São Paulo – Açaí, tapioca, cocoa, and coffee from Brazil are some of the products Ayman Ghanam, founder and CEO of Projeto Açaí, seeks to market in his spaces in Dubai, in the United Arab Emirates. The brand was established in 2017, and, in addition to the name in Portuguese, it also carries Brazilian influence in its ingredients, menu, and color-rich aesthetics.
The flood of references is because the businessman has already been to Brazil several times, and he sought from the source all these details he later brought to the family business. “I had already visited Brazil several times and was having açaí at home. My family had a small cafeteria that wasn’t doing well, and we decided the best way to try to save the business was to start our açaí project,” he revealed to ANBA.
But Ghanam’s experience on Brazilian soil was not limited to tourism. “I’ve lived in Brazil, and I speak Portuguese! I have lived in Rio de Janeiro and have many friends there. My heart is Brazilian. I go back there every year and have visited many different states, including Pará, where we buy our açaí from. I love the Brazilian people; Brazil’s music, culture, and nature are very special to me; it’s my favorite place on earth. I’ve surfed in several states of Brazil and tried many different foods, from Espírito Santo’s moqueca to Bahia’s acarajé, and Rio Grande do Sul’s barbecue. I hope to experience more of what Brazil has to offer; each state is unique and has its own flavors and culture,” he said about his connection with the country.
About his origins, the entrepreneur defines himself as a mixture. “My father is Arab, my mother is British-Italian, and I grew up mainly in Dubai,” he said. The company’s first point of sale was opened in the Dubai Marina district. The brand currently has seven stores, some of which have partner investors with the founder.
Healthy Brazilian food
Ghanam sees how the UAE’s market for coffee shops and healthy foods is booming. “Dubai is very competitive and fast, but this is a disadvantage among many advantages. If you stay true to yourself and offer something unique with good service, you’ll make it. After that, many may try to copy it, but that keeps it standing!” highlighted him, who bets on the sector and seeks a healthy lifestyle himself.
The brand’s main product comes straight from Brazilian lands, more precisely from the country’s north. “Our açaí is from Belém, in Pará. We have a solid supply chain because we have high consumption, and we have learned from our own mistakes,” he said.
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The space also serves typical Brazilian foods such as tapioca in different versions. Currently, the businessman is still looking for new partners and suppliers on Brazilian soil. “We are looking for [items such as] cocoa nibs and coffee. Please get in touch if you can have a good product at competitive prices!” he invited Brazilian producers.
Still concerning healthy foodstuffs in the country where he lives and works, Ghanam believes the scenario is already favorable now and has a promising future. “Dubai is a very developed market [regarding healthy foods] with very savvy consumers. Healthy food is on the rise, and Dubai is becoming a place setting the trend rather than following the trend,” he said.
With this demand and possibilities to work, Ghanam now wants to appreciate another pillar of Projeto Açaí, its Brazilian roots. “We look forward to sharing Brazil’s beautiful food and culture with the rest of the Arab world and eventually with the rest of the world,” he concluded.
Translated by Elúsio Brasileiro
