Prime Energy, an energy trading company and the exclusive provider of Shell Energy solutions for business consumers in Brazil, announces the expansion of its office in Juiz de Fora, in the Zona da Mata region of Minas Gerais. This initiative accompanies the company’s growth and the increasing demand for energy solutions, especially in light of the opening of the Free Energy Market to smaller consumers and the advancement of renewable energy sources. 

Juiz de Fora has become one of the main business development hubs in Minas Gerais. Between 2021 and 2024, more than 52,000 new companies were established in the city, with investments exceeding BRL 1 billion in share capital, according to data from the Commercial Registry of the State of Minas Gerais (Jucemg). In addition, the state plays a strategic role in the country’s energy transition. Leading the migration to the free energy market, the Southeast region as a whole accounts for 50% of new consumers, according to the Electric Energy Commercialization Chamber (CCEE). Nationally, the state ranks fifth, with 1,749 migrations recorded. 

With the growing interest in renewable sources—especially among smaller consumers with demand up to 500 kW—Minas Gerais also stands out in solar energy generation, alternating leadership in the segment with São Paulo. Over the past five years, the state has attracted approximately BRL 80.6 billion in announced investments in the sector, according to the State Department of Economic Development (Sede). 

“We believe in the potential of Juiz de Fora as one of the main hubs for our operations. The city is strategic and has a strong local economy. We see great opportunities there for the development of the entire sector,” says Mateus Tolentino, interim CEO of Prime Energy. 

The decision to expand operations in the city reinforces Prime Energy’s commitment to the development of the energy sector in Minas Gerais. In 2022, the company acquired Arion, expanding its portfolio. Since then, the integration has directly contributed to strengthening local operations and boosting the region’s economy. 

To view available job openings at the company, simply access the link. 

About Prime Energy: 

Prime Energy provides a range of Shell Energy solutions for business energy consumers in Brazil. With over 10 years of market experience, the company specializes in energy-saving alternatives, offering energy efficiency projects and supply from renewable sources. Whether in high, medium, or low voltage, Prime Energy anticipates trends to deliver real savings with the transparency customers know and expect from Shell Energy.