The initiative hopes to leverage the event to promote the business of Brazilian micro and small enterprises operating in the fruit and vegetable market.

São Paulo, March 2024 – The first Brazilian edition of Fruit Attraction expects to bring together a diverse range of businesses from April 16-18 at Expo São Paulo. The Sebrae stand aims to attract at least one micro or small business from each Brazilian state to promote the diversity of Brazilian fruits and vegetables at one of the world's leading trade fairs in the sector.

"Brazil is a huge country, and we often have more access to products from abroad than to those produced here. The idea of bringing together all 26 states and the Federal District in one place, at an international trade fair as important as Fruit Attraction, is to help spread the word. We want the public to discover the different Brazilian flavors," says Vicente Scalia, business analyst at Sebrae.

In addition to the stand, the partnership with Sebrae will also offer an interactive experience at Fruit Attraction. Renowned chefs will prepare dishes using the ingredients on display to delight visitors' palates.

"This greatly helps to raise awareness of 'From Brazil to the Table,' a very successful project. Participating in major events increases the visibility of rural producers when connecting with suppliers and retailers. The public also participates and learns about what's happening," Scalia adds.

Sebrae's support contributed to the Brazilian market reaching a record turnover in 2023. The country surpassed the $1.2 billion mark in revenue, with a 26.73% increase and a 6% higher volume compared to 2022. Maurício Macedo, CEO of Fiera Milano Brasil, believes that these positive figures have helped bring IFEMA MADRID, a well-established brand in Europe and one of the world's leading fruit and vegetable events, to the country.

"There is great potential in Brazil. We are seeing an improvement in the figures, which shows that there is still a lot of ground to explore here. By bringing together different entrepreneurs in the same space, we project the realization of new and good businesses that will boost the economy," says Macedo.

Quick return

One of the success stories with Sebrae's support comes from Sobradinho, in the Federal District. On a 16-hectare property in the Rota do Cavalo region, businesswoman Carla Burin, co-owner of Fazenda Burin, saw her profits multiply after receiving specialized advice on organic food production and participating in fairs with the initiative.

"This partnership began five years ago and has resulted in at least two major clients in 2023 alone, as well as a dozen smaller ones. It's a very interesting relationship. Participating in events, more than just providing an opportunity to raise awareness among the general public, is very helpful in terms of connecting with new buyers. These are days when there are excellent business opportunities," he says.

Production has taken off, and this has also resulted in record revenue for the company. "The increase in revenue, considering only these new clients, is around 20%. But if we take into account those gained in previous years through this partnership, that percentage doubles. It's the famous 'trickle-down effect,' where satisfied customers lead to increased orders, referrals to other companies, and so on. Sebrae is a benchmark, and simply being at their stand counts for a lot," he concludes.

Service:

Fruit Attraction São Paulo

Date: April 16-18, 2024

Opening hours: 10am to 6pm

Venue: São Paulo Expo Exhibition and Convention Center

Address: Rodovia dos Imigrantes, 1.5 km - Vila Água Funda, São Paulo - SP

Free transport from 1 hour before to 1 hour after the fair.

For more information , see this link .

About IFEMA MADRID

IFEMA Madrid is Spain's leading trade fair operator and one of the most important in Europe. With over 500 events held annually, its calendar includes trade fairs, congresses, and professional events related to virtually every sector of the economy. Each year, more than 24,000 Spanish and international companies participate to generate business and establish commercial relationships, attracting nearly 4 million visitors. With a packed program that also includes major musical events, shows, exhibitions, and leisure activities for the general public, it has established itself as the second largest economic driver in the Community of Madrid, with an impact of €5.104 billion on the local community. More information: https://www.ifema.es/

About Fiera Milano Brazil

Fiera Milano Brasil is the Brazilian subsidiary of Fiera Milano, one of the world's largest trade fair and congress organizers, attracting approximately 30,000 exhibitors and over five million visitors annually. In Brazil, Fiera Milano comprises seven trade fairs representing diverse sectors of the economy, including security, clean and renewable energy, pipes and fittings, cables, occupational health, rehabilitation technologies, inclusion and accessibility, and more. Key brands in the portfolio include Exposec, Fisp, Fire Show, Ecoenergy Congress, Reatech, Tubotech, and Wire Brasil. For more information, visit www.fieramilanobrasil.com.br

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