Brazil Food's launch in Goiânia(/ɡɔɪˈɑːniə/ goy-AH-nee-ə) represents a significant milestone for IBG. This dynamic city, a strategic choice due to its vibrant characteristics, is the second largest in Brazil's Central-West Region and the 10th largest nationally. With a population exceeding 1.5 million, Goiânia stands as a vital economic center renowned for its industry, medicine, fashion, agriculture and country music! Conveniently located about 200 km from Brasília, the nation's capital, it also boasts extensive green spaces, second only to Edmonton, Canada, worldwide.

Goiânia's population is culturally diverse, featuring people from various parts of Brazil and immigrants, contributing to its rich tapestry evident in its festivals, music, food, and everyday life.

• Goiânia's culinary landscape showcases the diverse flavors of Goiás state and broader Brazilian cuisine.

• Local specialties include empadão goiano (a savory pie), pamonha (a sweet or savory corn-based treat), and Arroz com Pequi (rice with a spicy fruit).

Goiânia's rich culinary scene and economic importance make it an ideal location to launch 99Food. Its culinary offerings feature regional Goiás flavors, especially barbecue and traditional dishes. Economically, it plays a pivotal role in Brazil's midwestern region, serving as a central hub for agriculture, commerce, and industry.