International fair expected to generate more than R$87.6 million in business for fruit growers supported by Sebrae

The 2nd edition of Fruit Attraction São Paulo – International Fruit and Vegetable Fair brought significant results for the participants supported by Sebrae. “It seems like we were in a business that was kind of ethereal, a desire, a dream. Participating in the fair and the business rounds that Sebrae promoted opened up opportunities for us, made it concrete”, says one of the directors of the Sustainable Agriculture Cooperative (CooperAnnona), Milena Miziara.

The fair, held from March 24 to 26 in the capital of São Paulo, brought small-scale producers and family farmers closer to potential national and international buyers. Sebrae took 48 producers from eight Brazilian states to the event, in addition to promoting business rounds with 15 participating companies , between cooperatives and associations. According to Sebrae competitiveness analyst Victor Ferreira, the post-event balance is quite positive.

They made more than R$22 million in sales during business rounds with 42 international buyers. Through Juntos pelo Agro, we will scale up our services and increase the number of small rural businesses prepared to access opportunities in the international market.

Victor Ferreira, competitiveness analyst at Sebrae.

Over the next 12 months, sales from contacts made at Fruit Attraction are expected to reach R$87.6 million. Each R$1 invested by Sebrae in the event generated approximately R$37.90 in business. The most traded products include grapes, strawberries, açaí, baru nuts and dried fruits.

Opportunity to understand the foreign market

For the director of CooperAnnona, participating in the fair paved the way for a better understanding of the foreign market. “We wanted to test the market, we wanted to test interest, and at the fair we were able to see that there is a lot of interest, a lot of demand and a lot of business opportunities. So, we are going to invest now so that we are prepared to export these dehydrated fruits,” she says.

CooperAnnona's goal is to expand not only exports, but also to include other products, such as fresh fruit. "We have a homework assignment to pack our fruit and be able to export fresh fruit as well, not just pulp and dried fruit," he reveals.

Brazilian fruit growing

According to the Brazilian Association of Fruit and Derivative Producers and Exporters (Abrafrutas), in 2024, fruit exports exceeded one million tons, with revenue of US$ 1.38 billion, an increase of more than 2% compared to the previous year. Highlights include shipments of mangoes, melons, limes, lemons, grapes, papaya and watermelon.

Even so, Brazilian fruit production has only a 4% share of global sales and Brazil ranks 23rd in the world as the largest fruit exporter . The international market increasingly demands certification seals for organic and sustainable production, with zero deforestation, in addition to suitable packaging and efficient logistical and financial management.