The investment made by Moriah Asset in the Frutaria SP, Empório Frutaria and Néctar stores was featured in the traditional business column Painel S.A., in the Folha de S.Paulo newspaper. The investment expands Moriah's health andwellness portfolio.

Led by Claudio Carotta, the three brands have expansion plans. The aim is to popularize natural food, with their own stores and franchises, and to increase the combined revenue of the three businesses from R$120 million to R$200 million by 2025. By 2025, Frutaria São Paulo is expected to have 20 stores (13 today) and Empório Frutaria 6 (2 today). With the recently launched Néctar, the company wants to reach 200 stores in the next five years. 

"The Frutaria SP, Empório Frutaria and Néctar stores are another important asset in our portfolio. In addition to Carotta being a pioneer, the business models he has created are very promising and have proved difficult for competitors to replicate. They are therefore unique," says Fabiano Zettel, CEO of Moriah Asset.

For Carotta, Moriah's entry is strategic for the growth and strengthening of the three brands. Not just because of the financial contribution, but because of the investor's profile and connections. "Fabiano lives the health and wellness market and will think every day about how to bring more opportunities to the businesses."

Frutaria São Paulo innovated in 2007 by launching a restaurant model aimed at those looking for healthy food, inspired by the juice houses of Rio de Janeiro. Since then, the chain founded by Claudio Carotta has won over a captive audience looking for well-being. Empório Frutaria combines an emporium and a restaurant; Néctar is a "natural" fast food chain, with quick "real food" options, and Frutaria Beach, which combines healthy eating with sports.