How Leitíssimo used genetics to build a premium milk brand

Craig Bell, the co-founder of premium milk company Leitíssimo, likens his product to a time machine. “We have a lot of consumers who told us that ‘this stuff actually tastes nice, this stuff reminds me of my uncle or my granddad or my father’,” he says.

This, he adds, is partly because in a country that has become one of the world’s breadbaskets in recent decades, Brazilians still have a connection to the rural environment.


By Andres Schipani via Financial Times


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