A survey conducted for theby João Kepler, for the book “The Corporate Blind Spot”,brought to light revealing data about the invisible barriers that affectmanagement and business growthin the country. The study points out that35% of Brazilian entrepreneursadmit to neglectingthe adoption of new technologiesand innovation, even in a market where digital transformation is essential for competitiveness. "It is an alarming fact, especially in a rapidly changing scenario where technology is the main driver of growth," evaluates Kepler.

Another worrying fact concerns thepeople management:28% of managers say they face difficultiesin open communication and in creating a feedback culture. According to Kepler, these limitations are among the greatest internal challenges faced by companies. The research also revealed that, for 31% of respondents, organizational culture restricts honest feedback, while 27% stated that internal processes are carried out without questioning, indicating resistance to continuous improvement. It is also concerning that 19% of entrepreneurs are unable to identify these moments of organizational blindness. "The lack of honest feedback in strategic meetings creates a harmful silence environment, where recurring mistakes go uncorrected and the growth potential is compromised," explains Kepler.

Furthermore,40% of entrepreneursThey report making strategic decisions based on incomplete information or assumptions, which can result in financial losses and compromise competitiveness. Others25% They stated that, despite having sufficient data, they feel that a superficial analysis minimizes the impact of decisions until problems become critical. These numbers indicate that many leaders are not leveraging the potential of available data for more accurate fundamental decisions.

For Kepler, these numbers reinforce the need for entrepreneurs to take a closer look at their own practices and identify the blind spots that may be sabotaging the success of their companies.

The research was conducted for the book, 'The Corporate Blind Spot,which will be released on the dayNovember 7th, aimed at small and medium-sized business owners seeking to see beyond invisible limitations and make strategic decisions in an increasingly competitive market.In general, the book addresses the importance offace these invisible barriersthat limit thegrowth and organizational efficiency", said Kepler.

Following the success of his previous book, “Inevitable”, Kepler offers a practical and provocative approach, with insights and strategies based on real-life experiences of managers who, like many others, seek to thrive in a challenging business environment.

The latest study ofUniversity of California, Los Angeles(UCLA), conducted in partnership with the Center for Economic Research and Forecasting at the Lutheran University of California, reveals that Hispanics currently in the United States account for 19.2% of the country's population. This segment accounts for 70% of the annual population increase recorded in the US and represents 41.4% of the real growth of the US GDP since 2019, according to UCLA. The numbers linked to the Hispanic population — highlighting the average of 1 million immigrants from this community entering the country each year, according to thePer Research Center— make it one of the main topics of the electoral debates between Kamala Harris and Donald Trump, candidates for the country's next presidential term.

Beyond the electoral aspect, Hispanics also stand out as a market focus, especially for the food and beverage retail sector. According to the Circana survey, a global companydata techfor the analysis of consumer behavior, the Latino population in the US is responsible for 14% of dollar spending on food, a number that has been growing by 0.4 points per year, contrasting with the 0.3 point reduction in consumption by the white population and exceeding the average spending of other communities, such as African-Americans and Asian-Americans.

With an eye on the economic power of this segment, companies such as the drugstore chain CVS Pharmacy and the supermarket franchises Kroger invested in remodeling their units.hispanic-focused, that is, focused on Hispanics. According to the market study by Circana, CVS added theand more("and more" in literal translation), developed specific designs to promote a personalized shopping experience for the Hispanic population, bet on lower prices, and hired bilingual employees. Kroger, in turn, remodeled the Houston franchise with signage in Spanish, invested in exclusive products — such as canned ceviche — and also launched theprivate label brand Kroger Mercado, whose products are developed based on ingredients consumed in Latin countries.

Toy, clothing, and beauty brands such as Target, Kohl’s, Macy’s, Build-A-Bear, and Nike have also been paying special attention to the segment, which accounts for 17% of spending in these sectors and showed a 0.1 point increase in consumption in 2024. In common, these retailers have recently invested in products with commemorative editions, celebrating important dates for the Latin community, highlighting National Hispanic Heritage Month (celebrated in the US from September 15 to October 15), Día de los Muertos (a Mexican calendar date celebrated between November 1 and 2), and Cinco de Mayo (a celebration that dates back to the first battle won by Mexicans).

According to Daniel Morimoto, LATAM Vice President of Circana, Hispanic spending and demands in the retail of food, beverages, and non-food products have increased more than the average, but it is worth noting that overall merchandise consumption declined by 0.1 points, reflecting the performance of the U.S. market itself. For the executive, understanding the exclusive compensations of this community, which is expected to grow by more than 50% over the next 35 years, can help better meet the needs of an increasingly consumption-ready audience. By 2060, the Hispanic population is expected to reach 98 million people in the United States. As a result, one in four residents of the U.S. will be of Latin origin. Therefore, understanding where these consumers' spending is most prevalent by sector, purchasing methods, channel, and categories is a top priority that will help preserve the North American economic dynamics, the executive notes.

To learn more about this and other studies developed by Circana, visit:Unlock Growth with Complete Consumer Insights (circana.com).

Brazilian e-commerce continues to show rapid growth, and the food sector is one of the main protagonists of this expansion. According to data from Nielsen, the world's leading consumer intelligence company, e-commerce revenue in Brazil grew by 18.7%, reaching R$ 160.3 billion in the first half of 2024. Among the highlights of this increase is the food category, which recorded an 18.4% growth in gross revenue, driven by the rising demand for fast-moving consumer goods (FMCG).

Nielsen's research revealed that baskets composed of Food, Beverages, and Perfumery and Cosmetics were the main drivers of growth in e-commerce, accounting for a combined 51% of total orders. The shopping experience and the convenience of the payment and delivery process have been key factors for customer satisfaction, further increasing consumer confidence in this shopping channel.

In this context, Vapza, a company specialized in vacuum-packed ready-to-eat foods, is one of the sector players that has stood out in e-commerce, with the company recording a 39% increase in e-commerce in the first half of 2024 compared to the same period of the previous year, consolidating its position in the digital market. "Vapza's e-commerce is constantly growing, a result of various strategies and technical improvements. We expect the same level of growth in the second half of 2024, as in August, we experienced a 24.6% increase compared to the same period in 2023. This progress reflects consumer behavior, which seeks convenience, healthiness, and safety when shopping online," comments Vapza's CEO, Enrico Milani.

Innovative strategies

To support this growth trend, Vapza is betting on a set of innovative strategies. The company has been investing in partnerships with digital influencers and promotional campaigns focused on holidays, such as Black Friday and Christmas, with the aim of attracting and retaining new customers. One of Vapza's main differentiators in e-commerce is the Vapza Lovers Club, a loyalty program that offers immediate cashback in the shopping cart. The Vapza Lovers Club was created as a strategy to value our customers. The more they buy and refer, the more points they accumulate and can use, providing a real and direct benefit, explains Milani.

With clients across Brazil and in 14 other countries, Vapza has been especially prominent in the South and Southeast regions. Furthermore, according to the Head of Marketing, Liza Schefer, the company faces challenges in the digital environment, such as the constant improvement of the shopping experience and adaptation to new market demands. "E-commerce in Brazil is only growing, and we see this reflected in Vapza's sales. In this context, we are attentive to consumer needs and always seeking new ways to improve our online operation to reach our audience, composed of consumers who seek practicality without sacrificing quality and healthiness," reinforces the marketing head.

Vapza Alimentos celebrated 30 years in the market in 2024. Founded in 1994, Welinton Milani joined the company's board in 1998 and, in 2007, with a solid vision of growth potential, acquired 100% of the industry and made the brand a pioneer in the vacuum-packed and steam-cooked food market in Brazil.