Aterra Market Architecture Partner

U.S. market architecture for CPG founders and growth-stage brands.

Evidence-led guidance on what to launch, how to enter the U.S., what proof to build, and when expansion has been earned.

Built from ten years inside the real U.S. CPG market — from sourcing and formulation to retail, brokers, and founder-level execution.

Run a Gravity Scan → Discuss U.S. Market Entry
Market Architecture · Proof · Execution gravity.aterrastudio.co
Consumer moment inside the U.S. natural products market.
From source to shelf

Premium natural retail — where products earn their place.

Gravity is the front door. Aterra is the house. Regeneration is the foundation.

Market Intelligence Operator Execution Regenerative Architecture

The strongest brands do not move from idea to scale in one jump. They earn the right to move through each stage.

Stage 01

Gravity Scan

The first read. Evaluate commercial coherence before money moves.

Stage 02

Gravity Map

The strategic foundation. Six U.S. market-entry recommendations, in 45 days.

Stage 03

Gravity Matrix

The signal engine. Early market activity becomes decision signals.

Stage 04

Gravity Gates

Earned expansion — what the brand has earned the right to do next.

For brands with a genuine regenerative sourcing story, the method goes further — upstream architecture that turns sourcing depth into durable competitive advantage.

Every stage is earned. Spend follows validation. Validation follows intelligence. Intelligence is Gravity.

See the Gravity System → Contact Aterra
Where Brands Get Stuck

We've lived these challenges.

We built a framework to close the gaps that hold great products back from scaling.

AMAZ full-cooler placement at Erewhon — the shelf every brand fights for. Erewhon Market · The shelf is earned
01

Positioning Gaps

  • Claims miss consumer pain points.
  • Story feels generic.
  • Premium price isn't justified.
02

Product & Conversion Gaps

  • Product works — but isn't craveable.
  • Trial doesn't convert to repeat purchase.
03

Channel & Value Gaps

  • Wrong channel or pack for how buyers shop.
  • Value and price misaligned.
  • Innovation off-context — great idea, wrong timing or fit.

Gravity brings these gaps into view. Aterra helps close them in the right sequence.

Gravity System The Gravity System

A proprietary decision system inside Aterra.

Four stages that turn fragmented market evidence into readings, recommendations, and guidance — from the first concept read to earned expansion.

01 Stage One · Gravity Scan

The first read.

Evaluates a concept against real category evidence before money moves — scored, sourced, and built to inform product, launch, capital, and repositioning moves.

The readingIs this concept commercially coherent?

You receiveA scored diagnostic brief with a clear recommendation

EngagementInstant or reviewed

02 Stage Two · Gravity Map

The strategic foundation.

Six market-entry recommendations that shape the next stage: hero SKU, U.S. value proposition, proof architecture, unit economics, execution design, and risk map.

The readingHow should this brand enter the U.S.?

You receiveA market-entry blueprint with six recommendations

Engagement45-day project · Aterra-led

03 Stage Three · Gravity Matrix

The signal engine.

Early market activity — organized into one operating matrix. Each signal sharpens the next recommendation.

The readingWhat proof is the market giving back?

You receiveA maintained evidence base that organizes market signals and guides the next recommendation

Engagement3–6 months · live execution

04 Stage Four · Gravity Gates

System-earned growth.

Five thresholds that show when expansion is structurally ready. For regenerative brands, the upstream architecture established during Gravity Map is evaluated alongside the commercial evidence at each gate.

The readingHas expansion been earned?

You receiveAn expansion-readiness review, gate by gate

EngagementMilestone reviews · when earned

Gravity brief — scored product-market intelligence on iPad.
Start Here · Gravity Scan

Need an objective read on a concept?

Scored, evidence-based product-market intelligence — the lowest-friction way to put Gravity to work on your brand.

Run a Gravity Scan → gravity.aterrastudio.co · scope, pricing & intake

Not ready for a Scan? Ask Gravity a question — first question free, no account required →

Who This Is For

The right read at the right moment.

01 · Concept Stage

CPG founders at concept stage.

You have a direction — a category, an occasion, a format, a claims territory. Gravity Scan gives you a hard read before major commitments and growth decisions.

02 · U.S. Market Entry

Founders preparing for U.S. market entry.

An existing product with traction. You need to know whether the positioning, format, and claims logic translate before you commit to a launch or an import run.

03 · Next Move

Brands looking for their next move.

Existing product, shifting category, or a line that has not fully landed. Gravity surfaces whitespace, line extension opportunities, and repositioning signals from real market context.

04 · Pre-Capital Diligence

Investors and operators running pre-capital diligence.

Independent product diligence — scored and evidence-based — before capital is committed. See the Reviewed Gravity Brief.

From the Field

What working with Aterra looks like.

Structure, sharper positioning, and a clearer path — from a founder who used the work at a real inflection point.

Sloane Stephens with Quantum Energy Squares product. Quantum Energy Squares · Brand Partner

Gustavo helped us bring clarity and structure at a key point in our journey. His guidance across go-to-market, packaging, and messaging helped us tighten our positioning and move faster, supporting our expansion into national distribution and continued sales growth.

Daniel Medvene CEO & Co-Founder · Quantum Energy Squares

See how Gravity reads a concept — sample brief →

Awards & Recognition

Recognition earned through real market execution.

Competition results and editorial recognition from a decade of U.S. market execution.

2022

Top 5 Brand & Top Beverage · Natural Products Expo West Pitch Slam

AMAZ placed top five across all brands — the top beverage — at the industry's largest competition (3,000+ exhibitors, 60,000 attendees).

New Hope Network
2024

Top 10 Organic Products · Natural Products Expo West

Selected by Max Goldberg for aligning mission, sourcing, nutrition, and taste in one functional beverage line.

Organic Insider
2017

Top 10 Most Innovative & Scalable New Beverage Brands

Recognized before the product had launched — on the strength of the concept and category positioning alone.

BevNET
Direct operating experience across leading U.S. natural retail and distribution
Whole Foods Market, Erewhon, Gelson's, Lazy Acres, Bristol Farms, Sprouts Farmers Market Gopuff, Faire, Amazon, KeHE, UNFI

Where the work shows up — at shelf, on stage, in market.

U.S. CPG Field Documentation · 2017–2026
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The Regenerative Layer

Regenerative sourcing as commercial architecture.

Traceability, supply-chain economics, retailer credibility, and defensible origin — designed into the product and market-entry strategy from the beginning.

Regenerative agroforestry field visit in the Brazilian Amazon — connecting supply chains to global market execution.
RECA Agroforestry Project · Acre, Brazil · Standing-forest sourcing

Regeneration is not a values statement. It is business architecture — and it matters commercially when sourcing logic, product logic, and market strategy support each other.

For the right brands, regenerative architecture can deepen consumer loyalty, strengthen retailer credibility, support premium pricing, and create a more defensible origin story.

I co-founded AMAZ on direct sourcing relationships from standing-forest communities in the Amazon. That experience — building supply chains with ecological accountability, navigating U.S. market entry with traceable origin as a product asset, and connecting Amazonian biodiversity to retail shelf positioning — informs the Aterra method.

For brands at the intersection of genuine regenerative sourcing and U.S. market entry, Aterra can embed upstream architecture from formulation forward: supply chain traceability that earns retailer trust, standing-forest economics that support margin logic, and origin narratives grounded in ecological reality that conventional competitors cannot easily replicate.

For qualifying brands, regenerative architecture enters the conversation at the Gravity Map stage — not as a final storytelling layer.

Supporting market signals.

External Research
"Amazon sales data reveals that adding a sustainability label to a product increased consumer demand by 14% even if consumers were not actively looking for sustainable options."
— Harvard Business Review · June 2025
35%
of U.S. consumers are willing to pay more for environmentally responsible products.
34%
higher repeat rate for brands with sustainability-driven products.
46%
of values-based shoppers act as organic "super ambassadors" for regenerative brands.
2.3×
faster reported growth — sustainable products outpacing conventional brands.
24%
market share for sustainable products — up 2.6 pts YoY despite continued inflation.
Sources · NYU Stern 2024 · NielsenIQ Wellness 2025 · Regenified 2024 · Mintel 2025 · Circana 2024

Regeneration gives brands a premium edge — lowering acquisition friction, deepening consumer loyalty, and creating differentiation grounded in ecosystem and community impact.

Gustavo Nader — founder, Aterra Studio Gustavo Nader · Founder
Leadership & Strategic Direction

Operator experience behind the method.

Ten years inside the real U.S. CPG market — formulation, sourcing, retail, broker conversations, U.S. market entry, and founder-level execution from source to shelf.

Co-founder and CEO of AMAZ, an Amazonian superfood brand built on direct sourcing relationships from standing-forest communities. One of the few brands to connect direct Amazonian sourcing relationships with U.S. retail distribution.

Founder of Aterra Studio. The method behind Aterra was shaped by operating through the real constraints that determine whether a product earns its place in the market — and how strong products create the conditions to scale.

The Gravity Letter

Biweekly CPG intelligence, with sources. Free.

Rising and falling claims, format whitespace, and market moves — from 13,000+ structured market-evidence records.

Read past issues →

Get in Touch

Start a conversation.

Tell us about your brand or where you are in your journey. We respond within 2 business days.

weare@aterrastudio.co · 2 business day response