{"id":290935,"date":"2021-04-08T13:53:39","date_gmt":"2021-04-08T16:53:39","guid":{"rendered":"https:\/\/anba.com.br\/?p=290935"},"modified":"2021-04-08T13:53:39","modified_gmt":"2021-04-08T16:53:39","slug":"brazilian-coffee-promotion-work-to-target-saudi-arabia","status":"publish","type":"post","link":"https:\/\/anba.com.br\/en\/brazilian-coffee-promotion-work-to-target-saudi-arabia\/","title":{"rendered":"Brazilian coffee promotion work to target Saudi Arabia"},"content":{"rendered":"<p>S\u00e3o Paulo \u2013 The Brazilian Coffee Exporters Council (Cecaf\u00e9) plans to work on product branding in Saudi Arabia this year, with an emphasis on environmental and social sustainability and the different producing regions. <em>Pictured above, a grower picks coffee in the Capara\u00f3 area, which spans municipalities in the states of Esp\u00edrito Santo and Minas Gerais<\/em>.<\/p>\n<p>The idea of increasing sales to Saudi Arabia came from the work being done by Cecaf\u00e9 in China over the past few years. \u201cWe have come to the point where we are in permanent contact with prospective clients, but now we are considering working on brand promotion like we did in China. This involves promotional videos, submission of product samples, and work to raise awareness regarding Brazil. In the post-pandemic, the work should involve exchange \u2013 bringing them to coffee-growing areas in Brazil and attending trade shows in China,\u201d Cecaf\u00e9 CEO Marcos Matos said.<\/p>\n<p>The plan already underway involves steering Brazil\u2019s image away from its status as a mammoth producing country, and towards stories that will connect with shoppers. \u201cWe are looking to tell more humane stories, to show who the growers are, how they live, how the production chain works in Brazil, and our coffee-growing areas,\u201d said Matos.<\/p>\n<ul>\n<li><em>Here\u2019s more on this:<br \/>\n<\/em><a href=\"https:\/\/anba.com.br\/en\/driven-by-north-africa-brazilian-coffee-sales-to-arabs-up\/\" target=\"_blank\" rel=\"noopener\">Driven by North Africa, Brazilian coffee sales to Arabs up<\/a><\/li>\n<\/ul>\n<p>Even though Saudi Arabia ranks 6<sup>th<\/sup> in terms of Arab markets and 37<sup>th<\/sup> in overall exports from Brazil, it has been picked as a target in a bid to improve the regionwide status of Brazilian coffee. Sales from Brazil to Arab countries have gone up 11.2% on average per year since 2016. \u201cWe discussed halal certification during a big meeting with over 120 associates in attendance. That was impressive. We are setting our sights on Arab countries, and the particularities of each nation will be part of our learning curve,\u201d he said regarding a meeting held last February.<\/p>\n<p>The interest shown by associates was an indication that sales volume and quality is poised to increase. \u201cThe Arab market imports mostly Arabica-type coffee, Rio-type coffee, but sales to caf\u00e9 chains and specialty coffee sales are going up, and we must pay attention to all possibilities. We are aware of where we are right now, but also of the trends. There\u2019s a great market available,\u201d said Matos.<\/p>\n<p>The protracted pandemic meant the plan had to go fully online. \u201cThe pandemic got in our way a little bit. We were hoping to be more aggressive, but everything works out, once we\u2019re all vaccinated, we want to interact at a higher level.\u201d<\/p>\n<p><em>Here\u2019s more on this:<\/em><\/p>\n<ul>\n<li><a href=\"https:\/\/anba.com.br\/en\/importer-sells-brazilian-coffee-in-dubai-based-e-commerce\/\" target=\"_blank\" rel=\"noopener\">Importer sells Brazilian coffee in Dubai-based e-commerce<\/a><\/li>\n<li><a href=\"https:\/\/anba.com.br\/en\/cafe-to-serve-arabic-coffee-moroccan-tea-in-sao-paulo\/\" target=\"_blank\" rel=\"noopener\">Caf\u00e9 to serve Arabic coffee, Moroccan tea in S\u00e3o Paulo<\/a><\/li>\n<\/ul>\n<p>On Cecaf\u00e9\u2019s radar at this point are trade shows, B2B events, and outreach to Arab content producers on coffee. \u201cWe intend to work with influencers and journalists in Saudi Arabia, to reach out to people who spread information about coffee,\u201d said Matos. He\u2019s hoping to stress the sustainability factor, which Cecaf\u00e9 has been working on at least since the year 2000. \u201cWe intend to make videos in Arabic. This is a lesson we learned a while ago: that it\u2019s important to create content in local language, and not just in English.\u201d<\/p>\n<p>Making product samples available is also key to striking deals. \u201cSending out green coffee is important, because clients have their own approach to roasting and grinding.\u201d In the second half of 2021, Cecaf\u00e9 hopes to provide samples to the Embassy of Brazil in Riyadh and other diplomatic offices for distribution across Saudi Arabia.<\/p>\n<p>Just like with the expansion plans in China, work in Saudi Arabia will be done by a team spanning multiple sections of the industry, in partnership with organizations such as the Brazilian Specialty Coffee Association, the Brazilian Trade and Investment Promotion Agency (Apex-Brasil) and the Brazilian Ministry of Agriculture, Livestock and Supply.<\/p>\n<p>Last March, Cecaf\u00e9\u2019s technical director Eduardo Heron and executive secretary Isabela Costa had an online meeting to discuss the project with Brazilian government officials including Marcel Moreira Pinto, Brazil\u2019s agricultural attach\u00e9 to Riyadh, and Jean Marcel Fernandes, director of the Agriculture Ministry\u2019s Commercial Promotion and Investments Departament.<\/p>\n<p><strong>Translated by Gabriel Pomerancblum <\/strong><\/p>\n<div class=\"credits-overlay\" data-target=\".wp-image-290896\">Mauro Pimentel\/AFP<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Brazil\u2019s Coffee Exporters Council (Cecaf\u00e9) is looking to replicate, in the Arab country, its ongoing marketing work in China. Plans including working with the federal government to join trade shows and B2B events in the second half of 2021.<\/p>\n","protected":false},"author":2324,"featured_media":290896,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[114],"tags":[11910,28142,35340,9805,11894,1916,2188,4641,6004,9595,19050],"class_list":{"0":"post-290935","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-news","8":"tag-arabia-saudita-en","9":"tag-bsca-en-2","10":"tag-cafes-do-brasil-en-2","11":"tag-cecafe-en","12":"tag-cecafe-ar","13":"tag-coffee","14":"tag-export","15":"tag-exportacao-en","16":"tag-saudi","17":"tag-saudi-arabia-en","18":"tag-sauditas-en"},"wps_subtitle":"Brazil\u2019s Coffee Exporters Council (Cecaf\u00e9) is looking to replicate, in the Arab country, its ongoing marketing work in China. Plans including working with the federal government to join trade shows and B2B events in the second half of 2021. 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