Yoçor, founded in 1978 in São Miguel, is renowned for producing and distributing yogurts made with the milk and aromas of the Azores.

The first rays of sunshine come through the airplane window. The fasten seatbelt sign has been turned off, and the trolley with the meals served on board, recently adapted to fit the times and offer healthier options, moves down the aisle. Among these new items is a product that Azoreans have been eating on land for over forty years, the initial purpose of which was to introduce something healthier to the market, taking advantage of the best the islands offer.

Although yogurts are naturally part of Azoreans’ consumption habits today, this was not the case in 1978, when Yoçor was founded.

When Hugo Garcez Coelho took over management of the company, the scenario was already very different, but those first steps were always present from the beginning of his journey. “I recognize the difficulties involved in implementing something different for dairy products in the Azores and that makes me respect the brand even more. This was, from the outset, a factor that always motivated me to want to help,” he stresses.

Hugo Garcez’s entry into the company brought a new approach, placing two people not only from different generations but also with very different knowledge bases, one more theoretical and the other based on many years of practice, working towards the same goal.

“All that was really needed was to fit Yoçor’s renowned formula and quality into what the market demands at the moment,” he explains. “This is how we have continued to grow to this day.”

This ability to adapt has been a constant for the company. The most emblematic product continues to be yogurt in its most natural form and flavored with fruits from the Azores, such as pineapple, passion fruit, or blackberry. Still, the offer is increasingly diversified in order to meet consumer expectations.

Nowadays, the Yoçor name is also printed on jellies, with and without added sugars, in familiar packaging, and even in lactose-free options.



Hugo Garcez stresses that, alongside these innovations, there is always extra attention to communication. “Nowadays, this relationship with the product, its origin, is very important. You have to know how to relate to the human side and present a product that is a companion to the consumer and that they are proud to choose,” he says.

2025 will be a year of remodeling that will not be limited to a strong investment in communication: “We not only want to present a more beautiful product, but also to convey our values, taking into account the concerns of today,” he stresses, pointing to environmental issues as being at the top of the company’s list of priorities, something that will bring about changes at various levels, from the type of material used to produce the packaging to the way the products are delivered. These include investing in electric vehicles for distribution and replacing polyethylene (PE) bottles with polyethylene terephthalate (PET), a reused material.



“We’ve been raising awareness among producers and our suppliers to adopt these policies and some of them are already making the effort to achieve the goal of having 100% recycled material,” he says, adding that it’s up to the industries to set an example from an environmental point of view.
“In my opinion, it’s not just about looking good in the photo, it’s about taking responsibility and feeling good about what we do,” he says.

In addition to all these missions, Hugo Garcez confesses that he has embraced another, more emotional one. “Over the years, I’ve become more and more alone in making decisions, but today I’m bringing my family back into the business,” he says, admitting that this made him want to be part of this project from the start. “At the end of the day, these connections are an extra motivator for us to do our best,” he stresses.

Yoçor’s products are flying much higher today than in the past. However, Hugo Garcez guarantees that the company still has its feet firmly on the ground and wants to fulfill its mission to the Azoreans, who also have an emotional attachment.

“We want to continue to grow and be more present on each of the islands. We will never stop making an extra effort to make this happen,” he guarantees.

From Made in the Azores-in Açoriano Oriental, Paula Gouveira, director

Translated to English as a community outreach program from the Portuguese Beyond Borders Institute (PBBI) and the Modern and Classical Languages and Literatures Department (MCLL) as part of Bruma Publication and ADMA (Azores-Diaspora Media Alliance) at California State University, Fresno, PBBI thanks Luso Financial for sponsoring NOVIDADES.