Diego Barreto, CEO of iFood, selected as Endeavor Entrepreneur

Endeavor Brasil announces Diego Barreto as new Entrepreneur Endeavor. CEO of iFood and Head of Prosu in Latin America, Diego is recognized for acting in the transformation of the largest delivery company in the country into an ecosystem of convenience, maintaining synergy with the regional strategy of the Dutch technology giant. 

The relationship with Endeavor precedes his journey in the company: for more than ten years he has been a mentor of the organization, and it was precisely this active engagement that made him known in the Network and connected his paths to those of Fabricio Bloisi, resulting in the invitation in 2016 to join the Movile & iFood Group before leading iFood. For Diego, mentoring has always been a channel of exchange and continuous learning, never a one-way street, consolidating a history of consistent giveback.

From an entrepreneurial family to the iFood command

Raised in a family with an entrepreneurial background, Diego Barreto built his trajectory at the intersection of finance and strategy. But it was in 2014, during an MBA abroad, that the key became: seeing technology decentralizing the means of production and changing the logic of the world, he decided that he wanted to follow this path. Starting his trajectory at iFood in the financial area, he built an internal entrepreneurial journey over the years, assuming the role of strategic VP under the leadership of Fabricio Bloisi and then as CEO, becoming one of an architect of a strategic turn that redefined the business. Today iFood 4 is responsible for 10 billion and indirect jobs RTP 141414 is responsible for 10 million indirect jobs, indirect jobs RTP 140141414.

“After 10 years working in the iFood ecosystem and undertaking madly, I received the news from Endeavor that I am now integrating a group with which I always dreamed. This achievement only increases the responsibility. First, to access everything that Endeavor offers, to be able to seek mentors, great inspirations and references for what I still need to build the world abroad. But, as important as, I have the responsibility to return to the ecosystem. To open more and more my doors & the doors of iFood and Prosus & PROsus & contribute to a better Brazil, that Endeavor is building for a long time, Diego Barca is building for a long time.

According to Fabricio Bloisi, Endeavor Entrepreneur and CEO of Prosus: “All the story of Diego with Movile is simply amazing: he entered the company amid a great crisis, with immense challenges, the moment when most people would choose to leave. His entrepreneurial resilience made him stay to the end. At iFood, Diego was decisive to preserve his entrepreneurial culture, his innovative essence, his audacious vision and his genuine commitment to customers. He not only represents the culture of iFood, he embodies it. And is undoubtedly an inspiration for everyone in the ecosystem.

In 2019, Diego participated in the decision to transform iFood into a multi-category platform, expanding beyond restaurants to market, pharmacy and pet shops.The bet consolidated iFood as a convenience player, with consistent growth in frequency of use, average ticket and revenue diversification.

Driven by the culture of the big“ ”dream, in 2025 the platform reached the mark of 180 million monthly orders, with more than 1 billion orders in 2025.

During this process, artificial intelligence was deployed massively in the operation: the company now has 190 proprietary models that use Machine Learning techniques and customize the user experience through the LCM (Large Commerce Model) model. AI acts directly as a growth engine, contributing to more than 80% of applications have some level of technological application. In parallel, the company also bet on iFood Pago, whose financial platform analyzes the operational capacity of establishments to grant credit, breaking with the traditional format of banks. Currently, the operation has already granted R$3 in credit to about 4 billion entrepreneurs.

Now, his entrepreneurial spirit inspires the repositioning of iFood as an ecosystem, expanding the impact of a company that has already become an infrastructure of the Brazilian digital economy. Throughout this journey, he has always reinforced a non-negotiable culture at iFood, based on autonomy and the owner mentality.

With a contribution that goes beyond the hours of mentoring, Diego is among the ten largest donors of Endeavor Brazil in this modality and actively participates in strategic discussions about the direction of the organization.In addition to Endeavor, he is part of the YPO and BASE.

The selection as Endeavor Entrepreneur goes through a rigorous process and validated by the local and global network of the organization, considering the leadership profile of the entrepreneur and his vision of giveback to the ecosystem, in addition to the potential for growth and exponential impact of the business.