Brazilian group lands in Misiones, promising to revolutionize cassava consumption

A Brazilian investment group is set to revolutionize the consumption of cassava in Argentina, starting in the Misiones province, the country's primary producer of the tuber. Nutri Select, hailing from Santa Catarina, Brazil, has established a presence with the ambitious goal of transforming locally grown cassava into a convenient, ready-to-cook product.

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We started in Misiones, and we want to reach the whole country, taking cassava in new formats everywhere.

The company's initiative, branded "Yuca Pop," aims to overcome the hurdles that have historically limited cassava's reach beyond regional kitchens. While fried cassava is a beloved dish in Misiones, its preparation can be challenging for those unfamiliar with it, and its availability outside the province is scarce. "Yuca Pop" offers formats ready for the oven or fryer, addressing this market gap.

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We have been studying the business, the location for three and a half years, we decided on Colonia Aurora because it is close to the producer, the cost of the land, we analyzed everything, we wanted to invest in an agro-industrial project that could be expanded.

Francisco Reis, the entrepreneur leading Nutri Select, announced an investment of nearly $1.4 million to build a processing plant in Colonia Aurora. This facility will handle the washing, processing, and packaging of cassava into various frozen formats, including sticks and cubes. Reis highlighted the strategic choice of Colonia Aurora due to its proximity to producers and favorable land costs, emphasizing the agro-industrial potential for expansion.

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We want to start by consolidating our presence in Misiones, gradually reaching its different cities, and later expanding distribution to Buenos Aires and other major urban centers and provinces of the country.

Nutri Select's vision extends beyond Misiones. The company plans to consolidate its presence within the province before gradually expanding distribution to Buenos Aires and other major urban centers. Furthermore, Reis expressed aspirations to tap into international markets, particularly Brazil and Paraguay, leveraging Misiones' strategic location. The plant is currently in its testing and adjustment phase, with plans to employ eight people initially.

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But our commercial vision is not limited to Argentina. Due to our strategic location in Misiones and the region's potential, we also plan to develop markets in Brazil and Paraguay.