Brazil will showcase the products that have made it one of the three leading fruit producers in the world at a key event to be held in Dubai later this month.

'Flavours from Brasil', a major food and beverage trade event, taking place on February 21 and 22, aims to increase Brazil's share in the Middle East food market.

The country has become a favourite source of fruits for the Middle East, particularly in the UAE.

Fruit growing is one of the main revenue generators of the Brazilian economy. The country’s productive and high-quality fruit crop is sustained by an excellent tropical climate, state-of-the-art production technologies and sustainable agricultural practices, said a statement.

Some highly nutritional fruits such as assai can only be found in Brazil due to the region’s natural diversity. Considered a superfruit containing antioxidant levels 20 to 75 per cent higher than in any other tested fruit or vegetable, assai will be one of the Brazilian fruits highlighted at 'Flavours from Brasil'.

“Brazilian fruits are highly popular in the Middle East, especially in the UAE where consumers seek variety in the type of fruits and vegetables they purchase. The way these fruits are carefully processed also adds to their appeal as high-quality food products,” said Juarez Leal, project manager, Flavours from Brasil.

Brazil produces more than 43 million tons of fruit a year in around 2.2 million hectares of agricultural area.  It currently leads the world in the production of oranges, papayas and Tahiti limes.

The country exported $13.89 million worth of dried and fresh fruits to Arab countries in 2007, representing a phenomenal 68 per cent leap from the $8.25 million sales posted in 2006.

In 2008, Brazilian fruit exports to Arab countries rose further to $16 million. Arab nations thus present highly lucrative new markets that Brazilian fruit producers are eager to further explore.

Flavours from Brasil will inaugurate a special year-long program that will enable around 50 Brazilian traders to showcase their products in major Middle Eastern supermarkets. Businessmen who commit $1 million in Brazilian product purchases will be entitled to as much as $100,000 in promotions such as products and sampling counters.

Independent Brazilian trade and investment promotion agency Apex-Brasil will choose around 40 major exporting companies to highlight their products during a special business roundtable to be conducted during the event. Marketing and events organizer IFP Emirates will help in the selection process.

The consumer-focused event will introduce participants and visitors to the superiority of Brazilian food products in terms of quality, cost and compatibility with Islamic standards.-TradeArabia News Service