By Dom Phillips in Belém

Nestlé’s “floating supermarket” made its maiden voyage today under scorching Amazon skies. The Terra Grande, or Big Land, is a R$1m investment by the Swiss food group designed to reach isolated riverside communities in the Amazon region.

It set off this morning from the city of Belém near the mouth of the Amazon with a complement of journalists, shelves neatly stocked and crew in immaculate whites. Painted white and blue, decorated with giant images of Nestlé products, it caused something of a commotion two hours later when it arrived in the riverside town of Barcarena. Residents were expecting its arrival: it had been announced on local radio.

The vessel is designed to enhance Nestle’s reach among the lower income consumers that make up a core part of its market. The company has been in Brazil for 89 years and products like its powdered milk are staples among Brazil’s poorer consumers. As the economy continues to grow quickly, Nestlé is hoping that rising incomes among the poor will bring its higher priced goods within their reach, too.