English 
Francês 
Alemão 
Italiano 
Japonês 
Norueguês 
Portuguese 
Spanish 
4 min of reading 
10 comments 
Imagine a scenario of pure dynamism where the sound of feathers and the noise of machines set the tone for an industry that seems to have no limits. While you enjoy a succulent chicken fillet, a true empire moves to supply homes around the world.
Far from the spotlights of Brazilian capitals, a giant in poultry farming has risen in the heart of the country, in Goiás, slaughtering almost 500 thousand chickens a day and is about to challenge market giants.
According to information from the Fatos Rurais channel on YouTube, the journey begins with José Carlos Garrote de Souza, better known as Zé Garrote, who was originally destined to follow in his father’s footsteps as the owner of a pharmacy but found his way in the world of chicken.
This happened when his father-in-law, Carlos Vieira da Cunha, asked for his help to manage a farm in Itaberaí. In 1981, a health emergency forced Carlos to step away, putting Zé Garrote at the forefront.
-
Unemployment rises again to 5.8% at the beginning of 2026, raising alarms about the end of temporary positions and its impact on the Brazilian job market.
-
Document organization can cut invisible costs in small businesses, a simple step that prevents waste, rework, and losses in daily operations.
-
Chinese giant worth nearly R$ 4 billion that manufactures cables for electric cars, solar energy, and robotics wants to open a factory in SC.
-
Many employers do not know, but the law guarantees domestic workers a 25% increase in salary during trips, 50% for overtime, 20% for night shifts, and 17 additional benefits that can lead to labor lawsuits if not paid.
The Birth of a Poultry Empire
São Salvador Alimentos, owner of the brands Super Frango and Boua, emerged in the 1980s. With a modest initial production, the company was a partnership between Zé Garrote and his father-in-law.
At that time, according to the mentioned channel, the idea of slaughtering thousands of chickens daily seemed distant. But Zé, at just 21 years old, did not hesitate to sell everything he owned – including his house and car – to invest in the farm.
Zé Garrote’s bold decision to sell his assets was the first step toward a journey filled with risks and challenges. Believing in the business’s potential, he turned his determination into a company that, over time, would compete in the market with giants like Perdigão and Sadia.
Innovative Strategies and Exponential Growth
São Salvador Alimentos took an innovative path to expand its horizons. Unlike large producers, the company focused on supply products to small supermarket owners.
According to Zé’s business strategy, efficient logistics allowed these smaller retailers to receive products in smaller quantities and with shorter delivery times, enabling better stock management.
This approach resulted in higher prices and considerable profit margins, attracting the attention of the financial market. While the EBITDA margin of competitors like BRF remains around 10%, São Salvador consistently exceeds 25%.
Innovation and Adaptation in the Chicken Market
Zé Garrote is more than just a simple entrepreneur. According to the channel, he is seen as a visionary who constantly adapted his business to market changes. In the early 1990s, the company slaughtered about 2,500 birds a day.
Over time and with continuous investments, this number has grown exponentially. Recently, São Salvador Alimentos inaugurated a production complex that allows for the slaughter of up to 730 thousand birds per day, an impressive milestone by any global standard.
The second industrial plant in Nova Veneza, Goiás, directly employs 4 thousand workers and hires another 1,600 outsourced workers. With the expansion, São Salvador Alimentos now operates in 14 Brazilian states and exports to 75 countries.
An Expanding Market and the Focus on the Future
Zé Garrote’s ambition knows no bounds. Recently, he expressed interest in going public to attract investments and continue expanding. Although he was unable to launch the initial public offering (IPO) last year, the entrepreneur remains optimistic.
“The IPO is not just about money; it’s about preparing the company for capital flexibility and ongoing growth”, he said in a recent interview.
The Legacy of Zé Garrote
Even after stepping back from the executive role in the company, Zé Garrote remains a strong name within São Salvador Alimentos. Currently, he serves on the board of directors while his son, Hugo Perillo e Souza, leads the operation as CEO. The Garrote family is well-rooted in the company’s management, with two daughters, Ana Cláudia and Ana Flávia, also involved in the business.
For Zé Garrote, the legacy is more than a successful business: it is a vision shared with his family. “I changed all my documents. If you ask who José Carlos de Souza is, no one knows”, jokes Zé, referring to the name he legally adopted, Garrote, which is now also on his grandchildren’s birth certificates.
The Economic and Social Impact
Besides being a powerhouse in the poultry sector, São Salvador Alimentos has a significant impact on the local and national economy. According to an analysis by Carlos Cogo, a consultant specialized in agribusiness, the poultry sector in Brazil is currently experiencing a strong domestic market and a good pace of exports.
“The higher domestic demand supports the prices of live chickens, while input costs are declining, easing production costs”, says Cogo.
The Goiás company not only stands out for its massive bird slaughtering but also for its continuous innovation and investment in technology. Monthly, SSA invests over R$ 500 thousand in technology, staying ahead in the competitive market. In this regard, the entrepreneur says there is still a lot of room to grow. However, he emphasizes that he is not in a hurry to do so.
Parabéns Zé Garrote. Deus abençoe 🙏 você e sua família 🙏 bons negócios.
Sou testemunha deste crescimento audacioso e inteligente do Zé Garrote .
DEUS me livre ganhar dinheiro matando ser vivo seja lá qual for!
Realmente, isso não pode ser chamado de progresso nem de sucesso, uma matança indiscriminada de 500 mil seres vivos todos os dias, apenas pelo dinheiro e pra satisfazer o desejo dos comedores de cadáveres. Um absurdo