Transcript Vision, Mission and Objective CBI Programme

10th African Fine Coffee
Conference and Exhibition
14 – 16 February, 2013
CBI Export Development and
Promotion
Specialty Coffee to the
European market
CBI - Ministry of Foreign Affairs
Added Value of the Centre for the Promotion of Imports (CBI)

Founded 40 years ago

The Expert in Export Development and Export Promotion to the
European market

Budget from the Netherlands Ministry of Foreign Affairs

Successfully supported exporters from developing countries to the EU
 Export increase for exporters to the EU

Developed products and services for BSOs (e.g. UEPB Uganda, EPC
Kenya, TANTRADE Tanzania, IPEX Mozambique)

Market Information available for free at www.cbi.eu on potential export
sectors in the EU
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CBI - Ministry of Foreign Affairs
Our Clients
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CBI - Ministry of Foreign Affairs
Core Product: Export Coaching for Exporters
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Application procedure
Selection
Company Audit
Action Plan
Business Management Skills
Skills on management, HR,
finance, logistics, etc
Export Capacity Building
Coaching, training, Export Marketing
Plan, Export Readiness
Certification
Coaching, Certification
Market Entry Regional
Contacts with Buyers
Market Entry to the EU
Trade Fairs EU, contacts with Buyers
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CBI - Ministry of Foreign Affairs
Market Information on Demand Markets

Up-to-date descriptions of potential sectors in the EU

Market trends, developments

Descriptions of market segments

Players in the EU, including associations and importers
All information available for free!
www.cbi.eu
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CBI - Ministry of Foreign Affairs
Embedding through BSO Development

No value chain can function optimal without a good BSO

BSO should deliver products and services to stakeholders in VC

CBI coaches and trains BSO management and staff on products and
services development on exporting to the EU

E.g.: training curriculum development

E.g.: Market Intelligence on exporting to the EU

E.g.: Export Promotion, missions, trade fair participation

Etc.
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CBI - Ministry of Foreign Affairs
Export Value System
Supporters
Financial Institutions
Trade promotion Inst.
Private consultants
NGOs
Chambers of commerce
Certifying agencies
Sector associations
Customs
Supply side: Developing countries
Production Chain
Demand side: Europe
WTO
Employer cooperations
Ministries of Trade
Trade Union
European Union
Local Authorities
Lobbyists
xxx
Influencers
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CBI - Ministry of Foreign Affairs
Why (Specialty) Coffee?

Specialty coffee is an important quality attribute sought in the
international market

Growth in the EU into demand for speciality coffees

Need for differentiation due to the individualization of consumers

Lot of donor intervention on conventional coffees (productivity, quality
improvements), but not on speciality

Specialty is a value addition with a premium
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CBI - Ministry of Foreign Affairs
Why Uganda?

Over 3.5 million people derive their
livelihoods in coffee related activities (UCDA,
2010)

Uganda ranks 10th in the volume of coffee
exported coffee - Uganda provides 9.1% of
all world traded Robusta (ICO, 2001).

Most of the coffee from Uganda already
finds its way in Europe

Uganda has an advantage in transport and
communication infrastructure and in
handling and marketing of other perishable
food products (aBi, 2011)

Coffee is produced in a socially and
environment friendly way
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CBI Export Coaching: Selection Criteria
• At least 51% locally owned, or (co-) owners who reside in
another developing country ( excluding developing countries
characterized as UMIC or higher*);
• 25 to 500 employees;
• No joint venture with a company based in a country with a
classification of UMIC or higher;
• Compliance or the willingness to comply with EU market
requirements;
• No licensing commitments that prohibit or limit export
possibilities of products to the EU competitive prices and
sufficient production capacity;
• A management which is able to communicate in English;
• The willingness and capacity to invest in adaptations of, for
instance, product assortment and production processes, if and
as required by the European market.
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CBI - Ministry of Foreign Affairs
Building blocks of the ECP
• 6 modules that can be deployed to reach desired
output/outcome of ECP.
• Not all companies need to go through all modules.
This is determined in the first step.
Company
audit and
plan of
action
Business
Development
Export
Capacity
Planning
Certification
Market
entry
Regional
Market
entry
EU
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Modules: Company audit and Plan of Action
Results:
Result:
Tools:
Company
audit and
plan of
action
 Completed export audit with an action plan based on which the
company understands the steps to take to become a successful
exporter. The export audit forms the starting point for the plan
how the company will further participate in the ECP.
Business
Development
1. Pre-selection assessment (to determine suitability)
Export
Capacity
Planning
2. Company visit by EU sector expert
3. Company visit(s) by local expert
Certification
 Max. 0.5 years
Duration:
 No participation fee
Market
entry
Regional
Market
entry
EU
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Modules: Business Development
Result:
 Business operations of the company have been professionalised
as monitored in the business audit. Company is at the level to
start thinking about exports.
1. Technical assistance (visits) by local experts
Tools:
Company
audit and
plan of
action
Business
Development
Export
Capacity
Planning
2. Distant coaching
3. Group trainings on common topics
Certification
 1-2 years
Duration:
 No participation fee
Market
entry
Regional
Market
entry
EU
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Modules: Export Capacity Building
Result:
 Company is able to meet European market demands and has
familiarised itself with the European market. Furthermore, an
Export Marketing Plan has been developed. Monitoring takes
place through the Export Audit.
1. Technical assistance (visits) by local expert
2. Technical assistance (visits) by EU sector expert
Tools:
Company
audit and
plan of
action
Business
Development
Export
Capacity
Building
3. Distant coaching
4. Export Marketing Seminar (EXPRO) participation
5. Orientation visit to EU trade fair
Certification
 1-2 years
Duration:
 Participation fee: € 250
Market
entry
Regional
Market
entry
EU
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Modules: Certification
Company
audit and
plan of
action
 Company has obtained a certification that is a EU market access
requirement or increases market chances on the EU market.
Business
Development
Result:
1. Technical assistance by expert
Tools:
Export
Capacity
Planning
2. Co-financing of part of the certification costs
3. Support in negotiations with certification bodies
Certification
 1-2 years
No Participation fee
Duration:
Market
entry
Regional
Market
entry
EU
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Modules: Market entry Regional
Result:
 Company has gained skills and experience with the marketing of
its products. Furthermore, it has established relevant contacts in
regional export markets.
1. Technical assistance by local, EU and target market experts
2. Trade Fair participation/conference participation
Tools:
Company
audit and
plan of
action
Business
Development
Export
Capacity
Planning
3. Roadshows
4. B2B activities
5. Assistance in follow-up of contacts (market consolidation)
Certification
 2-3 years
Duration:
 Participation fee: €250
Market
entry
Regional
Market
entry
EU
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Modules: Market entry EU
Result:
 Company has gained skills and experience in the marketing of its
products towards EU markets. Furthermore, it has established
relevant contact in EU markets.
1. Technical assistance by EU market expert
2. Trade Fair participation / conference participation (3x sponsored)
Tools:
Company
audit and
plan of
action
Business
Development
Export
Capacity
Planning
3. Roadshows
4. B2B activities
5. Assistance in follow-up of contacts (market consolidation)
Certification
 3-4 years
Duration:
 Participation fee: €500
Market
entry
Regional
Market
entry
EU
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First steps: Promotion & Selection
Selection for
ECP
Preselection
• Flyers, brochures,
workshops.
• Collecting completed
application forms suited
for preselection.
Promotion &
Acquisition
• Expert conducts
preselection of
applicants
(deskresearch).
• Company visit by local
+ EU Expert.
• Plan of Action.
AUDIT
Company
audit and
plan of
action
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• Group of participants.
How to Apply?
1. www.cbi.eu/ni 2016
2. Go to “Apply”
3. Click on “Application form”
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More Information?
 www.cbi.eu/ni2016
 Rafael Valcarce: [email protected]
 Jim Tersteeg: [email protected]
Thank you
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CBI - Ministry of Foreign Affairs