FHW Brasile 2014 - Post Show Report

Food Hospitality World | Food processing and hospitality industry
exhibition: Management is the industry constant challenge
Over three days, businessmen and professionals from the tourism, hospitality and food
processing trade discussed the best practices to increase business profitability, during the
Food Hospitality World | Food processing and hospitality industry exhibition, held
from 9 to 11 April, 2014 at the Transamérica Expo Center, in São Paulo. Intended for
B2B transactions, the second edition of the event welcomed over 4200 visitors, among owners
of hotels, bars and restaurants, foodservice distributors, importers and food franchises, which
represented an increase of 20% over 2013, reinforcing the development and importance of the
trade show for the industry.
Organized in Brazil by the Grupo Cipa Fiera Milano, the FHW is the combination of two
traditional Italian trade shows, Tuttofood | Food Processing Exhibition and Host | International
Hospitality Exhibition. Both are successful biennial events held in Milan, Italy. Simultaneous
actions with the fair were also held during this second edition of the trade show. They were the
56th CONOTEL | National Congress of Hotels (CONOTEL 2014); the 7th Latte Art
Championship / the 7th Coffee in Good Spirits Championship; 2nd Pizza International
Congress | ConPizza; 1st Brazil Cup of Confectionery & Frozen Industry; Gastronomic
Arena; 1st FHW Foodservice Conference and several workshops at the Auditorium of
Knowledge, with professional training and development courses which addressed relevant
issues such as business management, innovation in products and services, and professional
improvement.
The Food Hospitality World 2014 opened in São Paulo on April 9. On the occasion, Marco
Antonio Mastrandonakis, director of the Grupo Cipa Fiera Milano in Brazil, stated that
hospitality and food industry have excellent opportunities in our country and the trade show
aims to promote this market through the interchange of experiences and professional
development. Alexandre Sampaio, president of the Brazilian Federation of Food and Hospitality
(FBHA), underlined that the trade show offers visibility both for domestic and international
exhibitors. “Last year, foreign tourism surpassed the limit of 6 million visitors in Brazil,
however even being the world’s 7th largest economy, Brazil ranked 23rd in international
tourism. We have lots of space to grow”.
The opening ceremony still welcomed Paolo Borgio, global manager of the Food & Beverage
Business Unit from Fiera Milano; Graziano Messana, financial director of the Grupo Cipa Fiera
Milano; Michael Fine, director of FHW; Edoardo Pollastri, president of the Italy-Brazil Chamber
of Commerce, Industry and Agriculture; Alessandro Pollio Salimbeni, marketing director for the
city government of Milan, and Federico Balmas, director in Brazil of the Italian Trade Promotion
Agency (ICE) / Interchange Promotion Service at the Italy Embassy).
CONOTEL 2014: congress put together the community of hospitality industry
Working on the subject matter “New
hospitality from the guests’ point-of
view”, the 56th Conotel, one of the
simultaneous events with Food Hospitality
World 2014, joined over a thousand
professionals over the three-day meeting.
The event welcomed business leaders, who
stand out in Brazil as Guilherme Paulus,
founding partner of CVC; Flavio Rocha,
president of Lojas Riachuelo and the
advertiser
Luiz
Lara,
chairman
of
Lew’Lara\TBWA.
In Brazil there are around 25,800 forms of hospitality, comprising small, large and medium
scale types. “Today our association counts 10,000 members and our target is to reach 40%
during our term”, said Enrico Fermi, president of the Brazilian Association of Hotel Industry
(Domestic ABIH). The president of the Brazilian Federation of Food and Hospitality (FBHA),
Alexandre Sampaio stressed that one of the challenges for the sector lies on technology
investments to make services more agile, efficient and competitive. “In the USA, for instance,
there are robots to perform heavy cleaning service, whereas maids are responsible for
maintenance and coordination of automated work”, said Sampaio.
The executive also said that there is a shortage of skilled labor in the food and hospitality
market, given that young people do not seem very interested in professions that do not add
technology. Also, they are not willing to work in shifts and which only allows a weekly rest.
Even so, according to the National Confederation of Trade in Goods, Services and Tourism,
from January to April 2014, 48,000 job positions were opened in the Brazilian tourism
structure, 22% of which in the food sector and 28% in the hospitality industry.
Bruno Omori, president of ABIH SP, underlined that Brazilian tourism market still has much to
grow. Just with hotel room rates, the industry registers annually an amount of R$ 7.2 billion, in
addition to R$1.4 billion with food industry. São Paulo, the city with the largest market, hosts
in average 365,000 guests a day. This rate is increasing by 1% every year. According to the
association, this rate was 65% in 2012, and 66% in 2013. For 2014, due to the FIFA’s World
Cup, the growth rate must be around 4–5%.
During the event, there were also tributes to businessmen who have contributed to the
development of tourism and hospitality industry. They were given commemorative plaques by
ABIH and among them are Congressman Renato Molling, from the Congress Tourism
Committee, State representative Célia Leão, SEBRAE associate manager Ana Clevia Guerreiro,
CVC president Guilherme Paulus, and Julio Serson president of the Vila Rica hotel chain.
Economic Panel
The inaugural lecture of Conotel was delivered by
economist Paulo Hartung who addressed the topic
“Future Outlook”. As former governor of Espírito Santo
State, Hartung ended his term with high approval
rates due to his action in favor of tourism, as a
fundamental sector for the development of the State.
According to his own words, “even with the obstacles
Brazil has been facing and overcoming in order to host
international events, hospitality and food industry will
certainly contribute to improve the country’s image abroad, since we have excellent products
and services in this area, in addition to our well-known cordial reception”.
Economist Ricardo Amorim remembered that in recent years of his professional life, he had
spent 1,500 nights in a hotel room, due to business trips. He praised Brazilian hospitality
industry, but also warned businessmen for the challenges they should face after the 2014
elections. According to his view, education and infrastructure fields, in conjunction with the
bureaucracy and high taxes have retracted the country’s growth, pushing
aside investments in the productive sectors. “Whereas Brazil has
invested 2.5% of its GDP in infrastructure last year (2013), China
invested 13%, Chile 6.3% and Colombia 5.1%”, he said. Amorim also
stated that Brazil ranks 3rd in tax burden among the emerging countries
and that allegedly R$ 100 mi are annually diverted into corruption. He
also pointed that for the last three years, millions of people have gotten
a job, but productivity is still low. “Our challenge is to increase
productivity, to be more efficient and competitive. In average, an
American worker produces the same amount as five Brazilians”.
Despite these difficulties, Amorim stressed that Brazil has been
advancing in social achievements and also that a significant number of
inhabitants increased their purchasing power in recent years. “From 2004 to 2010, Brazil’s
GDP increased from US$ 500 billion to US$ 2.5 trillion”. He concluded saying that it is
important to pay attention not only to foreign competition from countries like China and the
USA, but also to internal factors.
The consultant Surama Jurdi delivered the last lecture of Conotel, addressing the topic
“Attitude leadership: Training of high performance professionals – Hospitality and
Gastronomy”. The businesswoman pointed out success stories in the business world like the
brands Havaianas and Disney just to illustrate that a company’s good performance not only
depends on the focus and strategy, but especially on the synergy between leaders and their
teams. “A leader’s challenge is to come up with magical solutions, because everything that
gains attention, gains strength. To obtain success, you can even be more flexible with respect
to your intentions, but never regarding your goals. In the hospitality industry you have to
reinvent yourself, all the time”, she concluded.
ConPizza debates entrepreneurship
Pizza International Congress covered a focal topic –
planning and training – to discuss the directions of the
pizzeria industry. Adilson Barbosa, director of the United
Pizzerias Association informed that São Paulo, a city
where 1.1 million pizzas are consumed every day, has
10,000 pizzerias, the largest part being small and micro
businesses.
Alexandre Martins, manager of the regional office of
SEBRAE/SP, who has been selected to talk about the
topic, pointed out that training to manage a small scale
company should also involve knowledge in marketing and finances, in addition to technical
expertise. “People need to leave the cashing machine for a while to acquire a more strategic
look on the business, to see if products are fitting the specific market they want to serve and
reaching its target-audience”, he warned. He also pondered that many people enter the food
industry without any training and when they seek help from an expert or consultant, they are
almost going out of business. "If you fail to have vocation or planning it is impossible for
people to undertake," he added.
Over the three days of the event, several issues concerning the pizzerias were debated, such
as the directions of the sector, tendencies and training. Labor in the industry was another issue
addressed, in addition to success stories as the Outback chain, entrepreneurship, human
resources, and the market in the USA. A highlight goes to Ricardo Garrido’s talk. The partner
of the Pizzaria Braz, among other businesses in the food industry, talked about the history of
the pizzeria, its opportunities and challenges to the day. The 2nd Conpizza, organized by the
Managers of Corporate Events – ADEC and supported by United Pizzerias Association, put
together over 500 businessmen.
Gastronomic Arena: Brazilian cuisine was a hit
For the second consecutive year, the Grupo Educacional HOTEC, the
first college of technology and gastronomy in São Paulo, with
Makro’s sponsorship organized a gastronomy circuit that attracted
not only businessmen and Tourism students, but also the general
public of the trade show, who could not resist the “Brazilian treats”
prepared by chefs.
Camila Landi, HOTEC instructor and coordinator, said this year’s Arena brought the topic
“Brazilian Cuisine Diversity”, and the idea was to promote the work of the college students and
professors, disseminating regional cookery, leading people to get to know the flavors of the
Brazilian cuisine. Among the most enjoyed dishes were rice with dry meat, typical ingredient in
the Northern Brazil and fish with mashed banana, from Brazilian seashore cuisine.
The richness of Brazilian cuisine and the new tendencies in this
segment were major attractions in the workshops at the Gastronomic
Arena, which was attended by over 800 people. Over three days, six
professors, 13 experts and 40 undergraduates attending Gastronomy
at Faculdade HOTEC headed a real festival on typical Brazilian cuisine
and its influences, based on the triad formed by Indian, African and
Immigrant cultures: Italians, Spaniards, Germans, Lebanese, and
people from Eastern countries, who added a special touch to Brazilian
flavors.
There were 16 proposed workshops, in which numerous dishes were
prepared spotted by tips and histories of their importance to our
country’s history. From the selected themes we underscore LusoBrazilian confectionery, pork in Brazilian cuisine, Spanish influence on
rural cuisine; the typical cookery from the Southern and Southeastern
Brazil, among others.
Handmade or Artisan Specialties: Italian olive oil
In Espaço Itália, visitors were invited by Professor Marcello Scofano to live a sensory
experience with olive oil. Accompanied by Italian experts Rozzela Speranza and Stefano Caroli,
Professor Scofano talked about the properties of olive oil, harmony with meals and also told
the story of Italian tradition in the olive growing and oil preparation, which comes from
Renascence. In addition to showing the differences between ordinary and extra virgin olive oil,
he oriented participants on how to store olive oil bottles, and thus keep the oil quality. “Olive
oil cannot be fruity, spicy or bitter; olive oil does not age nor turns sour, though it loses it
properties if not consumed within 15 days”.
During the workshop, participants could appreciate different types of olive oil from the
CONFADI Consortium and other Italian products.
Barista Brazilian Championship chooses Brazil’s best professionals
There was much excitement in the final meeting of the contests promoted by the Brazilian
Association of Coffee and Barista (ACBB), which vitalized even more the entire trade show.
During this year’s FHW staging, in order to promote special coffees and professional baristas in
Brazil, two agendas were proposed: the 7th Latte Art Championship elected the best barista in
the country regarding his skills of pouring milk and drawing on top of the espresso. The 7th
Coffee in Good Spirits Championship selected the best Irish coffee, when candidates had to
prepare a drink using coffee and alcoholic hot beverages such as whiskey, vodka, cachaça
(Brazilian sugar cane brandy) among others.
André Martinelli from Press Café (RS) and Thiago Sabino from Octavio Café (SP) were,
respectively the winners of the 7th Latte Art Championship and the 7th Coffee in Good
Spirits Championship. Both earned a round ticket to Melbourne, Australia, where they will
represent Brazil in the world championship, to be held next May.
1st Brazil Cup of Confectionery & Frozen Industry: winning team is one step closer to
the world final, in France
Another innovation in this
year’s FHW was the 1st
Brazil
Cup
of
Confectionery & Frozen
Industry, promoted with the
Brazilian
Association
of
Pastry Chefs/ Patissiers and
Frozen Dessert Makers ABRACES.
During
the
contest, there also occurred
the Brazilian selection to the
“Coupe du Monde de la
Pâtisserie”, a world contest
for confectionery professionals, to be held in Lyon/France in 2015. The winning team from
Buffet França will represent Brazil in the Latin-American selection, “Concurso Maya
Latinoamericano de Repostería®” – on September 03–04, 2014, in Mexico City. LatinAmerican countries are expected to join the national selection process and get one of the top
three prizes in the Latin American final to guarantee its participation in the world
championship.
In the first phase of the contest, applicants made several brand new
recipes among desserts with ice cream and fruit sorbet. In the
second stage, they prepared pies and sculptures with all delicacies,
which were assessed in terms of creativity, technique, innovation,
and taste, among others criteria. Led by Chef Philippe Sofietti, jury
members included organization, press and ABASTUR representatives,
which was responsible for the Latin-American selection. The event
welcomed renowned figures in the field such as Chef Marcelo Magaldi
from Fasano, Angelo Perrella and Frederico Samora, from ABRACES.
1st Brazil Cup of Confectionery & Frozen Industry was sponsored by
Mec3, a company based in Rimini, Italy, which specializes in the
manufacture of ingredients for ice creams, frozen desserts and
confectionery. Supporting the event, we had Marvi and Carpigiani,
market leader in machinery for preparing artisan ice cream, which is
part of the Group Ali, also based in Milan.
Food sector setting is a highlight at the FHW
Also in the event schedule the “Auditorium of Knowledge”,
with five business workshops, organized free lectures
approaching skill training and updating for professionals from the
food and beverage industry, and also businessmen.
Organized by the Beer Institute of Brazil, the workshop “Special
beers – how to use them to improve your business profits”
addressed the current trend of handmade beers and other own
brands. The Brazilian market for handmade beers showed a surprising rise in the last five-year
period, reaching 15% a year. Despite being controlled by major manufactures, which account
for 75% of the production, today there are 230 microbreweries in the country, producing
special beverage. Estimates predict the coming out of new 1,000 new brands in the market in
2014. Yet, handmade beer is mostly consumed by a population share with high purchasing
power, since its unit price can vary between R$5.00 and R$7.00 whereas ordinary beer costs
R$1.90 to R$3.00. In Brazil, differently from USA and Europe, where the market is more
mature, there is no categorization to define what a premium, special or handmade beer is. The
decision on the label is the producer’s responsibility. Nevertheless, the handmade beer
association has made efforts to establish parameters such as ingredients, texture and, of
course taste, which serve to testify the authenticity of the beer.
The Grupo Cipa Fiera Milano brought consultants for two
workshops in order to increase quality of services and
stimulate new strategies and, as a consequence, boost
business profitability and competitiveness. The highlight was
the lecture “Opportunities with food franchises – Insights in
this sector for strategic planning your business” and also
“Handmade gelato – Opportunity to increase your business
profitability”, which featured business cases and information on
how to invest in this segment.
In the workshop “Food Franchises”, consultant Reynaldo Zani provided guidance on how to
open a food-related business. “It is a multidisciplinary activity that requires several skills from
the entrepreneur, among them, to enjoy dealing with the public and working 365 days a year,
24 hours a day”. Demolishing the idea that opening a franchise generates immediate profit, as
there is no need to invest in his own brand and that the owner can also rely on the franchisor’s
support, Reynaldo Zani warned: “It is a fact that depending on the prestige and scope of the
brand, financial return is sure, but not necessarily instantaneous. The average time for
recovering your investment in this kind of venture is around five years”. He also gave some
tips to the audience: “When you are to choose a franchise, you have to be acquainted with the
economic and operational system of the business, the complexity of related activities as, for
example the training of labor, the profile and history of the franchise development. Also, you
have always to consider a reserve fund to meet any unexpected costs that may arise in the
future, but most of all, do not be seduced by miraculous promises of immediate financial
profit”.
The sector of special ice cream is also promising in Brazil but it is a kind of business that
requires high investment. According to Rodrigo Florim, manager of MEC3 do Brasil, responsible
for the artisan ice cream workshop, to open an ice cream parlor demands an initial investment
of around R$300.000,00, which includes machinery, installations and showcase which can have
up to 24 flavors. High-quality imported ingredients also contribute to the final price of the
product, but, according to Florim, Brazilians in general have awaken to the consumption of
special food products, as has happened in the beverage sector. “Final consumer has been
finding out that tasting a gelato is to enjoy a delicacy, not only take an ice cream on a hot
day”.
Under SEBRAE-SP, two other workshops have been organized: “Success Recipes: Menu
engineering” and “Success Recipes: human resources: strategic ingredient for eating out
habits”.
In the workshop “Menu engineering,” consultant Carlos Alberto Biondo addressed the new
SEBRAE project called Success Recipes, directed to those with eating out habits. Biondo
showed participants how to prepare a strategic plan to improve sales and increase consumer’s
satisfaction levels. “Menu engineering is the study of the profitability and popularity of dishes
in the restaurant menu”. By comparing the menu as a technical sheet, the consultant has
showed how to create a spread sheet with all necessary information for monitoring costs and
constituting the selling price.
Also within this Success Recipes project, the consultant Maria Fernanda Victaliano addressed
the topic “Strategic ingredient for the sector competitiveness”. The expert advised how to
conduct the recruitment and selection of staff, the approach in the job interview, the profile of
selected employees and the efficient management of staff. "People should be hired for
expertise, experience and skills and not just for appointment. Remember: never hire anyone
you cannot dismiss, "warned the SEBRAE consultant.
The 1st FHW Foodservice Conference included contents
developed by Brazilian consultancy GS&MD Gouvêa de Souza
and supported from Food Service Brasil Institute (IBF). By
means of lectures, panels and interactive sessions, the
participants were given efficient and convenient solutions for
food service providers, focusing on the increase of profitability
and cost reduction. Sergio Molinari, managing partner of the
consultancy company expounded the profile of food market in
Brazil. In accordance with Molinari, around 70 million meals
are served daily in the country, 12 million of which in industrial restaurants. This consumption
is concentrated largely in classes A/B, but a significant quota of Class C is also acquiring the
habit of eating out. It is useful to clarify that Food Service is every food eaten out, including
the snack bar chains, pizzerias, bars, restaurants, cafeterias, etc. The term fast food, in turn,
is used to designate the express food, simple and cheap, one of the segments in this sector. “A
typical Brazilian spends around 22% of his monthly earnings in food, 32% of which in food
service. That is, if the person makes R$ 1,000 a month, he spends R$220 in food, R$70 of
which eating out. In the United States, food service represents 40% of an average American’s
income”, he concluded.
There is around one million establishments selling food in Brazil, and the fast food chains
represent 5% of the total amount of sales. As stated by the Brazilian Association of Feeding
Industries (ABIA), this segment turnover in 2013 was R$484.7 billion, R$116.1 billion of which
to the food service. Although admitting that the price for eating out is still high for the lower
classes, Sergio Molinari believes in the potential of the Brazilian market. “In the emerging
countries, two factors explain food service growth: income and urbanization. In Brazil, average
income has significantly and gradually increased, and urbanization is exponentially growing.
Estimates foresee that by 2030, 90% of the inhabitants will be living in the cities”, he
concluded.
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