Press - Shanghai can import Brazilian bakery


By Daniele Madureira


Escritório na China the approximately 43 million Brazilians who spend every day for a bakery are accustomed to finding patisserie, cafeteria, pizzeria and restaurant in the same place, in addition to traditional French coffee and bagel. This business model is sui generis in the world and the Brazilian Association of Bakery and Confectionery ( Abip ), which brings together 64 000 establishments in the country, responsible for an annual turnover of U.S. $ 63 billion, is ready to export it. The typical Brazilian bakery must first be installed in Shanghai, where there are already entrepreneurs interested in business.
Within 30 days, Abip take the Brazilian Agency for Promotion of Exports and Investments ( Apex ) a project that involves the installation of a permanent show room bakeries abroad, starting with China. " It will be a space that will work as a commercial bakery, selling products to the public, but the main goal is to attract foreign entrepreneurs to the venture, demonstrating how it works in practice," says Alexandre Pereira, president of Abip.
The association plans to offer two business models to stakeholders : a bakery compact, which costs around $ 500 thousand, and meets diner and bakery, and complete establishment, including meals, whose installation is around $ 1.5 million. Will also be in charge of training Abip bakers. The idea is to sell a franchise bakery Brazilian, which includes labor, suppliers, machinery and commercial model.
Across the world, the Chinese Centex, one of the largest logistics operators in China are now willing to invest in the idea. " They have ambitious plans to open a bakery in every major Chinese city," says Adriano Izidoro, Partner Crystal Group, dedicated to the import and export of products, which has among its clients CNH, Fiat Industrial. The Crystal is a partner of Centex in the Chinese market and also want to become business partner of bakeries in the country.
"There is an emerging middle class in China, eager for novelty and the bakery is one of them", says André Dantas, Partner Crystal Group. The company was in Shanghai in November, while conducting a food fair, FHC China 2011. It was there that both Abip as Apex, which led the Brazilian businessmen, felt as bakery business has appeal in the country. "Entrepreneurs of Centex already knew the Brazilian bakeries, but there might know more details of the business and were thrilled," says Izidoro.
But the Chinese are only willing to invest if they see the model working here in Shanghai. " They want to make sure that the Brazilian flavor of typical products such as French bread or cheese bread, will be transferred from here to China," said Dantas. " There, the bread has less salt." In China, as in Europe or the United States, the bread is bought mainly in supermarkets. There are the " boulangeries " and the French " pasticcerias " or " panetterias " Italian, but selling only sweets and breads.
The Abip and the Brazilian Association of Industry Equipment, Food Ingredients and Accessories ( Abiepan ), according to Pereira, are willing to invest in the showroom, but also need the capital and the support of Apex, especially in relation to sanitary barriers in China, which has restricted the import of cheese, for example.
In the opinion of Paulo Roberto Cavalcante, president of Abiepan, bakeries Brazilian has a potential market in several countries other than China. " Since 2003, we have a project with Apex to promote bakery machinery and inputs abroad," said Cavalcante. The Abiepan elected eight priority markets : United States, Mexico, Venezuela, Spain, UAE, Colombia, Chile and Angola. "China is a big market, but we have competition with the equipment sold in the country, at a price and a quality inferior to Brazil," says the entrepreneur, who still are interested in participating in the project with Abip.