São Paulo – Seeking opportunities in the Arab countries, the largest Brazilian chicken import market, in late 2010, Pioneiro Alimentos obtained halal certification for its production of poultry. Since then, the company created a specific brand for export to these countries and has Iraq and Jordan as its clients. Now, the company aims to expand sales to the region.
"The Arab market provides better return, not just financial, but in partnership with clients. We offer a more elaborate product, improving the interior quality of the slaughterhouse. Halal certification came to grant us a quality seal alongside importers," said Pollyana Thibes, responsible for the Product Quality and Foreign Sales area.
Apart from halal certification, which guarantees the poultry was slaughtered according to Islamic regulation, Pioneiro adapted its brand to exports to the Middle Eastern market. The Mana Foods brand, whose products are sold abroad, became Al Mana, with special attention to the halal seal and text in Arabic on packages.
Pollyana also explains that she plans to work on promotion of the Arab countries to help make the brand better known. Activities should include advertising and participation in fairs with its own stand. "We want to develop marketing work alongside clients," she explained. Between 2008 and 2010, the company has already been present in the Gulfood, the largest food sector fair in the Middle East, to take place in Dubai, in the United Arab Emirates.
The executive did not reveal the company’s revenues, but says that, of the 220 tonnes of chicken produced a day, 10% is exported. Of this total, 2% goes to the Arab market. "The tendency is for exports to rise to 15% by the end of the year, and for the Middle East to represent 5% [of foreign sales]," she said.
Currently, the company’s main market is Japan. Curiously, exports to the Asian country are all halal. Pollyana explains that the growing number of Muslims in the Asian country has resulted in local clients calling for certification on products exported. Among the cuts of chicken that have halal certification are breasts, chicken wings, boneless drumsticks and the traditional shawarma.
Pioneiro Alimentos is headquartered in Joaquim Távora, Paraná. The company has four industrial units and employs 900 people directly and 2,500 indirectly.
Contact
Pioneiro Alimentos
Tel.: (+55 43) 3559-8081
E-mail: cial.export@manafoods.com.br
Site: www.frangospioneiro.com.br
*Translated by Mark Ament
