Dubai – The Brazil pavilion at Gulfood 2022 opened this Sunday morning (13), on the first day of the largest food sector show in the Middle East. The pavilion is organized by the Brazilian Trade and Investment Promotion Agency (Apex-Brasil), which expects to generate over USD 415 million in business during and after the show. The Arab Brazilian Chamber of Commerce (ABCC) has two spaces at the show.
There are 114 companies in the Brazil pavilion. Of the total, 67 companies were brought by Apex-Brasil and will be in the National, Beverages, Grains, Beef, and Poultry pavilions. The Brazilian Association of Animal Protein (ABPA) took another 30 companies, and 17 came with the Brazilian Beef Exporters Association (ABIEC). Apex-Brasil has projects for the internationalization of sectors with both associations.
At the Brazil Pavilion, the spotlight is the açaí berry. The strategy includes decorating the space with fruit motifs and offering tastings of the product. Açaí originates from the Amazon region, and Brazil is one of the world’s largest producers and exporters of the product. Despite this, Apex-Brasil assessed the product had not been linked to the country by consumers in Dubai. For this reason, the agency decided to work on the image of açaí as a national staple.
“We are very excited. We expect to make over USD 400 million at the show and in the coming 12 months. Our pavilion is being very well regarded. And we are activating açaí, using it as a way to interact more with the public and show more about this genuinely Brazilian product, and that has been very successful,” said Lucas Fiuza, Business director of Apex-Brasil, in an interview with ANBA.
The Brazilian space will also feature two daily cooking shows with Brazilian chef Bruno Ambar. In the Beverages Pavilion, there will be a special menu of mocktails (non-alcoholic cocktails) inspired by Brazilian music, with coffee and beverages based on it, açaí, and other products.
Apex intends to prioritize the publicity of coffee, fruits, processed foods, sweets, and beverages at the National pavilion. The goal is to diversify the Brazilian exports list, as 90% of sales in 2019 came from the proteins, sugar and alcohol complex, and cereals and soy complex sectors.
For Celso Moretti, president of the Brazilian Agricultural Research Corporation (EMBRAPA), seeing the diversity of Brazilian items on display at the show reaffirms the work of the entire productive sector in the country. “It is a great satisfaction for us at EMBRAPA. We work with practically all the production chains in Brazil, developing technology to make companies competitive to come here and present themselves well, showing they are competitive and sustainable,” he said.
Authorities such as Gedeão Pereira, vice president of International Relations of the Confederation of Agriculture and Livestock of Brazil (CNA); Silvia Pierson, director of the Investe SP office in Dubai; Fernando Igreja, ambassador of Brazil to Abu Dhabi; and the head of the ABCC office in Dubai, Rafael Solimeo; also were present at the opening day. At the booth organized by the ABCC, seven companies are exhibiting their products. The institution also holds a space in the Beef And Poultry sector, partnering with BRF.
Quick facts:
Gulfood 2022
February 13 to 17, 2022
WTC, Dubai, United Arab Emirates
More info: https://www.gulfood.com/
Translated by Elúsio Brasileiro
