São Paulo – The next trade fair for the supermarket industry in Brazil, Apas 2009, scheduled to take place from May 18th to 21st in the city of São Paulo, is going to count on the presence of exhibitors and importers from the Arab world. The Arab Brazilian Chamber of Commerce is going to have a stand at the fair, with the presence of companies from Arab countries. Business roundtables with importers from the region will also be held at the stand. Brazilian companies interested may enrol with the Marketing Department at the organisation (view contacts below).
The roundtables are part of the Flavours from Brazil project, carried out by the Brazilian Export and Investment Promotion Agency (Apex) in partnership with the Arab Brazilian Chamber. The project aims to promote Brazilian food abroad and already had its first phase this year in Dubai, in the United Arab Emirates. The Apex will have a stand turned to the project at the fair. The site is going to simulate a point of sale, with shelves showcasing foodstuffs manufactured in Brazil.
Jeanny Hartley, in charge of Apas International, an area for international exhibitors that was created for this edition of the fair, asserts that the Arab food market holds considerable potential to be tapped by Brazilian companies. "Proof of that is the relevance of the Arab colony in Brazil and the surprising level of development of some Arab countries," says Hartley. According to her, the organisers of the fair take "great pride" in having the Arab Brazilian Chamber participate in the Apas.
According to information supplied by the Marketing Department at the Arab Brazilian Chamber, the Apas should count on the participation of 10 to 14 Arab businessmen, among exhibitors and importers. Most are in the supermarket industry. The business roundtables should be attended by companies that were part of the Flavours from Brazil project in the United Arab Emirates, but new companies may also enrol to showcase their products. “The aim is to provide continuity to relations between Brazilian companies and Arab buyers,” says the manager of the Flavours from Brazil project at Apex, Vinícius Estrela.
At the stand, which is going to simulate a point of sale, however, only products by Brazilian companies that are part of the project will be on display. The Flavours from Brazil project was promoted in Dubai little before the Gulfood, a trade fair for the foodstuff industry held in the emirate in February. At the occasion, in a hotel in the city, a site was put together simulating a point of sale with Brazilian food. There was a dinner with sampling of products and business roundtables between Arabs and Brazilian food suppliers, among other actions.
The event in Dubai was the first action in the project, but the Apex is also going to promote it in other countries, according to Estrela. The companies in Flavours from Brazil were selected by Apex, with validation from sectoral associations and organisations. The criteria for selection required for companies to be exporters and have brand positioning, i.e., selling their own brands. “The goal is to place Brazilian brands in strategic markets, with products that have quality and diversity,” explains Estrela.
At the fair
In the Apas, the Flavours from Brazil and Arab Brazilian Chamber stands will be located in the international area. The premises will count on the presence of exhibitors from Latin America, Europe and the Middle East, according to Jeanny. The Arab Brazilian Chamber stand will also feature screenings of videos and catalogues of the services that the organisation supplies, and information will be provided on business opportunities between Arabs and Brazilians. The stand of the organisation at the Apas is going to cover an area of 55 square metres.
The fair should have 400 exhibitors of products, equipment and services for supermarkets. Organisers are expecting the fair to generate a turnover of 4 billion reals (US$ 1.8 billion) in business deals and receive 70,000 visitors. A congress will be held during the fair under the theme “People for people – New competences for serving consumers.” Over 70 lectures will be given by specialists, researchers and executives from large companies in the industry. The Apas is organised by the São Paulo Supermarkets Association.
Service
Apas 2009
Date: May 18th to 21st, from 08:30 am to 04:00 pm
Place: Expo Center Norte, José Bernardo Pinto street, 333, Vila Guilherme, São Paulo
Information: www.portalapas.org.br
Flavours from Brazil
For business roundtables with the Arabs
Enrolments: www.ccab.org.br/sistema
Information: Marketing Department at the Arab Brazilian Chamber, telephone (+55 11) 3283-4066, extension 4092
*Translated by Gabriel Pomerancblum
