A joint initiative by ABIEC and ApexBrasil brought together ten Brazilian companies, held 220 meetings, and generated expectations of US$287 million in business over the next 12 months.
The Brazilian Association of Meat Exporting Industries (ABIEC) participated for the first time in the Saudi Food Show, through the Brazilian Beef project, developed in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil), resulting in over US$8 million in closed deals and an expected US$287 million for the next 12 months. The ten participating companies held 220 meetings during the three-day event, from September 27th to 29th, in Jeddah, Saudi Arabia.
The 2026 edition brought together more than 1,000 exhibitors and 25,000 visitors from over 95 countries. Held at the Jeddah Superdome, the fair connected companies in the food and beverage sector with buyers, importers, distributors, and representatives from different markets.
The Brazilian Beef pavilion featured Better Beef, Estrela Alimentos, Frigol, Frigosul, JBS, Masterboi, MBRF, Minerva Foods, Naturafrig, and Prima Foods. Representing ABIEC were the Director of International Relations, Lhais Sparvoli, and the Coordinator of Commercial Promotion, Christyanne Kasper, who oversaw the business agendas and relationship-building activities throughout the fair.
“Our presence in Jeddah is part of a long-term strategy to diversify destinations and bring the Brazilian industry closer to new buyers. The Middle East occupies an increasingly relevant space in this work, not only due to the growth in demand, but also because of the region’s capacity to connect Brazil to different markets,” states the president of ABIEC, Roberto Perosa.
The opening of the Brazilian pavilion was attended by the Brazilian Ambassador to Saudi Arabia, Paulo Uchôa Ribeiro Filho, and the Brazilian agricultural attaché in the country, Caio César Simão. The debut at the Saudi Food Show expands Brazilian Beef’s presence in the Middle East and continues the commercial promotion activities developed by ABIEC and ApexBrasil in the international market.
