Transcript PowerPoint-presentatie

Food Ingredients Asia
Sector Export
Marketing Plan
Added Value Tea Kenya Case Study
Sharing Experiences
17 July 2015
Centre for the Promotion of Imports from developing countries
Agenda
•
•
•
•
•
•
•
•
1
Added Value Tea Kenya Case Study
Sharing experiences
Process and partnerships
Capacity gaps
Company Needs
External Focus
Corporate Social Responsibility and sustainability
Changes you need to make to your SEMP
Centre for the Promotion of Imports from developing countries
17 July 2015
Project Overview
• Purpose of the project is to increase exports to the EU and increase
the value of the product exported
• 95% of Kenyan tea is exported and much is sold in bulk
• EU market demanding more value added with tea packed at origin
• BSOs currently involved in the project are:
– TRFK: Tea Research Foundation of Kenya
– KTGA: Kenya Tea Growers Association
– EATPA: East African Tea packers Association
– EATTA: East African Tea Traders Association
– TBK: Tea Board of Kenya
– EPC: Export Promotion Council
– KTDA: Kenya Tea Development Agency
2
Centre for the Promotion of Imports from developing countries
17 July 2015
Video 1: Tea Value Addition
www.youtube.com/watch?v=7F0EKrPG5RY
3
Centre for the Promotion of Imports from developing countries
17 July 2015
Project Timelines
2012:
Project Kick-Off
October 2012:
National Strategic Stakeholders Workshop held.
Objective: to identify constraints in the Kenya added value
tea export chain, and to receive feedback on European
developments and buyer experiences.
Jan/Feb 2013:
Awareness Raising Workshops with tea processors,
blenders, packers and exporters = companies
Spring 2013:
Business Change Steering Group established
June 2013:
CBI experts conducted audit of capacity gaps within BSOs
July 2013:
Tailored market intelligence on tea packed at origin
and speciality teas for the EU market
4
Centre for the Promotion of Imports from developing countries
17 July 2015
Project Progress 2014
Spring / Summer: Coaching and/or training selected producers /
exporters in tea packed at origin or orthodox tea in
business management skills, certification and export
capacity development
Talks between the BSOs on the services they should offer
vis-à-vis one another and to tea exporters and producers
September:
CBI Training to develop capacity of the BSOs in the tea
value chain, taking into consideration their different roles
November:
Meeting with stakeholders arranged to discuss trade fair
programme for 2015
5
Centre for the Promotion of Imports from developing countries
17 July 2015
Video: Tea Production in Kenya
https://www.youtube.com/watch?v=R7pTz_wdKbE
6
Centre for the Promotion of Imports from developing countries
17 July 2015
Partnerships
• CBI signed MOU with the Tea Board Kenya, East Africa Tea Traders
Association (EATTA) and Solidaridad
• Also working with IDH, Utz Certified, Rainforest Alliance, and the
Irish Value Added in Africa (VAA).
7
Centre for the Promotion of Imports from developing countries
17 July 2015
Video: CBI Project
www.youtube.com/watch?v=rM0AFoLrggI
8
Centre for the Promotion of Imports from developing countries
17 July 2015
Discussion – Process and Partnerships
• How does it work in your country?
• Who are the most important stakeholders?
• How did you / how could you get buy in from stakeholders and
private sector businesses?
• What are the challenges?
• How can CBI help?
9
Centre for the Promotion of Imports from developing countries
17 July 2015
Discussion – Internal Focus
• Do all relevant stakeholders recognise the value of developing a
SEMP?
• Do some stakeholders have different perceptions?
• What are the capacity gaps facing the BSOs and other stakeholders
that need to be strengthened in order to implement an effective
export development strategy?
• How can we demonstrate success?
• Are there any “quick wins”?
10
Centre for the Promotion of Imports from developing countries
17 July 2015
Discussion – Company Needs
• Do we adequately understand company’s business development
needs?
• What are the constraints facing our producers / exporters?
• How should stakeholders be helping companies?
• How do companies feel about collaborating with other businesses?
11
Centre for the Promotion of Imports from developing countries
17 July 2015
Discussion – External Focus
Product and Price
• How can we help our producers and exporters add value?
Positioning
• How should we position our country’s products in the EU?
Marketing and Promotion
• How can we help market our country’s products in the EU?
• Do we need to market the country?
12
Centre for the Promotion of Imports from developing countries
17 July 2015
Video: Sustainable Tea Production
www.youtube.com/watch?v=DeKfsvjyOTk
13
Centre for the Promotion of Imports from developing countries
17 July 2015
Corporate Social Responsibility and Sustainability
14
Centre for the Promotion of Imports from developing countries
17 July 2015
People
• Strengthening communities
• Improving co-operation in the sector
• Creating positive, focused business culture
• Safe and healthy working environment
• Health and safety training
• Procedures
• Fair treatment of workers
• Refraining from coercion
• Not using child labour
• Maximum working hours
15
Centre for the Promotion of Imports from developing countries
17 July 2015
Planet
• Green products
• Green packaging
• Protecting the ecosystem
• Efficient use of water and other natural resources
• Managing land use
• Reducing use of agro-chemicals
• Reducing, reusing and recycling waste
• Efficient use of energy
16
Centre for the Promotion of Imports from developing countries
17 July 2015
Profit
• Greater value for the products you sell
• Preferred status among European buyers
• Long-term economic viability
• Maintaining cost competitiveness
• Less volatility in prices
17
Centre for the Promotion of Imports from developing countries
17 July 2015
Discussion
• What issues need to be tackled at a country / industry level by BSOs?
• What CBI support do you need?
18
Centre for the Promotion of Imports from developing countries
17 July 2015
Video 3: Tea Farmers Venture into ‘Value Addition’
www.youtube.com/watch?v=eTfB6Hu3sRg
19
Centre for the Promotion of Imports from developing countries
17 July 2015
Video 4: Fairtrade Tea – M&S
www.youtube.com/watch?v=1Ssz_WtHiQk
20
Centre for the Promotion of Imports from developing countries
17 July 2015
What changes do you need to make to your SEMP?
21
Centre for the Promotion of Imports from developing countries
17 July 2015
Any Questions?
22
Centre for the Promotion of Imports from developing countries
17 July 2015
23
Centre for the Promotion of Imports from developing countries
17 July 2015