From local enterprise to regional impact

Villaizan Helados Artesanales is a vibrant family-owned business based in Tarapoto, northern Peru, founded in 2015 by Fernando and Andrea Villaizan. Their vision is simple yet powerful: to bring naturally flavoured, handcrafted ice pops to Peruvians using locally sourced ingredients from the Amazon region. With a commitment to quality, sustainability, and the community , Villaizan has grown into a well-known brand with aspirations to become a national leader in artisanal ice cream production.

Villaizan operates within a broader ecosystem of local farmers and partners, creating a network rooted in trust and mutual growth. The company is more than just an ice cream producer; it is a catalyst for regional development and a symbol of innovation tied to tradition.

Seeking expertise to unlock potential
Despite their popularity and the high demand for their Amazon fruit-based popsicles across more than 300 distribution points, the Villaizans faced significant financial constraints. As a small business with seasonal handcrafted peaks and troughs, they struggled to maintain operations year-round. Cash flow issues, a lack of financial planning tools, and high-interest debt further limited their ability to expand.

With ambitions to double production from 500,000 to 1 million ice pops, the company approached PUM to collaborate and gain expert advice. Their request was clear: there was a need to improve working capital, manage cash flow more effectively, restructure existing debt, and provide a clear valuation of the business to explore funding opportunities through partial sale or investment.

A structured path for further growth
The collaboration with PUM expert Peter van den Bergh began with a virtual introduction involving Fernando Villaizan and Eduardo Huiman, PUM’s representative in Lima. Initial business data was analysed in advance, laying the groundwork for a detailed in-person assessment in Tarapoto. Peter spent the first days reviewing operations end-to-end, from sourcing raw materials to managing sales channels. Discussions with staff revealed a need for structured financial insight, as the company lacked tools such as key performance indicators and long-term planning. A comprehensive five-year strategy was developed, with department-specific action plans and a professional presentation aimed at potential investors and financial institutions. Local advisors also contributed their expertise, while the entrepreneur leveraged the momentum to produce a company video to boost branding and investor appeal. Peter also introduced Fernando and his team to the potential of artificial intelligence in business operations, sparking new ideas for efficiency and innovation. Peter adds: “During the two weeks I spend in Peru, I developed a special bond with Fernando Villaizan, his family, and the dedicated team at the company. Thank you for your trust, together we achieved more than we wished for!”

Strengthening the community
The impact of this collaboration goes beyond financial restructuring. Villaizan’s growth directly benefits local farmers who supply Amazonian fruit, fostering a resilient and sustainable supply chain. By promoting rainforest preservation and valuing biodiversity, the company links its commercial success with caring for the environment. Moreover, with the projected doubling of production, job opportunities, especially for women and youth, are expected to increase, offering stable employment in a region where economic prospects can be limited.

The business is now far better equipped to attract funding, manage seasonal fluctuations, and scale sustainably. These advances not only stabilise Villaizan’s operations but also reinforce a positive economic ripple effect throughout the community.

Fernando Villaizan

CEO of Villaizan

“The PUM project gave us clear insight into our financial challenges and helped us develop a plan to improve profitability and organisation. I’m grateful for Peter’s professionalism, dedication, and ability to connect with our team. We hope to continue working together, especially in marketing and production.”