Sao Paulo, Brazil – Reed Exhibitions raised its profile in the renewable fuels sector with the acquisition of Multiplus Fairs and Events, an organizer of trade shows for Brazil’s growing ethanol industry. The acquisition puts Reed Exhibitions Brazil in a prominent strategic position in the South American nation that is the second-largest producer of ethanol in the world behind the U.S. Brazil has as many as 100 new ethanol plants scheduled to be built by 2014 to serve both the export market and a significant domestic ethanol market.
Chet Burchett, president of Reed Exhibitions Americas, called Multiplus a key strategic element in Reed’s global renewable energy strategy. “Multiplus also puts us into important markets in Brazil’s Northeast and the interior of Sao Paulo state, with management that has proven its ability to launch and manage brands across a variety of industry sectors,” Burchett said. “That’s important in our long-term growth goals for Brazil.”
Reed became the largest show organizer in Brazil in 2009 when it acquired MG Media and its two shows in the motorcycle and offshore oil industries.
Multiplus organizes three exhibitions related to the ethanol industry. Fenasucro, which Reed called the leading ethanol event in Brazil, is co-located with the Multiplus agri-business show Agrocana. The third event, the Brasil Ethanol Trade Show in Sao Paulo, is organized in a partnership with Unica, the trade association for Brazil’s sugarcane growers.
Multiplus also owns or manages a trio of shows in the Brazilian furniture sector, which will be added to Reed’s holdings.
Multiplus management and staff will be left intact and its offices will remain in Ribeirao Preto, Reed said. Directors Augusto Balieiro and Fernando Barbosa will oversee the company while reporting to Juan Pablo de Vera, senior executive for Reed Exhibitions Brazil.