3corações × Strauss — Israel-Brazil Joint Venture Governance
A public Israeli company and a family from Ceará, 50/50 partners in Brazil's largest coffee company.
▶ QUICK SUMMARY
3C (Três Corações) is a 50/50 joint venture between Strauss Group — an Israeli food company listed on the Tel Aviv Stock Exchange (TASE:STRS) — and the Lima family, from Ceará, formed in 2006. Today it's the leading roast-and-ground coffee company in Brazil, with brands like 3corações, Santa Clara, Fino Grão, Itamaraty and Café Brasileiro. Alex Barros has interpreted the JV's quarterly board since the 2020 Café Brasileiro acquisition.
One JV, two worlds
3C has existed for nearly two decades as the expression of an unusual partnership in Brazilian agribusiness: a publicly traded Israeli company, listed on the Tel Aviv Stock Exchange, as an equal partner to a Brazilian family from the interior of Ceará in Brazil's largest coffee company.
Every board meeting brings the two worlds together: Israeli executives reporting to a public company with TASE disclosure obligations, and the Lima family with their deep vision and knowledge of the Brazilian coffee market. Simultaneous interpretation isn't a formality — it's what allows these two worlds to deliberate with the precision that governance of a market-leading company demands.
3C's acquisition timeline
Strauss Elite merges with Três Corações/Santa Clara. 50/50 Israel × Lima JV. Strauss invests US$60 million.
Expansion into the premium coffee market.
Consolidation of Brazil's regional coffee market.
Brazil-Israel-Japan trilateral negotiation. lingo interprets the due diligence and site visits — 3C consolidates its position as national leader.
From acquisition to recurring governance
lingo's mandate with 3C began with the Café Brasileiro acquisition in February 2020 — a Brazil-Israel-Japan (Mitsui) trilateral negotiation, R$210 million, with technical visits to the plants in Araçariguama (SP) and Cuiabá (MT). Since then, lingo has interpreted the JV's quarterly board meetings on a recurring basis.
Since 2020, lingo has built up terminological memory of 3C — from the acquired brands to coffee market metrics, from joint venture terms to strategic expansion discussions. The terminological consistency between the 2020 M&A and today's board meetings is an asset that grows every quarter.
The vocabulary — coffee, M&A and Israeli JV governance
| Term (EN/HE) | Equivalent (PT) | Context |
|---|---|---|
| Joint venture agreement / shareholders agreement | JV agreement / shareholders agreement | Documents governing the Strauss × Lima relationship — tag-along, drag-along, deadlock, JV liquidation |
| Roast & ground / R&G coffee | Roast and ground coffee | 3C's core business category — different from soluble, green or capsule coffee |
| Market share / share of throat | Market share / consumption share | Central metrics tracked by the board by category, region and channel |
| TASE disclosure / material event | Tel Aviv Stock Exchange disclosure / material event | 3C's acquisitions and material events must be communicated to the Israeli market, generating Hebrew reporting obligations |
| Buy-and-build / brand acquisition | Regional brand acquisition strategy | 3C's core strategy — buying established regional brands, integrating into national distribution and expanding |
Frequently asked questions
What is the 3C (Três Corações) joint venture?+
A 50/50 JV between Strauss Group (Israeli food company, TASE:STRS) and the Lima family via São Miguel FIP. Formed in 2006, it's now the leading roast-and-ground coffee company in Brazil.
Who is Strauss Group?+
One of the largest Israeli food and beverage companies, with revenue of approximately US$1 billion in the coffee segment and operations in Central Europe, Brazil and Israel. In Brazil, it operates exclusively through the 3C JV.
Why does 3C's board need simultaneous interpretation?+
Strauss Group is Israeli and its executives operate in Hebrew and English; the Lima family operates in Portuguese. Meetings require interpretation for deliberations on strategy, M&A and results to happen with precision on both sides.
Has lingo interpreted other transactions involving 3C?+
Yes. 3C's acquisition of Café Brasileiro in 2020 — a Brazil-Israel-Japan (Mitsui) trilateral negotiation, R$210 million — was what opened the door to the recurring governance mandate.
Does the interpreter sign an NDA for board meetings?+
Yes. For mandates with confidential board deliberations, lingo signs a bilateral NDA before the service begins.
International joint venture board?
Recurring JV governance — lingo interprets with continuity and terminological memory.
Related cases
Lingo Qi Interpretações LTDA · CNPJ 53.834.741/0001-34 · São Paulo, SP