Trela

Trela operates as an online marketplace for healthy and high-quality groceries, connecting suppliers directly with consumers in Brazil. The company was founded in 2020 by Guilherme Nazareth, Guilherme Alvarenga, and João Jönk, initially launching in Nova Lima, Minas Gerais, under the name Zapt before rebranding. The business idea originated from a WhatsApp group in Alvarenga's condominium, where residents organized to buy food in bulk from producers to get better prices. This social commerce concept became the foundation of Trela's model.

CEO Guilherme Nazareth, who previously worked as a director of data science in San Francisco, returned to Brazil during the pandemic, driven to apply technology to optimize small retail businesses. The founders identified an opportunity to serve a market of consumers interested in premium and healthier food options who are also price-sensitive. The platform targets residents of condominiums and high-rise buildings, initially focusing on cities like Belo Horizonte and São Paulo.

The company's business model hinges on a just-in-time supply chain. Fresh products are sourced from producers only after customer orders are placed, a system designed to maximize freshness and significantly reduce the food waste common in traditional retail. This approach, combined with eliminating intermediaries, allows Trela to offer products at prices that are reportedly 20% to 60% lower than conventional retailers. Revenue is generated by charging a fee to the suppliers on the platform. The delivery is free for customers, as the group purchasing model creates logistical efficiency.

Trela's product catalog includes over 2,000 curated items, from fresh produce and organic chicken to artisanal cheeses and ready-to-eat meals, selected by nutritionists and food specialists. To enhance the customer experience and increase order value, the company has implemented machine learning models for personalized product recommendations, which has led to a 16% increase in average order value. The firm has attracted significant investment from major venture capital funds, including a $25 million Series A round in March 2022 led by SoftBank, with participation from Kaszek, General Catalyst, and Y Combinator. This capital is intended to fuel geographic expansion and technology development.

Keywords: social commerce, online grocery, food delivery, Brazilian startup, just-in-time supply chain, group purchasing, healthy food marketplace, direct-to-consumer, food-tech, São Paulo food market, premium groceries, collective buying, e-commerce Brazil, waste reduction food, curated groceries, venture capital-backed, supply chain optimization, condominium services, fresh produce delivery, artisanal food products