The commercial promotion actions carried out by the Brazilian Rice project – a partnership between Abiarroz (Brazilian Rice Industry Association) and ApexBrasil (Brazilian Export and Investment Promotion Agency) – in the United States and Europe, in the second half of 2023, should contribute to boosting exports of milled rice over the next 12 months.
Recently, Brazilian Rice participated in the U.S. Private Label Trade Show, in Chicago, and the Anuga fair, in Germany. The two actions were organized by Abiarroz's Export Manager, Beatriz Sartori.
The participation of companies supported by the project in international fairs is part of Abiarroz and ApexBrasil's strategy to expand access to Brazilian rice on the international market.
Five companies supported by Brazilian Rice were at the U.S. Private Label Trade Show, where they made 157 contacts, mainly with direct buyers and distributors.
From January to October this year, companies participating in the project sold US$9,8 million of processed rice to the USA.
The expectation is that the participation of these five companies at the fair will result in business worth US$2 million in the coming months, which represents almost 20% of the value exported in 2023.
In addition to importers from the main supermarket chains and distributors in the USA, the fair attracted buyers from Canada, Mexico and Central American countries.
The American market has gained relevance in Brazilian Rice exports, with growth, until October this year, of 174% in value compared to 2022.
The USA is also the third main destination for higher value-added exports (white and brown rice) for companies supported by the project.
This was the first time that Brazilian Rice participated in the U.S. Private Label Trade Show, which is the largest and most traditional fair focusing on private labels in the USA.
“The private label market is very demanding, with a focus on product quality and processes. It represents another opportunity for the sector to expand access to markets, such as the USA, in which private brands from retailers and wholesalers represent around 20% of the share of sales”, highlights Beatriz.
In Europe, business rounds were held with direct buyers and distributors during the Anuga fair – one of the main food events in the European Union.
“The action at the Anuga fair featured two companies supported by Brazilian Rice, which were selected to participate in the Brazil Pavilion, organized by ApexBrasil. During the business rounds, each company had meetings with eight buyers”, informs Beatriz.
Also according to Abiarroz's Export Manager, the companies supported by the project accounted for 99% of Brazilian exports of processed rice to Europe from January to October this year. In these 10 months, product shipments totaled US$ 25,8 million.
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