FeiraFresca — Same-Day Farmers' Market Delivery in Brazil

Business Plan

Executive Summary

FeiraFresca is a São Paulo–based foodtech platform connecting urban consumers directly with peri-urban farmers and traditional feira vendors for same-day delivery of fresh produce. We eliminate the three-to-five intermediary steps that currently inflate produce prices by 60–120% between farm and fork while accelerating spoilage.

The opportunity: Brazil's fresh produce retail market exceeds R$ 180 billion annually. São Paulo alone hosts ~11 million households, yet less than 3% currently buy fresh produce online — a gap closing fast as logistics infrastructure matures and post-pandemic digital habits persist.

The model: FeiraFresca earns revenue through three streams — a marketplace margin of ~18% on gross merchandise value (GMV), a delivery fee of R$ 8–15 per order, and a weekly subscription box priced at R$ 129–199. A micro-fulfilment hub network in São Paulo's zones (Zona Leste, Sul, Norte) enables 4-hour delivery windows and cuts last-mile cost per order to a target of R$ 22.

Traction target (Year 1): 12,000 active subscribers, ~4,500 monthly on-demand users, R$ 8.2 M GMV, R$ 2.1 M net revenue.

Funding ask: R$ 6 million Seed round to build two operational hubs, onboard 120+ farmer/vendor partners, hire a 35-person core team, and fund 18 months of runway toward Series A–ready metrics.

FeiraFresca's structural advantage is the farmer relationship layer — multi-year supply agreements, digital harvest forecasting tools shared with partners, and transparent per-kilo payouts that are 25–40% above traditional middlemen rates. This creates a defensible, ethical supply chain that premium urban consumers and ESG-oriented investors increasingly demand.

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Company Description

Legal name: FeiraFresca Tecnologia e Logística Ltda. Founded: 2024, São Paulo, SP — Brazil. Stage: Pre-seed / MVP; launching commercial operations Q1 2025. Structure: Limitada (Ltda.), with Simples Nacional tax regime during early revenue phase, transitioning to Lucro Presumido as revenue scales.

FeiraFresca operates at the intersection of agricultural supply-chain reform and urban last-mile logistics. The company aggregates produce from smallholder and mid-size peri-urban farms within a 60–150 km radius of São Paulo — the Cinturão Verde — plus licensed feira livre vendors across the city's 26 municipal market circuits.

Three physical micro-fulfilment hubs (MFHs), each ~400 m², serve as cold-storage aggregation and pick-pack points. Hub 1 (Santo André) targets Zona Sul/ABC; Hub 2 (Guarulhos) targets Zona Norte/Leste; Hub 3 (Osasco) targets Zona Oeste/Centro. Each hub is leased, not owned, preserving capital flexibility.

The consumer-facing product is a dual-channel app — subscription boxes curated weekly by produce type and seasonality, and an on-demand marketplace where individual items are purchasable à la carte with same-day delivery.

Mission: Make the feira experience — fresh, local, relationship-driven — available to every urban Brazilian, regardless of proximity to a traditional market.

Values: • Transparência — farmers named on product pages with per-kilo payout disclosed. • Frescor — no produce older than 36 hours in hub inventory. • Sustentabilidade — target <8% spoilage rate vs. industry average of 30–40%.

FeiraFresca is headquartered in Vila Olímpia, São Paulo, with operational presence across three hub corridors.

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Problem & Customer

The problem has three dimensions: Consumer pain — expensive, inconvenient, low-quality fresh produce. Urban Brazilians who can't easily reach a feira livre (typically open only one or two mornings per week) must rely on supermarkets charging 60–120% markups over farm-gate price, with produce that has often spent 5–10 days in multi-step cold chains. Quality is inconsistent; origin is opaque. Farmer pain — value extraction by intermediaries. Smallholder farmers in the Cinturão Verde receive an estimated R$ 0.80–1.20 per kg for tomatoes that retail at R$ 5–8/kg in São Paulo