Brazilian companies using IndyCar to grab a chunk of the USA market
"We at Cafe Bom Dia truly believe that together, Apex-Brasil, with Silvia Pierson in charge of the IndyCar Project, and ABIC, with Nathan Herszcowicz as President, have been able to achieve remarkable results in terms of positioning the Cafes do Brasil trade mark within the American market," said Alberto Cohen, Partner of Cafe Bom Dia Int. "We feel very proud to have been part of this project since its inception, almost two years ago, and pledge to continue working together with ABIC and Apex-Brasil for many years to come, in our common and successful effort to make roasted ground coffee from Brazil more visible among American consumers," he added.
The Cafes do Brasil Indy 300 took place last weekend at the Homestead Miami Speedway. IndyCar racing is one of the most popular sports in the US, with 41 million fans and the Indianapolis 500 is the world's largest single-day sporting event. On every race, Cafe Bom Dia, as well as other brands produced by the same company, such as Marques de Paiva and Terra Firma, is served at the tracks Media Centers and in all the Apex Brasil's spaces. The product has been tasted by selected guests at some parties offered by the Indy Car Series organization.
"We couldn't conceive a better time or place to promote our product than the IndyCar Apex-Brasil project, and sincerely thank Apex-Brasil and ABIC for making it not only possible, but also successful, beyond our most optimistic expectations," concludes Cohen.
About Cafe Bom Dia – Cafe Bom Dia is a fourth-generation, family-owned coffee company based in Brazil. Known for its "tree to shelf" supply chain, Cafe Bom Dia meets the strictest international certification standards for quality and food management (ISO 9001, 14001 and 22000). In 2007, Cafe Bom Dia converted its Brazil roaster to run on renewable biomass instead of fossil fuel. Through that conversion, offsets and other environmentally sensitive reforms, Cafe Bom Dia has zero net carbon emissions and is a certified CarbonNeutral® company.
The Apex-Brasil Indy Project – The Indy project has been developed by Apex-Brasil since January 2008, with the purpose of creating an innovative marketing platform to promote Brazilian products and services in the United States. It's a partnership with the Indy Racing League aimed at consolidating the image of Brazil as a strong commercial partner, with market knowledge and strategic vision. A leader in the field of clean and renewable energy, Brazil enjoys a strong presence in the IZOD IndyCar Series, where sugarcane ethanol has been fueling the racing cars during the 2009 and 2010 seasons.
The Brazilian presence in the INDY IndyCar Series confirms a privileged opportunity to facilitate the entrance of Brazilian products and services into the US, especially in those regions where the markets are not properly attended by traditional methods of commercial promotion in order to target the desired customers. "Formula Indy is a sport that moves different segments of public opinion and, on top of the contacts with large corporations that are involved in the events, it provides great exposure for the Brazilian companies taking part of the project, improves their branding and strengthens de image of Brazil within the American market," says Alessandro Teixeira, President of Apex-Brasil.
About Apex-Brasil – The Brazilian Trade and Investment Promotion Agency's (Apex-Brasil) mission comprehends a series of endeavors which include the promotion of exports of Brazilian products and services to foreign countries, the development of the internationalization of Brazilian companies and undertakings focused on attracting foreign investment into the country. At the moment, Apex-Brasil gives support to over 70 sectors of the Brazilian economy, ranging from agribusiness to machines, technology, architecture and civil construction, entertainment and services to fashion and industrial equipment. Every year, Apex-Brasil provides assistance to Brazilian companies' participation in more than 800 events ? both in Brazil and abroad. In order to strengthen the internationalization of Brazilian companies in the United States, the Agency has a Business Support Center in Miami that provides local assistance to Brazilian companies.