Trade Show Coverage / International Coverage

Brazil fair to showcase an industry on the rise

The Vitoria Stone Fair will showcase the latest Brazilian materials and finishes within the world marketplace.

February 1, 2013

The 2013 edition of the Vitória Stone Fair is set to take place in Vitória, Espírito Santo, Brazil, which has become a hub for the international stone trade. And with 2012 export totals of Brazilian granite to the U.S. reaching their highest level in years, activity at the event — which will take place from February 26 to March 1 — is expected to be brisk.

Now in its 35th edition — counting events taking place in Vitória as well as Cachoeiro de Itapemirim, Espírito Santo — the Vitória Stone Fair will feature more than 400 exhibitors, in an area of more than 430,000 square feet (40,000 square meters). In addition to displays of natural stone, exhibitors will be showcasing stoneworking technology, equipment, sealers and maintenance products. An audience of 25,000 people are expected to attend the event, and they will be coming from 65 different nations.

Promoted by Sindirochas and Cetemag, the Vitória Stone Fair 2013 is presented by Milanez & Milaneze.

A stone-rich location

Attendees at the event will not only get to see some of the latest Brazilian materials and finishes being introduced to the world marketplace, but they can also take advantage of the show’s location in the stone-rich state of Espírito Santo, which is Brazil’s leading producer of natural stone. Many of the country’s leading stone suppliers are located in Vitória and the surrounding area, making it convenient to visit them and examine their inventory in person.

Show organizers, Milanez & Milaneze, point out that Espírito Santo is far and away the largest exporting state of granite in Brazil. According to a survey by Centrorochas (the Brazilian Dimensional Stone Export Center), Espírito Santo represented 73.81% of all stone exports from Brazil.

Using numbers provided by the Industrial and Commercial Develop-ment Ministry of Brazil (MDIC), the survey further pointed out that this percentage is even greater when it comes to manufactured stone products, reaching a number of 94.08% in value and 95.03% in volume. The value of manufactured material from Brazil has reached an average of $810 per ton — almost five times greater than the cost of a block.

Global development

At the recent edition of Marmomacc, the world’s largest stone trade fair in Verona, Italy, show owner Veronafiere announced that the organization has taken 60% ownership (with an option for 100%) of Milanez & Milaneze, which owns the Vitória Stone Fair as well as the Cachoeiro Stone Fair, both in the stone-rich Espírito Santo State. A new company was established, Veronafiere do Brazil.

According to Claudio Solignani, Veronafiere’s Director of Strategic Planning, one of the goals is to give Veronafiere a strong position in leading nations for stone extraction and processing, such as Brazil. “Brazil provides a natural entrance for the U.S. market,” Solignani said. “The Vitória Stone Fair is crucial. We are working with the Brazilian organizers to understand what can be done in the future to increase American presence at the show.”

Solignani also said that a long-term goal is to bring more of the architecture and design community to the Vitória Stone Fair, an initiative that has become very successful at Marmomacc in Verona. “We are working with Milanez & Milaneze to add more initiatives to attract architects,” he said. “Adding a design component is a key value that Veronafiere can bring to a trade show. Marmomacc has become strong internationally — from quarry workers to designers — and we want to export this vision of the trade show to Brazil. This will be a key point in the future — to gain higher recognition with architects. The first focus of this will be the local community.”

Other goals for the Vitória Stone Fair are to add value and increase the overall quality of exhibits. “We will be working with Milanez & Milaneze for the next few years to improve the quality of their events, and we will work together on communication activities, such as marketing and advertising,” said Solignani.

For more information or travel assistance, visit www.Vitó

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