The Brazilian fruit export sector is to concentrate on specific markets in Europe, North America and Asia over the next two years in accordance with the findings of a recent market potential study.
The survey, undertaken by The Brazilian Fruit Institute (Ibraf) and the market intelligence department of Apex-Brasil (the Brazilian Trade and Investments Promotion Agency), aimed to provide a more complete overview of the opportunities open to the Brazilian fruit sector.
The study analysed potential markets in 2010 and 2011for Brazilian fresh and processed fruit exports (including frozen and dry fruit, pulps and juices). The findings will serve as a guide for an action plan being instituted by the Brazilian Fruit Project, an initiative supported by both organisations.
Countries such as the United Arab Emirates (UAE), the UK, Germany, the US, Russia, Canada, Portugal, Singapore and China were highlighted in particular, and will receive special attention in the near future.
“There is a great demand for our products in many international markets where Brazil is very much under-supplying,” Ibraf executive manager Valeska de Oliveira, said in a press release.
“The UAE, for example, has expanded its imports of fruit pulp by 27 per cent in recent years and Brazil gets only 0.04 per cent of that business.
“Canada is another very interesting market,” Ms de Oliveira continued. “Canada imports about US$1bn-worth of fresh fruit annually and that volume has expanded by an average of 12.5 per cent between 2003 and 2008. However, Brazil currently gets just 0.5 per cent of that business.”
Several variables were taken into account in the survey, such as volume and growth of foreign trade, the level of competition, macroeconomic volumes and variations, sector volumes, population demography, access and trade barriers.
“Ibraf selected 40 markets in which the organisation is interested in operating,” explained Marcos Lélis, coordinator of Apex-Brasil's Commercial and Competitive Intelligence Unit (UICC).
“Interests vary according to the product in question, but interest in markets like the US and the UAE was unanimous.”
Based on these company-defined priority markets, the Brazilian Fruit Project has embarked on a Strategic Planning initiative designed to establish a long- and medium-term globalisation project to outline strategies, goals and action plans.
“We’re considering the competitive conditions of the participating companies in light of the international market dynamics,” said Ms de Oliveira.
“The companies involved in the sector must play a significant role in this process since they will be the direct beneficiaries of any new initiatives. The participation of producers and fruit companies is essential.”
The planning process for the initiative will last for approximately six months, according to Ibraf. Once a basic action plan has been outlined, workshops will be held in several regions of Brazil to present the study results and propose steps to be taken in order to achieve growth over the next few years.
