São Paulo – Brazilian grape juice is beginning to gain international projection. A partnership between the Brazilian Institute of Wine (Ibravin) and the Brazilian Fruit Institute (Ibraf) gave rise to the Program for Development of the Grape Juice Sector, which provides for promotional actions until February 2010. The program is going to receive investment of 1.7 million Brazilian reals (US$ 910,550) and the partnership encompasses factories that produce natural and whole grape juice in the states of Rio Grande do Sul, Santa Catarina, Paraná, Pernambuco and Bahia.
The main goal of the project is to advertise ready-to-drink juices, of higher added value to producers and higher quality standard to consumers, with health benefits. According to figures supplied by the Ibravin, natural and whole grape juice contains 100% of the fruit, as opposed to refreshments, which contain from 2% to 10% of grape and the nectars, which contain 20% to 30% of grape in their formula. Furthermore, polyphenols, which scavenge free radicals, are widely present in grape juice.
According to the president of the Ibraf, Moacyr Saraiva Fernandes, there is currently a great confusion in the market, as a result of lack of information and unspecific data. “We must inform people about what is natural fruit juice, and label products accordingly,” says the president. Whole grape juice, elaborated with no addition of sugar or water, is 100% natural, whereas similar products, usually called grape nectar, receive only a percentage (up to 30%) of concentrated juice, which is then diluted and sweetened.
According to Fernandes, the partnership established with the Ibravin is a strategic alliance to promote joint efforts in the grape juice industry, increasing the strength of actions for proper labelling of products, promotion, advertising and integration. “This partnership also allows the organisations to combine their efforts in order to carry out promotional actions in various markets, taking into consideration that grape juice ranks among the beverages with the highest demand, both in Brazil and abroad,” he says.
Worldwide, promotion of Brazilian grape juice will be done at three international fairs. Asia Fruit Logistica, due September 2nd to 4th this year, in Hong Kong, China; at Fruit Logistica 2010, from February 3rd to 5th next year, in Berlin, Germany, and in the next edition of Gulfood, from February 21st to 24th in Dubai, in the United Arab Emirates.
Market prospecting actions will also take place in two countries, Canada and China. There should also be two editions of the Buyer Project, with business roundtables attended by national and international buyers at Fruit&Log, in the city of São Paulo, from September 8th to 10th, and at Frutal Cone Sul, from November 5th to 7th, in Bento Gonçalves.
The Ibravin and Ibraf will also organise visits for international journalists to witness the Brazilian grape juice production chain, under the Projeto Imagem (Image Project). The two organisations are also going to promote “Turismo Saudável” (Healthy Tourism), a tasting session of fruit and juices for drivers and opinion makers during the Formula 1 Grand Prix, from October 16th to 18th in São Paulo.
The partnership between the two organisations should also include the elaboration of promotional material, a catalogue, a banner, email, marketing, web radio shows in Portuguese and English, and an informative CD to be distributed to international buyers and opinion makers.
The program is also supported by the Brazilian Export and Investment Promotion Agency (Apex), the Brazilian Micro and Small Business Support Service (Sebrae) and the government of the state of Rio Grande do Sul.
Market
According to figures supplied by the Ibravin, out of the 725 wineries in Rio Grande do Sul – the leading producer state in Brazil, only 65 (9%) produce grape juice. The market is growing at an average rate of 15% to 20% each year, whereas the market for natural/whole juice has been growing at an even higher rate, of approximately 40%. Over the last five years, sales of grape juice have more than doubled, with a growth rate of 117%.
Sales of whole/natural grape juice in the state of Rio Grande do Sul totalled 18.3 million litres in 2008. The volume is 33% higher than in 2007, when 13.7 million litres were sold.
*Translated by Gabriel Pomerancblum
