The success of Brazilian fruit abroad

Following trends may lead to victory.

 

Foreign sales of Brazilian fruit involves issues such as quality, logistics and even commercial promotion. The country exports large volumes of the product. In 2007, exports totalled US$ 640.150 million and 918.186 million kilograms. Melon, banana, mango, apple, grape, lemon, orange and pineapple rank among the most sold fruit abroad.

Europe is the leading consumer market for Brazilian fruit, and Holland and the United Kingdom are in the list of main buyers.

Maurício Ferraz, of the Brazilian Fruit Institute (Ibraf), says that this dependence on the European market is a cause for concern. “Any problems or technical barriers that the market might impose could hamper the sale of most our production,” he explains. This is why the Institute is a great ally of exporters in marketing campaigns for Brazilian fruit in foreign countries, in the quest for new markets.

 

The Fruit and Derivatives Export Promotion Program, developed in partners with the Brazilian Export and Investment Promotion Agency (Apex-Brazil), is one example. By means of various actions, the program promotes an image of trustworthiness, quality and diversity of Brazilian fruit and derivatives.

 

At the ‘Brazilian Fruit Festival,’ for instance, consumers have the opportunity of tasting the Brazilian products and learn how to consume them. Under the 'Receptive Tourism' initiative, foreigners are able to taste the fruit in airports and hotels. The action also promotes product by small enterprises that have export quality. “We have held this promotional action in the city of São Paulo and in several capitals of the Northeast. In some cases, we left a fruit basket at guests' rooms including information about consumption,” he states.