Brazilians satisfied with sales at ISM 2010
Brazilian companies make up the second largest delegation from the Americas at the trade fair in Cologne
The 30 Brazilian confectionery companies that participated in the International Susswaren Messe - ISM 2010, held between 31st January and 3rd February, in Cologne, Germany, under the leadership of ABICAB [the Brazilian Chocolate, Sugar Candies and Peanut Manufacturers Association and in partnership with Apex-Brasil [the Brazilian Trade and Investment Promotion Agency], made more than 1,100 contacts and generated total sales volumes in excess of US$ 54 million (including deals expected to be sealed over the 12 months following the trade fair). Representing the second largest delegation from the Americas at this year’s edition of ISM – the US presented 40 companies, Brazil, 39 in total –, the sector was pleased with the results obtained and sees the significant number of contacts made and deals concluded as one of the signs that confirm a recovery in the global economy.
ABICAB President Getulio Ursulino Netto, said: “Despite the international crisis, Brazil maintained its position as a global trader and the confectionery, chocolate and peanut sector managed to increase its tally of partner countries to 145. Furthermore, the sales volume achieved at ISM confirms our forecasts that 2010 will be a better year than 2009.”
According to ABICAB, Brazil’s good showing at the fair is linked to various factors, among them the quality and creativity of the products chosen for presentation, the product launches, the Brazilians’ determination to maintain permanent business relations with their clients, and the solid investments made in production lines and in modernizing their industrial installations. Featuring on the list of Brazil’s successes at ISM are: Sukest, which managed to include three new products in the list of innovations presented at this year’s edition of the trade fair, the return of Erlan Balas e Chocolates after a 7 years absence from ISM, the debut by Fini, a Brazilian affiliate of Spanish company Sanchez Cano, and the good results obtained by Projeto Trade, developed in partnership between ABICAB and Apex-Brasil.
Under this project, four small companies – Brassuco, Arco-Iris, Dalla Costa and Casaredo – were represented at ISM through trading companies and have already enjoyed the benefits of making contacts. Casaredo representative Diego Heineck, said: “Without Projeto Trade the company would never have gained this initial foothold in the international market”.
In the past 6 months, the Brazilian industry has launched more than 150 innovations, including new products as well as new flavours, packaging and shapes in confectionery, chocolate and peanuts. The Brazilian companies will be present at Gulfood 2010, from 21 to 24 February, in Dubai, and are getting ready for Sweet Brazil International trade show in Curitiba, Brazil, in August.
Below assessments made by some of the Brazilian companies that participated in ISM 2010 under the coordination of ABICAB:
Bel Chocolates – The most sought after products offered by the company at ISM were the King and Mega Show (caramel and peanut bars covered in chocolate). The company exports to 25 countries and works to establish long-term partnerships, such as the one it has with its first foreign client, based in Argentina, which began in 2000 and continues to this day – an example provided by Fabricio Bedushi Beloti, the company’s Export Manager.
Berbau – The new chewing gum filled lollipops launched at the trade fair won over both existing and new clients visiting their stand, who also confirmed the success of the company’s traditional products, such as sweets in assorted Brazilian flavours (coffee, peanut, watermelon, pineapple), in addition to juice made from Brazilian fruit (passion fruit, graviola and mango). Founded in 1939, Berbau began exporting ten years ago and is already present in 15 countries. According to Daniela Pernambuco, who works in the company’s exports department, new contacts were made with representatives from new markets in Africa. Pernambuco highlights Berbau’s flexibility in meeting the needs of individual market profiles. She went on to say, “Some countries only accept products with artificial flavourings, whilst others demand natural ones. In addition, the packaging requirements also vary widely and this is why the company adapts the product according to each market’s needs”, before praising the quality of ISM visitors, including distributors, importers and big wholesale and retail chains.
Chocolates Garoto – The company launched the new layout of its chocolate bars at ISM 2010, which provide a better perception of their creaminess, as well as adding two new flavours: 55% c0coa and milk chocolate with a mix of typical Brazilian nuts (cashew and Brazil nut). The company also launched Garoto bonbons made with natural fruit pulp (banana, blackberry, plum, fig and apricot) and covered in chocolate and coming in 5kg bags. Ricardo Rocha, the Garoto Exports Manager, explained: “As regards the fruit bonbons, we are paying special attention to countries in the Middle East and North America, whilst our new chocolate bars are intended for broad consumption by all our clients, whether they are in existing or new markets”. Garoto exports to more than 60 countries and, according to Rocha, at ISM it once again confirmed the best seller status of its Serenata de Amor bonbon and its Yellow Box of assorted bonbons.
Docile – Rafael Agostini, the company’s Export Manager, believes the trade fair was a success for Docile: “We received twice as many visitors compared to last year and no one mentioned the crisis; they suggested maintaining their existing volume or increasing their purchases. Based on the contacts we made at the fair, we now have a good sales forecast for 2010.” At ISM, Docile launched the Explode Coração, a 4g heart-shaped chewing gum with stripes in the colours of the two fruit flavours it comes in: raspberry and lime, grape and pineapple, strawberry and watermelon and strawberry and tutti-frutti. According to Agostini, another product that got people’s attention at the fair was their classic mint pastille in a new lifesaver shape, which was also launched at ISM.
Dori – The company launched, at ISM, a line of chewy toffees aimed at the FIFA World Cup, containing tattoos of national flags, players’ shirts from the national teams and skilful moves from the game. Carlos Cesar de Assis, Dori’s Export Manager, said: “This new line was very well received and almost all our regular clients who visit us at the fair have already sent in their orders”. The company already exports to 70 countries and, according to Assis, whilst the fair did not open up new markets, it serves as an opportunity to meet the company’s clients from around the world in a single location.
Embaré launched, at ISM, the caramel Mini, weighing 4.2g and in traditional milk and condensed milk flavours, as well as the new strawberry and yoghurt flavour, packaged in bags of 100 units. Intended to meet the demand of the Central American markets, the new product was also purchased by clients from Argentina and Paraguay at the fair. Embaré also presented the new packaging and design for its filled caramels (chocolate with coconut, mint and banana fillings, and milk with lime, guava and strawberry fillings), now sold in boxes of 240g in order to enter the premium market. The company, which already exports its caramels – all made with fresh milk – to 50 countries, found two new markets at the fair: Algeria and Tunisia, in addition to closing three new projects. Solange Isidoro, Embaré’s Export Manager, said: “The best thing about ISM was having closed all the deals with our regular clients for 2010”.
Erlan – After 7 years of being absent from ISM, the company was back and, according to Director of Foreign Trade Leonardo Peixoto, the balance was very positive. Erlan, which already exports to 26 countries, began projects at the fair for new markets such as Venezuela, the Ukraine and Serbia, as well as some still virgin regions of the US, like Florida. He said: “From our results at ISM and the business we have concluded in the first two months of the year indicate that 2010 will be a better year for us than 2009”.
Fini/Sanchez Cano – The Brazilian subsidiary of Spanish Sánchez Cano, Fini launched the Sweet Bee line for the international market, at ISM, including the already established jelly candies and marshmallows in new, colourful packaging and different shapes, such as cherries, numbers, hearts, vampire teeth, bones and teddy bears. According to Daniela Azevedo, from the Import/Export Department, Fini made new deals at the fair with buyers from Canada, the US, Dubai, Venezuela, the Philippines, Syria, Colombia and Saudi Arabia. Visitors to its stand were interested in ordering the products as well as having them for private label production. Present in Brazil for the last nine years, the company invested R$ 2 million in a new production line for 2010 and, from March, will start producing liquorice sweets and expanding the Sweet Bee line. She said: “All our products are for the premium market”.
Harald – A company producing ingredients for the food, bakery and HORECA (hotels, restaurants and catering) industries, Harald exports to 30 countries and, at ISM, the highlight were Arabic countries. Some of its most notable products at the fair included the Stick (a dark chocolate flavoured stick used for filling croissants and pastries), Ganache, the Gourmet line and its oven-enabled fillings (fillings able to be baked in the oven up to 200⁰C). The company’s results at this year’s edition of ISM were even better than last year’s, according to Milena Boggio, from the International Sales Department. She said: “We saw more movement at our stand than in 2009, made new contacts with distributors in countries where we are already present and also received potential clients from new markets”.
Jazam – Export Manager Adriano Colombo Gabaldi, said: “For us, this year’s edition of the trade fair was better than last year’s because, although the volume of visitors was slightly less, those who sought us out were more objective in terms of closing deals”. The company launched an expansion to its Máximo line of chocolates, including new sizes (120g, 40g and 18g) as well as the É Show, a milk chocolate tube packaged for supermarkets and convenience stores. However, its traditional Ducrem products (creams coming in hazelnut with condensed milk, rice crispies or Napolitano flavours and packaged in small plastic containers) maintained their position as the flagship line.
Peccin – Its new products, like the To a fim and Fika+ lollipops with 6 different tattoos – including a heart and smacking lips – and coming in cherry, grape and strawberry flavours captivated existing and new clients from South and Central America. Also of note was the Tribola chewing gum that in addition to being chewy, is also crunchy and comes with a filling, as well as the bag of assorted tropical sweets. Peccin President Dirceu Pezzin, said: “We currently export to 70 countries and, at ISM, we closed orders for five new markets”. According to him, one of Peccin’s characteristics is that it adapts its products according to market demand, for example, using natural flavourings for products intended for the European market, where that is a requirement.
Prodasa/Confirma – The company’s highlights for the buyers at this year’s ISM were its hard peanut sweet and the FruMix line of sweets featuring two fruit flavours in each sweet (orange and strawberry or raspberry and cherry).The company already exports to 40 countries and found a new market at the trade fair: Equatorial Guinea – this, in addition to receiving old and new buyers from various regions such as the US, Japan, Spain and Canada. Prodasa Marketing Manager Cleber José Vorussi, said: “The number of visitors may have fallen compared to previous editions, but those who came, came to do business”.
Riclan – The company already exports to 40 countries and, at the fair, concluded the final details for the UK launch of its traditional Freegells (a hard, mentholated and refreshing sweet in eucalyptus, cherry and extra-strong flavours), which for the last 25 years has been present in the Brazilian market, where it is a best seller. The company’s Export Manager Antonio Romualdo da Silva, said: “We are entering the UK, our first market in Western Europe, to take on the sector’s big guns”. According to da Silva, Riclan’s two new launches at ISM, the My Toffee caramel and Buzzy Croc chewing gum, garnered attention at the trade fair, justifying the company’s strategy of innovating and maintaining high standards in order to attract new and existing clients who visit the stand.
Sukest – The company managed to insert its new releases – a marshmallow with a liquid centre in mango and lime flavours, a gums with a liquid centre in lime, grape, orange and strawberry flavours, a chewing gum with a liquid centre covered in sprinkles and a chewing gum with scary eyes and a liquid centre – in the ISM Innovation Hall. This had immediate results. Sukest Marketing Manager Mauro Paparelli, said: “We brought the right mix and high quality products, which allowed us to win new clients in mature markets such as Japan, the US, Germany and Great Britain during the fair”. According to him, not only was the number of visitors to the company’s stand slightly higher than last year, but the quality of these visitors was also improved.
Vonpar Alimentos – The company that controls Wallerius Doces e Alimentos, Chocolates Neugebauer and Doces Mu-Mu, brought two new product launches to ISM: the Beija-Coração lollipop by Wallerius, in raspberry and cherry with tutti-frutti flavours and which colours the tongue and can be used to draw tattoos; whilst in the chocolates line were the Bonetto, a dark chocolate with fudge, and the Premium 1891, a chocolate with 70% cacao content coming in 80g and 20g bars, following the global trend for smaller products.