Jaíba region expands to KADEWE

Quality fruit from the Jaíba region (Brazil) comes to Berlin.

For three years SEBRAE and the fruit producers from the Southeast region of Brazil have been working on a strategy, to develop and differentiate the region and its products.

The strategy of the Brazilian region has been created together with the network of St. Marche gourmet supermarkets, from São Paulo. With the intention to expand these actions to other networks in Brazil.

The results in Brazil were so good, that the largest department store in Germany, the KADEWE, which has a comprehensive range of gourmet product from all over the world, showed interest. The invitation to be represented in the shelves of the KADEWE was made after the concept presentation of the region Jaíba at the largest fruit fair in Europe, FRUIT LOGISTICA 2015 in Berlin. Jaíba will get an exclusive aisle to present the region and its fruit with a new concept. The consumers can scan QR codes and so has access to the entire background story from the producers and how the fruit, bananas, mango, lemons and papayas are grown.

The produce has been available at KADEWE since 3 February 2016. The Jaíba region had a stand at the FRUIT LOGISTICA to take advantage of the presence of importers from all around the world; the fruit producers had the opportunity for networking and socializing there. The interested visitors could learn more about the fruit on the shelves of KADEWE. 

The exposure of the Jaíba region shows the ambitions of the region to be a new benchmark in fruit production and it will be a major step forward in the consolidation of the strategy that will bring many advantages to the state Minas Gerais and Brazil.