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<\/a>Back to Brazil, Guindani started listing the leading production chains and studying what the foreign market buys the most, and she founded Ra\u00edzes do Campo. In 2020, When they were slanted to start exporting, came the pandemic, and the Chinese market closed.<\/p>\n
So Guindani had two options \u2013 pull out the project or move on and look for ways of going through. She moved on and saw a major trend of growing demand for healthy foods<\/strong> both in foreign market and the domestic market. So Guindani structured Ra\u00edzes do Campo to sell to the domestic market.<\/p>\n Guindani says the agroecological<\/strong> product goes beyond the organic certification. \u201cAgroecological products take into account the well-being of the family, environmental regeneration and recovery, and fair pay,\u201d she said.<\/p>\n Market potential of Arab countries<\/strong><\/p>\n Late last year, trader Pryscilla Rolim joined Ra\u00edzes do Campo to take care of foreign sales. Her import and export firm, American Trader, provides foreign trade, sales and operational consulting services.<\/p>\n The American Trader\u2019s director was in Dubai<\/strong> last May as part of a business mission organized by the SP Chamber and the Brazilian Council for Import and Export Companies (CECIEx) and talked with ANBA about her experience.<\/p>\n \u201cDubai is a booming market where Brazilian food items are very popular, and it cares about the quality, the origin of the product,\u201d said Rolim. This is her third visit to the Arab emirate. She had previously been to food show Gulfood in 2021 and Expo 2020 Dubai.<\/p>\n For the entrepreneur, there\u2019s plenty of markets concerned whether the product is good for growers, consumers and the environment, and whether the earnings are directed to the farming families. \u201cApproximately 70% of the foods that get to our tables are made by farming families, and the goal of [Ra\u00edzes do Campo] is to strengthen this type of diet around the world,\u201d she said.<\/p>\n Rolim participated in a mission aimed at getting closer to this market. \u201cIt was an assertive mission for our product, and we created some qualified leads,\u201d she said. But there\u2019re still some adjustments to be made, like adapting packages and language, as well as the certifications needed to facilitate the start of sales.<\/p>\n \u201cIt takes some time, but there\u2019s a huge potential for this market and the goods Ra\u00edzes do Campo provides,\u201d she said. She added that the company could potentially develop other products. Our portfolio features products like organic rice, beans, green coffee, brown sugar, and three natural juices.<\/p>\n The director says she is in love with breaking into new market. \u201cWhen I\u2019m developing new markets in Latin America, for example, I have several contacts in the region, so this prospection is more agile. When studying the numbers, we noticed that Dubai is gateway for this region, and that they import lots of juice and chocolate<\/strong>, which are goods Ra\u00edzes do Campo is a supplier of,\u201d she said.<\/p>\n Ra\u00edzes do Campo hasn\u2019t a halal certification<\/strong> yet, but it\u2019s very interested in getting it to open doors in the Muslim market.<\/p>\n Besides high value-added, minimally processed <\/strong>finished products, the company also sells goods like green coffee, cashew nuts, baru nuts, beans, black pepper, rice, and cocoa. \u201cThere\u2019s a possibility to open two new fronts, sales in bags and through the brand,\u201d she said.<\/p>\n Now, in addition to adapt packages and languages into English and Arabic, the brand also has to study the competition and set prices to ensure competitiveness in the United Arab Emirates and region, as well as understanding the logistics procedure, according to Rolim.<\/p>\n It\u2019s interesting to have an export front in addition to the domestic market, which is already big, the businesswoman said. \u201cThe brand is very competitive for having this direct link to the farming families. The main goal is to boost the income of farming families, support them,\u201d she said.<\/p>\n \u201cRa\u00edzes do Campo was established to enter retail and provide a new source of income for farming families, so that they had an actual fair pay. We saw the market potential and product acceptance,\u201d finished Rolim.<\/p>\n Family Farming<\/strong><\/p>\n Ra\u00edzes do Campo founder Carla Guindani was raised in a settlement in S\u00e3o Miguel do Oeste, Santa Catarina. \u201cMy parentes were settlers. There\u2019s a huge milk<\/strong> and poultry cooperative<\/strong> [Terra Viva<\/a>] there. This made me want to implement this project,\u201d she said.<\/p>\n The company doesn\u2019t work only with Agrarian Reform cooperatives. \u201cThe project was born primarily from the movements, but you don\u2019t necessarily have to be part of a movement. All you need is the Family Farming<\/strong> certification,\u201d said Guindani.<\/p>\n![\"\"](\"https:\/\/anba.com.br\/wp-content\/uploads\/2023\/07\/pryscilla-raizes-1024x835.jpg\")
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