Transcript Folie 1 - CBI - Centre for the Promotion of Imports from

The market for Processed Fruit in Germany –
A purchaser‘s perspective
A purchaser‘s perspective
Arjon Kalter – Tradin Organic Agriculture BV
Bonn, 23/10/2014
Financed by
Implemented by
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Tradin Organic Agriculture BV
GLOBAL ORGANIC INGREDIENTS
+ Supplying the international food industry
+ Traders as well as vertical integration
+ Supplying EU and N-A markets with products from Asia,
Africa and South America
WIDE VARIETY OF PRODUCTS
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Beans, pulses, nuts and seeds
Dried and processed fruit
Oils and fats
Sugar and sweeteners
Cocoa products
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The European market
GENERAL
A single market of 28 member states with over 500 million inhabitants.(USA: 316M)
SUPERMARKETS FEED EUROPE
+ Domination by the big retailers
+ Pressure on price
+ Importance on sustainability, quality and traceability
But mostly your customers details with the supermarket, not you!
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Germany
GENERAL
The biggest single market in the EU: 80M.
VERY CRITICAL MARKET
+ Pesticides
+ Certification
+ Sustainability and CSR
GENERAL FEATURES OF A GERMAN PURCHASER
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Price sensitive
Time sensitive
Formal. Appears impolite and arrogant
Little loyalty (and unreliability)
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The marketing mix (4 p‘s)
PRODUCT
+ Define product specifications
+ Make expectations reality
+ Samples = product
PLACE
+ Availability
+ Strict production planning; right on time
PROMOTION
+ Reputation; you are carrying the reputation of your customer
+ Background and traceability
PRICE
+ The most important driver in the mix.
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Look at the details of your business!
THE DEVIL IS IN THE DETAILS RESULTING IN MAJOR RISKS AND COSTS
+ Product out of specification
+ Microbiology and other food safety issues (‘new residue’s)
+ On time delivery
Supermarkets have a reputation to keep and product to sell. The will transfer the risk to
your customer; the importer.
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Do’s
THERE ARE A COUPLE OF DO’S
+ Market research, including your competition (not only from
same country!)
+ Make sure you can compete in:
+ Price
+ Quality
+ Logistics
+ Service
+ Find a professional and reliable importer with the right
experience.
+ Make sure to have the finances in place before making
commitments
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Don’t
THERE ARE A COUPLE OF DON’T
+ Poor and inconsistent quality control
+ Contract = contract, don’t promise what you cannot deliver.
+ Business without knowing your traceability
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Thank you!
Arjon Kalter
Tradin Organic Agriculture BV
IPD – Import Promotion Desk
Project Office Bonn
c/o sequa gGmbH
Alexanderstraße 10
53111 Bonn
Fon: +49 (0) 228 965 05 890
Fax: +49 (0) 228 926 37 989
Financed by
Implemented by
[email protected]
www.importpromotiondesk.de
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