Flor e Fruto

Flor e Fruto is an agtech startup founded in 2021 by Pedro Iguelka, Michel Lancman, and Juliana Romeiro. The company acts as a technological bridge, connecting small family farm producers directly to major retail players, such as large supermarket chains. The business model leverages data science to analyze and forecast supply and demand, matching what producers offer with retailers' purchasing needs in terms of volume, quality, and price. This approach eliminates intermediaries, allowing small producers to sell 100% of their production and achieve fairer profit margins. The company provides a comprehensive solution that includes logistical and fiscal support.

The inspiration for Flor e Fruto came from co-founder and CEO Pedro Iguelka's experience working on a kibbutz in Israel, where he observed how technology could integrate small productions to improve the lives of rural producers. Initially focusing on the production of high-value superfoods like Physalis, the company developed a scalable and replicable model for the entire fruit, vegetable, and greens (FLV) supply chain. Flor e Fruto serves A and B class supermarkets in São Paulo, including major names like Natural da Terra, which is part of the Hortifruti group.

In May 2023, the startup secured a BRL 2 million pre-seed funding round, with a valuation of BRL 14 million. The round saw participation from investors such as the American fund Newlin (an early investor in Tesla), Angatú Ventures, Darwin Capital, and several angel investors. The capital is intended to expand the business, broaden the product portfolio, and grow the team.

Keywords: agtech, supply chain, small producers, retail connection, data science, food distribution, family farming, supermarket supply, logistics solutions, FLV market, agricultural technology, sustainable production, circular economy, food tech, farm to market, B2B marketplace, produce supply, data-driven agriculture, market linkage, food supply chain technology