Anitta becomes a partner at Fazenda do Futuro

Fazenda do Futuro is the new company in Anitta’s investment portfolio. The brand of products that imitate meat announced this Thursday (26) that the 29-year-old singer became a partner after an investment whose value was not revealed.

Without this data, it is not possible to know its degree of influence in the company, but the expectation is that it will act especially on ideas for new products and marketing strategies.

In an investment round announced in November last year, the company reached a market value of US$ 2.2 billion (R$ 10.6 billion). Today, it operates in 30 countries — seven of them in Latin America. They are also in the United States, where they arrived six months ago, and in Europe. According to the founder, England is the second largest responsible for revenue.

A long time ago Anitta stopped investing only in her artistic career to also dedicate herself to her business side, as she has even called herself in one of her songs.

Before Fazenda do Futuro, his most notable move outside the music market was joining Nubank’s Board of Directors in June of last year.

“Anitta has deep knowledge of consumer behavior in these markets that she has explored and has a lot of experience in winning marketing strategies,” said David Vélez, executive president of the digital bank, at the time.

“I decided to be a partner of Fazenda Futuro mainly because I believe that food technology is here to stay”, says the singer in an email interview. “I consider the sector the future of our food.”

The company competes with brands like The New Food and Superbom. With the growing number of vegans and vegetarians, they try to give plant products the original flavor of meatballs, medallions or hamburgers, for example.

Anitta joined the vegetarian group in early 2019, when she stopped eating animal products. She left the diet after a year because of the hectic routine.

“But after that I drastically reduced my consumption of animal products,” she says. “My Brigadier already flirts with veganism.”​

Fazenda do Futuro provided part of the dishes offered at the singer’s parties, which ended up being the seed of the business, in the middle of last year. “Speaking of the event calendars, I started, together with her and her team, to think about something bigger”, says Marcos Leta, founder of the company.

The environmental issue, a topic that Anitta has addressed a lot in recent months, may also have played a role in the decision. According to an estimate by the Climate Observatory, the cattle herd accounts for 17% of all greenhouse gases in the country.

“I only participate and enter into partnerships of what I believe in and that make sense to me and my speech”, she says. “People know what I think about the rampant degradation of the environment, global warming and the decrease in overconsumption of animal products.”