As Brazil’s biggest retailer, Pão de Açúcar was seeking the opportunity to reach Brazilian suppliers whose typical sustainable products presented characteristics of a social and environmental added value, ready to respond to conscious consumers’ expectations.

To promote the sustainable products of small Brazilian suppliers. In order to do so, Pão de Açúcar progressively introduced their products in its retail locations

The Caras do Brasil Program started in August 2003 in 4 stores in the city of São Paulo and reached 33 retail locations in 2005. In one year, almost 60,000 products had been commercialized from 69 different suppliers, generating sales of US$ 220.000. This success was achieved with a limited budget.