Agriculture Foreign Agricultural Service

1. OFFICIAL USE OF THE UNITED STATES DEPARTMENT OF AGRICULTURE
UNITED STATES DEPARTMENT OF
AGRICULTURE FOREIGN AGRICULTURAL SERVICE
INSTITUTIONAL PRESENTATION
Official Diplomatic Mission in Brazil

2. KEY FACTSTop U.S. exports to Brazil include ethanol, wheat,
prepared foods, and dairy products.
1.7%
GDP
GDP growth estimate 2018
5th
LARGEST
country in the world in area
4%
INFLATION
Estimative 2018, one of the lowest
inflation levels recorded
209 MM
People consumer market

3. KEY
FACTSTop U.S. exports to Brazil
include ethanol, wheat,
prepared foods, and
dairy products.
Largest and most populous country in South America.
Between 2004 and 2014, 30 million Brazilians emerged from poverty and were
brought up from the bottom of the social pyramid into the middle class.
High prices for commodities and newly discovered oil resources helped finance
welfare programs that increased income for the poorest citizens..
2014 FIFA World Cup and 2016 Summer Olympic Games, the first ever to be held in
South America, were seen as symbolic of the country’s rise.
From 2013 to 2016, Brazil was plagued by a sagging economy, high unemployment,
and high inflation, only emerging from recession in 2017.
The economy is now starting to recover with real gross domestic product (GDP)
quarterly data showing positive signs since the beginning of 2017.
2018 stronger recovery with a 3% GDP growth estimate.

4. BRAZIL MARKETLargest market in Latin America with food
sector worth more than $401 billion
$109 BILLION
Food Retail 2017
$118 BILLION
HRI Food Service 2017
$198 BILLION
Food Processing 2017

5. BRAZIL
MARKET
Largest market in Latin America
with food sector worth more than
$401 billion
Developing and not saturated market.
Emerging middle class with increasing disposable income.
Similar pattern of consumption vis-à-vis the U.S.
Leading regional economy and global destination for investments.
Resilient domestic market and capacity to endure.
Gateway to Latin America.
Consumers who are willing to purchase products perceived as premium.

6. BRAZIL IS A MAJOR AGRICULTURAL PRODUCER BUT ALSO A UNIQUE MARKET
OPPORTUNITY FOR U.S. EXPORTERS. BECAUSE OF IMPORTING TAXES, U.S.
PRODUCTS HAVE AN AVERAGE 70%-80% MARKUP WHEN COMING TO THE
COUNTRY, BEING POSITIONED AS “PREMIUM PRODUCTS”

7. COMPARISON:
BRAZIL AND THE U.S.

8. Bulk, 111
Intermediate, 279
Consumer Oriented, 244
Related
products, 817
Major consumer market:
U.S. Exported 1.4 billion dollars to Brazil
in 2017
Global Policy Analysis Division/OGA/FAS/USDA
Official use of the United States Department of Agriculture

9. US SHARE:
7%
AG IMPORTS
IN 201730.50%
7.92% 6.80% 6.34% 5.36%
Argentina Uruguay United States Paraguay Indonesia

10. U.S. SHARE:
6%
CONSUMER
ORIENTED
PRODUCTS26%
9% 9%
7% 6%
Argentina Chile Uruguay China United States

11. U.S. SHARE:
10%
INTERMEDIATE
PRODUCTS18%
11%
10% 10%
8%
Argentina Indonesia Uruguay United States Portugal

12. U.S. SHARE:
5%
BULK
PRODUCTS49%
15%
6% 6% 5% 5%
Argentina Paraguay Indonesia Ghana Thailand U.S.

13. REGULATORY
BODIES

14. EXPORT
PROCESS

15. U.S. exporters
Food ingredient
companies
Distributor
(importer)
Food processing
industry
RetailWholesale Food Service
DISTRIBUTION
CHANNELS

16. PRODUCT: Diet Jelly
Container: 20 ft. +/- 18 tons
NCM/HC 2007.10.00
Exchange Rate R$/US$ = R$ 1,645
FOB Price in R$ 80,000.00 % Import Tariffs (I.I.) 27%
Freight (R$) 7,000.00 % ICMS (BR VAT) 18%
Insurance (2% FOB) (R$) 1.600.00 % Industrial Products Tax 0%
CIF Value (R$) 88,600.00
I.I. (Import tariff) 12,404.00 % CIF
IPI 0.00 % (CIF + I.I.)
SISCOMEX fee 40.00 Minimum value
Import License (L.I.) 165.00 3 L.I. at R$ 55,00 each
A.F.R.M.M. 1750.00 25% of freight rate
Logistics expenses Santos Port:
1. CODESP, Capatazias, ATP 400.00
2. DAS 584.00 2% over CIF (cap: R$ 584,00)
3. Storage 600.00 0,35% CIF minimum R$ 600,00
Broker Costs
760.00
Document checking, DI registration, customs clearance
process tracking
ANVISA/GPESP 300.00 3 L.I. at R$ 100,00 each
PIS (1,65% tribute) 1,666.57 Calculated via formula
COFINS (7,60% tribute) 7,802.96 Calculated via formula
I.C.M.S. (BR VAT) 24,259.07 % over (CIF +II +IPI +PIS +COFINS +SISCOMEX)
Total Costs After
Customs
139,331.60 74% Over FOB costs
Costs without ICMS 115,072.53 43% Over FOB costs
TAXES AND FEES
~18%
State VAT
~27%
Import Tariffs
Average cost + taxes:
74% over FOB Costs

17. HOW CAN
WE
HELP
YOU?

18. USDA Offices in Brazil
Since 1945 is present in Brazil and is
represented by three offices
• Office of Agricultural Affairs, which spearheads
the dialogue between the governments of Brazil
and the United States in matters related to
agriculture;
• Animal and Plant Health Inspection Service,
responsible for the procedures regarding
sanitary and phytosanitary inspection of animal
and plants for export and import;
• Agricultural Trade Office, whose mission is to
promote trade between U. S. exporters and
Brazilian companies so that American agro-
industrial products become available to Brazilian
market.

19. Commodity reports
Periodic supply and demand estimates of
several agricultural commodities
• Biotechnology and Other New Production
Technologies
• Citrus
• Coffee
• Cotton and Products
• Dairy and Products
• Grain and Feed
• Livestock and Products
• Oilseeds and Products
• Poultry and Products
• Sugar
• Biofuels
COMMODITY REPORTS

20. Sector reports
Highlight important data about the various
food distribution sectors in Brazil
• Food Processing Ingredients
• Food Service - Hotel Restaurant Institutional
• Retail Foods
• Exporter Guide
• Food and Agricultural Import Regulations
and Standards (Narrative and Certification)
COMMODITY REPORTS

21. Marketing activities
Promoting U.S. agricultural products in Brazil
• Trade Missions
• Assistance to importers and exporters
• Promotional institutional material
• Social media promoting U.S. culinary and agricultural
products
• Activities with chefs and opinion makers
• Matchmaking between importers and exporters
• Events promoting U.S. food and agricultural products
• Support to cooperators
• Market research
• In-store promotions
• Trade Shows in the United States
• Promotional Opportunities
• Cochran Program, Technical Visits and Training

23. BRAZILIAN DATA
Let’s STEP into this info!

24. EVENTUAL-PURCHASE
CONSUMERS
QUALITY-SEEKING
CONSUMERS
GREEN CONSUMERS
CULINARY SCHOOLS
AND CHEFS
STATUS-SEEKING
CONSUMERS
CONSUMERS
209 MM PEOPLE 139 MM INTERNET USERS 108 MM FROM SOCIAL M. 1.6 MM TARGET 1.1 MM REACHED

25. TIMELINEHow our plan actually worked
March
Campaign Launch Dinner
2017
Visiting chef filmed with the
Masterchef Brazil Kids finalists
Instagram account approval
from FAS/Washington
April
#USFoodExperience in
seven restaurants in
SP in partnership with
the Alaska Seafood
Marketing Institute
July
Independence Day tasting
event in Sao Paulo
September
Dinner for Rio based media
multipliers co-hosted by
Consulate General Rio
ATO starts to produce more
content for Instagram, at this
time with 124 followers
October
ATO hired a social media
contractor to help with
social media strategy
Video by Chef Ivana
Coelho, of MasterChef
Brazil Kids
2018

26. 2017
February
#USFoodExperience:
Culinary Class with chef
Joao Vergueiro Leme, and
Beverage Specialist Paulo
Brammer.
April
Gosto Magazine: ATO
launched a U.S. Edition
exclusively featuring U.S.
cuisine reaching 92,000
readers
2018
June
ATO invests in producing
videos for social media
Sept
ATO will bring 10 media
to one of the six culinary
regions
Regional tasting event in
Porto Alegre
July
Instagram campaign
achieves 3,000 followers,
reaches 1 million users,
and begins seeking
average 1,000 likes per
post

27. CONTENT
strategy
1.
Cover James Beard
Foundation Map
2.
Cover theme proposed
for each region
BLOCK 1
BLOCK 2
BLOCK 3
BLOCK 4
Contextual local information
Recipes, dishes and “classes”
Restaurants and chefs
Events and USDA
POST
STRUCTURE
1. Culinary region
2. Title
3. Hashtag
1
2
3

28. BOON
THAT’S WHAT WE CALL A
1,071,625
Consumers reached
1. Culinary region
2. Title
3. Hashtag
125,889
Engagements with the campaign
3,000
Followers

29. UNITED STATES DEPARTMENT OF
AGRICULTURE FOREIGN AGRICULTURAL SERVICE
FOR MORE INFORMATION
atosaopaulo@fas.usda.gov
(55-11) 3250-5499
@usfoodexperience