(MENAFN- Brazil-Arab News Agency (ANBA))
São Paulo – UAE-based date company Al Foah has a stand in natural products show Naturaltech in São Paulo until Saturday (11). Among the new products that the brand brings to Brazil is the date sugar or date powder.
“The date power contains sugar but also fibers and all the fruit's benefits. The power substitutes sugarcane and beet sugar, which have a higher glycemic index, and we're seeing many companies looking for a healthier sugar like this,” Brazil's Rafael Gonçalvez (pictured above), CEO of Al Foah, told ANBA.
Businesswoman Julia de Biase and CEO Rafael Gonçalves at Naturaltech show
The product is new even in Arab countries, but Gonçalves said they have received orders and that the first shipments are expected to leave in the second half of the year.“It is a great novelty we're launching, more focused on the food industry (B2B), but we've seen a demand from the end consumer (B2C), too. In fact, we have a website with cake, pie and other dish recipes with our products,” she said.
At the helm of the Emirati company for two years, Gonçalves talked about his goals for Al Foah.“My greatest goal in the company is shaking it up, opening new doors, breaking into new markets, opening new consumption options and generating more knowledge for the brand and the consumption of dates as a healthy food,” he said.
In addition to the date power and whole dates, other products that Al Foah sells are date paste, honey or syrup, and chopped dates. The company has recently launched the saffron- and cardamon-flavored date syrup in the UAE, which it also aims at exporting.
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Another new product by the company are 100-calorie individual packaged snacks containing three to four dates, Gonçalves.“The Al Foah's plant is in the middle of the desert, and there are not many options to have lunch around, so I usually eat dates for lunch,” the CEO said.
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This is the first structured investment of the brand in Brazil, Gonçalvez said.“I see a large potential in Brazil, and I want the brand to fulfill its potential here,” he said. Although its largest markets are Mulim-majority countries, Al Foah has worked to raise awareness in new markets as the Islamic demand is seasonal.“The consumption of dates is traditionally associated with Ramadan ,” Gonçalves said. The brand is represented by businesswoman Julia de Biase in Brazil, which buys one to two containers a year,” the CEO said.
Al Foah has some stores in malls in the UAE that sell dates with nuts, walnuts and chocolates for gift-giving.“When I first started in the company, the shops in the malls closed due to the pandemic, but they are rapidly picking up, and sales are good, which allows us to invest in an international expansion , starting with duty-free shops in the international airports in Dubai and Abu Dhabi and across the Gulf region,” the businessman said.
Naturaltech
Naturaltech is the largest natural products show across Latin America and brings together every year in São Paulo the industry of natural products, probiotics, whole foods, phytotherapy products, and complementary treatments. The UAE general-consul in São Paulo, Ibrahim Salem Alalawi, visited the stand of the Al Foah at the show.
Gonçalves said that the participation at Naturaltech is yielding good results.“The show is very busy, and I'm impressed with the number of visitors in our stand, and the quality of visits is very good, and not only onlookers, but people interested in selling the products. We are already seeing a return on our investment,” the CEO said.
Translated by Guilherme Miranda
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