Brazilian duck exports to benefit from branding

Brazil launches initiative to boost duck exports, building on success with chicken and pork sectors.

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(Courtesy ABPA)
(Courtesy ABPA)

While Brazilian ducks may be less than happy about the below average rainfall in the country this year, Brazil’s duck producers may have a smile on their faces this week with the launch of a brand for the country’s duck meat exports.

Brazil may not be known as a major duck meat producer and, according to FAO stat, while chicken is the country’s seventh largest agricultural commodity, and eggs rank 18th, ducks do not manage to make it on to the list of the country’s top 20 agricultural commodities.

Nevertheless, the sector is about to gain from all the knowledge and expertise that the chicken industry has gained as it grown to capture a leading position in overseas markets.

Sustainability and sophistication

The new international brand is being managed by the Brazilian Association of Animal Protein (ABPA) and export and investment agency APEX-Brasil and joins the stable of brands already launched by the two bodies, including: Brazilian Chicken, Brazilian Egg, Brazilian Pork and Brazilian Breeders.

Amongst the qualities to be emphasized to support the sector and its new branding will be sustainability, sophistication and excellence, and there will be a particular focus on promoting Brazilian duck meat in Asia and the Middle East.

Ricardo Santin, ABPA president, notes that there are great opportunities for export growth and that duck meat is a niche with high added value. Using the momentum already gained by the sectorial strategy established by ABPA and APEX-Brasil, the two organizations will aim to strengthen the already positive perceptions of the product.

The latest figures from ABPA reveal that Brazil’s exports of duck meat reached 4,000 tons last year, with a value of US$10.5 million.

And now may well be the time to put extra effort into capturing overseas markets. According to market research company Technavio, the market for duck meat is expected to be worth US$1.6 billion by 2025. The company notes that the compound annual growth rate between 2020 and 2025 will be 2.74% and that 74% of growth will be in the Asia-Pacific region.

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