São Paulo – A mission organized by the Arab Brazilian Chamber of Commerce (ABCC) will arrive in Dubai, in the United Arab Emirates, next week, with expectations of expanding sales of value-added food products at the Gulfood supermarket show, the largest in the Arab League, which will occur from February 13 to 17. According to information disclosed by the ABCC’s press office, the delegation will be composed of eight Brazilian companies.
Among the participants will be the giant BRF and industries and traders of coffee, sugar, animal proteins, fruits, spices, and beverages. All of them have experience in foreign markets, and some are already veterans in the Arab world, a bloc intensifying purchases of food from Brazil and other countries. Solely last year, the Arab League purchased USD 8.92 billion in Brazilian food, up 9.52% over 2020.
“[For this reason,] expectations for Gulfood are high. Last year, the show happened in a smaller version due to the pandemic, and the omicron variant got in the way of the plans a little. Still, the spirits of the Brazilians remain strong, not least because, in addition to Gulfood, Expo 2020 continues in Dubai with a substantial number of visitors and events for business people,” said the ABCC’s New Business director Daniella Leite, in a release.
Before boarding, the companies will receive guidance on the characteristics of the Arab markets, the local business culture, and support for planning post-show actions to increase the chances of closing deals. One of the priority targets is food importers and retailers coming from all over the Islamic world and other countries in Asia and Africa to the show every year, searching for suppliers and, above all, innovations.
Leite said one of the goals is to change the perception of these buyers that Brazil, at least at the show, has no tradition in providing added value. “Brazil’s potential in commodities is well known; however, we want to show we can add products quick to prepare and in line with the preferences of Arab families, who have lives similar to ours and want practicality,” she said.
Coffee, Spices, and Açaí
For instance, in the case of coffee, Brazil is strongly associated with the best green beans available on the market. The country, however, is not yet seen as a supplier of espresso pods, which, although manufactured and exported from Brazil to several countries, barely arrive in Arab markets with the “Made in Brazil” seal.
In this sense, one of the participants in the mission, a spice producer, will take advantage of Gulfood to assess with Arab retailers the acceptance of one of its ketchup lines already exported to several countries. “Precisely, the idea is to discuss the need for specific formulations for the Arab consumer,” said Leite.
Another company has already progressed from selling fresh açaí berries to processed fruit to the UAE. In that case, the goal is to expand the sales network, which includes a growing number of Brazilian-style jiu-jitsu academies. In the Arab country, the sport has many followers and is already taught in schools. “Many exporters have not yet looked at the Arab markets as they should,” stated Leite. “There is a path to move forward, and we want to break it down together with the companies in this edition of Gulfood,” said the director.
Apex-Brasil
In addition to the ABCC, other Brazilian institutions will take companies to the food show in Dubai. The Brazilian Trade and Investment Promotion Agency (Apex-Brasil) organizes the participation of 67 companies, and two other entities with which Apex-Brasil has internationalization projects will take another 47 companies: 30 by the Brazilian Association of Animal Protein (ABPA) and 17 by the Brazilian Beef Exporters Association (ABIEC). Apex-Brasil announced expectations of USD 415 million in business.
The agency informed this year the advertising of açaí would be the focus of the Brazilian strategy. The national pavilion will be decorated with fruit motifs and product tasting, specially prepared by a Brazilian chef. The actions conducted in the Brazilian space will include two daily cooking shows with chef Bruno Ambar and a special menu of mocktails (non-alcoholic cocktails), coffee, and beverages inspired by Brazilian music; açaí, and other foods. A digital platform will also be used to connect international buyers and Brazilian companies.
Quick facts:
Gulfood 2022
February 13 to 17, 2022
Dubai World Trade Centre, United Arab Emirates
Show website
Translated by Elúsio Brasileiro
