Fruit Forum Congress Discusses Challenges and Opportunities for Brazilian Fruit Farming in the Global Market

The Fruit Forum Congress, held on Thursday (27) at Fruit Attraction—one of the industry’s leading events—hosted a critical discussion on the integration of Brazilian fruit farming into the global market. The panel, “Exploring New Horizons: Strategies to Expand Your Business in the Global Market,” brought together industry experts to examine the challenges faced by producers and the opportunities for Brazil to strengthen its position in international trade.

The panel featured Roberta Aviz, coordinator of international business and market intelligence at Sebrae’s Market Access Unit; Sérgio Ferreira, head of ApexBrasil’s Northeast office; and Rodrigo Alex Goessel da Matta, coordinator of international trade promotion at the Brazilian Confederation of Agriculture and Livestock (CNA) and manager of the Agro.BR project.

The experts pointed out that while Brazil is one of the world’s largest fruit producers, only 2.5% of its total production is exported, ranking the country 24th among global fruit exporters. In contrast, countries like Chile and Peru export significantly higher volumes despite having much smaller domestic production.

Sérgio Ferreira underscored the economic and social importance of fruit farming, a labor-intensive sector that plays a vital role in regional development. He highlighted Petrolina as a prime example, noting its prominence in Brazil’s agribusiness landscape, particularly in the production of grapes, mangoes, guavas, and melons. According to him, the city’s high Human Development Index (HDI) is directly linked to fruit farming, which integrates modern technology and skilled labor within smaller cultivated areas compared to Brazil’s agribusiness heavyweights like soybeans and cotton. This production model, requiring substantial human and social capital, generates positive ripple effects in nearby urban centers.

Ferreira also discussed the success of the “Fruits of Brazil” initiative, a collaboration between ApexBrasil and the Brazilian Association of Fruit and Derivative Producers and Exporters (ABRAFRUTAS). Over the past decade, the project has helped boost the sector’s exports from $500 million to $1.3 billion.

Roberta Aviz provided a detailed overview of the steps fruit producers must take to enter the global market. She emphasized that exporting requires careful planning and preparation, including market awareness, internationalization strategies, export pricing, and product and packaging adjustments to meet target market requirements. She also stressed the importance of participating in international trade fairs like Fruit Attraction and commercial missions to secure business deals.

Rodrigo Alex Goessel da Matta highlighted the role of the CNA’s Agro.BR project, which focuses on preparing small and medium-sized Brazilian producers from non-traditional export sectors such as fruits, coffee, honey, nuts, and cachaça. He noted that Brazil’s strong domestic demand often discourages producers from pursuing exports, making it crucial to mobilize and train them for global market entry. The CNA has established offices in Shanghai, Singapore, and Dubai and is setting up a new structure in Brussels to further strengthen the presence of Brazilian agricultural products abroad.

The panelists addressed key industry challenges, particularly phytosanitary barriers that restrict access to strategic markets. They advocated for export strategies tailored to companies’ strengths and weaknesses while also adapting to importer requirements. Securing certifications and complying with international standards were identified as critical areas for producers to focus on.

The discussion reinforced the need for initiatives that encourage and facilitate the internationalization of Brazilian fruit farming, enhancing the sector’s competitiveness and expanding the country’s export potential.

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