Dubai – To promote and increase Brazilian exports in the food sector to the Arab market, the Brazilian Export and Investment Promotion Agency (Apex-Brasil) presented on Saturday (21), in Dubai, the potential of the beef sector, fruit, biscuits, coffee, sweets, organics and wine to over 100 importers in the Middle East. "Brazil is more than football, carnival and Ronaldo. We have a population of 190 million people and have many companies to supply this demand," said the manager at the Apex, Juarez Leal, at the opening of event Flavours from Brazil.
In his presentation, Leal spoke to the Arabs about the economy of Brazil, which is the tenth main economy in the world, about biodiversity, quality and sustainability of food products of the country and of the different Brazilian associations that represent each sector industry in the event. "This first contact was very important. We could show a little more of Brazil that they do not know," said to ANBA the project manager.
Brazilian retail had a turnover of US$ 80 billion last year, which represented 5.2% of the Gross Domestic Product of the country. There are over 74,000 retail shops, with supermarkets representing 91% of total sales. Among some chains mentioned at the event were Carrefour, Wall Mart and Pão de Açúcar.
According to Leal, Brazil occupies a prominent position in production and export of different products, like coffee, chicken, sugarcane and fruit juice. "We are here to promote the potential of Brazilian products, not commodities," said the manager to the Arabs. "The Flavours from Brazil event was established to present the best of Brazilian brands in the Middle East," he added.
The products most shipped to the Arab market are chicken and beef. Last year, the Middle East lead as an importer of Brazilian chicken, with purchases of 1.1 million tonnes, generating revenues of US$ 1.9 billion. According to the special advisor of the presidency of the Brazilian Poultry Exporters Association Brazilian Poultry Exporters Association (Abef), Ricardo Santin, the organisation represents 27 companies responsible for 92% of the production turned to the foreign market. In 2008, Brazilian exports of chicken generated US$ 6.9 billion and went to 150 countries. "Our objective is to increase our market share in the Middle East by 30%," said Santin.
Most of the questions by the Arabs during the opening of the event were about the meat sector. Many already import from Brazil and are concerned with the product price increases. "Our expectation is that our associates may keep prices at the same levels," stated marketing manager Monique Morata, from the Brazilian Beef Industry and Exporters Association (Abiec). Last year, Brazilian exports of the product totalled US$ 5.3 billion.
In the fruit sector, executive manager Valeska de Oliveira, of the Brazilian Fruit Institute (Ibraf), stated that over the last five years sector exports to the Middle East grew 126%. The country already exports to over 70 countries and foreign sales in 2008 generated US$ 3.1 billion. During the Ibraf presentation, businessmen asked about the transport of fruit to the region and about which are the most exported. Many were curious and said they were interested in starting to buy from Brazil, among them Thamer Group, from Saudi Arabia.
"I already import sugar, chicken, beef, coffee and textiles from Brazil and would also like to buy fruit," said the president of the Saudi group, Jalal O. Thamer. According to the executive, who has already travelled to Brazil several times, the Brazilians lack aggressiveness on the Saudi Market. "I would like to see more businessmen from Brazil in Saudi Arabia. Trade offices of Brazilian companies are lacking, as is greater aggressiveness," said Thamer, who imports over US$ 200,000 in Brazilian products per year.
Other Brazilian organisations that presented themselves to the Arabs were the Brazilian National Biscuit Industry Association (Anib), the Brazilian Coffee Industry Association (Abic), the Brazilian Institute of Wine (Ibravin) and the Arab Brazilian Chamber of Commerce.
"The first objective was reached here today, which was to show that we are excellent producers and exporters and that we can supply the Arab market," said Leal. This evening, the Apex is going to offer a dinner to Arab importers from the Emirates, Saudi, Kuwait, Jordan, Qatar, Bahrain and Yemen. The dinner should be prepared by Brazilian chef Morena Leite, who is of Lebanese descent. On Sunday, the Apex should start business meetings between Brazilian and Arab companies.
*Translated by Mark Ament
