São Paulo – The Brazilian stand that will be a meeting spot for Arabs and Brazilians at Anuga, the biggest food and beverage exhibition in the world, is almost good to go. The Arab Brazilian Chamber of Commerce ’s space at the trade show this year is designed to be the place for Arab and Brazilian businesspeople to do business in. The event runs from Saturday (5) to Wednesday (9) in Cologne, Germany, and Brazilian food company Arbaza will be an exhibitor at the Arab Chamber stand.
This is the Arab Chamber’s first time exhibiting at Anuga. “This show has existed for over 100 years, and this year it will feature over 7,500 exhibitors. It’s a global industry show, the most important one in the world in terms of size and deals. That is why the Arab Chamber has decided to be present, in order to be this link, this meeting spot for Brazilians and Arabs who will be visiting Anuga and reaching deals there,” says Arab Chamber Marketing and Strategy director Janine Bezerra de Menezes.
The architecture of the Arab Chamber’s stand will be a reminder that this is a place for meeting up and speaking with Arabs. The organization created a space replete with arabesques, porticos and light-toned cutout wood, in keeping with the building and décor style of Arab countries. “It’s a similar project to what we did at the Apas Show,” says Arab Chamber Events coordinator Tâmara Machado, who’s already in Cologne for the fair (pictured above).
The Arab Chamber’s stand at Apas Show, a supermarket industry exhibition held last May in São Paulo, won Best International Stand in the Stand Apas Show by Popai 2019 award. With visual design by Wiyn Comunicação e Design, the area was inspired by a university in Riyadh, Saudi Arabia. “We went with the same concept. It’s as though we brought our stand here from Brazil,” explains Tâmara.
Products by Arab Chamber member food import-export company Arbaza will also be on showcase. Its international trade manager, Euclides Cezar Trevisan Pereira, explains that Arbaza has done business in the UAE, Lebanon, Egypt, Morocco, Yemen and Tunisia. Arbaza is based in Caibi, Santa Catarina, and has units in Sorriso and Canarana, Mato Grosso; Foz do Iguaçu, Paraná; and Frederico Westphalen, Rio Grande do Sul.
This will be Arbaza’s fourth time at Anuga, but the first as an exhibitor. “We’re really glad to participate along with the Arab Chamber, because we’re very much interested in increasing our stake in the Arab market,” Pereira told ANBA on his way to Germany.
Arbaza deals in items including beans, lentils, chickpeas, sesame and popcorn. A family-run business going back almost 40 years, it started out by importing pulses to sell in Brazil. some five years ago it also began exporting items produced in Brazil. “We have become one of the leading exporters of pulses in Brazil,” says Pereira.
The purpose of the Arab Brazilian Chamber in Germany is precisely to connect those looking to sell with those looking to buy. “We are really enthused. We find it very important to participate in a bid to connect Brazilians and Arabs around the world who may be at the exhibition, fostering deals and finding out more about the opportunities and possibilities between these countries,” says Janine.
The last edition of Anuga saw 165,000 fairgoers from 198 countries. This year, the fairgrounds will span 284,000 sqm. Germany is home to a 500,000-strong Arab and descendant community. It’s also a major importer of goods. Last year, it imported USD 109.4 billion from the world in products such as cheese, coffee, wine, turnip seeds and cereal-based foods. Brazil was its tenth biggest supplier, with sales amounting to USD 1.79 billion.
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Anuga
October 5-9, 2019, 10am-6pm
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Translated by Gabriel Pomerancblum
