Reed Exhibitions Acquires Brazilian Energy Event Organizer

Reed Exhibitions Brazil has purchased Multiplus Fairs and Events, a Sao Paulo State-based organizer of ethanol manufacturing events. Assets in the deal include Fenasucro, the co-located Agrocana, the Brasil Ethanol Tradeshow, and Sucronor.

While the strategic focus of the acquisition centered on the energy events, Multiplus also produces shows in the furniture market, including Movexpo e Brasil, Movinter and Saloao Abimovel, which Multiplus organizes on behalf of a furniture trade association.

Other events in the deal include niche industrial services trade shows and a food service technology event.

Terms of the deal were not released.

“Multiplus is an important step in securing our position in the broader energy market of Brazil and, just as important, it is a key strategic element in our global renewable energy strategy,” said Chet Burchett, president of Reed Exhibitions Americas, in a statement. “And 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. That’s important in our long-term growth goals for Brazil.”

Since 2007, Reed’s Brazilian event group has grown significantly through acquisition, beginning with a majority interest in Latin American event producer Alcantara Machado, which immediately gave Reed a portfolio of 40 events across a variety of market verticals. A 2009 acquisition of MG Media added the oil and gas and automotive markets to the mix.

The Multiplus executive team will remain in place, as will the company’s 38 employees and its Ribeirao Preto headquarters.