Jüsto: A Fair Deal
May 2022
Ricardo Weder is at it once again — shifting sector paradigms and transforming lives in Latin America.
Ricardo Weder uncovered pain points in the LatAm grocery supply chain, revealing an unserved market that was, in fact, a $700 billion opportunity
As the former CEO and Global Head of Growth for the Madrid-based startup, Cabify, Weder led LatAm market penetration for the ride-hailing app, overseeing operations in more than 40 cities and steering the company to unicorn status. He stepped down from Cabify in 2019, taking time to analyze opportunities in the consumer and grocery industry before making his next move. During this period he uncovered pain points in the LatAm grocery supply chain, revealing an unserved market that was, in fact, a $700 billion opportunity.
Ricardo Weder and Consuelo at the 2022 Kauffman Summit in Mexico City
Prior to Weder’s launch of Jüsto, consumers in Latin America were relying on grocers with poor online presence and a reputation for inconsistent quality and limited options. Weder jumped at the chance to disrupt the market by building a new type of supermarket — one without physical stores — that delivers a digitally-enabled online grocery experience that is fairer and more sustainable.
Jüsto team in Brazil
By removing stores and intermediaries in the supply chain, Jüsto provides fresher food and more options at the same prices, but with higher margins. Thanks to their algorithm, they’re also able to provide each user with a curated and personalized catalog.
The e-grocery platform is also providing a fairer and more sustainable grocery model, empowering small and medium producers by giving them access to sell their products online. And it supports suppliers in establishing distribution processes and negotiating fair trade agreements, something they would otherwise have limited access to.
Since its launch in Mexico in 2020, Jüsto has expanded to Colombia, Chile, Peru and Brazil, quickly changing consumer habits (accelerated by the pandemic) and becoming a ubiquitous presence in customers’ lives.
“We aim to transform the consumer industry with digitization and fair practices,” Weder says. “We also give SMEs [small- and medium-sized enterprises] inclusion in the grocery segment — hence the name Jüsto, which means ‘fair’ in Spanish.”