Abimate, the Brazilian Association of Mate Herb Exporters, is going to promote mate tea in the Arab market for the first time. The association’s initial action will be to participate in Gulfood, a trade fair for the food industry to be held in Dubai from February 21st to 24th.
“We want to make the Arab market into Brazil’s second largest target market,” said the manager of the Integrated Sectorial Mate Herb Project, Heroldo Secco Junior.
Brazil does not export mate herb to the Arabs yet, but the Brazilian product is already shipped to approximately 30 countries. Last year, sales totaled US$ 42.7 million, the equivalent of 31,000 tons. Countries in South America, Europe and the United States were the main targets.
According to Secco, the opening of the Arab market may represent an additional US$ 4 million each year for Brazilian exporters. “The market has huge potential,” said the manager. The Abimate’s stand at Gulfood is going to offer visitors several mate tea products, such as green, roasted, mint-, chocolate- and jasmine-flavored, and even soda made from mate tea.
The Integrated Sectorial Mate Herb Project represents 15 exporting companies affiliated with the Abimate, which has been taking part in foreign fairs since last year. Presently, Brazil is the world’s leading mate herb exporter, and has the capacity and potential to grow even further in the foreign market. The Sectorial Project is promoted by the Abimate in partnership with the Brazilian Export and Investment Promotion Agency (Apex).
According to Secco, aside from the Emirates, countries such as Syria and Egypt show strong potential for the Brazilian mate herb. Syria, for instance, is a traditional importer of Argentine mate herb, and purchases roughly the equivalent of US$ 20 million per year.
In order to attract and promote the mate herb, the Abimate has sent invitations out to several importers and is going to place advertisements in international magazines. Also in the first half of the year, the association will participate in trade fairs in Germany and in the United States.
The Brazilian Ministry of Agriculture and the Arab Brazilian Chamber of Commerce are going to take 12 companies to exhibit at the Brazilian pavilion in the Dubai-based fair. Other participants from Brazil will have their own stands, including organizations in the meats and fruit industries, and other food companies.