Deals are expected to generate US $20 million in business, an increase of almost 140% in comparison to the previous year. The participation of 19 Brazilian companies at ISM 2018, the confectionery and snacks fair in Cologne, Germany, resulted in almost US $4.5 million in closed deals (US $2.7 million in 2017), which are expected to generate more than US $20 million over the next 12 months (an increase of 140% compared to the US $8.4 million from the previous year). During the fair, Brazilian companies had meetings with 857 buyers, of which 534 were new contacts. The majority of visitors to the Brazilian Pavilion were from the USA, South Africa, Canada, Argentina, Australia, Chile, Peru, Germany, and Israel. Meetings were also conducted with representatives from Nigeria, Russia, Holland, Spain, Mexico and the Dominican Republic, among others.
The pavilion was organized by ABICAB (The Brazilian Cocoa, Chocolates, Peanuts, Candies and Byproducts Industry Association) and ABIMAPI (The Brazilian Manufacturers Association of Biscuits, Pasta and Industrialized Breads and Cakes), that run two export projects in partnership with Apex-Brasil (Brazilian Trade and Investment Promotion Agency).
The recent investments in innovation contributed to an increase in sales for the Brazilian companies that took part in the fair. Among those with significant results, is Jazam, which launched COLORETTI NATURETI at ISM, chocolate dragée pastilles made with natural colouring. “Our product launches have been greatly received, especially among European clients, such as buyers from Great Britain, Spain and Poland”, says Guilherme Souza, Exportation Supervisor at Jazam.
Riclan also gives credence to its investments in new products with greater added value to have paid off, as their chewy caramel MY TOFFEE ZERO LACTOSE and coffee sweet POCKET Zero Sugar were included in the ‘New Product Showcase’, a space created by the organizers of ISM to exhibit products that stand out from the crowd.
“We’re expecting an increase of around 5% in exportation over the course of the year”, estimates Guilherme Paulozzo, International Sales Executive at Riclan. “The challenge is to try and increase exports beyond this with the introduction of products with greater added value, more technology and more attractive packaging, like those of our new product releases.”
The fact that the Brazilian confectionery companies have been in the market for decades has played a crucial part in achieving these great results. Sheldon Davis, Executive Vice President of the Canadian company Regal Confections, has worked for more than 20 years with Dori and Embaré, importing and distributing throughout Canada. “I like the Brazilian companies because they have competitive pricing, great people, excellent quality, exemplary service. And they have also a strong commitment to steady growth in the export market”, says Mr Davis. Kubizz, the Dutch distributor of Montevérgine’s Nougat Bar to France, Poland, Spain, Luxemburg, Germany and Italy, confirmed new orders with the Brazilian company at the fair. “We like the flexibility that they have and, above all else, their quality, which is greatly appreciated by our clients”, says Dina de Geus, Importation Manager at Kubizz. “It’s no wonder we’ve been collaborating with them for more than 10 years”, Ms De Geus adds.
With exports to around 140 countries, Brazilian companies used the opportunity to renew already established contacts and to open new markets. “We prospected markets in which we are not yet active, such as in Asia, and we also established new alliances with surprisingly interesting regions of Africa”, says Gilberto Lima, Exportation Manager at Peccin, who has participated in the ISM fair for over 20 years and exports to more than 40 countries. “The fair was better than we expected”, he adds. “Representatives of many countries from various continents visited our stand”, says Felipe Antunes, Exportation Supervisor at Embaré, who has participated in the fair in Cologne for over 20 years. “With one representative, from Canada, we closed a deal that will generate more than US $500,000 over the next 12 months and we also closed deals with clients from South Africa, Holland and Belgium, which together will generate between US $200,000 – $250,000 in 2018”, he adds. “We made new business deals and strengthened partnerships primarily from the USA and Canada”, says César Reis, Export Director for M Dias Branco, the biscuit company. “Our customers really liked our snack size packages, which allow them to carry the biscuits in their pocket and eat at any time they want”, he points out.