Brazilian Delegation Aims to Conquer Chinese Market for Fruit Exports

Brazil is the world’s third-largest fruit producer, trailing only China and India. In 2024 alone, the country exported USD 1.3 billion in fruits, double the USD 650 million shipped a decade ago. Despite this growth, Brazil ranks only 23rd among global fruit exporters. Seeking to climb that ranking, 40 Brazilian entrepreneurs will travel to Shanghai between May 12 and 19 to learn how to boost exports to China.

Due to Chinese government restrictions, only melons and grapes can be exported to the world’s largest food consumers. “China isn’t a major fruit importer, but since fruit requires less land than beef or commodities, we’ll compete with domestic production. It’s a challenge,” explains José Carlos Hausknecht, director at MB Agro.

The trade mission is sponsored by the Brazilian Association of Fruit Producers and Exporters (Abrafrutas) in partnership with ApexBrasil, the country’s trade and investment promotion agency, which has an office in Shanghai.

According to Abrafrutas’ president, Guilherme Coelho, the main goal is to advance negotiations to open China’s market to Brazilian fresh fruits. “We want to observe how fruits are displayed on shelves, how Chinese consumers prefer to eat them. We’ll meet with local businesspeople and wholesalers to build stronger institutional and commercial ties with the country,” he said.

Exporting fruit involves several challenges, especially due to its perishable nature. Coelho, who owns Santa Felicidade (Sanfeli), which exports mangoes and grapes from Bahia’s São Francisco Valley to the U.S., U.K., Norway, France, the Netherlands, and Argentina, shared specific logistics hurdles.

He noted that grape exports require refrigerated containers set at 0°C, while mangoes need temperatures around 8°C. Temperature is constantly monitored during transport, and speed is crucial from harvest to port—a major bottleneck, according to the association. “Brazil is a continental country, and our roads aren’t the best,” Coelho added.

In addition to breaking into the Chinese market, Brazilian exporters are working to improve conditions in their top market—Europe, which receives 70% of Brazil’s fruit exports. In March, Abrafrutas representatives visited Brussels to address the Mercosur–European Union trade deal finalized in 2024, which still awaits ratification.

“The ratification of this deal is crucial for Brazilian fruit producers, especially as it would reduce export tariffs,” Coelho said. He pointed out that grape exports currently face tariffs between 8% and 14% in the EU, while competitors like Chile, Peru, and South Africa pay none, creating an uneven playing field. “The free trade agreement calls for immediate tariff elimination once in effect.”

Other fruits will also benefit from phased tariff reductions. For example:

• Avocados: The current 4% tariff will be eliminated over four years.
• Lemons and limes: 14% tariff to be removed within seven years.
• Melons and watermelons: 9% tariff to be eliminated in the same time frame.
• Apples: currently taxed at 10%, will see a complete phase-out over ten years.

Ecuador currently dominates global banana exports with 380 million boxes annually. Brazil, in contrast, produces just 1 million boxes. “Bananas start dying as soon as they’re harvested,” said Edson Brok of Brok Fresh Brasil and Tropical Nordeste, the largest banana producer in the country.

Only the banana-nanica variety is resilient enough for export, and it is currently shipped to Europe. It also requires year-round water. Despite challenges, Brok remains optimistic: “We can be more competitive. What other country has 3,000 hours of sun per year? We have everything—we just need to reach those who want to buy.”

Source: Valor Econômico

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