The Portucel Soporcel group, a leading manufacturer of UWF (uncoated woodfree) printing and writing paper in Europe, will be at the upcoming Paperworld Middle East expo in Dubai, UAE as part of its regional expansion strategy.

The largest paper and office supplies trade fair in the region, Paperworld Middle East will be held in Dubai, from March 2 to 4.

Portucel Soporcel group, also Portugal's second largest exporter selling to 127 countries, will be taking part in the event for the third consecutive year.

The group aims to build further on the business relationships it has long been developing in the Middle East, especially since it became a regular exhibitor at this event, said a senior official.

"Over the last six years, the group has successfully expanded its sales in this important region in the segments offering the most value-added, cut-size in particular, and the group accounts for more than 50 per cent of European exports of UWF printing and writing paper to the region," explained Hermano Mendonça, the marketing director at the Portucel Soporcel group.

"A stronger presence in emerging markets like the Middle East is of increasing strategic importance, in view of the company's focus on marketing premium products and mill brands, to which the region has proved extremely receptive," stated Mendonça.

In previous years, the response at Paperworld Middle East to the Portucel Soporcel group's own brands has been extremely positive, creating excellent prospects for an increased presence in high-potential markets such as those in the Middle East, Africa and Asia.

The growing interest from paper wholesalers and end customers in these markets has also been achieved thanks to the group's consistent presence in the Middle East over the past two decades, he added.

According to him, Portucel Soporcel group's participation in these events is part of its strategy to seek out fresh business opportunities and consolidate international partnerships.

"Our third appearance at the Dubai trade fair will help boost the potential for growth confirmed in previous years for our own brands, which currently represent more than 60 per cent of sales of cut-size products, offering unrivalled quality, innovation and environmental sustainability," he added.-TradeArabia News Service