Brazilian Beef lands in Singapore for unprecedented participation in FHA 2026
The Brazilian beef industry will be present, for the first time, at FHA Food & Hospitality Asia 2026, one of the leading international trade fairs in the food and hospitality sector, held between April 21 and 24 at the Singapore Expo. The participation will take place in the pavilion of the Brazilian Beef project, an initiative of the Brazilian Association of Meat Exporting Industries (Abiec), in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil).
Considered one of the largest global business platforms in the sector, FHA 2026 brings together more than 2,750 exhibitors from 115 countries, distributed across 10 pavilions and 18 specialized segments, with an expected attendance of over 80,000 visitors. The event reflects the dynamism of the Asian market, with projections indicating that the food and beverage sector in the region will exceed US$3.3 trillion by 2034, consolidating the fair as a strategic platform for companies seeking to capitalize on this growth.
Singapore is among the top 20 buyers of Brazilian beef, establishing itself as a strategic market for expanding exports and strengthening the presence of Brazilian products in Asia.
Brazilian participation will include 12 companies associated with Abiec present at the Brazilian Beef booth: Best Beef, Better Beef, Boi Brasil, Cooperfrigu, Iguatemi Beef, JBS, Minerva, Naturafrig, Prima Foods, Ramax, Rio Maria, and S&P Global. This initiative reinforces Brazil's position as a reliable supplier of beef, focusing on expanding business and strengthening its presence in strategic markets in the region.
The Brazilian Beef booth will be located in Hall 9, booth 9C2-07, at the Singapore Expo, in a strategic area focused on connecting with international buyers, bringing together Brazilian exporting companies in an environment geared towards trade promotion and business generation.
Abiec will be represented by its Director of Strategic Affairs, Julio Ramos. “FHA brings together, in a single environment, qualified buyers from across Asia and other relevant markets, making this participation strategic for Brazil. We are talking about a region with strong consumption growth, and this unprecedented presence of Brazilian Beef reinforces the ongoing work of opening and consolidating markets for Brazilian beef,” he states.
As part of the agenda in Singapore, the Brazilian agricultural attaché is organizing a technical visit to Cold Storage Fresh in United Square, with the aim of analyzing aspects of the local retail market, such as packaging, product positioning, and pricing, contributing to the improvement of the commercial strategies of Brazilian companies in the Asian market.
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