{"id":379611,"date":"2024-12-11T10:33:14","date_gmt":"2024-12-11T13:33:14","guid":{"rendered":"https:\/\/anba.com.br\/?p=379611"},"modified":"2024-12-11T10:33:17","modified_gmt":"2024-12-11T13:33:17","slug":"new-date-brand-from-uae-sold-at-brazils-atacadao","status":"publish","type":"post","link":"https:\/\/anba.com.br\/en\/new-date-brand-from-uae-sold-at-brazils-atacadao\/","title":{"rendered":"New date brand from UAE sold at Brazil\u2019s Atacad\u00e3o"},"content":{"rendered":"\n

S\u00e3o Paulo \u2013 A new date brand from the United Arab Emirates-based company Al Foah<\/a> has begun selling in Brazil with the goal of reaching consumers across all income levels. The Freakin\u2019 Awesome<\/a> dates were launched by the Arab company last year and have been available in 220 stores of the Atacad\u00e3o supermarket chain for about two weeks.<\/p>\n\n\n\n

According to the company\u2019s representative in Brazil, Julia de Biase, the brand is currently available in Atacad\u00e3o stores in the country\u2019s South, Southeast, and Center-West regions, including the states of Rio Grande do Sul, Santa Catarina, Paran\u00e1, S\u00e3o Paulo, Minas Gerais, Rio de Janeiro, Goi\u00e1s, and Mato Grosso. However, early next year, it will also reach the Northeast of Brazil, totaling around 370 Atacad\u00e3o locations.<\/p>\n\n\n

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\"De
De Biase (R) showcases the dates alongside her staff team<\/figcaption><\/figure>\n<\/div>\n\n\n

Before Freakin\u2019 Awesome, Al Foah was already selling Date Crown, the company\u2019s first and most traditional brand, in Brazil. Date Crown dates, also distributed by representative de Biase, are available in Brazilian chains such as Sam\u2019s Club, Carrefour, Mateus, Festval, Guanabara, S\u00e3o Vicente, Celeiro, and Emp\u00f3rio Santa Luzia, among others. The list mainly includes gourmet or premium retailers but also features supermarkets catering to consumers from the upper class to the working class.<\/p>\n\n\n\n

The arrival of Freakin\u2019 Awesome aims to further popularize date consumption in Brazil. For this reason, Atacad\u00e3o, which serves a diverse customer base, including lower-income consumers, is the company\u2019s main bet. De Biase says the Freakin\u2019 Awesome brand is affordable and explains the strategy to fit Brazilian budgets by offering smaller packages. The products are sold in 200-gram packs for Khalas dates and 80-gram packs for chocolate-covered and stuffed dates.<\/p>\n\n\n\n

\u201cFreakin\u2019 Awesome is Al Foah\u2019s baby brand,\u201d says de Biase, adding it has a fun, creative, and youthful appeal. The snack-sized packaging and colorful design were chosen to attract consumers. \u201cYou can use it as an afternoon snack or pack it in a child\u2019s backpack,\u201d she explains. The sales strategy includes displays shaped like Arab tents in stores, featuring Abdul the Camel as a character promoting dates. Occasionally, the mascot comes to life through a performer dressed as a camel who roams the stores.<\/p>\n\n\n

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\"Abdul
Abdul the Camel: For information and photos<\/figcaption><\/figure>\n<\/div>\n\n\n

De Biase explains that the brand\u2019s biggest challenge in Brazil is the lack of consumer knowledge about dates. While they were already present in gourmet chains, they are now even more visible, she says. For this reason, educating consumers at the point of sale is essential, and the brand will conduct more in-store tastings than originally planned, according to de Biase. Videos are also being made for Atacad\u00e3o\u2019s social media as part of an initiative to provide information to consumers.<\/p>\n\n\n\n

\u201cWe want to make it so that even people from more modest means can understand a little about this fruit and change their eating habits at home. We want a child who craves something sweet to be able to afford a healthy treat like a date. They should be able to purchase a pack of dates, which is healthy and satisfies the craving for something sweet,\u201d believes de Biase. \u201cBeing at Atacad\u00e3o is a big challenge but also a huge opportunity to make dates become ingrained in Brazilian consumption,\u201d she says, seeing the chain as a way to reach all types of consumers.<\/p>\n\n\n\n

In addition to Atacad\u00e3o, Freakin\u2019 Awesome is available in other supermarkets in Brazil, such as Boa, Ricoy, and S\u00e3o Vicente. It also began being sold this week in eight P\u00e3o de A\u00e7\u00facar stores in S\u00e3o Paulo. \u201cOther chains are already looking for the brand because they liked the colorful packaging and all,\u201d says de Biase.<\/p>\n\n\n\n

Date brand across South America<\/strong><\/h2>\n\n\n\n

Julia de Biase is the owner of import company De Biasi & Presbiteris, which also deals other Arab products in Brazil, such as perfumes, cosmetics, and toiletry items. De Biase represents Al Foah across South America and has already opened the Bolivian market to the company\u2019s dates. Currently, there are talks to export them to Chile and Uruguay.<\/p>\n\n\n\n

Read more:
<\/em>Dates from UAE: Partnership to increase sales<\/a><\/p>\n\n\n\n

Translated by Guilherme Miranda<\/strong>
<\/a><\/p>\n

Supplied<\/div>
Supplied<\/div>
Supplied<\/div>","protected":false},"excerpt":{"rendered":"

The Freakin\u2019 Awesome dates by Al Foah are now being sold in 220 stores of the chain for two weeks. The introduction of the brand is a strategy to bring dates grown in the United Arab Emirates to all types of consumers in Brazil, including those with lower incomes.<\/p>\n","protected":false},"author":1455,"featured_media":379579,"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":[107],"tags":[14264,51892,26609,51893,2540,9579],"class_list":{"0":"post-379611","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-opportunities","8":"tag-al-foah-en","9":"tag-atacadao-2","10":"tag-date-crown-en","11":"tag-freakin-awesome-2","12":"tag-fruits","13":"tag-uae-en"},"wps_subtitle":"The Freakin\u2019 Awesome dates by Al Foah are now being sold in 220 stores of the chain for two weeks. The introduction of the brand is a strategy to bring dates grown in the United Arab Emirates to all types of consumers in Brazil, including those with lower incomes.","_links":{"self":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/379611","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/users\/1455"}],"replies":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/comments?post=379611"}],"version-history":[{"count":0,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/379611\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media\/379579"}],"wp:attachment":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media?parent=379611"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/categories?post=379611"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/tags?post=379611"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}