Garra International’s generates new business opportunities at Gulfood
The results of Garra International’s presence in Gulfood, the main food and beverage trade show in the Middle East, have exceeded the company’s expectations. The event served as the unofficial kick-off of the trading company’s business in the Arab countries this year, in which it expects to increase its revenue in the region by USD 50 million (or 40 %).
"Our participation in the fair was extremely positive. We made important contacts with current and potential customers in the region, and with suppliers around the world. On top of that, we got back in touch with old partners, who came to us looking to make new deals", says Frederico Kaefer, CEO of Garra International.
A joint venture between Brazilian KIT and New Zealander Garra, the trading company has had exponential growth in the last two years, ending 2021 with USD 200 million in revenue. "The expansion allowed us to open new markets and find new suppliers for our partners and for our own brand. And that brought other customers to the table", says Matias Hees, the company's Chief Commercial Officer.
With offices in 13 countries, Garra International attended the fair with a multinational team from markets such as Brazil, Egypt, the United Arab Emirates, Jordan and New Zealand. During the five-days event, they met with companies from all the nations in the MENA region - which together represent a consumer market of around 400 million people.
The region is currently the destination of 65% of Garra International's exports, including chicken, beef and mutton. To disembark, all items have the Halal certification - which designates foods, products, and services that can be consumed by Muslims.
"The quality of the contacts we made in the last few days also demonstrates the evolution of the fair over the years. The public is increasingly qualified and looking to close deals", says Frederico. This was the 27th edition of Gulfood.
Growth strategy
According to the United States Department of Agriculture, between 2021 and 2030 the chicken meat export to the Middle East should increase by 23.5%, reaching around 4 million tons. Beef exports will grow at a slightly slower pace of 18%, to 1.3 million tons per year.
This growth is explained mainly by the expansion of the purchasing power in developing countries, as the population gradually increases its daily consumption of high-quality food.
Considering this trend, Garra, which already deals 120 thousand tons of animal protein per year - sold to around 500 clients in more than 60 markets - has a plan that is both ambitious and feasible: to increase its turnover by five times, to USD 1 billion in ten years.
"Besides the enormous potential of the consumer market, both in the Arab countries and in other developing nations, we believe that Garra distinguishes itself for the added value we provide to our clientes", says the CEO. "We have the best suppliers and a logistical structure that is extremely efficient. We also offer customized financial solutions so that our clients can sell or buy in the world's major centers."
About Garra
Garra is a trading company that combines expertise and an international network of contacts to create relevant connections between the two ends of the animal protein supply chain, buyers and suppliers. Founded 26 years ago, the company has operations in more than ten countries and clients in about 60 markets. Garra offers complete solutions, including customized financial conditions, to maximize revenue in each operation.
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