China’s import expo stepping stone to growth for Brazil coffee | 2018-09-24

China’s import expo stepping stone to growth for Brazil coffee

24 September, 2018 12:00 AM printer

SAO PAULO: Brazil's coffee sector is looking to capture a greater share of the Chinese market by making a splash at China's upcoming import expo.

At least 12 Brazilian coffee producers are preparing to feature their gourmet lines at the first ever China International Import Expo (CIIE) being held Nov. 5-10 in Shanghai.

As the expo's guest of honor, Brazil believes it has a unique opportunity to transform that exposure into higher sales, reports Xinhua.

The expo "is a great platform for supporting and promoting the entry of Brazilian brands into the Chinese market, considering the strength Brazilian coffee has in the world," said Igor Brandao, director of agribusiness at the national Foreign Trade Promotion Agency (Apex).

Brazil's comprehensive strategic partnership with China, both BRICS members of emerging economies, along with Russia, India and South Africa, helped it garner guest country status.

The trade show also lets Brazilian government and private-sector representatives get a first-hand look at the "new (consumer) habits of the Chinese," Brandao said.

Data compiled from coffee shop sales in the Asian giant "shows consumption of specialized coffee has tripled in China," he said.

Promoting Brazil's coffee industry and high-end beans is the task of the Brazilian Association of Specialty Coffee, which is behind such media campaigns as "Brazil, The Coffee Nation."

"We are the world's largest producer and exporter of coffee, yet Brazilian coffee is put into a blend of the best known global brands. People around the world drink different brands of coffee without realizing its Brazilian," Brandao complained.

The campaign aims to change that.

Brazilian coffee exports to China currently account for just 0.2 percent of its total global sales, according to Brandao, with Germany, the United States and Italy its biggest buyers.

"We have a lot of room to grow in the Chinese market for specialty coffee," Brandao said.