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🐄✨ Nesta edição do Programa Negócio Rural, vamos até Tapiratiba (SP) para mostrar os segredos de produtividade da Fazenda São José, referência nacional na produção de leite 🥛🚜. E ainda batemos um papo inspirador com Wagner Orletti, CEO do Grupo Orletti, que compartilhou sua trajetória de empreendedorismo e sucesso no agro! 🌱💼
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00:00The rural business is going to start.
00:03Offering, if you believe, is having someone to count on.
00:07Sebrae Espírito Santo, people transform businesses, businesses transform realities.
00:14And Orwell, your Renault dealership in Espírito Santo.
00:30Hi, everyone, good morning. Welcome to Negócio Rural, the program with the most inspiring stories from your agribusiness.
00:44Today we are going to talk about one of the pillars of our country's rural economy, dairy farming.
00:51which, in addition to generating income, provides food and opportunities for thousands of families.
00:58We are in the interior of São Paulo, in the city of Itapiratiba.
01:02This is Fazenda São José, a reference in milk production in the country.
01:09Do you want to know how this story began? How it became a big business?
01:14I'll tell you now in Negócio Rural.
01:16From the beginning of the earth to the end of the world, agriculture is everywhere.
01:22We turn cow manure into profit, agriculture is in everything.
01:27The coffee that wakes you up to work hard, agriculture is in everything.
01:47Dairy farming is one of the most important sectors of national agribusiness.
01:52With a herd of over 23 million lactating cows,
01:56Brazil is one of the largest producers and consumers of milk in the world.
02:01Sérgio is responsible for the Farm.
02:22Sergio, I wanted you to tell those who are watching us,
02:26what was the family's trajectory like,
02:28from the beginning until you reach this moment you are in now.
02:33Yes, the Farm has a very long and beautiful history.
02:37It started with my grandfather milking here in 1960.
02:41At the beginning, production was 70 liters per day,
02:44the average was 2.3 liters per cow.
02:48They were animals that were kept within a grazing system,
02:54who milked 100 animals in sheds
02:57and I was going to make a supplement for the moment of order.
03:00I see that a lot has changed in these 60 years.
03:05Yeah, it changed a little bit.
03:06The business was growing,
03:08in this one shed became two, became three,
03:11suddenly turned into ten.
03:11What are the numbers at Fazenda today?
03:14Today we have 2,530 animals that are lactating.
03:19The total number of animals on the Farm is 7 thousand,
03:21more or less 7 thousand Dutch.
03:24Of these 7 thousand, 300 are animals,
03:26They are males that we fatten up to make mate.
03:30The rest are in breeding and this part is in lactation.
03:34This number should reach 2,800 lactating cows this year.
03:38and next year reach 3 thousand lactating cows.
03:41Correct me if I'm wrong.
03:44We are on the third largest milk producing farm in Brazil.
03:49And that?
03:50Yes, that's it.
03:51Today, as I'm saying, we reached 100 thousand liters.
03:54This year now, 2024,
03:56by 2025, we should now surpass 110,000.
04:00And it's impressive when we look at this number,
04:05because this is an activity present in many municipalities in the country.
04:08We have small, medium and large milk producers,
04:13but you managed to stand out.
04:14What is the secret to standing out in this activity?
04:19I think it's a lot of work, a lot of dedication and a lot of love for the cat.
04:23So, what did we do when the construction of freestalls was verticalized,
04:28which was the first freestall in Brazil,
04:31it was also the part of milk invasions,
04:33that we stopped delivering milk to dairies
04:36and we started marketing our own milk.
04:40In other words, the diversification of activity.
04:42It's not just about producing milk, no.
04:43It's not just about producing milk.
04:44It was the way to market milk.
04:47We were the first Brazilian to invade plastic bottles
04:51and also do this part of the direct distribution to the house of the table of what the team gave.
05:06Ana is one of the veterinarians responsible for the farm.
05:11And I'm already realizing, Ana, visiting here,
05:14that there is a great concern for the welfare of animals.
05:18It is no longer possible to talk about livestock farming without thinking about well-being.
05:22For sure.
05:24Today well-being is one of our focuses.
05:28We always think a lot about the animal.
05:30The cow has to be happy in here.
05:33That's the idea.
05:33So we have been looking for improvements in recent years.
05:37From young cattle, from when the calf is born.
05:41So we improved the maternity part.
05:43For the cow to have a better birth.
05:46The calf is better received in the maternity ward.
05:48The calves.
05:50We run the calf system so that the calf is comfortable,
05:53a better performance in your development.
05:56And in adult cattle too.
05:57We care about comfort.
05:59The cow managed to lie down.
06:00The cow has fresh food all the time.
06:03And that's the idea.
06:04We notice everything you said on this bus.
06:07But where is this?
06:08Here is a flistol.
06:10All lactating cattle are housed in flistol stalls.
06:15They go to order three times a day.
06:17So we have three orders.
06:19There is also control over the quality of the milk that is collected from the cows, right?
06:25Yes.
06:25The control is very strict.
06:27Since, thinking about the cow itself, right?
06:30From a diet that is formulated with...
06:32Enriched, right?
06:34With vitamins and supplements that help with immunity.
06:40So that she has better milk quality.
06:42Even all the work done in milking.
06:45Today, is it possible to think about livestock farming without taking all these precautions?
06:51Over time, we saw that this care was more than necessary.
06:57So, for us to be able to achieve our goals, right?
07:01If you can't do all that work, all that care, you'll stagnate.
07:08So, the idea is to always improve and enhance the condition for the animal, mainly, right?
07:13Well-cared-for cows produce quality milk and the result of this combination is simple.
07:35Quality products, made right here, that go straight to the consumer's table.
07:40Today, we have the derivatives production part.
07:45We make the cheeses, which are Minas Padrão, Parmesan, Minas Frescal and Ricotta.
07:51There is a line of yogurts, which are drinks and bottled.
07:54And there is the line of spoonable yogurts, which are flavored.
07:58Fazenda São José is not just a reference in productivity.
08:11Here, we see how it is possible to combine livestock farming with environmental preservation.
08:17And look how curious we discovered something here at the Farm.
08:23Do you see this solid waste there, generated by animals?
08:27It goes to compost.
08:29All water used is treated and returned to wash the warehouses.
08:34The surplus becomes fertilization, which brings benefits to the soil and also to the other crops on the Farm.
08:42And the best part, of course, right?
08:44I say this without causing a negative impact on the environment.
08:48The volumes of diaries that come out of here are very large.
08:52Today we are still just losing gas, which already has a biodigester project that should start in 2026.
09:00Sustainability is very important in agribusiness today.
09:04I think that in the world's activity, everything has to be sustainable, otherwise it won't be sustainable.
09:09Today, I think the population's awareness is much more focused on companies that have environmental concerns.
09:23Furthermore, the property preserves an area of native forest equivalent to a thousand football fields.
09:30A green lung that brings balance to the region and contributes to the maintenance of biodiversity.
09:39Sérgio, we talked about history, we talked about the environment, but you have a huge social commitment to yourselves, to your employees and to the surrounding community, right?
10:01Tell those at home what you do here with this social responsibility of the farm and the family.
10:09We have many collaborators here.
10:14To give you an idea, there are more than 500 people living on the farm.
10:18And here there are buses that leave every day, that take you to schools, to colleges, to have that social part.
10:26We also have a daycare center that we run in the city.
10:29The daycare has been in existence for 45 years.
10:31There is, it was one of the first daycare centers in the city of Guaxapé, because we are from Minas Gerais.
10:36Even though we are here in Itapiratiba, the farm is half from Minas Gerais and half from São Paulo.
10:42So there is this social part that we do during the exam.
10:46Is there any point in just thinking about increasing productivity without taking care of people?
10:50No.
10:51People are everything.
10:52Here, more than half of the people, our employees, have been with us for more than 20 years.
11:00So I think it's an environment that they're in here and that they really like.
11:05That's why they've been with us for so long.
11:07Because labor is difficult, right?
11:10You have to take good care of her, for sure.
11:13Sérgio, dairy farming is an activity that awakens passion, affection, emotion.
11:30There is no way to be close to the animal and not get emotional, feel good, that well-being of being on the farm.
11:39But I wanted you to leave a message for those who are at home and who, perhaps, are not managing to make a profit,
11:49is unable to generate income from dairy farming.
11:54I think, Nete, the big secret is persistence.
11:58And first, Nete, I shout that it is for those who love, not for those who like.
12:02Whoever likes it, any kind of problem stops, stops doing it.
12:06Now, whoever loves, persists.
12:07Those who love try to solve, try to look for new technologies, new methods to solve problems.
12:15And that's what gives milk persistence.
12:17And three, thirty.
12:18They say that Brazilians are resilient.
12:21And resilience is also a good word for dairy farming, right?
12:24Yes definitely.
12:26Milk is one day at a time, one program at a time, and always an improvement.
12:30Thank you, Sérgio, for welcoming us so well, for being able to share this story and for also being able to inspire other cattle farmers who watch us here at Negócio Rural.
12:41Thank you guys.
12:41With this beautiful story, we go to a quick break.
12:54I'll be back soon with much more information for you.
12:57Our Rural Business.
12:58Rural Business is from Brazil.
13:00Can we cuddle before the break?
13:03Come here.
13:04Oh, oh.
13:06Break, people.
13:07We'll be right back.
13:08Bye, bye.
13:38We're back with your Rural Business.
13:41I left Sao Paulo.
13:42I'm already here in the Heart of Vitória, on Reta da Penha, at the Omoda Jacob store, the new store that brought a lot of new things to this heart of our capital.
13:54Because our chat, folks, will talk about this automobile market with its roots in agribusiness.
14:03Wagner Orlete, CEO of Grupo Orlete, is our guest today.
14:08Wagner, thank you for coming, accepting the invitation to chat with us about these two universes.
14:17Can I say that they are two passions?
14:19Agriculture and the automotive market?
14:21It's in the vein.
14:22It's in the vein.
14:23It's in the vein.
14:24Welcome to our Rural Business podcast.
14:27Wagner, starting from the beginning, Passarinho Verde told me that it all started in the countryside, in Pinheiros, and that this essence of agriculture is still in you today.
14:38Is that so?
14:39It's in the heart.
14:39Thank you, Bruno, for the opportunity to be with me, it is a pleasure to welcome you.
14:44I'm the one who's grateful.
14:44I am very welcome here in the house.
14:46That's from home, okay?
14:47Thank you very much.
14:48Yes, so, answering your question, yes, it is in the heart, agriculture is in the heart.
14:53The origins, both mine and the group's, of the company's partners, come from agriculture and we say this with great pride.
15:03Comes from agriculture and remains in agriculture.
15:05We, the group has this automotive arm, but it still has operations and is growing, right?
15:15Both in the deconditional sector, in the automotive sector, and in the rural and agricultural sectors, there has also been significant growth.
15:25Is there coffee running through that vein?
15:27You have coffee running through your veins, right?
15:29At this point, then, what we are talking about is coffee, in a very pleasant way to enjoy it.
15:37Nice to plant, nice to plant, to cultivate, but also as a business, as a business.
15:46We know that coffee today is one of the great drivers of Espírito Santo and agriculture in Brazil as well.
15:53Hey, Wagner, where does this entrepreneurial spirit come from, huh, yours and the group's?
15:59Well, first of all, my entrepreneurial spirit comes from my family, right, from the group, right?
16:04So, the origins of the group, as I said, are in agriculture and they weren't, they didn't start out as big producers, Bruno.
16:10The group's origins came from agriculture, really from the countryside, right?
16:16The partners in this company were actually farmers, right?
16:20As we say today, they were coffee pickers, coffee sharecroppers.
16:25I woke up early and ate from a packed lunch.
16:26He woke up with a packed lunch, right, and ate polenta with milk, right, to nourish himself.
16:31So, they came, we say this with great pride.
16:33So, they came from coffee plantations and developed, right?
16:41They came from the south of Espírito Santo, migrated to the north and there, little by little, they developed with...
16:46They helped to explore that region, right?
16:47Yes, they explored the north of the state, which until that moment was not a very desired region, right?
16:53Let's say, it was pioneered, yes.
16:56And they, little by little, acquired their rural properties.
16:59And then came this situation of the merchant, right, of the commercial vein as well.
17:06If you produce, if you harvest, you have to sell.
17:08If they produced, harvested, sold, then they went to buy and sell agricultural products as well.
17:13and they also expanded into other commercial businesses, right?
17:17Fuel trade, wholesale trade, right?
17:21Today, another financial arm of the group is the automotive sector.
17:25So, this heat of commerce has always been a very strong presence, in addition to agriculture, too.
17:33It was very present in the veins of the owners or founders of this company as well.
17:38Agriculture and commerce.
17:40I have some data here that was passed on to me.
17:43The numbers are 31 years of the Orlete Group.
17:4632 years old.
17:46It's been 32 years.
17:4834 stores, 810 employees, 10,177 vehicles sold, 12 brands represented in 3 states and with many employees.
18:04How does Wagner manage to handle all of this?
18:06What is the secret of the magic formula?
18:08Account!
18:09The secret is that Wagner doesn't take care of it all alone.
18:15Of course, this task is divided.
18:21And the people, both partners and employees, they collaborate a lot and they are the ones who run this company.
18:31Initially, when I started at this company at the age of 24, I knew practically nothing about the business.
18:39So, certainly the partners, the founders, encouraged and collaborated in the beginning of this company.
18:48They were present the whole time.
18:49They were supporting.
18:51They gave the values to this company.
18:53They said, go ahead, we are here to support you, take it to this company, or take it to Flotone, where the whole business started.
19:03Bring the values you learned in this family to this company and things will work out.
19:07And rest assured, if something goes wrong, we are here to support you.
19:11So, it was never Wagner alone in this.
19:15Initially, with much more support from the partner, after Orvel became more consolidated, it had the support of all employees.
19:24Initially, I also had the support of my brother and cousin, who helped me develop the business as well.
19:31And today, with growth, it is natural that we need qualified people to develop even further.
19:39Our group is expansionist.
19:42And to be expansionist, I need very capable people, new business owners.
19:49Over the course of these 30 years, Wagner has changed a lot.
19:52Wagner's mindset changed a lot as an entrepreneur.
19:55What have you learned throughout your career as a manager, Wagner?
20:00First, we always need to adapt to the consumer's wishes.
20:05This, in itself, demands change from us.
20:07Not because Wagner wants to change.
20:09The market, therefore, demands it of us.
20:12So, as an entrepreneur, this has always been a very present brand in the group.
20:17By being aware of all market details and automatically performing commercial performances
20:24based on consumer desire.
20:27So, the value of serving and caring about the customer was always present.
20:32And then, another value that is very present in the group, which comes from the family origin, is relationships.
20:40So, that helped us a lot to get here.
20:43You asked me about what Wagner learned as an investor, as an entrepreneur.
20:47This too, as time goes by, we develop with this.
20:51First, let's just sell, sell, which is in the group profile.
20:56But, little by little, you also understand that it’s not just about selling, selling, selling.
21:01You have to deliver results, you have to provide feedback to your partner.
21:04And that's it, you have to be humble.
21:05Relationships count for a lot, right?
21:07No, this can never end.
21:09The relationship always has to be present.
21:11Leadership, charisma, you being recognized as a leader through admiration, inspiration,
21:18This must always be present in leadership.
21:20Always.
21:21So you can have the team with you.
21:24But, the investor's vision must be more present in the group as well.
21:31This, over time, we acquired and sought outside,
21:34whether with consultancy, colleagues or businesspeople,
21:37of asking, of curiosity.
21:39So, that was always very present in me and in the group.
21:44This humility of asking.
21:47I think that was always present.
21:48And today, we have a little more maturity,
21:51but still learning and still asking, this is always necessary.
21:55That's my last question before we wrap up.
21:59We are in a new store, in a new business.
22:02A concept store, with a different car, as we usually say here on the program.
22:09This drives Wagner to learn new things every day.
22:15and for the group to also learn from this day to day life that you are living?
22:22Certainly.
22:23We are a new brand and it is new in many ways.
22:28It is new in Brazil, in itself it is a new car.
22:31She is new to the Orlete group.
22:35These are electrified cars, brands, models, which until now did not make up the group's entire portfolio.
22:44It's a premium brand, and in the big victory we weren't present with a more premium brand either.
22:51So that in itself is an innovation.
22:54And we have to learn from this.
22:56The need arose because the segment is growing in the market.
23:00We see the electrified.
23:02It used to be 5% last year, today it is 10%.
23:05So, it's a growing market, it's a market trend.
23:09So, we have to be aware of this.
23:10We are aware of this.
23:12Is it new to us?
23:13AND.
23:14Do you enter knowing?
23:15No.
23:16But we bring in people who know a little more.
23:18We learn from these people too.
23:21And today we realize, with two months of the Omoda J.com brand operating in Espírito Santo,
23:27where we are representatives,
23:29acceptance of products, relationships,
23:31which is always valid for any brand, any business.
23:34This, the commercial vein and the relationship are useful for any business.
23:39And truth.
23:39So, this will be present as well.
23:41So, the type changes the consumer profile a little.
23:44So, we learn from this.
23:46But the way we always brought it from back then,
23:49of the relationship and in that desire to sell, to make it happen,
23:54this is latent to this day in the group.
23:56So, that freshness of youth from back then is very present.
24:01and has brought us a lot of success.
24:04For sales of our new brand, which is Omoda J.com.
24:08Can I make a public thank you here?
24:11Please.
24:11Can I?
24:12I am very grateful to Grupo Orlete for trusting in the Negócio Rural project.
24:17And now I'm going to tell you a behind-the-scenes story.
24:19Before the program existed, the program didn't even have a name, I knocked on Grupo Orlete and said,
24:24Hey, we have an idea to make a program,
24:27but we need a partner to help us travel to show the Holy Spirit.
24:33And Wagner, with the entire team, welcomed me with open arms,
24:37opened the doors of Grupo Orlete, so that from the beginning you could follow all these reports that we do.
24:46If today we travel around Espírito Santo, it is thanks to Grupo Orlete, it is thanks to Wagner and the entire team,
24:52which I extend here to Renata, to Bruno Fortes, to everyone who has always extended a hand.
24:58And here, a big thank you.
25:00Thank you very much for trusting and believing in our project.
25:05And I am very happy to have you as our partners.
25:08Thank you, Bruno, for the words.
25:11But if we trusted, we didn't just trust like that, because we met Bruno today, right?
25:16So you generated all the credibility for this.
25:19I congratulate you on your program and what you have been developing,
25:23not only for its program, but for the agriculture of Espírito Santo as well.
25:27Once again, congratulations.
25:29Can I visit Pinheiros?
25:29And I put a provision there.
25:31Can I visit Pinheiros?
25:32Pinheiros is a little town that welcomes you with open arms.
25:34Ah, so our next destination could be Pinheiros, guys.
25:37No, it will be Pinheiros.
25:38Let's have that coffee at Pinheiros, eat that lamb, then lamb.
25:45How delightful!
25:46Look, Pinheiros is a city that I love, I'm from there, but there's something very noticeable in Pinheiros
25:52for people to welcome you with open arms.
25:54We'll mark the Pinheiros debt and I'll call you.
25:56For you to go with us.
25:57Right, nice to meet you.
25:59Good, dear.
25:59Thank you.
26:00Thanks again.
26:01Hey, did you like our chat?
26:03Do you want to see it again?
26:04It's very easy, it's very simple.
26:06Just point your cell phone's camera at the QR Code that appears on the screen.
26:10To find out a little bit about what goes on behind the scenes of our recordings,
26:15just stay connected on social media.
26:17Instagram and TikTok, at BP Faustino or on our official channel.
26:22Well, another week begins and may it be blessed.
26:27Next week Negócio Rural is back and I, of course, count on your participation.
26:32Oh, we're going to Pinheiros, huh?
26:35You can write it down in your notebook, soon, here at Negócio Rural.
26:39Bye, guys.
26:40See you then.
26:40You watched Negócio Rural.
26:54Offering, if you believe, is having someone to count on.
26:58Sebrae Holy Spirit.
26:59People transform business.
27:02Business transforms realities.
27:05And Orwell, your Renault dealership in Espírito Santo.
27:10And Orwell, your Renault dealership in Espírito Santo.
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