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The participation of Brazilian companies at ISM 2020, the world’s largest Confectionery and Snacks fair, held from February 2-5 in Cologne, Germany, resulted in almost US$ 4 million in closed deals, with the expectation of reaching almost US$ 24 million in the next 12 months. “These results signal another year of expansion of Brazilian exports in the sector and confirm the importance of ISM for our sector”, says Ubiracy Fonsêca, president of ABICAB (Brazilian Association of the Chocolate, Peanut and Candy Industry).

The Brazilian delegation at this year’s ISM was formed by 20 confectionery and cookie companies: Bauducco, Berbau, Cacau Show, Cory, Divine, Dori, Embaré, Francfort, Garoto, Hershey’s do Brasil, Jazam, Marilan, M. Dias Branco, Montevérgine, Neugebauer, Peccin, Simas, Santa Edwiges, Soberana and Toffano. Participation in the event was organized by ABICAB and ABIMAPI (Brazilian Association of Biscuit, Pasta and Industrialized Breads & Cakes Industries) via the Brasil Sweets and Snacks and Brazilian Biscuits projects, promoted in partnership with Apex-Brasil (Brazilian Trade and Investments Promotion Agency).

During the fair, Brazilian companies made more than 800 contacts with international buyers, of which about 500 were new. Businessmen from countries such as the USA, Canada, Mexico, Haiti, Dominican Republic, Qatar, United Arab Emirates, Israel and Palestine visited the Brazil Pavillion. Meetings were also held with representatives from Turkey, Colombia, Chile, Costa Rica, South Africa, Madagascar, Libya, Congo, South Korea, United Kingdom, Venezuela, Suriname, Netherlands, Armenia, Spain, Australia, Russia, Argentina, Portugal , Mauritania, Mali and the Netherlands.

Cory, which already exports to 57 countries, returns to Brazil carrying almost 50 contacts made in its luggage, 20% of which have a chance to progress to future partnerships. “The result was more than expected,” says Arthur Fernando Jorge, the company’s export manager, who returns to exhibit at ISM after four years away. “We had meetings that are expected to evolve in countries such as Hungary, Ukraine and Georgia, as well as Finland, Israel and South American nations such as Colombia and Chile. We expect a 10% growth in export earnings in the next 12 months”, he points out. “An interesting case was that of executives from Chile, who tried our product in Punta Arenas, in the extreme south of the country, and came specifically to visit us. With them, we have already closed the sale of a container worth around US$ 30 thousand here in Cologne”, stresses Jorge.

Peccin closed sales of US$ 130 thousand with customers in Haiti and Venezuela at the fair. “We have a quality audience at this fair and we are able to hold meetings with customers that we normally cannot find during the rest of the year”, reports the company’s trader, Lautaro Alesso. “We hope, from this participation, to earn US$ 700 thousand dollars in the next 12 months”, he says.

Jazam was able to open new perspectives at ISM in the USA, South Korea and Japan. “The good thing about this fair is that the buyers are very specialized, always focused,” says Regiane Zambon, the company’s CEO. Jazam, which already exports to about 40 countries, also managed to close deals in Cologne with new customers in Argentina and Palestine. “The growth in export earnings from this event is expected to be around 20%,” says Zambon.


Cacau Show, manufacturer of handmade chocolates with more than 2,200 points of sale in Brazil, participated for the first time at ISM and left the fair satisfied. “In addition to promising contacts, we have achieved a better perception of the needs and possible market niches for export,” says Márcio Barboza, manager of expansion in new businesses at Cacau Show. He reports having received visits from businessmen from South America and Eastern European countries.

Hershey’s Brasil obtained about 50 new contacts. “The outlook is good,” says Beatriz Sanchez, the company’s export analyst. “We practically closed with three new customers in Hungary, Belarus and the Czech Republic. And we have good prospects, as they showed a lot of interest”, she says, celebrating the prospect of reaching new markets. Until the fair, the company had been exporting only to countries in South America.

Also new to ISM, Santa Edwiges returns to Brazil with almost 80 new contacts in their luggage. “Four of them, with executives in Libya, Ukraine, South Africa and the Dominican Republic, have great chances of becoming an effective deal in the coming weeks”, celebrates João Lemes, export analyst at the company. He predicts an increase in Santa Edwiges’ export earnings of about 20%. The company already exports to countries such as Uruguay, USA, Argentina, Paraguay, Colombia and Congo.




ABOUT ABICAB – The Brazilian Chocolate, Peanut and Candies Manufacturers Association (ABICAB) was founded in 1957 and represents the national confectionery industry in public and private spheres in Brazil. The national confectionery industry represents R$ 26,4 billion in retail value and employs more than 42,000 workers. The Association, which currently represents 93% of the chocolate market, 92% of the candy and confections market and 62% of the peanut market, has aims to develop, protect and promote the confectionery associated industry, stimulating actions to foster internal and external market in these sectors, as well as responsible consumption of products.  The Brasil Sweets and Snacks Project has been developed with the aim of strengthening and promoting the sector, being one of ABICAB’s main activities. Created in partnership with Apex-Brasil in March 1998 with the aim of promoting Brazilian products at the international level, it currently supports 54 companies that export to more than 140 countries. www.brasilsns.org.br

ABOUT ABIMAPI – Brazilian Manufacturers Association of Biscuits, Pasta and Industrialized Breads and Cakes – is one of the largest bodies of its kind in Brazil with around 100 member companies holding 75% of the national turnover and more than 100 thousand direct jobs. In Brazil alone, the members of the Association account for a third of the national wheat flour consumption. Its mission is to strengthen and consolidate the biscuit, pasta, industrialized bread and cake categories in the Brazilian and International Markets. In partnership with Apex-Brasil, develops a sector-focused project named Brazilian Biscuits, Pasta and Industrialized Breads & Cakes, being active for 15 years and currently has 50 Brazilian companies that annually export USD 175 million and 100,000 tons to over 80 countries on the five continents. www.abimapi.com.br/?lang=en

ABOUT APEX-BRASIL – The Brazilian Trade and Investment Promotion Agency (Apex-Brasil) works to promote Brazilian products and services abroad, and to attract foreign investment to strategic sectors of the Brazilian economy. Apex-Brasil organizes several initiatives aiming to promote Brazilian exports abroad. The Agency´s efforts comprise trade and prospective missions, business rounds, support for the participation of Brazilian companies in major international trade fairs, arrangement of technical visits of foreign buyers and opinion makers to learn about the Brazilian productive structure, and other select activities designed to strengthen the country’s branding abroad. Apex-Brasil also plays a leading role in attracting foreign direct investment (FDI) to Brazil, by working to identify business opportunities, promoting strategic events and lending support to foreign investors willing to allocate resources in Brazil. www.apexbrasil.com.br/en/home

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