São Paulo – Kuwait’s The Sultan Center supermarket chain is promoting Brazilian products during the Brazilian Week, due from June 3rd through 16th at the store in Al-Salmiya. The action is sponsored by the Arab Brazilian Chamber of Commerce and the Brazilian Export and Investment Promotion Agency (Apex-Brasil).
Most of the products featured will be foodstuffs. Approximately 150 items will be highlighted on the supermarket’s shelves, and consumers will be able to sample a few Brazilian flavours.
“This is an innovation action in the region. Kuwait is a high-end market mostly comprised of Arabs. We will be able to gauge the acceptance of Brazilian products among this specific audience,” says Karina Cassapula, the Arab Chamber Marketing coordinator.
The Brazilian Week is the outcome of a Sultan Center director’s attending the matchmaking held by the Arab Chamber in 2012 and 2013. “Matchmaking ranks among our best services, since it is conducive to actual deals,” says Cassapula.
“This is why we are hosting matchmaking rounds for the construction and food industries during the FIFA World Cup, since these are some of our top exporting industries to Arab countries,” she explains, referring to the World Cup Project, which will bring importers to Brazil during the football tournament.
According to the executive, a broad variety of items are involved in the promotional action, so as to showcase the different foods Brazil has to offer. “We have typical products such as assai, guaraná, Brazil nut and coconut water, but also mass consumption products such as chocolate powder, candy, coffee etc.,” she says.
At the opening, ten official Brazilian national team jerseys will be raffled. On the 3rd and 4th of June, the Brazilian singer Aline Lazzari will perform. The artist, a singer and acoustic guitar player, plays Brazilian popular music and lives in Dubai. The inaugural event will be attended by Michel Alaby, the Arab Chamber CEO.
The Sultan Center has units in Oman, Jordan, Bahrain and Lebanon. In Kuwait alone, the chain boasts 14 supermarkets and over 7,000 employees. It is the largest retailer in the Gulf country, and one of the leading suppliers of supermarket items, perishables, and general goods in the Middle East.
According to Cassapula, the Brazilian Week in Kuwait should be the first of several similar actions. “The plan is to repeat the action in other countries and with other supermarket chains, including more products,” she says.
*Translated by Gabriel Pomerancblum
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