São Paulo – The Minas Gerais state-based cheese bread manufacturing company Forno de Minas is exporting its first batch ever to the Arab countries in quarter one, 2014. The company has become associated with a local partner, and will receive the cargo in Dubai, from whence it will distribute the product to Saudi Arabia, the United Arab Emirates, Qatar, Oman, Egypt, Morocco, Kuwait, Lebanon and Jordan.
According to the Foreign Trade manager at Forno de Minas, Gabriela Cioba, the company is waiting for its packaging to be registered so it can ship out the first container. The packaging has been translated into Arabic, the production line has been halal certified (i.e. in accordance with Islamic law) and the contract with the partner has been signed. The first shipment will weight approximately 26 tonnes and will be sold at supermarkets, hotels, restaurants and cafés.
“Brazil is one of the leading food exporting countries in the world, and Arab people accept new food products well. Brazil is highly regarded there, so we believe cheese bread, a new product, stands a great chance of being successful,” said Cioba. The export manager bets that cheese bread sales at hotels and cafés will be akin to tasting sessions, and may cause consumers to look for the product in frozen form at supermarkets later.
“Consumers will get a chance to sample the product at restaurants, hotels, and cafés, as opposed to when the product is sold frozen. Once they are familiar with our cheese bread, the chance of them buying at the supermarket is bigger. That is why we wanted to reach the major retail chains, as well as the hotels and restaurants,” she said. She also notes that the high purchasing power of Gulf consumers and the growing market opportunities are ingredients that may cause cheese bread to be successful.
Presently, Forno de Minas derives roughly 10% of its revenues from exports; the company also makes puff pastries, waffles and pot pies, among other items. Forno de Minas is expecting a 35% to 40% increase in revenues in 2014, with a 70% increase in exports. A key part to meeting this target, says Cioba, is being successful in the Arab market. The company already exports to the United States, Canada, Portugal, England, Chile and Uruguay. Of these, the United States are the leading buyer, followed by Portugal. These are countries that many Brazilians live in, and they are loyal cheese bread eaters.
The executive says the Arab countries have always been a part of Forno de Minas’ business plan. In late 2012, the company was sought by their now-partner in Dubai, who offered to sell their product in the region. “We want to partner up with them, to keep track of our sales. We will travel whenever needed, we can participate in fairs. We want more orders,” said Cioba.
*Translated by Gabriel Pomerancblum
