Taberna da Amazônia reformulates its business model during the pandemic

Promoting the connection of Amazonian socio-biodiversity products with Brazilians, creating shorter links in the production chain and more direct links between small producers in the northern region and consumers, is the core of the work of the Amazon tavern.

Anne Karoline Mello, founder of Taberna, is a designer. He taught for a while, studied and worked with ecodesign, materials research, did a postgraduate degree in environmental management, worked with the Amazonas state research funding agency and took a master's degree in design and sustainability in Rio de Janeiro. 

Born in Manaus, she went through all these experiences before returning to her origins. And the way she found for this return, given the relationships woven in Rio, where she lives and created the Tavern, was to establish a bridge between the Southeast and small Amazon producers.

The beginning was limited to the sale of chestnuts produced by the father, as well as chestnut cookies to friends. Gradually, with the acceptance and interest of the public, it expanded the products offered, started to participate in fairs and even had a physical store in Rio for a while.

Operating on a mobile basis until the beginning of 2020, the Amazon tavern participated in events offering nut biscuits, cupuaçu bonbons, chestnut, chocolate with cocoa native to the forest, cupuaçu jujube with mangarataia, jambu cachaça, tucupi, jellies, tapioca, peppers and flour, among many other delicacies produced by Amazonian communities.

“I grew up in a family that has a very strong connection with the interior of the state of Amazonas. My family on my father's side comes from the Purus, he has always worked with extraction and trade of products in nature, and I grew up watching this process. I thought it was all very grand, but that reality didn't seem right for me, because I was born in the city of Manaus, I was studying, I wanted to go out, see the world. I left, studied and, on that return, after doing a whole study of the environment and dealing with different audiences, I started to understand the integration of what I had done with the recognition of the value of where I was born and what my parents do. THE Tavern it's part of it,” says Anne.

Period of isolation brought by the pandemic inspires business redesign

With the covid-19 pandemic, Taberna da Amazônia had a drop of more than 50% in revenue. Anne used her free time to reshape the business, investigating areas that required better organization and working on expanding the product offering.  

Food remains Taberna's strength, but products and services from other niches will now be added to the catalogue.

 “This expansion was designed based on the demands of our customers, who asked for beauty and health items. In addition, when the name Taberna da Amazônia came up, there was already a desire to take a great diversity of products from the forest to the world. It was a dream that I thought was very distant, but now, through a new online platform, it becomes more viable”, evaluates Anne.

Among the news, which can be seen in early December – the month in which the business completes four years – is a new website with e-commerce in operation, in addition to the availability of product kits in charming panniers (which can be purchased in a way separately or by subscription) and the dissemination of Amazon expeditions that promote experiences with community tourism in partnership with local organizations.

 “The intention is to have a Marketplace for small local initiatives that work with themed expeditions and in communities. The relationship established with tourism initiatives is to support dissemination. I used to suggest itineraries for clients who asked for tips for trips to the Amazon. Taberna now supports the dissemination of these initiatives through its website and social networks”, says Anne.

The paneiros, woven in arumã fiber by the Tikuna, can also be perceived as experiences, as they categorize Amazon products into four options: Paneiro Pai D'água (the Taberna's most beloved products, such as cookies, sweets and bonbons) , Paneiro Pavulagem (brings products a little more sophisticated on the palate, peppers, preserves, sauces, liqueurs, jellies and chocolates), Paneiro Fit (products related to healthier diets and sports, with granola, nuts, guarana) and Paneiro Caboquinho (It gathers the northerner's basic basket and brings items such as flour, tucupis, sweets, coffee, etc.).

In 2021, the range of options at the Taberna will include health, beauty and handicraft items from the forest.

Mentoring offered by the Program was fundamental in the change

The intention to expand products and services already existed, but it gained even more strength with the mentorship of Hilton Menezes, Kyvo's CEO, offered by the PPA Acceleration Program, focused on business model.  

“He has been a key player in the business restructuring process. I work alone on all fronts of the company, and decision making ends up being a lonely and difficult process. The mentor helped me organize the ideas in spreadsheets, tables and visualize the possible paths for the business”, evaluates Anne. The process also helped in investigating the customer journey, choosing the best platform for e-commerce and finance. The 2020 statements are already closed and the deal enters 2021 with a financial plan drawn up.

Another important change is the location of the stock, which in December will occupy a distribution center in Botafogo, Rio de Janeiro, which will facilitate the process of delivering products with delivery to the city and sending the products to other parts from the country. The products were located in Manaus, which ended up making shipping more expensive for the consumer.

“The entire acceleration process has been very fruitful. I end the year really seeing my company. And with the objective of implementing the e-commerce achieved. In addition to the debts paid, with support from the Program itself, which made available working capital due to the pandemic, to help businesses go through this phase. More peace of mind to grow and earn more in 2021”. 

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