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The future of Brazilian fruits after the agreement between Mercosur and the European Union

Tuesday January 21st, 2025

The year 2025 promises to be a milestone for the Frutas do Brasil project, an initiative of the Brazilian Association of Producers and Exporters of Fruits and Derivatives (Abrafrutas) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil). This collaboration seeks to boost the presence of Brazilian fruits in the international market, consolidating Brazil as one of the main global players in the sector.

The recent agreement between the Mercosur and European Union blocs, reached after more than two decades of negotiations, represents a transformative step for international trade. Currently, three-quarters of the fruit exported by Brazil is destined for the European Union, facing tariffs ranging from 4% to 14%. With the new treaty, these tariffs will be partially or completely eliminated, allowing greater competitiveness for Brazilian products and boosting the gains of the national fruit industry.

The agreement between Mercosur and the European Union also brings a new perspective to the sector. It is estimated that fruit farming revenues will increase by 40% in the coming years and reach US$ 1.8 billion by 2029. This growth will be driven by tariff reductions and initiatives such as strengthening logistics, quality certification and market diversification.

Jorge de Souza, technical manager at Abrafrutas, commented on the agreement.

“Each fruit carries the flavor of Brazil and the efforts of millions of workers to ensure quality and sustainability. This agreement makes clear Brazil’s leading role in the sector and recognizes our leadership in the international market.”

The signatures should further consolidate the Frutas do Brasil project as a strategic driver for national fruit farming, boosting the economy and significantly expanding Brazil’s presence in the global market.

 

About Frutas do Brasil

Abrafrutas (Brazilian Association of Fruit and Derivative Producers and Exporters), in partnership with ApexBrasil (Brazilian Trade and Investment Promotion Agency), is developing a project to support Brazilian exporters in their search for business expansion; opening new markets; recognition and differentiation of Brazilian fruits; and increasing the healthy habit of consuming tasty, high-quality fruits.

 

About Abrafrutas

The Brazilian Association of Fruit and Derivative Producers and Exporters (Abrafrutas) is a non-profit association whose purpose is to represent and promote Brazilian fruit production in the international market. Created in 2014, Abrafrutas has approximately 70 associated fruit producers and 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 investment to strategic sectors of the Brazilian economy. To achieve its objectives, ApexBrasil carries out diversified trade promotion actions aimed at promoting exports and valuing Brazilian products and services abroad, such as prospective and commercial missions, business rounds, support for the participation of Brazilian companies in major international fairs, visits of foreign buyers and opinion makers to learn about the Brazilian production structure, among other business platforms that also aim to strengthen the Brazil brand. The Agency also works in a coordinated manner with public and private actors to attract foreign direct investment (FDI) to Brazil, focusing on strategic sectors for developing the competitiveness of Brazilian companies and the country.

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