Mexican Supermarket Startup to Focus on Home Market
Brazil will soon have one less option for 100% online supermarkets. The Mexican startup Justo, which officially entered the Brazilian market in 2021, has announced it will completely suspend its operations in the country.
Customers will be able to make purchases through the service only until December 12, 2024. Operations will be entirely halted on December 14 of the same year.
Notification to Suppliers
According to Pipeline Valor, which had access to a communication sent by Justo to its suppliers, the decision was not easy. Here is an excerpt from the document:
This decision was not easy, as we are aware of the positive impact we had on the market and the experience of our customers, offering a high-quality online supermarket service, driven by innovation, technology, and freshness.Justo
Until now, Justo has not made any public statement about the matter on its website or social media profiles. However, some employees from the Brazilian branch of Justo have already posted farewell messages or made themselves available for professional opportunities on LinkedIn.
Focus on Mexico
The reasons for the decision have not been disclosed, but it seems that Justo will prioritize its home market, Mexico. Besides Brazil, Justo also operates in Peru under the name Freshmart (a startup acquired by Justo in 2021). According to the Peruvian site Gestión, Freshmart is also ceasing operations.
Investment Round
An unusual detail about the suspension of Justo’s operations in Brazil is that the decision comes almost a month after the company announced receiving investments totaling $70 million (R$ 412 million at current conversion rates).
It is not clear if these investments have been canceled or if they will be redirected to Justo’s operations in Mexico. For now, what is known is that the Brazilian branch will become inoperative starting December 14.
Tecnoblog sought a statement from Justo regarding the decision but received no response. This article will be updated if the company provides a statement.
Justo’s Business Model
For those unfamiliar with the startup, Justo operates as a 100% online supermarket that promises fresh products, quick delivery, and accessible prices by negotiating directly with suppliers. In Brazil, the platform operates in the city of São Paulo and surrounding municipalities.
Among the remaining services in the country are platforms like Daki, Trela, and Shopper.
