In 2013, a fortuitous meeting between Andre Melman and Mikael Linder led to the development of an online business set up to sell healthy snacks. Neither one of them had any experience with digital marketing. They developed Farofa.la without even knowing how they would position the brand or the product. They had a goal and big dreams, and they were determined to make something of those dreams. They built their business around a subscription model that sends a box of snacks to customers on a monthly basis.
André and Mikael tried a few different marketing and sales channels with less than satisfactory results. The company was selling about 60 boxes per month, but to become profitable it needed to sell 200 boxes. By the end of 2015, the paid considered closing up shop, but, in a last-ditch effort, they decided to try Facebook ads, videos, and targeted marketing. “We decided to take a leap of faith and take all the resources we had, to communicate what we needed via Facebook,” says Andre. In just five short months, thanks to Facebook, Farofa.la bounced back from the brink of closure.
With Facebook campaigns, the company saw a 700 percent growth in sales, converted 90 percent of sporadic one-time clients into recurring monthly clients, and saw its revenue triple. "Facebook provided amazing results that, by then, we hadn't seen before," said Mikael. The campaigns were so successful the company needed to hire three new employees to help. The success of Farofa.la also affects the community, including industry workers, field farmers, and people in the city who want a healthy snack. In 2017, Farofa.la started a partnership with Apex to begin exporting products internationally next year. “Looking at the future, I see Farofa.la even stronger, connecting more people around the community, both producers and consumers,” says Andre.