I Started a Venture, Now What? Opportunities in the Health Food Sector

Abstract Two health food case studies, Pé de Açaí founded in 1998, and Livre & Leve launched in 2013, demonstrate the different trajectories and challenges that these companies and their founders have faced. They mainly focus on entrepreneurship and innovation, specifically: the advantages and disadvantages of undertaking these ventures within different contexts in terms of the valuation of the health food market in Brazil; the differences between these entrepreneurs in terms of their profiles, motivations, and strategy; and the innovations necessary for a business to succeed in this environment.