Gabriel Massuh: How he built a company from scratch in Chile

The story of this Chilean-Ecuadorian entrepreneur is a clear example of tenacity and commitment, virtues necessary for success in the business world.

Gabriel Massuh Isaías’s journey has not been easy. Coming from a family of farmers and with a natural talent for business, this successful entrepreneur has emerged as a leader in Chile and the competitive market of importing and exporting tropical fruits, thanks to his company, Bagno.

His success has not been without challenges, such as facing cultural barriers, overcoming prejudices, and navigating various economic crises. However, his determination and business focus have allowed him to thrive.

In 1993, at just 23 years old, Gabriel Massuh arrived in Chile with an innovative idea. His vision led him to establish a company focused on importing bananas, a star product of his native Ecuador, which is not grown in Chile.

After founding a small importing company, Massuh faced discrimination from colleagues due to his youth, along with fierce competition and complex logistics.

“In the beginning, I faced many doubts and challenges. Being young and an entrepreneur in a new country wasn’t easy. I had to constantly prove my worth and capabilities in a market dominated by people with more experience,” Massuh reflects on his early days.

However, over time, Bagno grew into a thriving company, consolidating its position in the market thanks to its differentiating factors: innovation and sustainability. Massuh’s company earned the trust of clients and suppliers, becoming a market authority in fruit today.

Now, his products are found in markets and supermarkets throughout Chile, but not just any fruits—these are fruits with character, flavor, aroma, and freshness, symbolizing the diversity and richness of Latin American soil.

Thanks to this idea, Massuh Isaías has become a leader in the industry, with a strong presence in both local and regional markets. In this article, the entrepreneur shares his key advice and lessons for those looking to invest and start businesses outside their home country.

Starting a business abroad: Massuh’s testimony

Anyone who decides to start a business in a new country or explore a different market must have a clear focus and vision. According to Gabriel Massuh Isaías, working with a solid focus is essential, as it provides the discipline and confidence needed to start a business and overcome its barriers.

Furthermore, maintaining a clear focus and strong determination will help overcome challenges and achieve set goals. “My goal was to import the highest quality tropical fruits, which were not grown in Chile, to meet local market demand and contribute to the country’s growth,” Massuh states.

From his beginnings, when his youth sparked prejudice, to achieving success in a competitive market, overcoming mistakes, setbacks, and crises, this entrepreneur’s journey has not been easy.

Despite these challenges, he managed to build a fruit empire and now leads the Chilean and Latin American market. However, Massuh Isaías does not forget the tough times. For instance, in 2008, he experienced firsthand the financial crisis, one of the most severe economic recessions in history, with profound social and political consequences worldwide.

During this adverse situation, it was a particularly dark period for Massuh, just as his company was beginning to consolidate: “The 2008 financial crisis was a turning point. It forced us to reconsider and adjust our strategy. That was when we decided to diversify our product offerings, which turned out to be a key decision for our survival and growth,” he proudly recalls.

Therefore, entrepreneurship always involves facing challenges and obstacles, especially when the decision is to open a business in a foreign country, far from home and without support networks or contacts. But for Massuh, perseverance is the key to strengthening confidence and determination, enabling one to overcome these barriers.

Those who have a good idea and firmly believe in it will achieve their goals. Gabriel Massuh knows this reality well. His arrival in Chile was not without difficulties, but he adapted to the new culture, understood consumers, and gained the trust of colleagues, banks, suppliers, and clients. “The journey was challenging. I faced discrimination because of my age and enthusiasm, and many underestimated my abilities. But I never gave up; I always kept faith in my project,” he affirms.

His advice for young entrepreneurs

Gabriel Massuh advises that “by applying these tips, you can plan your entry into new markets more effectively, always aiming to stand out and achieve your goals.”

With patience, perseverance, and a solid analytical capacity, this entrepreneur believes those who decide to start a business can be valued not only for their products or services but also for their vision and philosophy.

Research the markets

Gabriel Massuh advises gathering information in advance about the society, its trends, and the profile of potential customers in the country where you want to start a business.

“Evaluate your competitors and suppliers and look for opportunities to differentiate and add value,” he explains. This is exactly what Massuh Isaías did. At 23, he identified that there was high demand for bananas in Chile, while the supply was scarce and of low quality.

From Ecuador, he had the solution. “I saw the opportunity to import fruits from Ecuador, a country with a perfect climate for their cultivation, and offer them at a competitive price and superior quality,” he says.

Make a difference

For Massuh Isaías, it is always important to stand out: “If you decide to venture into a new market, you must stand out among your competitors and position yourself as an innovative and dynamic player,” he says.

Innovation must be accompanied by fresh strategies, both to start and consolidate the business, integrating new technologies and adding value.

For Gabriel Massuh, adopting cutting-edge strategies and aligning with current consumer preferences, who now seek information and solutions before making a purchase, is crucial.

By implementing this approach, you create value, establish authority, and attract new customers organically. In this new global context, Massuh Isaías has strengthened himself in a digital environment and faced greater challenges, always adapting his business strategy.

By following these recommendations, entrepreneurs seeking objectives in other countries can be better prepared to enter new markets, stand out, and achieve their goals with experience and clear strategies.