São Paulo – The trade show Anuga Select Brazil opened up new spaces in Brazilian retail for Arab brands exhibiting their products at a pavilion organized by the Arab-Brazilian Chamber of Commerce. Some obtained a range of new contacts and potential future sales, while others came out with actual deals closed, according to conversations this Thursday (9), the event’s final day.
The Arab Chamber pavilion featured 11 brands from Lebanon, Tunisia, Saudi Arabia, Egypt, and the United Arab Emirates. Sahtayn Foods, focused on bringing Lebanese food to Brazil, found new clients and got orders during the show, according to the sales consultant Najwa Fayez Abou Sleiman. The company supplies branded ready-to-eat products to retailers.
Tunisia’s Riviere d’Or olive oil brand secured new placements in Brazilian retail. According to Khalid Ombada, the owner of Zarif Comex Import e Export, which carries Riviere d’Or in Brazil, deals were reached at Anuga with two supermarkets in Paraná, and negotiations are underway with supermarkets in the state of São Paulo. Additionally, Zarif is set to receive product in Brazil in the next few days to supply El Haji Beef butcher shops.
The Brazilian fruits and vegetables company Dois Cunhados Hortifruti, which showcased Freakin Awesome dates from the United Arab Emirates at the trade show, got ahold of good contacts at the show and is conducting sale talks as a result of being an exhibitor, according to Dois Cunhados Hortifruti Processes coordinator Alice Almeida. Siafa International Sales vice president Mario Moreira says he obtained multiple contacts at Anuga and expects to close deals in the short term. He also says that the trade show played an important role in publicizing the brand and the company. Siafa is a Saudi Arabian date producing and distributing company.
Arab Chamber International Relations vice president and secretary-general Mohamad Orra Mourad asserts that the participation in Anuga was very successful in many respects. “First off, we were able to secure a privileged space right at the entrance to the exhibition center. This really helped the exhibitors that joined us because it gave them a lot of visibility,” says Mourad.
“Our participation was successful as it relates to diversification in terms of countries and products. This year, we managed to bring companies from five countries: Lebanon, Tunisia, Egypt, Saudi Arabia, and the UAE,” said Mourad, adding that featured products included dates, sweets, olive oil, canned foods, grains, drinks, legumes, vegetables, and frozen fruits.
After attending Anuga on the first and second days, the secretary-general highlighted the strong turnout and the level of fairgoers. “I got the sense that not only did we have more people walking the aisles, but that they were high-level professionals looking for deals, looking for opportunities, looking to broaden their range of suppliers,” he said.
Besides Mourad, Arab Chamber executives attending the trade show included president William Adib Dib Junior, directors Alessandra Frisso and Suzana Chohfi and the former president Rubens Hannun. Anuga was held at Distrito Anhembi in São Paulo from Tuesday (7) to Thursday (9), organized by Koelnmesse.
*Translated by Gabriel Pomerancblum
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