We caught up with the brilliant and insightful Fernando Plentz a few weeks ago and have shared our conversation below.
Fernando, looking forward to hearing all of your stories today. Do you have a hero? What have you learned from them?
My dad is truly my hero. Beyond showing me what it means to be a father, he has profoundly shaped my approach to business. He dedicated nearly his entire career to Chevron, and one of the most valuable lessons he instilled in me is the importance of integrity and keeping one’s word. He never made promises he couldn’t fulfill, and that reliability is something I deeply respect.
These days, it’s all too common to hear vendors and customers making commitments that often go unfulfilled, which makes me even more appreciative of my father’s unwavering honesty. His work ethic was extraordinary; he tackled every challenge with dedication and never took shortcuts. I honestly can’t recall a time when he called in sick, which speaks volumes about his commitment.
As I’ve grown older, I’ve come to admire the sacrifices he made for our family. Understanding those sacrifices has given me a deeper appreciation for all he has done. I’m genuinely grateful for the lessons I’ve learned from him—often without him even realizing he was teaching me. His influence continues to guide me, both in my personal life and my professional journey, reminding me to always strive for integrity and hard work.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
After graduating with a degree in Business from Florida International University, I found myself uncertain about the direction of my career. As a student athlete, I had aspired to become a professional soccer player. Throughout my athletic journey, I achieved significant milestones, including being a three-time NCAA Division One conference champion and a two-time all-conference first team selection. Unfortunately, my dream of a professional soccer career did not materialize. However, I discovered a new passion in a sport called Footvolley, where I became a successful athlete in a discipline that is gaining popularity in the United States.
While Footvolley was fulfilling, it did not provide a sustainable income. Consequently, I began working at an advertising agency called Accentmarketing in Coral Gables. It was during this time, through mutual friends, that I met my business partner, Ronald Manto. Ronald, a successful criminal attorney, was looking to transition away from his legal career. With a Brazilian wife and a deep affinity for Brazilian culture, Ronald shared my love for açaí. Growing up in the streets of Rio de Janeiro, I had fond memories of enjoying açaí bowls after surfing or playing Footvolley at the beach. This mutual passion led us to establish Nativo Açaí.
At that time, we felt that açaí products available in the United States did not do justice to the authentic experience we had known in Brazil. We believed that Americans and the world deserved a genuine taste of this magnificent and highly nutritious berry, often referred to by health professionals as the number one superfood globally. At Nativo, our açaí products are 100% Wild-Harvested never farmed. We are committed to providing the highest concentration of açaí and using only the cleanest ingredients. Our Puro Açaí contains absolutely nothing added, ensuring that customers seeking the true açaí experience find exactly what they are looking for. We also offer açaí blended with guarana, scoopable ready-to-use açaí pints, pitaya, and other frozen fruits.
The core of our business focuses on wholesale, though we also engage in retail and direct-to-consumer sales. Customers can conveniently purchase our products directly from our website.
The most rewarding moments for us occur when customers express their appreciation for our offerings. Hearing them say they love our products and that they have never tasted açaí as good as ours is truly fulfilling. We are deeply committed to providing an authentic açaí experience, and ensuring customer satisfaction is of utmost importance to us.
Can you share a story from your journey that illustrates your resilience?
Being an entrepreneur is an arduous journey from the very beginning, and starting Nativo Açaí was no exception. I launched this dream with little to no capital, and since the business wasn’t generating income, I couldn’t draw any funds from it either. This meant I had to take on a variety of alternative jobs, hustling day in and day out until I could create enough business for us to survive. It was a necessity to pave my way toward realizing my dream in this industry.
I’ve held so many different jobs that it might surprise you. I worked as a valet at PF Chang’s, bartended at various events, modeled, acted, cleaned sweaty gym equipment, and coached at soccer camps—the list goes on. Juggling two or three jobs a day was exhausting, yet it was also incredibly fulfilling. I’ve always had an innate need to feel productive; it’s a satisfaction that calms my mind and reassures me that I’m taking steps toward a brighter future.
During the day, I would sell açaí, a product that was virtually unknown 16 years ago. Many people didn’t even know how to create an açaí bowl. I found myself pitching a completely new concept to restaurant owners, trying to convince them to incorporate something they had never heard of into their menus. It came down to persuasion and belief. I truly believed in my product and the support I could offer, and I promised these business owners that they would succeed with açaí.
But I didn’t just sell them the product—I helped them see its potential. I brainstormed ideas to help them believe in it as much as I did. I would return to ensure they were making it correctly, and I enlisted friends and family to visit their restaurants and share their experiences. I encouraged them to write reviews about our product. I understood that sometimes success requires more than just a sale; it demands genuine care for what you are doing. Building relationships with customers was always a top priority for me—after all, their success was my success.
Today, açaí bowls are well-known, and when I walk into a business, I often find they already understand what açaí is and have even incorporated it into their offerings. It’s awe-inspiring to witness the growth of this industry and deeply rewarding to know that I played a part in bringing açaí into the spotlight.
What do you think helped you build your reputation within your market?
Aside from our quality products, I firmly believe that genuine care for one’s work is fundamental in building strong relationships, and these relationships, in turn, shape your reputation in the market. Throughout my career, I can honestly say I’ve never given a customer a reason to discontinue our partnership. While there are instances when this does happen, they are few and far between. We have cultivated long-lasting relationships with businesses that have been with us since the very beginning, as well as those that have returned after leaving.
I am confident that our success is rooted in the strong connections we have established. One key principle I instill in my team is: “Don’t give our customers any reason to look elsewhere.” This mantra applies to everyone in our organization, from our drivers to our marketing managers and sales representatives.
I’ve witnessed many businesses turn to Nativo after experiencing poor relationships with their previous suppliers. If you fail to treat your customers well, someone else will step in to take your place. Unfortunately, I’ve observed that customer service standards are declining across various industries today, but we are committed to maintaining a higher standard. Our goal is to ensure that every interaction reflects our dedication to exceptional service.
Contact Info:
- Website: https://nativoacai.com/
- Instagram: https://www.instagram.com/nativoacai/
- Facebook: https://www.facebook.com/nativoacai
- Linkedin: https://www.linkedin.com/feed/
- Twitter: https://x.com/NativoACAI
- Youtube: https://www.youtube.com/c/NativoAmazonA%C3%A7aiCompany
