Dubai – Gulfood, the largest food sector fair in the Middle East begins tomorrow (21) in Dubai, in the United Arab Emirates, but expectations of Brazilian businessmen are already high.
Apart from making new contacts to find possible distributors, there are those who hope to close deals during the exhibition. This is the case with companies that supply mate herb, as explained by the Project manager at the Brazilian Association of Mate Herb Exporters (Abimate), Heroldo Secco Júnior.
“We did some work in advance and, while still in Brazil, contacted several importers of tea from the Arab countries. Expectations are very great, and we really believe that the negotiations we began prior to the fair should become fruitful during the event.”
Secco pointed out that every year the Arabs buy around US$ 20 million in mate from countries like Paraguay and Argentina and says that, in two years’ time, he hopes that Brazil may be responsible for US$ 4 million of those purchases. “We do not only want to bite a share away from competitors, but also to expand the market with new products we are bringing to the Arab nations, like, for example, soft drinks made from mate herb, organic mate herb, extracts and soluble powders.”
Biscuit producer Bauducco, which already exports to Saudi Arabia, Lebanon, Egypt, Bahrain, Kuwait, Oman, Morocco and Syria, among other Arab nations, hopes to double its participation in the market. According to Hideyuki Kamimura, the export manager, the region is currently responsible for around 6% of company exports. With its second participation in the Gulfood, the company aims to reach 12% of sales to the region. In 2009, the fair helped Bauducco enter the market in Oman and Bahrain.
Brazilian makers of biscuits have turned their attention to the Arab market. Apart from Bauducco, the Brazilian National Biscuit Industry Association (Anib) has also brought companies Marilan, Selmi and Jôta Macedo. “We want to enter the market and to be partners with the entire Arab community,” stated the president at Anib, José Reis.
Marilan, for example, already exports to Lebanon, Kuwait, the United Arab Emirates, Egypt, Libya, Bahrain, Oman and Palestine. According to César Reis, the Foreign Trade manager at the company, sales to the Arab countries answer to around de 15% of company exports. With participation in the Gulfood, the expectation is to increase the figure to 25%.
Cacique, the owner of coffee brand Café Pelé, also wants to increase its participation in the Arab market. The company is seeking distributors and also companies interested in selling Brazilian coffee under their own brand, using the so called “private label”. Currently, Cacique sells some two tonnes of coffee on the Arab market, 10% of exports. “We want to grow at least 5%,” said Argélia Andrade, Middle East export manager at the organisation.
Gulfood Awards
This year, there is a novelty at the fair, the Gulfood Awards, to award companies in 20 categories like “best new halal food”, “best environmental initiative” and “best new non-alcoholic beverage”. The award is turned to products and initiatives launched from March 2009 on.
The winners should be announced at a special ceremony on the 22nd of February.
Brazil at the fair
Gulfood ends on February 24. At the event, Brazilian companies should cover a space totalling 504 square metres. There should be around 50 exhibitors, including companies and associations. The Arab Brazilian Chamber of Commerce and the Ministry of Agriculture, Livestock and Supply are participating in the event with a stand including 12 exhibitors.
*Translated by Mark Ament
