Your one-stop shop to eat well in Brazil
Trela is an end-to-end marketplace that connects suppliers of healthy groceries directly to our customers' homes at the lowest prices.
Key people at Trela.
Trela was founded in 2020 by Guilherme Nazareth de Souza (Founder) and João Jönk (Founder).
Trela was founded in 2020 by Guilherme Nazareth de Souza (Founder) and João Jönk (Founder).
Key people at Trela.
Trela is a Brazilian foodtech startup that operates a consumer-focused online marketplace delivering a curated selection of healthy groceries directly to customers’ homes, primarily in São Paulo and Belo Horizonte. Its mission is to help people eat better by providing access to high-quality, fresh, and healthy food at competitive prices through a technology-driven, just-in-time supply chain that minimizes waste and maximizes freshness. Trela serves urban consumers, especially those in condominiums and high-rise neighborhoods, who seek convenience and healthier food options. The company has demonstrated strong growth momentum, with rapid revenue increases and expansion plans into multiple Brazilian cities supported by significant venture capital backing, including a $25 million Series A round led by SoftBank Latin America[1][2][3][4][5].
Founded in 2020 by Guilherme Nazareth, Guilherme Alvarenga (CTO), and João Jönk, Trela emerged from Nazareth’s experience as a data scientist in San Francisco and his observation of Brazil’s fragmented grocery market. The idea originated from a WhatsApp group in a condominium where neighbors pooled purchases directly from producers to get better prices, cutting out middlemen like supermarkets. This social commerce concept inspired the founders to build a scalable platform connecting suppliers directly to consumers, focusing on group purchasing and healthy food delivery. Early traction included rapid revenue growth and expansion from the initial market in Nova Lima to Belo Horizonte and São Paulo, with plans for further geographic expansion[2][4][5].
Trela rides the rising trend of health-conscious consumerism and digital transformation in grocery retail, particularly in Brazil’s growing online grocery market, which has historically been fragmented and underserved. The timing aligns with increased demand for healthy food options, urbanization, and the pandemic-driven acceleration of e-commerce adoption. By leveraging social commerce and group purchasing models inspired by platforms like China’s Pinduoduo, Trela addresses inefficiencies in traditional grocery supply chains and empowers consumers with better access and pricing. Its tech-driven logistics and supplier integration position it as a key player influencing the modernization of Brazil’s food retail ecosystem and promoting sustainability through waste reduction[1][2][5][6].
Trela is poised for significant growth as it expands into new Brazilian cities and broadens its product categories, including cleaning, beauty, and hygiene products, aiming to become a comprehensive one-stop shop for healthy living. Trends such as increasing health awareness, urban lifestyle shifts, and digital commerce adoption will continue to shape its trajectory. The company’s focus on technology-enabled supply chain efficiency and community-driven purchasing models could further disrupt traditional grocery retail, potentially scaling to become a dominant player in Latin America’s foodtech space. Its ability to maintain low prices, freshness, and customer loyalty will be critical to sustaining momentum and expanding influence in the evolving market[2][6].
