Exports of Brazilian fruit have increased by 200%

Although in recent years exports of Brazilian fruit have increased by 200% there is still much to be done. Fruit production in Brazil amounts to 39 million tonnes, most of which is destined to supply the domestic market. Only 2.3%, that is 827,708 tonnes, goes to foreign markets. "Brazil is still not a big exporter, we are at number 19 in the world ranking of exporting countries despite being the third largest producer of fruit in the world behind China and India. Through IBRAF we are trying to turn around this situation by working on various fronts such as changing varieties, modernising cultivation processes and post-harvesting technology and looking for new markets." The main importer of Brazilian fruit and derivative products is the European Union, led by Germany, the United Kingdom and Spain. "The European Union takes 70% of our exports but we would like to look for new markets and so we are going in three directions. Firstly we have focussed on Eastern European countries because in only a few years they have progressed significantly both socially and economically. Secondly we are interested in Arabic countries, not only because of their high purchasing power and high consumption levels of fresh fruit and juices, but also because the authorities in some of these countries are working on programmes to keep obesity amongst their populations in check, including slowing down the import of soft drinks which will foster the entry of natural juices. Finally, we are focussing on the countries of southeast Asia who, despite being large producers themselves, are not in competition with our crops". IBRAF's promotional strategy for foreign markets is very extensive. Since 1998 it has been working with the Agency for Promoting Exports and Investments (APEX-Brazil) in a programme promoting Brazilian fruit and derivative products. "This programme has a series of promotional tools directed at both buyers and consumers. Our aim is to have consumers increasingly more aware of our products. A good example of this are the promotional programmes for Brazilian fruit and derivative products which we have had in the worldwide network of Carrefour supermarkets in 19 different countries since 2005. We have also begun negotiations with El Corte Inglés and other networks in Spain and since July, we have been organising meetings with chefs in Canada to present our products and show them how they can be used. The supply companies in Toronto have already decided to sell them". IBRAF wants to emphasise that Brazilian fruit and derivative products are safe and very healthy. "We also want growers in the northern hemisphere to understand that we are not only competition but also a very interesting potential market with 186 million inhabitants used to consuming fresh produce".