What Natural da Terra does

Natural da Terra (legal entity: Hortifruti Natural da Terra) is a privately held Brazilian omnichannel grocery retailer founded in 2001 and headquartered in São Paulo. The company employs between 1,001 and 5,000 people and serves health-conscious Brazilian consumers seeking organic, natural, and fresh food products. Its commercial operation spans four channels: physical retail stores under the Hortifruti Natural da Terra brand, an e-commerce website (naturaldaterra.com.br), a dedicated mobile application, and direct WhatsApp ordering at +55 11 93009-2000. The company operates exclusively in Brazil, with no claimed global footprint.

Name

Natural da Terra

Legal name

Hortifruti Natural da Terra

Website

https://naturaldaterra.com.br

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Natural da Terra is a privately held Brazilian omnichannel grocery retailer, founded in 2001 and based in São Paulo, selling fresh produce, organics, meat, dairy, bakery, prepared foods, and household items through physical stores, an e-commerce site, a mobile app, and WhatsApp ordering to health-conscious Brazilian consumers.

Ownership category

akta.pro rank

Product category

Organic and Natural Foods Retail

NAICS

Food and Beverage Retailers (445), Specialty Food Retailers (4452)

SIC

Retail-Food Stores (5400)

akta.pro primary industry

Natural Specialty Food Stores (Gluten-Free, Vegan, Keto, Allergy-Friendly) (CRAHAEAE)

Keywords

• Organic grocery retail
• Fresh produce market
• Natural foods supermarket
• Hortifruti chain
• Online grocery delivery

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Retail Grocery Sales: The company generates revenue through direct retail sales of food and non-food products to consumers through physical stores and e-commerce channels. Products span fresh produce, meats, dairy, bakery, frozen foods, beverages, pantry items, and general merchandise.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Natural da Terra operates an omnichannel grocery retail business in Brazil selling fresh produce, organic foods, meat, seafood, dairy, bakery, beverages, pantry staples, ready-to-eat meals, frozen foods, and select non-food household items. The company reaches consumers through brick-and-mortar stores under the Hortifruti Natural da Terra brand, a VTEX-powered e-commerce website, a mobile app, and WhatsApp ordering, with a differentiated focus on natural and organic categories.

Product overview

Natural da Terra is a Brazilian hortifruti and grocery retail chain operating an e-commerce platform. The company offers a comprehensive product portfolio organized into 13 main categories: Hortifruti (fresh produce), Orgânicos (organic products), Açougue e Peixaria (meat and seafood), Prontinhos (ready-to-eat foods), Padaria (bakery), Bebidas (beverages), Mercearia (grocery staples), Matinais (breakfast items), Frios Queijos e Laticínios (dairy and cold cuts), Empório (delicatessen and bulk items), Congelados (frozen foods), Não Alimentar (non-food household items), and Suplementos (supplements and vitamins). The platform serves as a unified e-commerce storefront for these product categories, built on the VTEX e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Hortifruti (Fresh Produce) Fresh produce department featuring fruits, vegetables, mushrooms, eggs, and fresh herbs, targeted at health-conscious Brazilian consumers for weekly grocery shopping.
• Orgânicos (Organic Products) Department offering certified organic beverages, fruits, vegetables, eggs, perishables, fresh herbs, and leafy greens, targeted at consumers seeking certified organic grocery items.
• Açougue e Peixaria (Butcher and Fishmonger) Butcher and fishmonger department offering poultry, beef, exotic meats, seafood, sausages, fish, smoked products, and pork for home meal preparation.
• Prontinhos (Ready-to-Eat) Ready-to-eat department offering cut fruits, prepared foods, ready-to-consume items, salads, and coconut water juices for convenience-focused shoppers.
• Padaria (Bakery) In-house bakery department offering cakes, sweets, bread, own-made bakery items, and toasts, providing freshly baked goods for daily consumption.
• Bebidas (Beverages) Beverage department offering water, coconut water, beer, spirits, tea and mate, energy and isotonic drinks, wines, sodas, integral juice, and nectar juice.
• Mercearia (Pantry and Grocery) Pantry and grocery department offering rice and beans, tomato products and sauces, olive oil, biscuits and snacks, confectionery, healthy cereals, sweets and desserts, canned goods, grains and flours, pasta, infant nutrition, oils and vinegars, spices and condiments.
• Matinais (Breakfast Items) Breakfast department offering chocolate drinks, sugar and sweeteners, coffee, breakfast cereals, teas, jams and honey, milk, and plant-based milk alternatives.
• Frios, Queijos e Laticínios (Chilled, Cheeses and Dairy) Chilled foods, cheeses, and dairy department offering creams and whipped cream, cold cuts, yogurts and dairy desserts, fresh milk, butter and margarine, refrigerated pâtés, cheeses, ricotta, and creamy cheeses.
• Empório (Delicatessen and Bulk) Delicatessen and bulk department offering appetizers, canned goods, bulk sweets, flours, dried fruits, nuts, and other bulk specialty items.
• Congelados (Frozen Foods) Frozen foods department offering fruits and pulps, ice, hamburgers and sausages, vegetables and side dishes, ready meals and snacks, frozen desserts, and ice cream and popsicles.
• Não Alimentar (Non-Food Household) Non-food department offering disposable items, floriculture and garden, hygiene and health, cleaning, pet supplies, household utensils, and barbecue utensils.
• Suplementos e Vitaminas (Supplements and Vitamins) Supplements department offering protein bars, dairy drinks, energy supplements, proteins, and vitamins for health-focused consumers.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Whole Foods Market: Whole Foods Market is the leading US natural and organic grocery chain, now owned by Amazon. Comparable to Natural da Terra in natural/organic positioning, prepared foods, bakery, and supplements categories, though operating in a different geography and at far larger scale.
• Sprouts Farmers Market: Sprouts is a US specialty grocer focused on natural, organic, and fresh produce with a mid-size store footprint. Comparable to Natural da Terra in natural/organic positioning, fresh-led assortment, and prepared/ready-to-eat categories, though in a different market.
• Pão de Açúcar (GPA): GPA operates Pão de Açúcar, Brazil's most recognized premium supermarket chain with strong organic, fresh, and prepared foods. While much larger and broader assortment than Natural da Terra, Pão de Açúcar overlaps directly in the upper-income São Paulo grocery shopper and natural/organic categories.
• Carrefour Brasil: Carrefour Brasil is the country's largest grocery retailer with extensive supermarket and 'atacarejo' (cash-and-carry) formats. Comparable to Natural da Terra as a Brazilian grocery incumbent but with materially broader assortment, scale advantages, and a growing organic/private-label range.

Direct peers

• Mundo Verde: Mundo Verde is a Brazilian specialty retailer of natural, organic, and healthy products operating a multi-store and e-commerce model. Directly comparable to Natural da Terra in target customer (health-conscious Brazilians), product focus (natural/organic foods), and omnichannel retail format.
• Casa Santa Luzia: Casa Santa Luzia is a high-end São Paulo grocery and specialty foods retailer with in-store bakery, deli, and prepared foods. Comparable to Natural da Terra in affluent São Paulo customer base, premium/specialty assortment, and in-store fresh prepared categories.
• Hortifruti (original chain): The original Hortifruti chain was a Brazilian hortifruti (fresh produce) retailer founded in Rio de Janeiro. The legal name 'Hortifruti Natural da Terra' suggests lineage. Comparable to Natural da Terra in core assortment (fresh produce-led) and omnichannel Brazilian grocery model.
• St. Marche: St. Marche is a premium São Paulo-based supermarket chain specializing in fresh, gourmet, and specialty products with strong in-store bakery, ready-meal, and imported good offerings. Closely comparable to Natural da Terra in upscale Brazilian grocery positioning and São Paulo metro focus.

Regional players

• Naturalia (Carrefour group): Naturalia is a French specialty organic retailer owned by Carrefour, focused on natural, organic, and dietary-specific products. Comparable to Natural da Terra in specialty organic positioning and prepared/healthy assortment, though operating in France rather than Brazil.

Emerging players

• Erewhon Market: Erewhon is a California-based premium natural and organic grocery known for curated assortment and prepared foods. Comparable to Natural da Terra in upscale natural/organic positioning, prepared foods, supplements, and health-conscious shopper focus, though serving a different geography and at smaller scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/naturaldaterra_
• Facebookfacebook.com/gruponaturaldaterra

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Natural da Terra