Geovana Pagel
São Paulo – The São Paulo Coffee Industry Union (Sindicafé-SP) was the only representative of Brazilian coffee at the Brazilian Week & Trade Exhibition in Dubai. Entity president, Nathan Harszkowickz, states that the representative who went to the fair came back "very pleased" after his trip.
"He was contacted by businessmen not only from the Emirates, but also from Saudi Arabia, Lebanon, Pakistan, Syria, and Jordan, all showing interest in importing our coffee," explains the president.
Of the 118 stands set up at the fair, according to Harszkowickz, the coffee one was one of those attracting greatest attention. He said that due to the Islamic law, which prohibits alcoholic drink consumption, Brazilian coffee was the most consumed drink at the Week.
"Those present could taste many different brands of Brazilian coffee like Bom Dia, Santa Clara, Brazilian Rio, Café Gran Reserva, Spress Café, Café Canecão, among others."
Harszkowickz also said that everybody greatly appreciated the quality of Brazilian coffee. "We received special praise from president Luiz Inácio Lula da Silva, who stopped at the stand and had some coffee," he explained.
Reception
"It was a well organized event. I travel very much and have never been so well received at an international fair," states Sindicafé international event consultant Reginaldo Votta, who represented businessmen in the Integrated Sector Program for Export of Industrialized Coffee (PSI), a Sindicafé-SP project in partnership with the Brazilian Export Promotion Agency (Apex).
"The Arabs received Brazilian coffee very well. Our stand was visited by over 50 people who gave and received visiting cards. Of these, approximately 40 are significant importers," guarantees the consultant.
This afternoon (15), Votta will be participating in a meeting with members of the PSI-Café program in which he will present a report of the three days of the fair. He will be commenting on each case and will provide a mailing list of the contacts made at the event, to be made available to those present. "Now it is in the hands of Brazilian businessman interested in following through with the business," he explains.
The group of 25 businesses that are members of the PSI-Café already exports to Germany and the United States, and should end the year of 2003 with export revenue of US$ 12 million. The target for 2004 is to reach US$ 29 million.
PSI-Café
According to the Sindicafé-SP, "the world processes and re-exports Brazilian coffee at levels five times lower that than Brazilian export of the commodity (in green grain). It is a total of only 5 million bags of industrialized coffee against 27 million bags of green coffee. However the industrialized product has greater added value, totaling almost US$ 1 billion/year."
The main objective of the PSI is to increase roasted and ground coffee export, adding value and increasing international sales.
Initially the project is benefiting 25 companies in the coffee sector, but another 38 small and medium roasters, producers, and export cooperatives are expected to be included in the near future.
According to Harszkowickz, "the PSI will create business opportunities for the coffee industry, and for all agribusiness as the program includes future mechanisms for capitalization for export," he explains.
Companies participating in the project are guided in efficient management, in an attempt to adapt the product to international market tastes and to make use of the quality coffee concept.
In its first phase, the PSI should last around two years and be open to the participation of any company in the sector interested in adding value to its product and exporting worldwide.
Participation in international trade fairs and commercial missions is stimulated. The program also forecasts the preparation of promotional and marketing material and the nomination of "coffee ambassadors" for product promotion, apart from sampling points in tourist centers, aiming at fixing the image of the excellence of Brazilian coffee and stimulating demand.
For 2004, the PSI, in its second year of operation, expects revenues of US$ 28.3 million with the export of 196,500 bags of industrialized coffee.
Contact
Sindicafé-SP
55 11 3258.7147
