São Paulo – Dates from Palestine, sardines from Morocco, spices and teas from Egypt, energy drinks from Dubai. These and other items are on display in the 2nd Anufood Brazil, a food and beverage industry show running from this Monday (9) to March 11 at São Paulo Expo, São Paulo.
Khader Zawahrah, the owner of Al-Rwad Company, which sells Medjool-type dates from Palestine, is at the trade show for the second time. During last year’s edition he managed to crack open the Brazilian market. “After Anufood [2019], I reached a deal with a company in São Paulo and I sold them six containers’ worth of product. This year I intend to double that amount,” Zawahrah told ANBA. The dates ship out from ports in Israel or Jordan and into the Port of Santos, in São Paulo.
The King Pelagique Group is a Moroccan fish company based in the southwestern city of Dakhla, in the Western Sahara area. Sales rep Hassane Aferyad told ANBA that this is the company’s first time in a trade show in Brazil. “Some 50% of fish exports from Morocco come to Brazil. It’s sardines that get canned by companies like Gomes da Costa and Camil [under the Coqueiro brand],” said Aferyad.
King Pelagique exports frozen sardines and ready-to-eat goods like breaded fish. “We already export minor amounts to Brazil, but last year we didn’t because it wasn’t financially worthwhile. This year we have more fish, so we’re looking to get back on this market. It’s one of our goals,” he said. According to him, the biggest markets for the company are South Africa, Europe and Asia.
Marjoram, thyme, cilantro, hibiscus, oregano, mint, star anise and chamomile are some of the herbs on sale from Royal Herbs, an Egyptian company featured at Anufood for the first time and looking to break into the market. The company sells herbs and spices in bulk and tea in single bags.
The company is also willing to customize its tea for private label clients such as supermarket chains. “Our company does the whole process, from the farming and growing to the storage and the export,” client relations manager Ahmed Sherbiny told ANBA. Royal Herbs ships product to countries including Germany, Japan, England, Saudi Arabia, Kuwait, Uganda, Lebanon, United States, Canada and Australia.
Another company with Arab DNA at the expo is Alyah Sweets. Established by Lebanese people in Brazil, the three-month-old concern is based in São Paulo’s Indianópolis neighborhood. It carries typical Lebanese sweets – puff pastry stuffed with Damascus, nuts and pistachio.
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Dubai Chamber and Dubai Exports
Joining an event in Brazil with its own stand for the first time, Dubai Exports partnered up with the Dubai Chamber to bring in five companies from the emirate. “This is Dubai Exports’ first time at Anufood, and it’s also our first time in this important partnership with the Dubai Chamber. The companies as a whole are here because they’re really interested in the Brazilian market, and they’re confident that they’ll see deals during this edition of Anufood,” said Dubai Exports’ export services department specialist Zilda Rosa.
Dubai Exports and the Dubai Chamber brought in Dubai Star Food, for energy drinks; Palletco, for plastic solutions for the food industry; The Corporate Group, a business facilitator; Emirates airline; and Al Foah, for dates and date products.
Palletco sells its industrial packaging solutions to countries in Africa, its primary market, as well as to Germany, Spain and Portugal. Now, it has its sights on Brazil. Products on offer include 20-liter water gallon racks, plastic pallets and plastic crates. “For a question of hygiene, carrying and storing food products in plastic is a good solution,” said business development manager Ajmal Wahab.
The marketing manager for the Dubai Star Food group’s Dubai Energy Drink is Ali Awada. This is his first time in Brazil. The year-and-a-half old company is finalizing export contracts in several countries, in the wake of going to Dubai’s Gulfood show last February.
“What sets us apart is flavor and pricing. Our strategy is to offer a price that’s 30% lower than the other brands on the market,” said Awada. Gulfood was the first export-oriented event for the brand. The sugar-free version of the product is sweetened using Stevia, which he said is another unique feature.
The Dubai Chamber had an institutional stand at Anufood Brazil last year. “Our organizations work together and in sync. This is an unprecedented partnership. The date company Al Foah is here with us for the second time, and now we’re also adding açaí with dates from Royal Queen Açaí,” said Dubai Chamber São Paulo office chief João Paulo Paixão.
Arab Brazilian Chamber
With a stand at the entrance to the show, the Arab Brazilian Chamber of Commerce is here for the second time. “This is a major fair for the food and beverage market in Brazil and the Arab countries. Brazil is the leading food and beverage supplier to Arab countries, and Arab countries are the second-biggest destination for food and beverage exports from Brazil. By joining trade shows and events such as this one, the Arab Chamber helps foster deals and investment between the countries. We already have a strong relationship with complementary economies, and we intend to keep on growing,” said the Chamber’s marketing and strategy director Janine Bezerra de Menezes.
Also present at the Arab Chamber stand were director William Atui, institutional relations manager Fernanda Baltazar, sales executive Hanz Lazarte, Arab relationship executve Amr Ghorab and international business analyst Thiago Dias.
Opening
The opening ceremony for Anufood 2020 featured Koelnmesse global CEO Gerald Böse; authorities including Fernando Schwanke, secretary of Family Farming and Cooperatives at the Brazilian Ministry of Agriculture; Gustavo Ene, secretary of Development, Industry, Trade, Services and Innovation at the Brazilian Ministry of Economia; Edervaldo Teixeira, the Corporate Management director with Apex-Brasil; Patricia Ellen, secretary of Economic Development of the State of São Paulo; Gustavo Junqueira, secretary of Agriculture and Supply of the State of São Paulo; and businesspeople and private sector delegates including João Dornellas, executive chairman of the Brazilian Food Industry Association (Abia); Alexandre Kruel Jobim, chairman of the Brazilian Soft Drink and Non-Alcoholic Beverage Industry (ABIR), and others.
Böse said that as far as Koelnmesse is concerned, São Paulo is the business heart of Brazil, and the ideal place for the food industry in Latin America and the world over to make deals in the region. Koelnmesse is the organizer of Anufood. “This year, we are happy to see significant growth in our show, with 200 exhibiting companies from 24 different countries,” he said. Koelnmesse Brazil director general Cassiano Facchinetti, who also attended the opening, said 10,000 visitors are expected during the three-day show.
Translated by Gabriel Pomerancblum
