From Brazil to Europe: the rise of iTrois Tech
Founded in 2021 by Pablo Oliveira, iTrois Tech is a Brazilian deep tech company focused on artificial intelligence, IoT and digital inclusion. The company develops technology solutions designed to make markets more intelligent, accessible and sustainable.
Its growing portfolio includes Sommie, an AI-powered virtual sommelier, Barist.Ai, a smart solution for specialty coffee businesses, and Farm Direct, a platform supporting small rural producers through traceability and direct sales.
Following the validation of its products in Brazil and participation in international events such as Viva Technology 2025 and GITEX Expand North Star 2025, the company is now accelerating its global ambitions with the launch of ITROIS TECH EU in Brussels.
Why Brussels?
For iTrois Tech, Brussels represents an ideal gateway to Europe. Beyond its role as the political capital of Europe, the city offers a multilingual and internationally connected tech ecosystem, making it an attractive environment for innovative companies looking to scale internationally.
The company sees Brussels as a strategic location to test, refine and commercialize its AI and IoT solutions across European markets. Its strong digital infrastructure, access to decision-makers and proximity to innovation networks were key factors in the decision to establish a European base in the Belgian capital.
iTrois also highlights the importance of the local Digitech ecosystem, including the software.brussels cluster supported by hub.brussels, which connects technology companies, partners and innovation stakeholders across the region.
Technology supporting Economic Transition
Sustainability and economic transition are central to iTrois Tech’s vision. The company believes artificial intelligence can play a major role in reducing waste, improving operational efficiency and democratizing access to knowledge.
Barist.Ai, for example, combines IoT and AI to monitor coffee extraction quality in real time, helping specialty coffee businesses improve consistency while reducing waste. Farm Direct focuses on productive inclusion by helping small producers and cooperatives access digital tools, traceability systems and direct-to-consumer commerce opportunities.
Rather than developing generic AI tools, iTrois focuses on domain-specific intelligence tailored to industries where expertise, quality and contextual recommendations matter.
Selected for the My Welcome Package Premium
iTrois Tech was selected for the My Welcome Package Premium, a program led by hub.brussels designed to attract innovative international companies to Brussels. The selection was officially announced during a ceremony held on 5 February 2026 at the Belgian consular residence in São Paulo, bringing together representatives from the Belgian ecosystem, hub.brussels, Intrust Associates and iTrois.
For the company, receiving the package represents more than institutional support. It is seen as an international validation of its technology, business model and ability to contribute to the Brussels innovation ecosystem. The program also marks the official beginning of ITROIS TECH EU as the company’s European headquarters.
A strategic partnership with hub.brussels
To support its European expansion, iTrois Tech joined the My Welcome Package Premium program offered by hub.brussels. The initiative provides international companies with practical support for setting up operations in Brussels, including office space, expert guidance, networking opportunities and business development assistance.
For iTrois, this support has been instrumental in navigating the European market and building connections within the Brussels innovation ecosystem. The company particularly values services that help reduce the friction of internationalization, including local business support, partner introductions and access to Brussels’ innovation ecosystem.
What’s next for ITROIS TECH EU?
The next step for iTrois Tech is to further structure its European operations in Brussels and use the city as a launchpad for expansion across Europe. This includes activating local partnerships, developing pilot projects and creating commercial opportunities for Sommie and Barist.Ai within the European hospitality, foodtech and beverage sectors.
The company also plans to localize its products and strengthen collaborations with restaurants, wine businesses and specialty coffee operators. Brussels will serve not only as a commercial hub, but also as a learning environment where iTrois can refine its solutions according to Europe’s high standards in sustainability, privacy, consumer experience and operational excellence.
Advice for other international companies
According to Pablo Oliveira, successful internationalization requires more than simply opening a new office abroad. Companies should approach expansion as a strategic transformation process built on collaboration, adaptability and local integration.
He encourages foreign companies to arrive with a clear value proposition while remaining open to learning from the local ecosystem. Organizations such as hub.brussels can play a key role in helping international businesses build the right connections and navigate the Brussels market effectively.
“Brussels Is the ideal gateway”
“We chose Brussels because it is the most strategic gateway for ITROIS TECH EU: international, multilingual, close to Europe’s main markets and deeply connected to innovation. With the support of hub.brussels, Brussels gives us the ideal environment to validate, refine and scale Brazilian deep tech solutions for the European market.”
