Reed Exhibitions Brazil has acquired Multiplus Fairs and Events. The move adds a strategically essential component to Reed Exhibitions Brazil’s growing global energy portfolio while also opening the door to new markets within the expanding Brazilian economy. Multiplus is the organizer of Fenasucro, a leading ethanol manufacturing event in Brazil, and is headquartered in Sao Paulo State.

Other than the ethanol manufacturing event, the Brazilian firm also organizes the co-located agri-industrial event Agrocana. The company also works with Unica (Brazil’s sugarcane industry association) to produce the Brasil Ethanol Tradeshow alongside the association’s ethanol conference in Sao Paulo. In the northeastern city of Pernambuco, Multiplus produces a third event related to sugar cane and ethanol, Sucronor.

According to the Brazil Ministry of Agriculture, as many as 100 new ethanol production plants will be built by 2014 to keep pace with demand. Nearly eight million hectares of sugar cane are under cultivation, but Unica expects this to increase to 14 million hectares by 2020.

Chet Burchett, President of Reed Exhibitions Americas said Multiplus marks an important step in securing the firm’s position in the broader energy market of Brazil and, just as important, it is a key strategic element in Reed’s global renewable energy strategy.  Burchett further commented that Multiplus also puts the firm 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. According to Burchett, that’s important in the firm’s long-term growth goals for Brazil.

Burchett reiterated that Reed’s goals for acquisition in Brazil are focused on strategic value, adding that the firm already has the scale necessary for market leadership. As it is, Reed is working on a long-term plan with a clear understanding of where it wants to play and how it intends to win, said Burchett.

Other events acquired as part of the deal include niche industrial services tradeshows (Forind and Forind Nordeste) in Sao Paulo and Recife, respectively, and a food service technology event (FFATIA) in Goiania, located in Brazil’s central western region.

Multiplus principals Augusto Balieiro and Fernando Barbosa will remain with the company and provide ongoing management of the existing events and new launches.

Headquarters for the operation and its 38 employees will remain in Ribeirao Preto.

Multiplus will report to Juan Pablo de Vera, who oversees RXAM as its president and is the senior executive for RX Brazil.