Experts in trade for developing countries

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GOING ‘GLOCAL’Made in Africa. Market tested in Canada. Now sold around the world.

An injection of marketing savvy has given a new generation of African designers the tools to turn traditional designs and cra� smanship into premium-priced fashion accessories and home furnishings. Branded as “contemporary style, with soul” the entre-Branded as “contemporary style, with soul” the entre-preneurs who work under the Design Africa ban-ner (www.designafrica.info) are turning items once found in local markets into striking design state-ments - attracting buyers from Canada and around the world.

Take Kpando Pottery in Ghana who � rst participated in a TFO Canada-led workshop in 2007. Kpando’s designer, Joseph ‘Nii Noi’ Dowuona, works with 65 women hand-cra� ing black clay pots and home

accessories. In 2010, through on-going support from TFO Canada and Design Africa, Kpando’s pot-tery was exhibited at the presti-gious International Contemporary Furniture Fair in New York.

Sammy Abdella in Ethiopia is an-other TFO Canada workshop graduate. His ‘sammy’ brand counts on 43 full-time employees and 290 sub-contractors to � ll orders of house-wares and fashion accessories sold in 11 countries. “� e international, market has started to appreciate hand-made work that draws its inspiration from old cultures,” notes Abdella. � e sammy brand has now been featured on several occasions at the high-end Maison et Objet trade show in Paris.

Both Kpando and sammy entered the international high-end stage in Canada, facilitated by TFO Canada, at Montreal’s renowned Salon International du Design d’Intérieurs where Design Africa was � rst conceived. Result: While the designs have gone global, capacity building has gone local. What began as a Canadian-funded initiative is now African-led and has provided entrepreneurial product development and marketing support to producers around the African continent: from Burkina Faso to Senegal, and from Mali to Swaziland.

While the designs have gone global, capacity building has gone local.

OUR MANDATE Trade Facilitation Offi ce (TFO) Canada has a distinct role in international development:

• We use trade with Canada as a practical tool for alleviating poverty.

• We help developing country entrepreneurs fi nd a market for their products in Canada.

• We also use Canada’s successful experience as a trading nation to help these entrepreneurs improve their business practices so they can establish reliable relationships with Canadian and other international buyers.

TFO Canada’s online market access service, featured at www.tfocanada.ca, supports over 1,500 exporters each year from developing countries around the globe.

Prior to May 2010, Probanexpor relied solely on multina-tionals. Now, withTFO Canada support, this organic banana grower-exporter is diversifying byconnecting directly with new Canadian clients.

IN 2009-10...

... businesses from developing countries downloaded over 3,000 TFO Canada publications on exporting to Canada.

. . . over 1,500 exporters attended TFO Canada-led seminars on doing business in Canada which took place in a dozen different developing countries.

DEVELOPING COUNTRY EXPORTERS

Diseños Beatriz – Guatemala | Mumwa Crafts Association – Zambia | Aquaprotect – Tunisia | Comeavic – Colombia | Qali Gourmet – Peru | Keenlu Industrial – China | Naomi Exports – Honduras | Nesy Concepts – Ghana | FYB Eternit Creation – Pakistan | Frelan – Ecuador | Seria & Marigold – Nigeria | Guroo Farms – India | AgroOro Exporter – Costa Rica | 7G Food Traders Ltd. – Turkey Diseños del Sur – Uruguay | Wakalito – Mexico | Black Beans International Business – Brazil | Coprokazan – Mali | Big Alliance Co. Ltd. – Vietnam | Thai Plastic Handicrafts – Thailand | Laboratorio Hahnemann – Bolivia | Roberts Enterprise – Guyana | Only One Marketing ltd – Mauritius | Metro Knitting & Dyeing Mills – Bangladesh | Kayuwangi Exotic of Java – Indonesia | Artis Trading – Al-geria | Langston Roach Industries – Trinidad and Tobago | International Antique – Egypt | A & R Interior Furniture Exporter – Philippines | Beless PLC – Ethiopia | Export House – Nepal | La Samari

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In 2009-10 TFO Canada helped over 50 agro-food producers and exporters from developing countries link up with Canadian buyers through trade exhibitions such as SIAL Canada and the CPMA.

as | Nesy Concepts – Ghana | FYB Eternit Creation – Pakistan | Frelan – Ecuador | Seria & Marigold – Nigeria | Guroo Farms – India | AgroOro Exporter – Costa Rica | 7G Food Traders Ltd. – Turkey as | Nesy Concepts – Ghana | FYB Eternit Creation – Pakistan | Frelan – Ecuador | Seria & Marigold – Nigeria | Guroo Farms – India | AgroOro Exporter – Costa Rica | 7G Food Traders Ltd. – Turkey rio Hahnemann – Bolivia | Roberts Enterprise – Guyana | Only One Marketing ltd – Mauritius | Metro Knitting & Dyeing Mills – Bangladesh | Kayuwangi Exotic of Java – Indonesia | Artis Trading – Al-rio Hahnemann – Bolivia | Roberts Enterprise – Guyana | Only One Marketing ltd – Mauritius | Metro Knitting & Dyeing Mills – Bangladesh | Kayuwangi Exotic of Java – Indonesia | Artis Trading – Al-a – Colombia | Capiz Shell – Philippines | Babylon Group – Bangladesh | Follajes Ticos – Costa Rica | Industrial Danec – Ecuador | D. Hitesh Exports – India | AGS – Indonesia | Beless PLC – Ethiopiaa – Colombia | Capiz Shell – Philippines | Babylon Group – Bangladesh | Follajes Ticos – Costa Rica | Industrial Danec – Ecuador | D. Hitesh Exports – India | AGS – Indonesia | Beless PLC – Ethiopia

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PERUVIAN CONNECTIONSUsing Free Trade with Canada as a Tool for Development

Fashion conscious Canadians visiting Peru can’t help but notice how Lima’s denizens share Que-bec’s £ air for style. Coincidentally, as a result of its luxurious Pima cotton, Peru has also become a hub for numerous global fashion brands. So when TFO Canada learned that Quebec’s trendsetting retailer Simons was keen to diversify their supplier base, we suggested they visit Peru.

“Initially, we were attracted by the high quality of Peru’s Pima cotton fabrics,” recalls Import Director Geneviève Bussière. “� en, with TFO Canada’s help, we found several expert and very nimble manufacturers.” Just what ‘fast fashion’ retailers like Simons need.

Since those � rst forays into Peru, the retailer’s Quebec City design team has expanded its range of super-so� Pima cotton clothing each year since 2006. As a result, Simons is not only increasing its Pima cotton purchases, but has been able to diversify its production network by outsourcing garment assembly to factories in Lima.

And there’s an added bonus. Countries like Peru signing free trade agreements (FTAs) with Canada also agree to respect prescribed labour and environ-mental standards. So the Peru connection also dovetails nicely with the ethical trade and social values which so many Simons customers now look for. Result: Prior to signing the FTA with Canada in 2008, Peruvian manufacturers were reliant on large, brand-name clients from the US and Europe who would cancel orders at the fi rst sign of economic turbulence. Thanks to TFO Canada’s efforts, some Peruvian manufacturers have been able to ride out the global recession by diversifying sales to new Canadian buyers.

“In fashion every minute counts. So having someone to guide us through a completely new market experience was critical to our successful partnerships in Peru.”

Geneviève Bussière, Simons

OUR IMPACT For three decades, TFO Canada’s services have been available to entrepreneurs and export promotion agencies in developing and emerging economies around the globe.

In 2009-10, exporters from over 70 countries used these services to strengthen their exporting know-how. As a result, many were able to market and sell their products in Canada and other countries.

Developing countries benefi t – a stronger export base leading to employment growth and higher living standards.

And Canada benefi ts too – a wider choice of innovative, quality products for importers and consumers.

The net result is enhanced trade contributing to sustainable economic development!

Café Nagua Inc. – Quebec | Emballages Duopac Inc. – Pointe Claire | H.W.D. Export Import – North York | Echo Sourcing Ltd. – Mississauga | Mahugnon Inc. – Montreal | Mona Knit Canada Inc. – Mont Royal | Clic International – Laval | Weddingstar Inc. – Dunmore | Hudson’s Bay Company – Toronto | Sears Canada Inc. – Toronto | Prostyle Ltd. – Brampton | Morris National Inc. – Concord | Loblaw Café Nagua Inc. – Quebec | Emballages Duopac Inc. – Pointe Claire | H.W.D. Export Import – North York | Echo Sourcing Ltd. – Mississauga | Mahugnon Inc. – Montreal | Mona Knit Canada Inc. – Mont Royal | Clic International – Laval | Weddingstar Inc. – Dunmore | Hudson’s Bay Company – Toronto | Sears Canada Inc. – Toronto | Prostyle Ltd. – Brampton | Morris National Inc. – Concord | Loblaw Companies Limited – Brampton | A & P Canada Co. – Etobicoke | Kent Building Supplies Ltd. – St. John | Locin Industries Ltd. – North Vancouver | Tri-Peek International Inc. – Concord | Oshawa Group – Toronto | PSI Mid Atlantic Seafoods – Scarborough | Quaker Oats Co. of Canada Ltd. – Peterborough | Lee Valley Tools Ltd. – Ottawa | MDI Canada – Thornhill | La Maison Simons – Quebec | Companies Limited – Brampton | A & P Canada Co. – Etobicoke | Kent Building Supplies Ltd. – St. John | Locin Industries Ltd. – North Vancouver | Tri-Peek International Inc. – Concord | Oshawa Group – Toronto | PSI Mid Atlantic Seafoods – Scarborough | Quaker Oats Co. of Canada Ltd. – Peterborough | Lee Valley Tools Ltd. – Ottawa | MDI Canada – Thornhill | La Maison Simons – Quebec | Sigma Table Gifts Ltd. – Toronto | Canadian Stars Sportswear – Scarborough |Marina Textiles Inc. – Mississauga | Courchesne Larose Ltée. – Montreal | Northoceaner – Toronto | Pantry Shelf Food Corp. – Mississauga | Home Furniture – Elmira | Birks & Mayors Inc. – Montreal | Merithian Products Corp. – Concord | Agence Mena – Montreal | Eureka Importing & Distributing Ltd. – BurlingtonSigma Table Gifts Ltd. – Toronto | Canadian Stars Sportswear – Scarborough |Marina Textiles Inc. – Mississauga | Courchesne Larose Ltée. – Montreal | Northoceaner – Toronto | Pantry Shelf Food Corp. – Mississauga | Home Furniture – Elmira | Birks & Mayors Inc. – Montreal | Merithian Products Corp. – Concord | Agence Mena – Montreal | Eureka Importing & Distributing Ltd. – Burlington

CANADIAN BUYERS

Every month trade news and export offers from developing and emerging markets are sent to the nearly 1,400 Canadian buyers who subscribe to TFO Canada’s regular e-bulletin. To connect with Canadian importers and trade offi ces of developing countries, TFO Canada To connect with Canadian importers and trade offi ces of developing countries, TFO Canada has representatives in Ottawa, Montreal, Toronto and Vancouver.

IN 2009-10...

. . . 1,020 exporters published over 4,500 new export offers on the TFO Canada web site.

. . . TFO Canada facilitated over 600 buyer-seller meetings between developing country exporters and Canadian importers.

. . . developing country exporters participating in TFO Canada trade missions generated over $5 million in new business.

Café Nagua Inc. – Quebec | Emballages Duopac Inc. – Pointe Claire | H.W.D. Export Import – North York | Echo Sourcing Ltd. – Mississauga | Mahugnon Inc. – Montreal | Mona Knit Canada Inc. – Mont Royal | Clic International – Laval | Weddingstar Inc. – Dunmore | Hudson’s Bay Company – Toronto | Sears Canada Inc. – Toronto | Prostyle Ltd. – Brampton | Morris National Inc. – Concord | Loblaw Companies Limited – Brampton | A & P Canada Co. – Etobicoke | Kent Building Supplies Ltd. – St. John | Locin Industries Ltd. – North Vancouver | Tri-Peek International Inc. – Concord | Oshawa Group – Toronto | PSI Mid Atlantic Seafoods – Scarborough | Quaker Oats Co. of Canada Ltd. – Peterborough | Lee Valley Tools Ltd. – Ottawa | MDI Canada – Thornhill | La Maison Simons – Quebec | Sigma Table Gifts Ltd. – Toronto | Canadian Stars Sportswear – Scarborough |Marina Textiles Inc. – Mississauga | Courchesne Larose Ltée. – Montreal | Northoceaner – Toronto | Pantry Shelf Food Corp. – Mississauga | Home Furniture – Elmira | Birks & Mayors Inc. – Montreal | Merithian Products Corp. – Concord | Agence Mena – Montreal | Eureka Importing & Distributing Ltd. – Burlington

In 2009-10 TFO Canada put Canadian and international buyers in contact with clothing and home textile suppliers from three continents including producers from Bangladesh, Ethiopia and Peru.

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DIVERSIFYING CARIBBEAN TRADEAssisting a trade partner in implementing new strategies

To diversify the regional economy and attract foreign revenue, Barbados-based Caribbean Export Development Agency (Caribbean Export) has sought support from several international agencies to help improve local capacity. TFO Canada, for example, organizes seminars and workshops to help identify opportunities, potential partners and growth strategies: in 2009, guidance on capacity build-ing helped the region with their work on upgrading clinics and retaining medical professionals.

With a focus on longer-term capacity building, the Caribbean builds on its proximity to North America, a common language, and superb climate to provide an excellent base for a vibrant alterna-tive therapy sector. � e aim is to develop partner-ships among boutique hotels, physiotherapists,

nutritionists, naturopaths and tour operators while promoting local healing treatments to attract the aging North American ‘Baby Boom” generation.

TFO Canada also works with Caribbean Export to identify niche markets for the region’s cra� s com-munity. Praised for their “functional yet simple designs”, an exhibition mounted by Caribbean home décor manufacturers in Toronto in 2009 and in New York in 2010 featured products created by local artisans under the guidance of a local design team and TFO Canada’s home furnishings expert.

Recognizing the potential for economic diversi� -cation, Veona Maloney at Caribbean Export gives “full marks” to TFO Canada for its support in the region as it strives to reduce its dependence on traditional tourism. Result: Working closely with Caribbean Export and local entrepre-neurs, TFO Canada has been active on two fronts: contributing to a major health and wellness initiative for longer term economic growth and supporting market linkages for the artisan sector.

OUR SERVICES We use our knowledge of and contacts in the Canadian marketplace to open doors for entrepreneurs from the developing world. The skills gained from this experience help them to access other lucrative markets around the world.

Specifi cally, we offer:

Information: We provide intelligence on over 20 sectors of the Canadian market.

Advice: We help strengthen the export production and marketing skills of small businesses and the promotion tools used by their trade support institutions.

Contact: We spotlight developing country exporters and link them to Canadian buyers.

IN 2009-10...

. . . TFO Canada implemented 20 capacity building projects with its partners including export coaching for businesswomen in Indonesia and Canadian market access for agro-producers in Haiti.

. . . TFO Canada provided advice to Canadian-based trade representatives from 50 developing and emerging countries.

. . . representatives of 156 trade support organisations logged in to use the www.tfocanada.ca trade information service to support Canadian market access for local exporters.

. . . TFO Canada trained over 200 trade promotion offi cials and business persons in topics ranging from export packaging to trade and investment promotion.

In 2009-10, TFO Canada partnered with trade support institutions from 15 countries to strengthen their capacity to support local exporters.to strengthen their capacity to support local exporters.

“Full marks” to TFO Canada for its support in the region.

Veona Maloney, Caribbean Export

TRADE SUPPORT INSTITUTIONS

Bangladesh-Canadian Business Council – Bangladesh | Export Promotion Bureau – Bangladesh | Caribbean Export – Barbados | Promeueve Bolivia – Bolivia | Maison de l’Entreprise – Burkina Faso | ProChile – Chile | ProExport – Colombia | PROCOMER – Costa Rica | CORPEI – Ecuador | Ghana Export Promotion Council – Ghana | Guyana Marketing Corporation – Guyana | Guyana Manufacturing and Services Association – Guyana | Chambre de commerce et d’industrie haïtiano-canadienne– Haïti | FIDE – Honduras | Indonesia Export Training Centre – Indonesia | Indonesia Trade Promotion Centre – Indonesia | Jamaica Trade and Invest – Jamaica | Business Development Centre – Jordan | MATRADE – Malaysia | Centre for Export and Investment (CEI)– Nicaragua | Camara de Comercio Lima – Peru | Asociación de Exportadores (ADEX)– Peru | PromPerú – Peru | ASEPEX – Senegal | Export Development Board – Sri Lanka | Department of Trade and Industry – South Africa | South African Textiles Industries Export Council – South Africa | Diplomatic Academy of Ukraine – Ukraine | Ukrainian Chamber of Commerce and Industry – Ukraine | Zambia Development Agency – Zambia

In 2009-10 TFO Canada helped its trade support partners organize trade shows for developing country exporters in Montreal, Toronto (pictured here) and Vancouver.

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o | ProChile – Chile | ProExport – Colombia | PROCOMER – Costa Rica | CORPEI – Ecuador | Ghana Export Promotion Council – Ghana | Guyana Marketing Corporation – Guyana | Guyana Manufacturing n Centre – Indonesia | Jamaica Trade and Invest – Jamaica | Business Development Centre – Jordan | MATRADE – Malaysia | Centre for Export and Investment (CEI)– Nicaragua | Camara de Comercio frican Textiles Industries Export Council – South Africa | Diplomatic Academy of Ukraine – Ukraine | Ukrainian Chamber of Commerce and Industry – Ukraine | Zambia Development Agency – Zambia

IN 2009-10...

. . .TFO Canada implemented ten different contracts during the year with funding from CIDA, DFAIT, the Inter-American Development Bank and USAID, as well as the governments of South Africa, Trinidad and Tobago and Tunisia.

In June 2010 TFO Canada helped eight producers of shea butter and shea-based products from Burkina Faso, including the fi rm Ragussi (pictured on the back cover), establish linkages with new buyers in Canada and the US.

TFO Canada confronts the challenge of global poverty by promoting sustainable economic development through export information, advice and contact. We facilitate access to the Canadian marketplace and share Canadian trade expertise for the bene� t of smaller exporters in developing countries.

Founded in 1980, TFO Canada is a non-govern-mental, non-pro� t organization. Most of our projects are � nanced by the Canadian Interna-tional Development Agency on a cost-shared basis with project partners and participating enterprises. Important contributions towards our mandate are also provided by the Canadian private sector.

In 2009 Canada imported over $100 billion of goods and services from developing countries – that’s more than 20 times what it provided in development as-sistance that year. � e purchasing power of the Ca-nadian economy, the tenth largest import market in the world, is making a real and daily contribution to sustainable economic development through private sector growth and employment generation.

Brian Mitchell, Executive DirectorTrade Facilitation O� ce Canada

Paul Hitschfeld Chairperson

Mary Anderson Executive DirectorWEConnect Canada

J. Denis BélisleChairman of the BoardDessau International

Robert Blackburn Senior Vice President SNC-Lavalin International Inc.

Sam BoutziouvisVice-PresidentCanadian Council of Chief Executives

Ed Johnston Vice President Canadian Tire Retail

Jean-Michel LaurinVice-PresidentCanadian Manufacturers and Exporters

Peter McGovernAssistant Deputy Minister and Chief Trade CommissionerForeign Affairs and International Trade Canada

Brian MitchellExecutive DirectorTFO Canada

Pietro NenciVice President Costco Canada

Ken SunquistConsultant

Janet ZukowskyConsultant

CANADIAN AND MULTILATERAL PARTNERSCanadian and African Business Women’s Alliance Canadian Association of Importers and Exporters (I.E. Canada)Canadian Council on Africa (CCAfrica)Canadian Executive Service Organization (CESO)Canadian Foundation for the Americas (FOCAL)Canadian Gift and Tableware AssociationCanadian International Development Agency (CIDA)Canadian Manufacturers and Exporters Canadian Produce Marketing Association (CPMA)CARE CanadaCentre for Trade Policy and Law (CTPL)Department of Foreign Affairs and International Trade (DFAIT) Forum for International Trade Training (FITT)Inter-American Development BankInter-American Institute for Cooperation on Agriculture (IICA) International Trade CentreJohn Molson School of Business – Concordia University Laurier School of Business & Economics – Wilfred Laurier UniversityNorman Patterson School of International Affairs – Carleton UniversityOrganization of Women in International Trade (OWIT)Telfer School of Management – University of OttawaYork University

BOARD OF DIRECTORS

TFO CANADA

56 Sparks Street, Suite 300Ottawa, Ontario, K1P 5A9 Canada

TFO Canada also has offi ces inMontreal, Toronto and Vancouver.

Tel: 1.613.233.3925Fax: 1.613.233.7860Toll Free: 1.800.267.9674E-Mail: info@tfocanada.caInternet: www.tfocanada.ca

Experts in trade for developing countriesExperts en commerce au service des pays en développementExpertos en comercio al servicio de los países en desarrollo

www.tfocanada.ca