Geovana Pagel
São Paulo -Chocolates Garoto export to the Middle East and North Africa have doubled since the company started investing in new markets, around one year ago.
"Since last year, we have opened markets in almost all the Middle Eastern and North African countries. In these last 12 month export to the region has certainly doubled," stated Alain Wehbe, Garoto trader in the African and Middle Eastern markets.
According to Wehbe, the largest chocolate bonbon, baton, and bar orders take place at the time of the Ramadan, when evening meals are substantial.
Wehbe was born in Lebanon, has been living in Brazil for the last 20 years and speaks Arabic fluently. According to him, knowledge of the Arab language helps close new contracts. "The Arab businessmen like negotiating personally and feel more confident when talking to someone in the same language," he said.
The chocolate factory, which has been in operation for 75 years, was purchased by multinational company Nestlé in February 2002. It has three production units in the city of Vila Velha, in the state of Espírito Santo, in southeastern Brazil, and generates 3,000 jobs.
The company produces 30,000 tonnes of chocolate a year, and exports 30% of production to over 50 countries, as well as maintaining offices in the United States and Argentina.
The United States are still the main Garoto import market, where a total of 3,100 tons of their products are consumed a year, followed by Argentina, with 1,500 tons.
Around 75% of the products shipped are finished, guaranteeing greater revenues. The remaining 25% are chocolate coating.
Garoto is the absolute leader in chocolate tablets in Brazil, and has been expanding its presence in the bonbon sector. The company is also investing in another two sectors, chocolate drinks and candies.
Fairs
Abroad, customer service is in the hands of authorized representatives, as is the case in Saudi Arabia and the United Arab Emirates. Many of the contacts arise at fairs.
"At Sweet Brazil 2004, a fair in the chocolate and candy sector, which took place in Curitiba, capital of the southern state of Paraná, there were lines of Arabs waiting to visit our stand," stated Wehbe.
In 2004, Garoto also participated in fairs organized by the Brazilian Supermarket Association (Abras), by the São Paulo State Supermarket Association (Apas), by the Brazilian Association of Wholesalers and Distributors (Abad) and in the Bakery, Confectionery & Small Retail Food Stores International Trade Fair (Fipan).
Contact
Saudi Arabia – Riyadh
Ibrahim Alshanifi for Trading & Contracting Est.
Telephone: (+966 1) 406 6266
United Arab Emirates – Dubai
Al Rowad Trading Co.
Telephone: (+ 971) 4 261 1939 / 261 1949
