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Fruits of Brazil Festival brings freshness and sustainability to the United Kingdom and France

Monday June 10th, 2024

In a few days, the cities of London (England) and Paris (France) will host the Fruits of Brazil Festival, an initiative of the Fruits of Brazil project — a program for internationalization promoted by the Brazilian Association of Producers and Exporters of Fruits and Derivatives (Abrafrutas) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil). The promotional event, which will take place between June 10 and 14, aims to increase the export of Brazilian fruits and highlights the country’s commitment to sustainable production and commercialization practices.

The festival’s schedule is intense and includes a series of activities focused on commercial expansion and strengthening commercial relationships among participants. The reception of guests will take place at the Brazilian Embassies in London and Paris, and there will be presentations on the Brazilian fruit sector and the ESG initiatives adopted by participants in the sectoral project with ApexBrasil.

Jorge de Souza, technical project manager, will be responsible for presenting an overview of the fruit sector, and Priscilla Nasrallah, ESG director of ABRAFRUTAS, will present the initiatives of members in the environmental, social, and governance areas. The mission concludes with a cocktail party, offering a valuable opportunity for exporters and importers to discuss business while enjoying the unparalleled taste of Brazilian fruits, with recipes prepared by Brazilian chefs based in Europe.

Prominent companies and participants of the sectoral project, such as Santa Felicidade, Don Vicente, COANA, Lina Frutas, Campal, Bananas Augusto, and MBR have already confirmed their presence, reinforcing the importance of this mission for the sector.

One of the novelties this year is the participation of digital influencers who will accompany and promote the event to their followers interested in healthy eating. This effort aims to increase the visibility of the Festival and Brazilian fruits in the demanding markets of the United Kingdom and France, both known for their high quality and sustainability standards.


In London, the event will be held at the headquarters of the Brazilian Embassy in the United Kingdom, with the support of the local SECOM, and aims to present Brazilian fruit growing to renowned chefs in that country, digital influencers specializing in healthy eating, importers, distributors, and major British retailers. After the presentations, guests will participate in a cocktail offered by the Fruits of Brazil project. A technical commercial visit to the New Covent Garden Market, a wholesale market, and a quality reference for British consumers, is also planned.

Paris, the host of the 2024 Olympic Games, will see a significant increase in the flow of global tourists, providing an ideal opportunity to highlight Brazilian fruits and increase exports. The Brazilian Embassy in Paris, similar to London, will provide its structure for a commercial meeting between exporters and importers, with the same agenda of presentations and a cocktail based on fruit recipes. Additionally, there will be a technical visit to the Rungis wholesale market, a European reference in the fresh fruit market.

Jorge de Souza emphasizes the importance of this action: “We already have a significant presence in the French and British markets, but our goal is to expand even further and improve the quality of our operations and our relationship with commercial partners in these countries. This festival is a strategic platform to achieve this.”

About Frutas do Brasil

Abrafrutas (Brazilian Association of Fruit and Derivatives Producers and Exporters), in partnership with ApexBrasil (Brazilian Trade and Investment Promotion Agency), is committed to promoting the growth of Brazilian exporters. This project aims to expand its business, open new markets, highlight Brazilian fruits’ qualities and encourage the consumption of high-quality and tasty fruits. Currently, 63 export companies in the Brazilian fruit sector participate in Frutas do Brasil, achieving partial results exceeding USD 500 million in exports. To be part of the project, you only need to be a producer and register on the website by clicking here.

About Abrafrutas

The Brazilian Association of Producers and Exporters of Fruit and Derivatives (Abrafrutas) is a non-profit association whose purpose is to represent and promote Brazilian fruit growing in the international market. Created in 2014, Abrafrutas has approximately 70 associated fruit exporters and holds approximately 85% of the total volume of fresh fruit exported by Brazil.

About ApexBrasil

The Brazilian Trade and Investment Promotion Agency (ApexBrasil) works to promote Brazilian products and services abroad and attract foreign investments to strategic sectors of the Brazilian economy. In order to achieve its goals, ApexBrasil carries out several trade promotion initiatives aimed at promoting Brazilian products and services abroad, such as prospective and trade missions, business rounds, support to the participation of Brazilian companies in major international fairs, visits of foreign buyers and opinion makers to learn about the Brazilian productive structure, among other business platforms that also aim at strengthening the Brazil brand.


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