Miguel Teixeira and Rodrigo Melo, Açaí Concept was born with the proposal to standardize and professionalize the way to consume the fruit. Today, the network has 300 units and is present in 17 Brazilian states and markets such as United States, Ecuador, Switzerland, Chile, Canada, Portugal, UAE, Turkey and, recently Spain, where it debuted in Pontevedra with the unpublished concept acai Concept Café.
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The plan is bold: opening 20 stores in Spain and reaching markets like Colombia, Belgium, Italy, Japan, China, Australia and Egypt, totaling 500 international units in the next five years.
“It is crucial to create a business plan focused on the target region. This means understanding the public, identifying good distributors and seeking strategic partners that help accelerate brand development in the new market. For example, we conducted a thorough study in Spain, where we recently opened our first unit with an innovative concept: Açaí Concept Café,” says Rodrigo Melo, co-founder and CEO of Açaí Concept.
In addition to the traditional mall and street store, the network bets on flexible models such as kiosks, containers and the format store in storeideal for conveniences and delivery. The menu also follows the diversity of audiences: from acai with toppings To coffee, tapioca, smoothies and tropical creams such as cupuaçu and pitaya.
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In the interior of Minas Gerais, acai also found fertile ground. Created by Diego Dutra in 2008 and transformed into a franchise network from 2015 with the entry of Rafael Corte, Jah Acai, ice cream and popsicles is today one of the largest self-service networks in the segment.
The brand has 180 units in 14 Brazilian states and inaugurated, this year, the first international operation in Düsseldorf, Germany. For 2025, the forecast is to reach 200 units and earn $ 180 million.
Germany’s choice to take the first step outside Brazil was not at random. Recognized as one of Europe’s most demanding markets, the country represents a challenging and, therefore, strategic environment. “If we can successfully work in Germany, we are ready to climb this operation in other countries with greater safety and efficiency,” says Rafael Corte, co-founder and CEO of the network.
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With a business model that combines ice cream, popsicles and acai in self-service format, JAH bets on flexibility, variety and strong appeal to young people. Growth also gained visibility with the entrance of actor Caio Castro as a partner in 2020.
Global and strategic potential
According to data from the Brazilian Franchising Association, ABF, in 2024 there were 37 national brands operating in Europe with 542 units, 276 in Portugal. For Bruno Amado, ABF international project manager, franchise internationalization requires strategy. According to him, Brazilian brands are well perceived and received, especially in Portugal, where cultural ties are strong.
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“Some Brazilian networks have been successful in their internationalization process. I highlight Oakberry, which is present in 44 countries with 470 points of sale. Today is the second Brazilian franchise brand in international presence, both in number of countries and points of sale,” says Amado.
The manager also states that acai is a Brazilian fruit that increasingly awakens curiosity. Which brings great potential to explore.
“The networks that structure the process in a planned way tend to be more successful than those that internationalize only for opportunity. Despite the immense potential and healthy appeal, acai is still unknown in many markets. It is precisely there that is the opportunity for Brazilian networks,” he says.
