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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 juicy chicken fillet, a true empire moves to supply homes around the world.
Far from the spotlight of Brazilian capitals, a poultry farming giant rose in the heart of the country, in Goiás, slaughtering almost 500 thousand chickens per 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 a drugstore owner, but found his way into the world of chicken.
This was when his father-in-law, Carlos Vieira da Cunha, requested his help to manage a farm in Itaberaí. In 1981, a health emergency forced Carlos to step aside, placing Zé Garrote on the front line.
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The birth of a poultry empire
São Salvador Alimentos, owner of the brands Super Chicken and Boua, emerged in the 1980s. With modest initial production, the company was a partnership between Zé Garrote and his father-in-law.
At that time, according to the channel mentioned, the idea of slaughtering thousands of chickens daily seemed distant. But Zé, 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 audacious decision to sell his assets was the first step towards a path full of risks and challenges. Believing in the potential of the business, he transformed his determination into a company that, over time, would compete in the market with giants in the sector, such as 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 supermarkets.
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 inventory management.
This approach resulted in higher prices and considerable profit margins, attracting the attention of the financial market. While the EBITDA margin of competitors such as BRF remains around 10%, São Salvador's consistently exceeds 25%.
Innovation and adaptation in the chicken market
Zé Garrote is more than 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 around 2.500 birds per day.
Over time and continued investment, this number grew exponentially. Recently, São Salvador Alimentos opened a production complex that allows 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 a look to the future
Zé Garrote's ambition knows no limits. He recently expressed interest in taking the company public to attract investment and continue expansion. Despite not being able to launch an initial public offering (IPO) last year, the businessman remains optimistic.
“IPO is not just about money; it’s about getting the company ready for capital flexibility and continued growth,” he said in a recent interview.
Zé Garrote's legacy
Even after stepping away from the company's executive position, Zé Garrote continues to be a strong name within São Salvador Alimentos. He currently 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 management of the company, 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, and which is now also on his grandchildren’s certificates.
The economic and social impact
In addition to 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 specializing in agribusiness, the agricultural sector in Brazil is experiencing a booming domestic market and a good pace of exports.
“Greater domestic demand supports live chicken prices, while inputs decline, easing production costs,” says Cogo.
The company from Goiás not only stands out for its massive slaughter of birds, but also for its innovation and continuous investment in technology. Monthly, SSA invests more than R$500 thousand in technology, staying ahead in the competitive market. In that regard, the businessman says there is a lot of room for growth. However, he highlights not being in a hurry to do so.
