José Carmelino, an alumnus of CATÓLICA-LISBON, identified in sustainable agriculture an opportunity to combine innovation, nutrition and local impact. Driven by the desire to revitalize family land, he founded Horta 34, a brand focused on the organic production of microgreens and the development of superfoods designed for demanding urban lifestyles. The company is the featured guest this week on the videocast Negócios com Impacto, a partnership between CATÓLICA-LISBON and Rádio Renascença.
Based in Lourinhã, Horta 34 is a 100% Portuguese company dedicated to the sustainable production of microgreen-based superfoods for the European market, operating under production models grounded in sustainable practices, such as hydroponics, a method that significantly reduces water consumption compared to conventional agriculture.
Specializing in microgreens, a version of vegetables and aromatic herbs with shorter growth cycles and higher nutritional concentration, the company operates in a segment traditionally associated with haute cuisine. However, its ambition is to democratize access to these products, integrating them into everyday eating habits.
The evolution of the project led to the creation of boost shots, functional beverages developed from microgreens grown on the company’s land. The result of the research and development process carried out in partnership with an agrifood sector entity and a research center, these products are primarily targeted at the corporate segment through subscription plans that enable weekly delivery to workplaces. The strategy also involves establishing partnerships with companies seeking to incorporate tangible sustainability, health and well-being solutions into their employee benefit plans.
Beyond the B2C segment associated with the shots, Horta 34 maintains a strong presence in supplying fresh products to specialized retail chains, restaurants and catering companies, both in Portugal and in international markets, particularly in Central Europe. Internationalization emerges as a natural consequence of the company’s niche positioning, although it presents logistical challenges related to the preservation and transportation of fresh products.
The brand is now preparing to diversify its portfolio by developing new beverages and nutritious sauces aligned with its core value proposition of providing healthy, practical and sustainable food solutions.
José Carmelino highlights his time at CATÓLICA-LISBON as instrumental to his entrepreneurial journey, not only because of the quality of its faculty, but also due to the lasting relationships maintained with professors and colleagues even after graduation, reflecting the strength of the academic community. “The university played a decisive role in fostering my interest in entrepreneurship and in providing us with the technical and social resources to succeed in an active professional life”, he states. The full episode is available on Spotify and on CATÓLICA-LISBON’s YouTube channel.