tendencias del mercado de frutas en la union europea ii
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REQUISITOS DE COMPRADORESFlores Exóticas
Part II: Export guidelines – diversifying markets
• Going East – Czech Republic caseWhy to venture into new markets Trade channels Existing and future opportunities
• Business practices Product marketing Delivery, payment, services
• Unexplored and unexploited
• Alternative to saturated markets
• Smaller companies targetting smaller buyers
• Pioneering
• Expanding markets, finding new clients
• Framework of Free Trade Agreement with the European Union
Venturing into new markets
• Main East-European destinations for exotic fruits:
Czech Republic
Bulgaria
Poland
• Segmentation
Large retail chains are the main segment
The catering industry
Small retailers are losing ground
12%
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0 5 10 15 20 25
NETHERLANDS
FRANCE
BELGIUM
GERMANY
ITALY
UNITED KINGDOM
SWEDEN
CZECH REPUBLIC
BULGARIA
POLAND
AUSTRIA
SPAIN
PORTUGAL
LUXEMBOURG
DENMARK
LITHUANIA
Going East – main markets
Colombia European market
Czech retail market
Colombian exporters
West -European
specialisedimporters
Small retailers
Large retailers
Main distribution flow
Secondary distribution flow
West-European mainstream importers
Czech mainstream importers
3
2
1
Czech wholesalers
Catering industry
Colombian exporters supply Northwest European mainstream importers, which re-export the products to the Czech market.
DIRECT SUPPLIES: POSSIBLE?
Colombian exporters supply Northwest European specialised importers, which re-export the products to the Czech market.
Direct supplies – Possible?
Colombian exporters supply Czech mainstream importers, which supply the Czech market.
Opportunities
– Czech buyers are interested in consolidated orders of different exotic fruits
(Colombia’s competitive advantage)
– Growing market due to increase of disposable income
– Holiday season provides window of opportunity to establish trade relations
(stepwise approach)
Challenges
– Small demand Lack of scale required for cost-efficient transport of exotic fruit
– Underdeveloped infrastructure (lack of good flight connections from South
America to the Czech Republic)
Heavy promotion is required for the realisation of sufficient demand for direct imports
• Promotion at the retail level
Store promotions – tasting, explanation of use, recipe ideas in Czech language
Colombian week?
Specialty shelves
Promotion in cooking programmes / Internet / Social media
Trade fairs
QR-codes on product label unification of technologies
Promotion – crucial step
Promotion – crucial step
• Promotion at the wholesale level
Accurate product description
(EU or UN standards) - www.codexalimentarius.org
Photos of the product and packaging
Delivery capacity per year per product
(supply calendar)
Possible delivery dates
Information about the available storage and processing facilities
Branding (company’s logo, revealing reputation)
Export references
Quality certificates (e.g. GlobalGAP, HACCP ,BRC, etc)
Contact details (on brochures, website)
Example of a supply calendar:
January February March April May June July August September October November December
Product
• Website – doing good, and causing no harm
High-quality websites are associated with modern, professional approach
Website should include:
o well-defined product characteristics
o strenghts of your company, such as certificates, specific story, quality and delivery systems, etc.
History and track record
Product presentations, catalogues, brochures (thus also saving printing costs)
Product marketing - website
Good example: Frutierrez
@
Important events
• Fruit Logistica - www.fruitlogistica.de - world's leading fresh fruit and vegetable trade fair. Takes place every year in Berlin, Germany.
• Biofach- www.biofach.de - most important international exhibition for organic food and fair trade products held every year in Nürnberg, Germany.
Product marketing – trade fairs
Interesting sources – Internet databases & marketplaces
• FreshPlaza - www.freshplaza.com
meeting place for the international fresh produce industry.
• Foods for Trade - www.foodsfortrade.com
leading B2B marketplace for the food industry.
• Greentrade - www.greentrade.net
online marketplace with the worlds’ largest database of the organic farming industry.
• Zipmec - www.zipmec.eu
largest search engine for fruit and vegetable companies in Europe
Information sources: Eurofruit Magazine, Fresh Info
How else to find potential buyers?
• Sampling
Rare
Buyers assume traders are familiar with the product standards
Not willing to pay for samples
• Terms of delivery
Lead time: 3 days (air transport)
Incoterms:
o quote your prices Free-On-Board (FOB) in the case of sea transport and CFR/CIF in case of air transport.
o pay attention to strict contract fulfilment regarding contingencies during export procedures, transport, etc.
• Insurance: costs are approximately 4 %
Valuable when product quality is compromised during transport
Costs cannot be reimbursed if damage results from factors which cannot be controlled, e.g. volcanic ash
Make sure there are thermometers installed on board or on the pallets
Terms of delivery and payment
If required…
Pesticide control!
Samples which represent what you can deliver:-Quality-Quantity -Time - Packaging material
• Contracts
Buyers prefer open accounts
Communication serves as a formal agreement(e.g. e-mails)
Non-compliance
Contract example: International Trade Centre
• Terms of payment
Trade of small quantities- fixed prices
Trade of large quantities - on the basis of consignment.
Price-fixing more common in the holiday season
Pre-financing is more common for partners who already did business together
Payment documents (involving 3rd parties) are often avoided in the fresh fruit trade
Payment takes place within 2 weeks
Every delivery should be accompanied by an official customs invoice for customs declaration
Terms of delivery and payment
Not to forget…
Gustavo Ferromail@ThisIsProFound.com
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