Brazil to increase direct marketing

Approximately two thirds of all Brazilian fruit exports are destined for Europe, with 40% going to the Netherlands alone. Much of this volume is then shipped to other countries. “Germany is actually our largest market, but it buys only 3% directly”, says Valeska de Oliveira, Executive Manager of the Brazilian fruit institute IBRAF. With a strong company presence at the FRUIT LOGISTICA, Brazil hopes to expand its direct markets. Target countries include Great Britain, Spain, Italy, Poland, the Czech Republic and Ukraine as well as Germany. Brazil’s fruit exports increased in value by almost 35% to a total of USD 642 million last year. Melons are the most important export fruit by volume, followed by bananas and mangos. Highlights include giant papayas and the particularly aromatic Perola pineapples. A new packaging concept for the easily damaged papaya fruit will be launched in its Europe the aim of introducing the fruit to a broader audience of European consumers. The bags containing two papayas and plastic boxes with four fruits each include a multilingual leaflet with instructions for handling and consumption.