Success at Anuga Select Brazil projects food and beverage sector in the global market

Fair strengthens international partnerships, promotes three business roundtables and anticipates market trends with a focus on sustainability and innovation in the industry

The 6th edition of Anuga Select Brazil, held from April 8 to 10, 2025 at the Anhembi District of São Paulo, ended with impressive results that demonstrate the strength and quality of Brazil’s globally recognized food and beverage sector. The event brought together 510 exhibiting brands from 38 countries in an exhibition space of 14,500 square meters, with 17 international pavilions and 20 national ones. In total, the fair received 16,000 visitors, of which 65 came from other countries and participated in the fair every day.

Beni Piatetzky, general director of Koelnmesse in Brazil, the organizer of the event, highlighted the optimism of the sector. “Brazil started this year with remarkable optimism, driven by the estimated investment of approximately BRL 120 billion by 2026, according to data from the Brazilian Food Industry Association (ABIA).” He also highlighted that “Anuga is consolidating itself as the most comprehensive showcase for retail, food service chains, the growing out-of-home dining market and the hospitality sector.”

A pioneering partnership marked this edition of Anuga with the shared visitation with Private Label Brazil. According to Giulio Rossi, General Director of Private Label Brazil, “this experience confirms the enormous potential of this partnership by bringing together two large business hubs in the same period — one focused on food and beverages and the other specialized in private labels and outsourcing — allowing us to create a more integrated and dynamic ecosystem.” The expectation is that this partnership will evolve in an even more concrete way starting in 2026, when Private Label Brazil will be held simultaneously in the same space as Anuga.

The meetings with buyers from 12 countries and exhibitors were busy events at the Mega Business Matchmaking Program, which promoted important business connections, bringing together 60 buyers, including 27 hosted buyers brought by Anuga, 15 international buyers from Apex-Brasil and 18 representatives of the main hotel chains in Brazil via FOHB. In total, the three roundtables generated 2,654 productive meetings with potential buyers.

The fight against food waste and hunger also achieved significant results with the Sesc Mesa Brasil campaign during Anuga. “Over the three days of the event, we collected 1,865.92 kg of food. As a social partner, we had a very positive response from visitors and exhibitors with the donations and interest in the operation and reach of the Program,” says Claudia Roseno, Assistance Manager at the Sesc National Department.

Innovation and tradition

Among the numerous launches and innovations at the fair, Embrapa’s stand presented the Purple Gala apple, as well as innovative plant-based products such as vatapá and kibbeh made from cashew fiber, as well as protein concentrates from lentils, chickpeas and beans, meeting the demands for health, safety and sustainability.

This edition of Anuga Brazil was also a stage to promote the quality of national Cachaça, which had an exclusive pavilion from IBRAC (Brazilian Cachaça Institute), valuing the Brazilian cultural heritage with the participation of brands from five states.

The ice cream and gelato market gained space at the event with the premier of the Latin American Ice Cream Congress (CLASH). Eduardo Weisberg, president of ABIS (Brazilian Association of Ice Cream Industries and Sector), highlighted the significant growth in participants compared to 2024 due to the partnership with Anuga. “Next year, we will be together again with Clash 2026,” the executive emphasizes.

International presence

Anuga Select Brazil 2025 enjoyed a significant international presence, with 17 pavilions from countries across four continents, including the United States, Argentina, Peru, Italy, Germany, Turkey, China, India, the Arab Chamber of Commerce, Malaysia, Vietnam and Egypt, as well as the European Union, which made its debut at the event.

Cristina Rueda Catry, head of the European Commission’s DG Agri unit, expressed enthusiasm for the visitors’ involvement. “We saw that Brazilian visitors were very involved in our activities, such as cooking shows, wine and food pairings and specialized workshops on olive oil; and we hope that they will bring the ‘taste of Europe’ with them when they go shopping.”

After an absence of a few years, the Arab Brazilian Chamber of Commerce returned to the event with the aim of connecting Brazilian producers with the countries of the Arab League. Estevão Carvalho, director of New Business at the Arab Brazilian Chamber of Commerce, commented: “To connect Brazilian and Arab businesses, one of the most important tools is participation in fairs.”

The next edition of Anuga Select Brazil has already been confirmed and will take place between April 7 and 9, 2026, at Anhembi District.

Strategic Partners: ABIR, ABRASEL-SP, ABIS, APEX-BRASIL, EMBRAPA and EXPO SUPERMERCADOS.

About Anuga Select Brazil – The fair is organized by Koelnmesse Brasil, which uses the Fair to dedicate appropriate space for the diversity of business activities related to agribusiness and the food and beverage industry. This way, national and international buyers have the opportunity to meet in the same place to do business, in addition to having contact with the industry’s innovations. The event will take place in São Paulo from April 8 to 10, 2025, at the Anhembi District.

About Koelnmesse – Global Competence in Food and FoodTec: Koelnmesse is an international leader in the implementation of food fairs and services and products related to food and beverage processing. Fairs such as Anuga, ISM – International Sweets and Biscuits Fair and Anuga FoodTec are recognized worldwide as being absolute leaders in their sectors. Koelnmesse also organizes leading trade fairs for the food and beverage industry in other emerging markets around the world, including Brazil, China, India, Italy, Japan, Thailand, the USA and the United Arab Emirates. With these global activities, Koelnmesse offers its customers a comprehensive portfolio of qualified events in different markets, which ensure a sustainable and international business network.

More information: https://anuga-brazil.com.br/

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Youtube: https://www.youtube.com/channel/UCebO5_epuMPam5T6hBHVOjQ

See photos here

Information for the press:

2PRÓ Comunicação – Koelnmesse Brasil

Teresa Silva – teresa.silva@2pro.com.br | +55 11 99228 7836

Myrian Vallone – myrian.vallone@2pro.com.br

+55 11 3030-9463 | 3030-9404

www.2pro.com.br