Dubai – The process of rapprochement with the Gulf countries has led an increasing number of foreign companies to physically establish themselves on Arab soil. For giants like BRF, the process has gained strength in recent times and should contribute to the commercialization of products at shows such as Gulfood 2022. The brand is exhibiting in the Beef and Poultry sector at a booth next to the Arab Brazilian Chamber of Commerce (ABCC).
Responsible for the company’s halal market, Igor Marti explains the global demand for halal food supply is the company’s gateway to the countries. An example is Saudi Arabia, where BRF started exporting beef and then, with its consolidated brands, such as Sadia, started to acquire plants or local distributors.
The movement continues to increase the company’s activities, which seeks to align itself with the region’s initiatives to produce more locally. In 2020, for example, BRF completed the total purchase of Joody Al Sharqiya Food Production Factory, a food processing company with a plant located in Dammam, Saudi Arabia. In January this year, the company signed a Memorandum of Understanding (MoU) with the Public Investment Fund, a Saudi sovereign fund and one of the largest in the world.
“Governments are increasingly looking for local partners. And the example of Saudi Arabia, where we signed an MoU, is a natural movement when you have a brand, as we have Sadia. I think this is the way; to get closer to the consumer,” concluded the executive.
NAt Gulfood, BRF sees the flow of visitors as an indication it should close new deals this year. “The partnership [with the ABCC] has been excellent. We participate every year at Gulfood, and it is good to see this year, things have returned to almost complete normality. We were able to see customers regaining excitement and much more ideas and discussions along the lines of how to grow the business instead of cost containment,” concluded Marti.
Also exhibiting with the ABCC are companies such as Tropicool, pursuing a solid expansion strategy in the region. The brand has grown from one to 30 points of sale in the UAE since 2020. “Today, we are already in the main hotels, some cafes, and will open to some Emirates airlines service locations. We are also in Qatar, Egypt, Mexico, Brazil, and Australia,” pointed out Caio Nabuco, partner of the brand.
The company currently exports açaí and the chilled pulp of the Ubá mango, a variety from Minas Gerais, and expects to launch new flavors soon. “This is the best show of the year. So, we preferred to take a spot at the ABCC booth, which we like, and another with Apex [in the Brazil Pavilion],” said Nabuco, recalling one of the brand’s differentials is products are transported at room temperature, which makes the most viable logistics compared to frozen. Apex-Brasil is the Brazilian Trade and Investment Promotion Agency, which, like the ABCC and other entities, organizes Brazilian participation in Gulfood.
In addition to Tropicool, the ABCC booth has six other companies. Among them is Almina, debuting as an exhibitor at Gulfood. Based in São Paulo, the industry has products such as pepper, garlic, Arab pepper, and soy sauces in its portfolio. “Almina already distributes products from other companies to the region, but the idea now is to enter with our own brand,” explained Amanda Ubukata, Almina’s sales representative.
The sauce formulas were developed by its founder, Ali Eltuk, who is of Lebanese origin. “Here, we believe the highlight will be the Arab pepper sauce,” said Ubukata.
For the third time at Gulfood, Stefenoni plans to open new countries. The company markets items such as cocoa, maize, sorghum, pepper, and coffee, and the brand focuses on the latter two during the show in the UAE.
The brand has already received contacts from countries such as Bosnia in its space. For the company’s CEO, Franco Stefenoni, this year’s edition has shown the event gained a new breath of life. “Compared to last year, we think the movement is better, and I think the show has returned to its size,” said Stefenoni.
Quick facts:
Gulfood 2022
February 13 to 17, 2022
WTC, Dubai, United Arab Emirates
More info: gulfood.com
Translated by Elúsio Brasileiro
