Time Tunnel
A young lady sings at the entrance to a theater to charm spectators and thus sell her violets. This is the plot to the film La Violetera, a 1958 production.
As charming as the story of the violet seller is the story of a company that, since 1928, brings the best food products from all over the world to Brazilians’ tables. This date marks the beginning of everything and “Imperatriz das Frutas” is established by Lebanese immigrant Hassan Mohamed Raad.
Later, by the name of “Importadora de Frutas Filomena”, becomes a pioneer in Brazil in overland importation through Uruguaiana. The fruits came from Chile, Portugal, Spain, France, Italy and United States.
The company grew. And from the small store located on Riachuelo Street, center of commerce of the city of Curitiba, it moved to the store at the City Market of the capital of Paraná, which even today is still the destination of people looking for quality and variety in products, in a pleasant environment with differentiated service.
In the 70’s, the company receives the name La Violetera, as a reference to the film of 1958. With the name change, comes the first major reformulation of the brand.
The range of imported product for distribution increases: preserves, cereals, dried fruit, garlic, jams and jellies and olive oils became part of La Violetera product offering.
It is also in this period that the factory is established in the Industrial District of Curitiba, where it remains to date.
Tracking the evolution of the market, La Violetera preserves its tradition, but keeps up-to-date with respect to consumer trends and needs. Proof of that is the ongoing evolution of its product line and the up-date of its logo and of the young Spanish lady, still its main icon.
Keep up with this evolution and be part of this story! It will always be a pleasure to have you with us and bring the best from around the world to your table!
