Cairo – The Brazil pavilion at Food Africa, a trade show specializing in the food sector, saw significant demand for exhibiting companies producing coffee, beef, chicken, confectionery, and products for supermarkets. The show took place in Cairo from December 5 to 7.
Speaking with ANBA at the show, Cesar Simas Teles, agricultural attaché at the Brazilian Embassy to Cairo, said Brazil participated in Food Africa for the first time. According to him, the high demand favors plans to increase the number of companies participating in the subsequent editions.
He explained the Brazilian pavilion had seven companies from different sectors, including three beef and poultry, two coffee beans and industrialized coffee companies, one specializing in confectionery products, and another in supermarket products. The Brazilian Beef Exporters Association (ABIEC) also joined the initiative.
Teles pointed out the show is of great importance for Brazilian companies as Egypt is one of Brazil’s main trade partners. He added it is the gateway to other African markets, which present promising prospects. According to the attaché, the Brazilian embassy to Cairo, by inviting a more significant number of Brazilian companies to participate in the following editions of the show, seeks to introduce, in the Egyptian and African markets, typical Brazilian products offered by the country’s food industry.
Rada Saleh, chairman of the Board of Directors of Ramax Trading, one of the companies that participated in Food Africa at the Brazil pavilion, said he made sure to participate to benefit from the significant number of visitors to the event. He pointed out the Brazil pavilion stood out at the show and received many visitors.
According to Saleh, the event is an excellent opportunity to hold meetings with customers, not only from Egypt but the entire Arab League and Africa, presenting to these markets typical Brazilian products in beef, poultry, and other characteristic Brazilian segments.
Saleh explained the Egyptian market accounts for 20% of the company’s yearly sales; however, the depreciation crisis in the country’s currency (the Egyptian pound) led to a relatively low volume of transactions. Still, he believes sales could return to previous levels next year when the country’s exchange rate is expected to stabilize.
According to the businessman, the Egyptian market is crucial for Brazil, and no Brazilian company operating in the meat sector is not interested in it. He recalls the Egyptian market covers a population of over 100 million consumers, and Egypt is the main gateway for Brazilian products to countries on the African continent.
Dalia Kabil, executive director of Concept Exhibitions – the company holding the Food Africa show – was delighted with the Brazilian participation in the event. Speaking to ANBA at the event, she highlighted the importance of cooperation between Egypt and Brazil, especially since both are big countries with a large number of consumers and where there are many opportunities for economic integration.
Kabil said the current edition of the Food Africa show was marked by the participation, for the first time, of 14 international pavilions, led by Brazil, Russia, Poland, Turkey, Saudi Arabia, the United Arab Emirates, France, and Germany. Around 730 exhibitors from 31 other countries also participated in the event. According to the executive, this year’s edition had the most significant number of international buyers – 500 – carefully selected and with the potential to close deals effectively.
She explained this year’s event included four side exhibitions, with Food Africa being the main one, accompanied by Sea Food Africa, Fresh Africa, Dates Africa, and the International Exhibition for Processing & Packaging.
The Brazil pavilion was organized by the country’s Ministry of Agriculture, Livestock, and Food Supply (MAPA) in partnership with the Ministry of Foreign Affairs (MRE) and support from the Brazilian Trade and Investment Promotion Agency (ApexBrasil).
Translated by Elúsio Brasileiro
