São Paulo – Candy, caramel and lollipop company Florestal Alimentos is ready to participate in Dubai food fair Gulfood for the seventh time. The first six times, the company had a stand in the Brazilian Trade and Investment Promotion Agency’s (Apex-Brasil) pavilion, and this year they will have a stand in the Arab Brazilian Chamber of Commerce‘s space. Gulfood takes place from February 17 to 21 in the United Arab Emirates, and is the biggest fair of the sector in the Middle East and one of the most importants in the world. In the picture above, the production line of the candy factory.
“Gulfood is very important for Florestal to amplify business in Africa and the Middle East, and our main focus is opening new markets in this regions,” said the company key account manager Angélica Niero in an interview to ANBA. “It is a very busy fair with a great flow of people that yields good deals; in 2013, we opened the Yemen market through the fair,” she told.
Currently, Florestal works with four Arab countries: Sudan, Yemen, Palestine and UAE. According to Niero, the company has already sold to other Arabs such as Lebanon, Kuwait, Algeria, Djibouti, and Egypt. “We intend to resume operation in Algeria later this year,” said Niero.
According to the manager, the company works exclusively with product lines. “We have two clients in Yemen and four in Palestine, and each one has a different product line [in each country], so our focus in Gulfood is to win clients in countries other than the ones we already work with,” explained Niero.
Florestal Alimentos’ main products are the ball- and flat-shaped lollipops, the flat-shaped lollipop which leaves a tongue tattoo, chewy candies and dragées. Among the 50 countries the company works with now are Yemen, Nigeria, and United States. Out of the total volume produced by Florestal, 30% is shipped. “Last year, our revenue from exports was USD 10 million, 30% of which came from the Arabs,” Niero revealed.
The manager said the biggest challenge of exporting to the Arabs is the adaption of products and packages. “Some colorings are forbidden in certain countries, so we have to modify the ingredient and consequently the packages,” she told. Florestal makes products with packages in Portuguese, English, Spanish, French and Arabic.
Besides the Florestal brand, the company is also bringing Boavistense to Gulfood. “Boavistense was bought by Florestal Alimentos in 2004, and since September last year we are operating both brands together, we can sell them together for the same clients,” explained Niero. Boavistense has a product line similar to Florestal and, in addition to the candy brands, the company also owns Floofarma, which produces candies for the supplement and vitamin market and are sold in drugstores. “Flofarma is from another segment, so we are not taking it to Gulfood.”
Contact Info
Florestal Alimentos S.A.
BR 386, Km 343, n. 2230
Bairro Montanha – Lajeado-RS
Angelica Niero
+55 (51) 981248350
florestal@florestal.com
Quick Facts
Gulfood
February 17 to 21
17 to 20, from 11 am to 7 pm
21, from 11 am to 5 pm
Dubai World Trade Centre
Dubai, United Arab Emirates
Registration prices: until February 7, 270 AED (USD 73); after this date, 420 AED (USD 114)
Click here to register
Translated by Guilherme Miranda
