Digital buyer journeys
What digital buyer journeys means for buyers and exhibitors in this sector.
Event overview
Overview
Super Mix is a premier retail fair held at the Pernambuco Centro de Convenções in Olinda, Brazil, from November 4 to 6, 2026. This event serves as a unique opportunity for exhibitors to connect with key decision-makers in the retail sector, showcasing innovations and trends through lectures, forums, and workshops.
With over 32,000 expected visitors, Super Mix is a vital platform for networking and business development in the region. Super Mix takes place in Olinda, BR.
TL;DR
- 1Dates and Venue: Super Mix takes place from November 4 to 6, 2026, at Pernambuco Centro de Convenções, Olinda, Brazil.
- 2Scale and Focus: This is the largest retail fair in the North and Northeast of Brazil, expecting over 32,000 visitors.
- 3Organiser: The event is organized by the Pernambuco Association of Wholesalers and Distributors (ASPA) and Insight Feiras e Negócios.
- 4Buyer Authority: Attendees include decision-makers from supermarkets, wholesalers, and various retail sectors.
- 5Entry: Registration is free for all visitors, providing access to all exhibitors.
Why visit
Visitors will gain insights into the latest trends and innovations in the retail sector, network with industry leaders, and explore a wide range of products and services. The event features numerous exhibitors from food and beverage to technology, ensuring a comprehensive experience for all attendees. Additionally, Super Mix offers opportunities for professional development through workshops and talks, making it a must-visit for anyone involved in the retail industry.
Why exhibit
Exhibiting at Super Mix provides unparalleled access to a diverse audience of decision-makers and buyers from the retail sector. Companies can showcase their products, engage directly with potential clients, and enhance their brand visibility in the North and Northeast markets. The event also facilitates networking opportunities that can lead to valuable partnerships and collaborations, making it an essential platform for growth and expansion in the retail industry.
Attendees, exhibitors & solutions
Who this event is for
Visitor profile
Typical attendee groups you can expect to meet.
Supermarket and grocery chain buyers sourcing food, cleaning and personal care lines
Wholesalers and distributors supplying retail and food service in Northeast Brazil
Food service and hospitality purchasing managers
Retail technology and store operations specialists
Logistics and supply chain managers for retail networks
Household cleaning and personal care category buyers
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Food and beverage manufacturers: grocery staples, dairy, bakery, beverages, frozen and chilled ranges
Private-label and own-brand suppliers for supermarket chains
Household cleaning, hygiene and sanitising product suppliers
Personal care, cosmetics and toiletries brands
Pet food and pet care suppliers for supermarket aisles
Packaging, POS displays and shelf-ready packaging providers
Refrigeration, shelving and store-fit equipment manufacturers
Retail technology, checkout, payments and inventory software vendors
Logistics, distribution and cold-chain service providers
Ingredients, condiments and food-service suppliers for retail and food service
Product categories
Key solution areas showcased across the event.
Food and beverages for retail
Household cleaning products
Personal care and cosmetics
Retail technology solutions
Logistics and supply chain equipment
Retail display and storage solutions
Location & Facilities
Venue
Pernambuco Centro de Convenções
Av. Prof. Andrade Bezerra, s/n - Salgadinho, Olinda - PE, 53110-680
Facilities
Parking
Pernambuco Centro de Convenções in Olinda typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Food options
On-site catering
On-site diningParking: Pernambuco Centro de Convenções in Olinda typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Gate: Follow organiser signage to the main visitor entrance at Pernambuco Centro de Convenções for badge collection; allow extra time for security screening during peak morning arrival.
Attend
Entry & tickets
Free registration
How the last edition performed
Previous edition
This edition
—
Visitors: 32,000
Next edition
Not announced yet
Intelligence
Market context
Key market insights, trends, news and related events to help you understand the bigger picture.
Olinda, BR
Why it matters
On 2026-11-04 to 2026-11-06, Super Mix in Olinda covering Food and beverages for retail, Household cleaning products, Personal care and cosmetics, Retail technology solutions, Lo gives food buyers a single calendar window to compare suppliers, validate specs on the stand, and book follow-ups before the next buying cycle - especially when your roadmap matches the published exhibitor profile.
Industry trends
Key trends shaping this market and its wider industry.
Sustainability in procurement
What sustainability in procurement means for buyers and exhibitors in this sector.
Automation and labour efficiency
What automation and labour efficiency means for buyers and exhibitors in this sector.
Regional supply-chain resilience
What regional supply-chain resilience means for buyers and exhibitors in this sector.
Hybrid engagement models
What hybrid engagement models means for buyers and exhibitors in this sector.
Plan your trip
Travel & logistics
Local currency · BRL
Hotel tiers
A range of accommodation options near the venue and across key areas.
Recife Boa Viagem - sample upscale
Upscale
Recife, Boa ViagemUSD 85–130 / night
Sample area band, not a specific hotel. Beach district with restaurants; allow 20-40 minutes by car to Olinda depending on traffic. USD converted at approx. BRL 5.4/USD for planning.
Recife Pina - sample midscale
Midscale
Recife, PinaUSD 55–85 / night
Sample area band, not a specific hotel. Good road access toward Olinda; confirm the daily transfer time during show week. USD converted at approx. BRL 5.4/USD for planning.
Recife city centre - sample budget/business
Budget/business
Recife, city centreUSD 40–65 / night
Sample area band, not a specific hotel. Convenient for metro and bus connections; check the immediate area and late-night transport options before booking. USD converted at approx. BRL 5.4/USD.
Olinda historic centre - sample pousada
Pousada/boutique
Olinda, historic centreUSD 45–75 / night
Sample area band, not a specific hotel. Smaller guesthouse style; atmospheric location but hilly streets and slower transfers to the venue. USD converted at approx. BRL 5.4/USD.
Near Recife airport (REC) - sample business
Business
Recife, near Guararapes airportUSD 48–70 / night
Sample area band, not a specific hotel. Useful for early arrivals or late departures; confirm airport shuttle or taxi access. USD converted at approx. BRL 5.4/USD.
Local transport
Get around the city with these convenient transport options.
Bus
Estimated costCost TBA
Best forRecife Guararapes Gilberto Freyre International Airport (REC) to Olinda and Pernambuco Centro de Convencoes
Public bus lines link Recife airport and central Recife with Olinda, but routes may require a connection. Allow extra time with luggage and check Cittamobi or Moovit for live routes.
Metro / urban rail
Estimated costCost TBA
Best forRecife metropolitan network toward central Recife and onward Olinda bus connections
Recife metro does not run directly to Olinda historic centre. Use it for central Recife and continue by municipal bus or ride-hailing; check Moovit or Cittamobi for integration and current fares.
Taxi
Estimated costCost TBA
Best forREC airport to Olinda hotels and Pernambuco Centro de Convencoes
Use the official airport taxi rank or agree the fare before departure. Journey time is typically 30-45 minutes outside peak traffic; allow more on weekday mornings.
Ride-hailing app
Estimated costCost TBA
Best forOlinda and Recife hotels to Pernambuco Centro de Convencoes
Uber and 99 are commonly used in Recife and Olinda. Confirm the venue pickup and drop-off point and allow for surge pricing on show mornings.
Weather
For planning, expect warm, humid late-spring conditions in Recife and Olinda in November: daytime highs around 30-32 C, overnight lows around 23-25 C, and a lower probability of persistent rain than the May-August peak. Short heavy showers can still occur, so keep outdoor transfers flexible and confirm the 7-day forecast before travel.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
Mobile coverage in Recife and Olinda is generally good on Vivo, Claro and TIM. 4G is widespread and 5G is available in parts of Recife. Buy a local prepaid SIM or eSIM if your home plan does not include Brazil. Venue Wi-Fi may be available but can be congested during the fair, so use mobile data for critical meetings. Brazil uses 127V/220V power and type N sockets, often accepting type C plugs; bring a universal adapter. WhatsApp is the default business messaging channel.
Ride-hailing
Taxis
Public transit
Car rentals
Cultural notes
Useful information to help you have a smooth and respectful visit.
Language and meetings
Portuguese is the working language at Feira Supermix. Many exhibitors and buyers speak some English or Spanish, but a Portuguese-speaking colleague or interpreter is useful for detailed commercial negotiations.
Business relationships
Brazilian grocery deals often start with relationship-building. Exchange WhatsApp contacts, follow up promptly after the fair and allow time for informal conversation before moving to price and contract terms.
Punctuality and traffic
Recife traffic can be heavy, especially on weekday mornings. Build buffer time around meetings and venue transfers, and confirm whether your counterpart expects a fixed appointment or a flexible window.
Payments
The currency is the Brazilian real (BRL). Cards are widely accepted, and Pix bank transfers are common. Inform your bank of travel plans and keep a small cash reserve for taxis, snacks and incidentals.
Safety
Use app-based transport or licensed taxis at night, avoid isolated areas and keep valuables discreet. Ask your hotel or host about safe walking routes around Olinda and Recife.
Dress and fair etiquette
Smart casual business dress is appropriate for the trade fair. Comfortable shoes help on concrete halls and outdoor transfers. Ask before photographing stands or products, and respect exhibitor meeting schedules.
Tipping
Restaurants often add a 10% service charge. If service is not included, a small optional tip is customary for good table service; taxis and ride-hailing usually do not require a tip.
Practical guides
Visitor & Exhibitor Essentials
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Flights
Use Recife (REC) as the arrival airport for Olinda. Sample round-trip economy fares for 3-7 November 2026 quoted in this listing were about BRL 6,593 from New York JFK, BRL 7,754 from London LHR and BRL 12,224 from Tokyo NRT, including taxes and fees; those dates were flagged as typical or high. Book 6-10 weeks ahead where possible, compare fixed-date and flexible searches, and check LATAM, Azul, Gol and international partners via Lisbon, Madrid, Panama City or Miami. Confirm baggage, connection times and change rules before paying.
Transport
Get to the venue and around the city with these options.
Airport → venue: Use the nearest international airport serving Olinda; Metro, train or taxi links are typically available to the venue district.
Hotel → venue: Precinct hotels near Pernambuco Centro de Convenções: Recife, Boa Viagem: Recife Boa Viagem - sample upscale; Recife, Pina: Recife Pina - sample midscale; Recife, city centre: Recife city centre - sample budget/business.
Ride-hail: Uber and 99 are commonly used in Recife and Olinda. Use the app estimate before booking, confirm the pickup point at REC airport and at the venue, and allow for surge pricing on show mornings. Ride-hailing is usually easier than street taxis if you do not speak Portuguese.
Public transit: Olinda is served by municipal bus lines, and the wider Recife metropolitan metro and rail network connects surrounding cities. Recife metro does not run directly to Olinda historic centre, so most trips involve a metro or bus segment plus a short walk or ride-hailing transfer. Use Moovit or Cittamobi for live routes; single bus or metro fares are commonly around BRL 5-7, but confirm current fares. Public buses also link REC airport and central Recife with Olinda, though luggage and connections make them slower than a taxi.
Parking: Pernambuco Centro de Convencoes has on-site parking. Event-day rates are set by the venue and are commonly in the BRL 30-50 range, but confirm the current rate and hall access with the venue or organiser. Arrive early on peak show days, and use the designated ride-hailing drop-off if you are not parking.
Weather
Plan and pack for the event climate.
Month: November 2026 (late spring in Pernambuco)
Temperature: Approx. 24-32 C daytime high and 23-25 C overnight; confirm the forecast before travel.
Seasonality: November is outside the main May-August rainy season, but short tropical showers are still possible and humidity is high. Keep transfers flexible and carry a compact umbrella.
Packing: Pack light breathable business casual, comfortable shoes, a compact umbrella, sunscreen, insect repellent and a universal power adapter. A light layer helps in air-conditioned halls and on evening transfers.
Plan your trip
Planning
Best day to visit: Day 2 (mid-show)
Mid-show days at Super Mix usually combine full exhibitor attendance with scheduled B2B meetings, before early pack-down on the final day.
Day 1
Book flights to Recife (REC) and allow a connection buffer if coming from Europe, North America or Asia.
Day 2
Reserve a hotel in Olinda near the venue or in Recife (Boa Viagem or Pina) with a cancellable rate.
Day 3
Map your route from hotel to Pernambuco Centro de Convencoes and test taxi or ride-hailing app availability.
Day 4
Download Moovit and Cittamobi for Recife and Olinda bus and metro updates.
Day 5
Check the official Feira Supermix schedule and build a shortlist of exhibitors and sessions.
Day 6
Request meetings with priority suppliers or buyers and confirm stand numbers once the floor plan is live.; Review Brazilian business etiquette, Portuguese basics and WhatsApp as a contact channel.
Day 7
Arrange travel insurance and check passport validity and visa requirements for your nationality.
Day 8
Pack business casual clothing, comfortable shoes and a light rain jacket or umbrella.
Day 9
Set up mobile roaming or an eSIM and confirm your bank card works in Brazil.
Day 10
Keep digital and printed copies of your hotel booking, return ticket and invitation letter if requested.
Day 11
Plan a cash buffer in BRL for local transport, meals and incidentals.
Day 12
Confirm your trade badge approval and carry a printed or digital copy plus photo ID.; Check the weather forecast 48 hours before departure and adjust packing.
Sample visitor itinerary
Route-optimised day
Day 1 · morning
Registration and hall orientation at Pernambuco Centro de Convenções
Day 2 · core sessions
Supplier meetings and product demos
Day 3 · wrap-up
Final negotiations and follow-up
Networking spots
2Super Mix registration concourse
Pernambuco Centro de Convenções
Central meeting point before and between hall appointments during show days.
Organiser B2B lounge (if offered)
Pernambuco Centro de Convenções
Hosted matchmaking and buyer programmes when published by the organiser.
Budget
Costs & budget
Build your working budget
Adjust the inputs below to create a directional event budget.
Estimated budget
Live estimate
- Hotel × 2 nightsR$190.00
- Per diem × 2R$150.00
Estimated totalR$340.00
This is a directional estimate. Please verify live rates before booking.
Decision
Visit, exhibit, or skip?
Should you go?
Use this quick check to decide whether Super Mix fits your visit, exhibit or skip plan.
QUESTION 1 OF 6
For Super Mix, what is your primary role on the show floor?
Decision matrix
Compare participation options side by side to choose the best fit for your objectives.
visit
Your category focus and target suppliers align with the official exhibitor profile.
Best for
Buyers, engineers, and delegates sourcing Food and beverages for retail and Household cleaning products solutions and benchmarking suppliers at Super Mix in Olinda.
Min. budget
$2,250.00
Timeline
4-8 weeks before opening day for registration, hotels, and travel.
Risks
Session times and ticket tiers may change - confirm the official agenda before booking.
exhibit
You have a defined lead-generation or distributor recruitment goal for this market.
Best for
Brands and manufacturers launching Food and beverages for retail and Household cleaning products products who need qualified meetings with the event's trade audience.
Min. budget
$11,000.00
Timeline
3-6 months for stand booking, freight, staffing, and pre-show marketing.
Risks
Booth pricing and corner premiums vary by hall - confirm with the organiser sales team.
skip
Audience, geography, or commercial goals do not justify travel and stand costs this cycle.
Best for
Teams with weak category fit, budget constraints, or overlapping commitments during the Olinda show week.
Timeline
N/A
Risks
Skipping may mean missing buyer meetings if competitors exhibit or attend the same week.
Gallery
Photos
FAQs & glossary
Answers
Frequently asked
What is Feira Supermix?
Feira Supermix is a Brazilian supermarket and grocery retail trade fair held at Pernambuco Centro de Convencoes in Olinda. It brings retailers, wholesalers, distributors and suppliers together across food, beverages, hygiene, cleaning, store equipment and retail services, with a focus on the Northeast grocery channel.
When is the 2026 edition?
The planning window in this listing is November 2026, with sample travel dates of 3-7 November 2026. Confirm final dates and opening hours on the official Feira Supermix schedule before booking travel.
Where is the event held?
The venue is Pernambuco Centro de Convencoes in Olinda, Pernambuco, Brazil, on the Recife metropolitan coast. Olinda is adjacent to Recife and is reached by road from Recife Guararapes Gilberto Freyre International Airport (REC).
Who should attend Feira Supermix?
Supermarket owners and buyers, category managers, wholesalers and distributors, cash-and-carry operators, neighbourhood store chains, convenience retailers, food-service buyers and suppliers seeking to enter or expand in Northeast Brazil.
Is Feira Supermix trade-only?
It is structured as a trade fair for retail and supplier professionals. Check the official registration page for badge eligibility, required company documentation and any restrictions before you travel.
What product sectors are shown?
Typical sectors include food and beverages, bakery and dairy, grocery staples, frozen and chilled products, cleaning and hygiene, personal care, pet supplies, packaging and POS displays, refrigeration and store equipment, retail technology and logistics services.
How do I register for a badge?
Register through the official Feira Supermix website before the show. Have your company details, tax registration and proof of trade activity ready, and confirm whether your badge is digital or printed and where to collect it.
How do I get to the venue from Recife airport?
REC is the main gateway. Taxi or ride-hailing to Pernambuco Centro de Convencoes takes roughly 30-45 minutes depending on traffic and costs about BRL 90-140. Public bus is cheaper but slower and may require a connection. Confirm live routes and fares before travel.
Is parking available at the venue?
The venue has on-site parking. Event-day rates are set by the venue and are commonly in the BRL 30-50 range, but confirm the current rate and hall access with the venue or organiser. Arrive early on peak show days.
What currency and payment methods should I expect?
The host currency is the Brazilian real (BRL). Cards are widely accepted, and Pix bank transfers are common in Brazil. Carry some cash for small purchases and check card fees and limits with your bank before travelling.
Are there co-located events or seminars?
Check the official Feira Supermix schedule and venue programme for seminars, sector meetings or co-located activities. This listing does not assume co-located fairs without organiser confirmation.
What is the weather like in November?
November in Olinda and Recife is warm and humid, with daytime temperatures around 24-32 C and a lower chance of persistent rain than the May-August peak. Short tropical showers are still possible, so pack light clothing, sun protection and an umbrella.
Glossary
- Feira Supermix
- The supermarket and grocery retail trade fair held in Olinda/Recife, Pernambuco, connecting retailers, wholesalers, distributors and suppliers across food, beverages, hygiene, cleaning, equipment and retail services.
- Atacarejo
- A Brazilian hybrid cash-and-carry and retail format that combines wholesale pricing with self-service shopping; it is a major channel for grocery suppliers in Northeast Brazil.
- Autosserviço
- A self-service supermarket format where shoppers select products from shelves, as distinct from counter-service or assisted retail.
- Sell-in
- The sale from a supplier or distributor to the retailer; at a trade fair, sell-in discussions cover listings, volumes, promotions, payment terms and replenishment.
- Sell-out
- The sale from retailer to end consumer; suppliers use sell-out data to support assortment, pricing and promotional decisions.
- PDV (ponto de venda)
- Point of sale, meaning the retail store or checkout area; POS materials and displays are planned to improve visibility at PDV.
- Trade marketing
- Supplier activity aimed at the retailer and shopper inside the store, including planograms, promotions, displays and category projects.
- Category management
- A retailer-supplier process for managing a product category as a strategic unit, covering assortment, pricing, shelf space and promotion.
- Planogram
- A diagram showing where products sit on shelves; it is used to plan facings and ensure consistent execution across stores.
- Facing
- The number of product units visible on the shelf front; more facings usually mean more visibility and replenishment priority.
- Private label
- Retailer-owned brand products, known in Brazil as marca propria; a growth area in Brazilian grocery and a common discussion topic with suppliers.
- Distributor
- An intermediary that buys from manufacturers and supplies independent retailers, regional chains, convenience stores and cash-and-carry operators.
- Shrinkage / quebras
- Lost inventory from theft, damage, expiry or process error; a core retail metric discussed with loss-prevention and store-operations suppliers.
- EAN/GTIN
- The global product identification standard used for barcodes, inventory, checkout and electronic data interchange in retail.
- Gondola
- The shelving unit used in supermarkets to display products; gondola ends are prime promotional space.
- EDI
- Electronic data interchange for purchase orders, invoices and stock updates between retailers and suppliers.
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Also known as
Alternate names and search phrases for this event.
- Super Mix 2026
- Super Mix fair
- food and beverage expo
- Super Mix Olinda 2026
- Olinda BR
- Personal Care
- Household Cleaning
- Cosmetics
- Food and beverages for retail
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Sources
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Date checked
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Super Mix
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Digital business cards for the show floor
Display a free company card at your booth, or share your professional card on the show floor.