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Couples abandon corporate environment to create organic food business – small business big business

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Priscilla Silvario, 32, and Aline Rocha, 30, met while working Shopping Led a busy life in the capital of Sao Paulo. Silverio took over the administrative part and Rocha took over the marketing responsibility. For a lightweight routine, young women are established Everything is from the earth, Delivery It serves organic products in Sao Paulo. They are harvested in their own garden (in Jarinu, in the interior of Sao Paulo) and distributed the same day. Business invoices sell for $ 17,000 per month through individual baskets or through a subscription service. Sales are through WhatsApp.

Priscilla Silverio and Aline Rocha, founders of Tudo da Tera (Photo: Personal Archive)

The idea of ​​business came after that Entrepreneurs, They were already dating and made a transfer to Ireland, where they stayed for eight months. Working as a waitress in a laundry, they tried a completely different routine. “We found it good not to have the madness of goals that didn’t match our life goals,” Rocha says. Back in Brazil, in July 2018, they returned to work in a corporate environment but found that they did not identify with their jobs.

At the same time, Rocha’s mother, Irene dos Santos, lived in the interior of Sao Paulo and ran a vegetable garden. “When we went there on the weekends, we saw that it was a completely different life from ours and we wanted to try it,” says Rocha, who already struggles to buy organic food in Sao Paulo. So, the couple decided to go to Irene’s house with the idea of ​​planting produce for sale in Sao Paulo.

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Initially, $ 20,000 was invested in the delivery car and $ 10,000 for the renovation of the vegetable garden, improving the irrigation system and creating more seedlings. Tudo da Terra launched in June 2019. Promoted on social networks, especially Instagram and Facebook groups, they received clients referring to other people.

When the epidemic started, the business benefited because they were already serving delivery – and there was a 30% increase in the number of customers. However, there has been a significant decline since then. “The flow of sales has not kept pace and we have realized that many have stopped eating with us for financial reasons. Many have lost their jobs and have had to adjust their family budgets,” Silverio said.

Tudo da Terra: Priscilla Silverio, Aline Rocha, Irene dos Santos working in the garden (Photo: Personal Archive)

Tudo da Terra: Priscilla Silverio, Aline Rocha, Irene dos Santos working in the garden (Photo: Personal Archive)

Today, the routines of entrepreneurs are very different from those who lived in Sao Paulo. Every day, they go to the vegetable garden at 6am and come back in the afternoon to check if everything is all right. “On delivery days, we spend the morning in the garden and cleaning things. We collect each customer’s basket, put it in the car and make deliveries, ”says Silvario. Deliveries take place Monday through Wednesday, and other family members take care of that part when help is needed.

In addition to selling products from the garden itself, the company also forms partnerships with manufacturers in the area who offer supplies to fill the baskets. The goal now is to expand the delivery area and reach more areas of Sao Paulo, as the company only has one delivery car and a small workforce. “Since we harvest on the same day of delivery, there is a limit to the number of people we can serve,” Silvario says. With this, they hope to increase production space and hire more people.

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