Desafio na Estrada kicked off in Rio de Janeiro on March 16, bringing management training to a sector worth R$ 153.3 billion a year.
Desafio na Estrada (Challenge on the Road), a traveling event by Brazilian corporate education platform Padaria Criativa, held its debut edition in Rio de Janeiro on March 16, 2026. The initiative brought together bakery and pastry professionals and business owners to address management, sales, and the latest industry trends.
A powerhouse sector
Brazil’s bakery market encompasses around 179,000 establishments and generated revenues of R$ 153.3 billion in 2024, according to the Brazilian Food Industry Association (ABIA). As competition intensifies, professional management is no longer optional — it’s essential.
Six pillars of knowledge
The Rio edition covered six core themes: the bakery market landscape; bakery management; marketing and brand positioning; sales strategies; customer service and experience; and people management. The event was designed around peer exchange, connecting real-world challenges with actionable solutions.
Our goal is to deliver content that speaks directly to the reality of Brazilian bakeries. Events like Desafio na Estrada enable this valuable exchange of experiences and directly impact results, helping business owners step away from day-to-day operations and focus on strategy. Having Emulzint among our supporters validates the importance of this movement. — Carla Grassmann, Padaria Criativa representative
Emulzint Zeelandia on board
The event is backed by Emulzint Zeelandia, a global leader in bakery and pastry ingredients. Founded in Brazil in 1977, the company is part of the Zeelandia Group, which marks 126 years of history in 2026 and operates in more than 100 countries.
This partnership with Padaria Criativa reaffirms our commitment to training and advancing the sector. We believe that the technical and business development of our partners is essential for innovation and sustainable market growth. When a bakery grows and professionalizes, the entire supply chain benefits. — Juliana Saito, Commercial Director at Emulzint
Next stops
Following the successful Rio debut, Desafio na Estrada will travel to other Brazilian cities. The full schedule and registration details are available at:
https://desafionaestrada.padariacriativa.com.br/
For more information about Emulzint Zeelandia, visit https://www.emulzint.com.br or call: 0800-7015800.
Photo: Disclosure
