A partnership between Apex-Brasil and ABIEC showed off the Brazilian Beef brand in Dubai
The highlight of the participation of ABIEC (Association of Brazilian Beef Exporters) in Gulfood 2021 was the attraction of new business and new opportunities for beef produced in Brazil. Gulfood was held in the Dubai World Trade Centre from February 21st to 25th, and attracted the world’s major food companies. Brazil promoted its beef under a cooperation between Brazil’s Agency for Export and Investment Promotion (Apex-Brasil) and the Brazilian Beef project; six member companies were there: Cooperfrigu, JBS, Marfrig, Mercúrio, Plena, and Supremo.
For five days, attendees had the opportunity to see for themselves the quality of Brazil’s beef output at the Brazilian Beef booth. This was the first event since the outbreak of the pandemic at which attendees could be physically present, and it boosted hopes for a return of the industry to commercial promotion activities. In all, US$1,350,000 in new business was generated during the show, in addition to US$6,500,000 in deals to be closed in the coming months. In the words of Antonio Jorge Camardelli, President of ABIEC, it was important for Brazil to take part in Gulfood not only because of the volume of business, “but also because of the opportunity to strengthen relations with the very important Arab market and display all the attributes of Brazil’s beef, which is produced to the highest standards of quality and with respect for the strictest safety standards”.
Brazil’s exports to Arab countries in 2020 came to 362,500 tonnes. Sales returned a revenue of US$1.3 billion. The Arab market accounts for 18% of Brazil’s 2020 export volume, and 15% of total income.
In compliance with the health and safety rules and protocols in force at the trade fair to combat Covid-19, the Brazilian Beef booth did not serve the traditional Brazilian barbecue (the churrasco) and did not distribute printed materials. All the information was made available through QR Codes posted all around the booth.
About ABIEC – www.abiec.com.br
Founded in 1979, the Brazilian Beef Exporters’ Association (ABIEC) represents 32 beef-industry companies in Brazil, which together account for 92% of the beef sold to international markets. It was set up in order to make Brazil’s beef exporting industry more active, by defending its interests, and by boosting efforts to bring down trade barriers and promote Brazilian products. Brazil currently produces approximately 10 million tonnes of beef, about 20.8% of which is traded with dozens of countries worldwide, and production complies with the strictest standards of quality. Over the last decade Brazil has seen the value of its exports grow by 135%.
About the Brazilian Beef Project
The sectoral project ‘Brazilian Beef’ was begun in 2001 as a partnership between Apex-Brasil and ABIEC; its goal is to strengthen the image of beef produced in Brazil, by improving the perception of its quality among importing countries and thus extending Brazil’s participation in the world market for beef and other meats. Nine projects have been signed over 18 years, with investments totaling upwards of R$60 million and with export volumes growing by more than 500%.
Brazil’s Agency for Promoting Exports and Investments (Apex-Brasil) strives to promote Brazilian goods and services overseas and attract inbound foreign investment for strategic sectors of Brazil’s economy. In order to achieve its objectives, Apex-Brazil carries out a range of trade promotion initiatives to add value to and boost Brazilian goods and services abroad, such as prospective and trade missions, business rounds, support for Brazilian companies that are taking part in major international trade fairs, and helping international purchasers and opinion leaders to come and visit Brazil’s productive structure, and it is present on business platforms that aim to strengthen the Brazil brand.