ES strengthens trade partnership between Brazil and Egypt
Egyptian companies brought products for the kitchen and plastic utensils. This year’s edition of Eletrolar Show had the participation of five Egyptian brands, which demonstrates the expansion of the commercial partnership between Brazil and Egypt, made possible by the Free Trade Agreement (FTA) with Mercosur and ministered by the Engineering Export Council of Egypt.
Fostering the country’s exports on a global level is the objective of the consultative body of the Egyptian Ministry of Trade and Industry. It supports the ministry in formulating strategies, policies and programmes for export development and communicates challenges faced by exporters to the relevant government authorities.
“The Council helps a lot with the logistics of expanding Egyptian brands. It works with companies by boosting their development and exports through international market studies and by encouraging participation in exhibitions and fairs. It is also responsible for organizing trade missions to target markets and buyer missions to Egypt,” said Youssef Helal, president of the Helal & Golden Star brand, which exhibited kitchen, cleaning cleaning products and household utensils.
Egypt and Mercosur: handshake
For Mohamed Ezz Eldin, Neoklein brand manager, it was very important to be in Brazil. It is a great market, open to various possibilities because of the Free Trade Agreement signed in 2010. The brand’s kitchen products are made with Italian material and its international expansion began in 2020. “Our factory started activities in 2008, and the biggest goal, currently, is to find new customers and expand the brand worldwide. Recently, sales started in Brazil and we have good expectations”, said the executive.
The Free Trade Agreement between Mercosur and the Arab Republic of Egypt was signed in San Juan, Argentina, on August 2, 2010. The Mercosur-Egypt FTA is designed to open the bilateral market for goods, with tariffs suspended until 1 September 2026. The agreement also includes an evolutionary clause on the possibility of future understandings on access to services and investment.
Another participating company, Max Plast, offered plastic products for the kitchen, children and domestic utilities. Founded in 1970, it sells in 86 countries, reaching 3,280 retailers. “The agreements between Egypt and other economic blocs, such as the European Union, the Common Market for Eastern and Southern Africa and the agreement with Mercosur, offer us many advantages in expanding around the world. Last year, we started exporting to Latin America. It is a promising market,” said Yasser Khallaf, Director of Exports.
Search for new partners
El-Amal, a brand of pans and other aluminum utensils, launched at Eletrolar Show the Stainless Steel Cookware and Non-Stick Cookware lines. “Our aim was to find new buyers and distributors,” said manager Ossama Mahmound.
Zenouki Group was also an exhibitor at this year’s show, when it presented its kitchen equipment. “The target of the brand, currently, is to expand the marketing of our products in Latin America and the United States,” Yehia Elshamy, the group’s export manager, said.
Among the products of the Egyptian companies, highlight the casseroles and pans made of titanium granite. It is 10 times more resistant than regular granite and has cadmium and titanium POFA9 layers to ensure optimum heat distribution. Items such as lunch boxes, pots, cups, baskets and bottles are made from pure plastic to prioritize hygiene and consumer health.
Source: Eletrolar News #150
