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Hortifruitis lines supply the clients
according to their purchaseprofile
Hortifruti
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JacobyHortifruti, familycompanythatexcelsatmanagement
modernization, isexpandingitsmarketswithout losingitsartisanalessence
I
t all starts in the year 1983. Silvion Ja-
coby, born in Itati, municipality in the
interior of Rio Grande do Sul, with
less than 3,000 inhabitants, arrives
in Viamão to enroll in the Rio Grande
do Sul State Agricultural Technical High
School (ETA). At that time, he starts work-
ing in street fairs at weekends, in Porto
Alegre, selling horticultural products. It
marked the beginning of Jacoby Horti-
fruti. A decade later, Silvion, in his capac-
ity as successful producer and entrepre-
neur, became known as Tomato King, by
the mass media of the State. A history of
entrepreneurship and work that contin-
ues reaping results.
The family business, run by Silvion and
his wife, Dalva, and two children, Matheus
and Shirley, enters 2017 accumulating a
200-percent growth rate in the past two
years, in spite of the Brazilian economic
crisis. The clients range from supermar-
kets to industrial dining halls and minor
players, like fruit stands.
The key to this success story lies in pro-
fessionalization allied with broader prod-
uct mix. Now, the company distributes
chayote, tomatoes, squash, eggplant fruit,
cherry tomatoes and green beans, coming
from a network of farmers spread across
six states (Rio Grande do Sul, Santa Cata-
rina, Paraná, São Paulo, Minas Gerais and
Espírito Santo) – some of these suppli-
ers have been with the company for more
than 10 years. Professionalization did not
mean the end of the link with its long-time
collaborators: part of the team is with the
Jacoby family for more than 30 years.
Management modernization is super-
vised by Matheus, graduated in Interna-
tional Relations (ESPM) and with a stint
in a bank known as Grupo Santander Bra-
sil. Over the past years, Matheus has been
pursuing advisories for fostering the Jaco-
by business. Within this context, the com-
pany started delivering solutions that en-
sure more transactions at the retail stores
and generate profits to the partners. Hor-
tifruty lines, including premium lines, sup-
ply the clients in linewith their purchasing
profile. Machinery and management sys-
tems were acquired, ensuring better qual-
ity control and a good aid in grading the
products and manage the stock.
These are relevant steps forward,
which did not induce Jacoby to lose its ar-
tisanal essence: washing, selection, orga-
nization and packing of hortifrutis prod-
ucts are performed manually. And so,
combining new tools, collaborators qual-
ification, and the courageous spirit of the
family Jacoby, the company completes 34
years of a successful story.
Divulgação
