Reagro takes a decisive step by entering the consumer market. The launch of the Reagro Xperience business unit marks the group's debut in the B2C channel, with the aim of bringing sustainable brands of controlled origin and with a positive impact on health and the planet to end consumers.

The debut is marked by the arrival of the Montebelo Brasil brand, a range of fresh juices developed by Louis Dreyfus Company (LDC) and inspired by the Monte Belo Farm, located in the heart of Brazil's citrus belt. The fruits are hand-picked, squeezed in less than 48 hours, and with complete traceability "from orchard to glass".

According to João Relvas, CEO of the Reagro Group, "this new chapter in B2C is the culmination of a path we have always wanted to follow – that of reaching the end consumer with products whose origin we know, control and value."

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Montebelo Brasil arrives with a visual identity adapted to Portuguese culture and an initial portfolio with six ranges: 100% Orange (with and without pulp), Lime and Lemon Lemonade, Orange, Passion Fruit and Lime, Pineapple, Mango and Lime, and Coconut, Mango, Pineapple and Lime.

Available in one-liter packages and also in individual 25-centiliter formats for some products, the products are already present in chains such as Pingo Doce and El Corte Inglés, with expansion planned throughout the country by the end of the year, including the Horeca channel.

“We believe that Montebelo Brasil has everything it takes to revitalize the fresh juice category in Portugal, which still has a lot of room to grow,” highlights Luciano Gil, general director of Reagro Xperience.

A nationwide activation plan has already been launched, under the slogan "Everything's Alright!", with actions on beaches, tastings, and presence at events such as the Continente Food Festival, OutJazz, and the Star Channel's Sunset Stories Parties. A partnership with the Kolmachine Academy is also active, reinforcing the connection to sports and a healthy lifestyle.