THE AIM IS TO PUT BRAZIL
AT THE CENTER
OF THE INTERNATIONAL FRUIT MARKET
Brazil wants
to compete with big international suppliers
Fruit growing is one of the major highlights of the Brazilian
economy. This sector is continuously evolving and supplies
a constantly growing domestic market. It has also been gaining
space in the foreign market with tropical fruits and temperate
climate fruits, which have characteristics marked by the country’s
territorial extension, geographical position and privileged
edaphoclimatic (climate and soil) conditions.
In order to promote the exportation of Brazilian fruits, IBRAF
– Instituto Brasileiro de Frutas [Brazilian Fruit Institute]
coordinates, in conjunction with APEX-Brasil – Agência
de Promoção de Exportações do
Brasil [Promotional Agency for Brazilian Exportations] and
the associations of the sector, the Horizontal Promotion Project
of Brazilian Fruit Exportations. The aim of this project is
to create strategic actions of general coverage for aspects
where there is synergy and mutual benefit for all the sectors
involved; specific actions for each line of fruits and finally,
support actions that make access available to a greater number
of producers and small fruit agribusinesses. With a permanent
and consistent program, it will be possible to support the
new agricultural bases, offering qualification, training,
systemic access to foreign markets and the adoption of organizational
systems that are innovative and efficient for all the sectors.
The target is to consolidate the Brazilian sector in the international
market, not only as a producer of tropical fruits but also
of many key fruits. To make this happen, it is necessary to
provide the sector with qualification and significantly expand
its agricultural frontiers, in absolute amounts and comparable
to the big international suppliers, without forgetting about
its image of trustworthiness, continuity and diversity of
fruits for the whole world. One sign that this is possible
is Brazilian apples, which are arriving on the European market
with the INMETRO [National Institute of Weights and Measures]
certification. This certificate proves that the fruits were
followed up from the time of plantation to packaging. Next
in line are mangoes and grapes.
The target of the promotional actions will be both potential
clients/buyers as well as the final consumer, thus tightening
the relationship with international market agents and providing
the consumer with correct information on Brazilian fruit growing
and its products.
Target Markets
In this new phase of the “Brazilian Fruit” program
(2003/2004), the sector has selected the following targets:
the mature markets (Germany, the United States*, the United
Kingdom and France) and the new markets (Spain, Holland, Portugal,
Scandinavia, Canada, Asian Countries, Western Europe, Arab
Countries and Latin American Countries like Mexico, Chile
and Argentina).
Eight of the main Brazilian exportation fruits will be promoted
with sectorial strategies: pineapple, bananas, Tahiti limes,
melons, apples, papayas, mangoes and table grapes.
The promotional campaign for fruit exportation will be developed
in a generic way encompassing all the sectors of Brazilian
fruit growing for exportation and also by sectors. The target
market for apples, for example, is Scandinavia (Norway, Finland,
Sweden and Denmark), the United Kingdom and Germany. The new
markets include Asia and Western Europe. In the first promotional
phase for lemons & limes, the priority will be the European
countries and Canada. Promotion of melons will be concentrated
in the United Kingdom, Germany, Spain and Portugal.
The papaya segment will focus on the United States, Canada,
Germany, the United Kingdom, Holland, France, Spain, Portugal
and Italy. The goal is to win over the markets of the west
coast of the United States, the Pacific countries, especially
Japan, Australia and New Zealand, Latin American countries
and other emerging markets. In the mango and grape sector,
the target markets are the United Kingdom, France, Germany,
Norway, Spain and Portugal. Bananas will be promoted in the
U.S. and Canadian markets.
