The Latin American market, springboard for the show's international growth
Brazil to have its own Alimentaria exhibition
Brazil will be the next international edition of Alimentaria, following an agreement by Alimentaria Exhibitions with the country’s leading exhibition organizer, Reed Exhibitions Alcántara Machado. The celebration of Alimentaria Brasil in September 2013 in Sao Paulo, will be a decisive step in the internationalization strategy of the company, which already has homonymous fairs in Lisbon and Mexico City, as well as Barcelona.
The Alimentaria brand enjoys unquestionable prestige throughout South America. The launch of this new exhibition further reinforces the significant activity of Alimentaria Exhibitions throughout the entire continent. Unlike its main competitors, Alimentaria has succeeded in positioning itself as a stand-out brand in Latin America and has made the region its main springboard for international expansion.
The Food brand is highly respected in Latin America, where the show has managed to position itself according to market requirements, remaining the main driver of international expansion of Alimentaria Exhibitions. For historical reasons and as a result of Spanish agribusiness strategy, Latin American countries top the ranking of international representatives among the show’s international exhibitors and visitors.
Alimentaria Brasil is the first trade show to be launched by Alimentaria Exhibitions taking Fira de Barcelona, last December, the control of the company to acquire the 50% of the shares held by Reed Exhibitions. As part of this operation, Fira and the British multinational also agreed to work together to strengthen the international presence of the event in areas of strategic interest for the international expansion of the Alimentaria brand. In this line stands the partnership with Reed Exhibitions Alcántara Machado which also reinforces the Alimentaria’s policy of alliances with local partners to promote synergies and business opportunities.
Meeting with Equipotel Sao Paulo
Alimentaria Brasil, to be held 16-19 September 2013 at Parque Anhembi in São Paulo, will take place at the same time as Equipotel Sao Paulo, Latin America’s largest hospitality and food trade show, which brings together more than 48,000 professionals and close to 1,400 exhibitor companies.
At its first edition, Alimentaria Brasil expects to occupy an area of 18,500 m2 and bring together close to 300 exhibitors and 50,000 professional visitors. The show begins its history with the collaboration of major industry figures in Brazil such as the Association of Beverage Distributors (ADIBE in its Portuguese acronym), the Brazilian Association of Hospitality Industry Distributors (ABAD in its Portuguese acronym), the Bar and Restaurant Association and the Brazilian Hospitality Federation, among others.
For J. Antoni Valls, managing director of Alimentaria Exhibitions, “Alimentaria Brasil represents a further step in Alimentaria’s expansion into new markets and its positioning as a catalyst for foreign trade for the Spanish and international agri-food industry”.
According to Marcelo Vital, events manager for Reed Exhibitions Alcántara Machado, holding the new Alimentaria Brasil at the same time as Equipotel Sao Paulo “will reinforce synergies between the two shows and offer our participants added value”.
With 50 years of history, Equipotel Sao Paulo will be the best environment for the new Alimentaria Brasil, as the hospitality, restaurant and hotel sectors -major customers for the food and drinks industry- are experiencing significant growth in Brazil. Currently 330 hotels are being built in Brazil, 30% of these in São Paulo. In the restaurant and food service industry, Brazil has approximately one million catering establishments.
Alimentaria Brasil is inspired by the Alimentaria trade show model, which has had much success at the international level. The event will organise its product offerings into a number of sector-specific shows specialising in product areas, including Multiprodutos
-general food products; Vinhateria -wines; Interbebidas -water, juice, soft drinks, beer and spirits; Interpesca – seafood and aquaculture products; Congelexpo – frozen food products; Intercarne – meat and meat products; Orgânicos – organic foods; Olivaria – vegetable oils; Interlacteos – dairy products; and Mundidulce – sweets, chocolates, cakes, etc.
A market with great opportunities
“Brazil represents a great investment opportunity for international agribusiness”, says Valls. The country currently ranks sixth among global economic powers and is the leading economy in Latin America. It represents the main gateway to the South American market. The strength of its economy in an international context is reflected in the fact that its gross domestic product (GDP) increased by 2.8% in 2011. According to The Economist Intelligence Unit, the Brazilian economy’s real growth rate will be 4.5% in 2013 and 5% in 2014. The country’s per capita income reported a 3.4% annual increase last year, to 11,858 dollars. The 2014 Football World Cup and the 2016 Olympic Games have increased interest in the Brazilian market among foreign companies. Estimated demand for investment is approximately 52 billion dollars over the next two years.
Alimentaria Exhibitions
Alimentaria Exhibitions is a market leader for food and beverage trade shows in the countries where it operates, managing more than 150,000 net m2 of exhibition space, with 5,000 international food and beverage manufacturing, trade and equipment and technology exhibitors, attracting around 200,000 professionals from these sectors.
The company’s main headline trade shows are Alimentaria, Bta. -Barcelona Food Technology and Seafood Barcelona, in Barcelona; Alimentaria&Horexpo Lisboa, in Portugal; Alimentaria México, in Mexico; and starting in September 2013, Alimentaria Brasil, in São Paulo.
Barcelona, March 6th , 2013