Araunah Foods - Brasil Food Box

About Araunah

Learn more about the company background

Araunah is the name of a farmer in the Bible who had 4 sons. It is a tribute to our Patriarch Ma Shou Tao, who also had 4 sons and came to Brazil to restart his life as a Farmer.

Located at Fazenda Boa Fé, Conquista, MG Mr Ma Shou Tao brought soybeans to the Brazilian Cerrado. As a visionary entrepreneur, he always dreamed of verticalizing the soy chain in order to add value, and thus Goodsoy was born, with a portfolio of soy-based grains and flour (extract, farofa, flour).

Therefore, in order to show how to use kinako (roasted soybean flour), in his wife's kitchen, Mrs Ma Pong, her daughter-in-law Angela Ma, began to develop cookies with kinako, and the acceptance was so good, that the Association of Celiacs of Brazil (ACELBRA) asked for gluten-free products, still reduced in Brazil. Thus, Goodsoy started to dedicate itself exclusively to free-from products. “Free from” translated into Portuguese means “free from”. The concept refers to a food product free of some specific nutrient/ingredient. For example: sugar-free (sugar-free), gluten-free (gluten-free), dairy-free (milk-free), lactose-free (lactose-free), soy-free (soy-free), etc.

In 2015, with the arrival of his youngest son, Samuel Ma, “Belive be free” was born, a brand created by him to embrace the entire free-from segment.

Be (verb “to be”) + Live (verb “to live”). The complete brand is Belive Be Free, that is, “to be and live free from”. This is the free-from concept of the brand, having the freedom to be who we want to be, and being able to have the pleasure of eating delicious food, even with restriction of some nutrients. Goodsoy continues with the line of extruded snacks, while Belive, today the company's leading brand, covers a more complete portfolio, such as extruded snacks, roots chips, breads, cookies, brownies and cakes.

Differential advantage

Characteristics that drive Brazilian companies abroad

Packaging, flavor, if it's not tasty, we don't even launch it. Yummy is everything that gives you pleasure. The fact that we have removed gluten, milk and sugar can often lead to the impression that the product is “bland” or bad, but we managed to develop unique recipes that deliver not only healthiness, but also flavor and joy, without giving up the pleasure of eating, and yet, being “free-from”.

Competitive prices, within the market average and in some markets, more competitive than similar products. Ease of adapting to the needs of the local market. If there is a specific demand for the Chinese market, and it has a minimum acceptable volume, we can develop exclusive flavors and recipes. We have this facility because we have mastery of the entire chain of processes. In terms of size, texture and packaging, we can evaluate each case, everything will depend on the project. With a contract, we can develop products that fit our production capacity.

Individual portions, easy to open, and also attractive, allow easy consumption by anyone. Shelf life is from a minimum of 6 months (cakes) to 15 months (cookies). In the beginning, distribution was for chains/physical stores. Now we are also very strong in the online segment with disclosure on social media, through MKT trading in the markets.