São Paulo – Brazilian producers of biscuits, sweets and snacks will arrive in the next few days in Cologne, Germany, to the 47th edition of the International Sweets and Biscuits Fair (ISM), the world’s largest trade show in the sector. From January 29 to February 1, the seven companies that will make use of the 150 square meter exhibition stand expect to generate USD 4 million in businesses, in part with buyers from North Africa and the Middle East, the ones visiting in larger numbers, according to the Brazilian Association of Industrialized Biscuit, Pasta and Bread & Cake Manufacturers (Abimapi).
Since 2000, the sector has been sending representatives to Germany, where they share a space with member companies from the Brazilian Cocoa, Chocolate, Peanut and Candy Manufacturers Association (Abicab). The participation of Brazilian companies is supported by the project Brasil Sweets and Snacks, organized in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil). Together, the two sector associations will send 19 companies to this year’s edition of ISM.
“It’s the most important [fair] for brand positioning before the main players in the global market,” said Cláudio Zanão, Abimapi’s CEO in an interview with ANBA via email. “Importers and distributors of the region [North Africa and the Middle East] visit the fair as a world reference to identify potential manufacturers of biscuits, sweets and snacks aiming to meet the retail, wholesale and niche market demands in the countries they operate.”
According to the executive, the Cologne fair opens the calendar of global negotiations for sales and purchases in the sector. There are other important events to the Middle East industry, such as Gulfood and Yummex Middle East, both in Dubai, United Arab Emirates. Gulfood will take place from February 26 to March 2 with the participation of the Arab Brazilian Chamber of Commerce.
“The special interest [from Arabs] to Brazil and the sector represented by Abimapi is related to ongoing negotiations and the search for innovations, including the portfolio of Brazilian brands and products with tastes, sizes, price and quality adjusted to the markets and demands from consumers,” explains Zanão.
Last year, the sector’s exports increased 6% in volume, according to Abimapi. The Middle East and North Africa country accounted for 2% of foreign sales by the industry, surpassing Europe, both in volume and revenues, and Asia and Oceania in volume. The UAE, Yemen, Lebanon, Libya, Palestine and Tunisia are the most important markets.
In 2017, Abimapi expects to overcome the marks of USD 2.5 million and 1.5 million tons in exports to the region’s countries. “Negotiations with Arab business owners require dedication. With the increase in the international price of the oil barrel, the trend is for foodstuff imports to go up,” said Zanão.
The companies that will share the Brazilian pavilion at ISM are Bauducco, Bela Vista, Frutos da Amazônia, Marilan, M. Dias Branco, Micos and Visconti. They will exhibit products from the biscuit line such as crackers, wafers, and butter, chocolate and stuffed cookies, and also cakes, cupcakes, panettones, pies, toasts, snacks, chocolates, among others.
Quick info
International Sweets and Biscuits Fair (ISM)
Date: January 29 to February 1, from 9 am to 6 pm
Place: Koelnmesse – Cologne, Germany
Website: www.ism-cologne.com
*Translated by Sérgio Kakitani
