Garra branded beef arrives in China
China is, by a large margin, the world's largest buyer of animal protein. It was only natural, then, that Garra International's beef brand would land in the country. The first shipment is now on its way to Shanghai, from where it will be distributed.
With operations in ten countries, Garra is a trading company known for acting as a facilitator at both ends of the business – buyers, and suppliers. Since 1995, it has also been commercializing its private label, focused primarily on the Arab countries. Now, the company has decided to use its expertise to invest in a new – and huge – market.
“Counting on important commercial agreements that were already established, we have exported Garra’s brand to different destinations in the Middle East. Now, in 2021, we are reaching the largest country in the world,” says Frederico Kaefer, CEO of the company.
“For that, we have customized the brand especially for the Chinese consumers. With selected products and a specialized team, we are confident that Garra will soon gain traction in this key market for the animal protein sector.”
The projections are ambitious. Currently, China represents 10% of Garra's revenues – the goal is for the country's share to reach 40% shortly. The brand's sales alone should quadruple in the next year, from 250 tons sold per month to 1,000 tons.
The product comes from Uruguay, a country that stands out for the high quality of its meat and already exports heavily to Asia. "If our plans come to fruition, we expect our brand to reach 25% of our sales volume in 2022 – more than double of what we currently have," says Kaefer.
The decision to sell Garra’s products to China is another step towards the company’s plan to quintuple its turnover in ten years, from US$ 200 million to US$ 1 billion. Currently, Garra trades 120 thousand tons of chicken, beef, lamb, and pork per year – sold to around 500 customers in more than 60 markets – and has operations in ten countries, including Brazil, the United States, Australia, and New Zealand (countries where it already produces its private label), as well as Egypt and the United Arab Emirates.
Garra is a trading company that combines expertise and an international network of contacts to create relevant connections between both ends of the chain of supplies of animal protein, i.e., buyers and suppliers. With 26 years of history, the company has operations in more than ten countries and customers in approximately 60 markets. Garra offers complete solutions, including customized financial conditions, to maximize the gains in each operation.
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