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Mario Coelho é a quarta geração da família no mundo do arroz, uma ligação que remonta à década de 40 do seculo XX. Gestor com uma experiência invulgar, encarou em 2011 o seu maior desafio: relançar a sua empresa após perder a marca a sua marca líder. Apesar da riqueza do curriculum, é na etapa da Novarroz que este episódio se vai centrar.

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