Gustavo Nader is the founder of Aterra Studio and co-founder of AMAZ, a functional beverage brand that reached Whole Foods, Erewhon and Sprouts and was named an Expo West Top 5 pick. He builds U.S. market-entry and go-to-market strategy for CPG brands, and created Gravity, the decision intelligence system Aterra runs on.
Why an operator rather than a consultancy?
Because the decisions that determine whether a CPG brand survives — which SKU leads, what the claim can say, whether the margin survives a distributor — are not analytically difficult. They are difficult because they are made early, with incomplete information, and they are expensive to reverse. Having made them with your own money changes what you notice.
Gustavo Nader is the founder of Aterra Studio and co-founder of AMAZ, a functional beverage brand built on Amazonian ingredients and a regenerative sourcing model. AMAZ reached distribution in Whole Foods, Erewhon and Sprouts, and was named an Expo West Top 5 pick.
The work that became Aterra started as a problem he had as an operator. Bringing a brand from Brazil into U.S. natural retail meant making a sequence of expensive, hard-to-reverse decisions — which SKU leads, what the claim can say, which distributor, what the shelf price has to be — mostly without evidence. The research that would have answered those questions cost more than the decisions themselves were worth at that stage.
So he built the read he had needed. Gravity reads nine public evidence streams — more than 21,000 classified U.S. market signals — and returns a scored diagnosis on a CPG concept in minutes, at a price a founder can absorb before committing capital.
Aterra is the advisory practice around it: U.S. market-entry architecture and go-to-market strategy for CPG brands, delivered by the operator rather than delegated. He also writes the Gravity Journal and the Gravity Letter, a biweekly briefing built from the same signal base.
He works in functional food, beverage, supplement and wellness, and natural personal care — the categories the experience actually comes from. He is Brazilian, and made the international-to-U.S. crossing himself, which is why that case gets its own practice.
The founder of Aterra Studio, a U.S. market architecture firm for CPG brands, and co-founder of AMAZ, a functional beverage brand distributed through Whole Foods, Erewhon and Sprouts. He built Gravity, the decision intelligence system behind Aterra's work.
Ten years inside the U.S. CPG market, spanning sourcing and formulation, regenerative supply chains in the Amazon, natural retail distribution, broker and distributor negotiation, DTC, and investor readiness — as an operator building a brand, not as an adviser to one.
A functional beverage brand co-founded by Gustavo Nader, built on Amazonian ingredients with a regenerative sourcing model. It reached distribution in Whole Foods, Erewhon and Sprouts and was named an Expo West Top 5 pick.
The decision intelligence system Gustavo built at Aterra. It reads nine public evidence streams — over 21,000 classified U.S. market signals — and returns scored diagnostics on CPG concepts. It exists because the read he needed as a founder did not.
U.S. market entry and go-to-market strategy for CPG brands through Aterra, and the continued development of the Gravity system. He also writes the Gravity Journal and a biweekly market briefing, the Gravity Letter.
Yes — on U.S. market entry for international CPG brands, regenerative sourcing as commercial architecture, and reading market signal as an operator. Enquiries go through the contact form.
Written and maintained by Gustavo Nader, founder of Aterra Studio and co-founder of AMAZ.
Published 2026-08-05 · Last reviewed 2026-08-05 · Gravity methodology · Contact