African, Caribbean and Pacific Group of States
Horticulture Trade Enhancement and Certification in Rwanda HORTEC Project “ACP-EU TBT PROGRAMME” (REG/FED/022-667) Project code: 043-15
MARKET SURVEY REPORT June 2016 Key Expert: Ghita BENKIRANE Project implemented by
Table of Contents Abbreviations and Acronyms .............................................................................................................. 3 1
EXECUTIVE SUMMARY.................................................................................................................. 4
2
BACKGROUND.............................................................................................................................. 4
3
ACTIVITIES CARRIED OUT .............................................................................................................. 5
4
EXPORT PRODUCERS PROFILES ..................................................................................................... 6
5
RESULTS ACHIEVED ...................................................................................................................... 7 5.1 Documentation Analysis ................................................................................................... 7 5.2 Market Study Results........................................................................................................ 7 5.2.1
EU General Picture of the Fresh Fruits & Vegetables Market ........................................................... 7
5.2.2
EU requirements for export .............................................................................................................. 8
5.2.2.1 5.2.2.2 5.2.2.3
EU Regulations ............................................................................................................................................... 8 EU Food Safety Requirements ..................................................................................................................... 10 EU Marketing Requirements ........................................................................................................................ 10
5.2.3
Competition Analysis....................................................................................................................... 11
5.2.4
List of potential French importers ................................................................................................... 12
5.2.5
Global GAP® Certification benefits .................................................................................................. 13
5.2.6
Recommendations for Rwandan Exporters .................................................................................... 13
5.2.6.1 5.2.6.2 5.2.6.3
SWOT Analysis ............................................................................................................................................. 13 Marketing Strategy ...................................................................................................................................... 14 Product Sheets ............................................................................................................................................. 15
6
KEY FINDINGS: CHALLENGES & RECOMMENDATIONS .................................................................. 16
7
CONCLUSION ............................................................................................................................. 17
8
ANNEXES ................................................................................................................................... 18 8.1 8.2 8.3 8.4 8.5 8.6 8.7 8.8 8.9
Annex 1 – Producers Questionnaire .................................................................................18 Annex 2 – European Importers Database and Market Survey Questionnaire .....................18 Annex 3 – French Importers Database and Questionnaires ...............................................18 Annex 4 - Standards for Fresh Fruits & Vegetables ............................................................18 Annex 5 – Data on EU markets supply ..............................................................................18 Annex 6 – Export Guide Example......................................................................................18 Annex 7 - Rwanda Exports Planning .................................................................................19 Annex 8 – Bibliography and Reference documents ...........................................................19 Annex 9 – Useful sources .................................................................................................20
“The contents of this publication are the sole responsibility of ”the authors” and can in no way be taken to reflect the views of the European Union nor the ACP Secretariat.”“The content of this document does not necessarily reflect the views of the concerned governments” “This Project is financed by the European Union
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Abbreviations and acronyms: CB
Certification Body
CBI
Centre for the Promotion of Imports from developing countries (Netherlands)
EU
European Union
GAP®
Good Agricultural Practices
GMS
EU General Marketing Standard
HACCP
Hazard Analysis Critical Control Point
ITC
International Trade Center
MRL
Maximum Residue Levels
NAEB
National Agriculture Export Promotion Board
PSF
Private Sector Federation
QMS
Quality Management system
RASFF
EU Rapid Alert System for Food and Feed.
RDB
Rwanda Development Board
RHIO
Rwanda Horticulture Inter-Professional Organization
SMS
EU Specific Marketing Standard
Tables and Figures: Table 1 – Food Safety requirements on fresh produce entering the EU borders Table 2 - EU RASSF Portal for Rwanda notifications Figure 1 – Evolution of original RASFF related to fruits and vegetables (2008 – 2012) Figure 2 - French Imports of Fresh Fruits and Vegetables from Africa:
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1 EXECUTIVE SUMMARY This Market Survey aims at giving key information to the Rwandan producers to develop their export to European Union. This survey follows the HORTEC Project, which permitted to accompany selected farmers and consultants to obtain Global Gap® Certification. This choice was done as most EU importers request this certification to import fresh fruits and vegetables. This study presents as well the necessary procedure in terms of legislation requested in EU. Three selected Rwandan producers were requested to inform a questionnaire with the details of their exportations. Their feedback was difficult to obtain and we had to highlight this fact, as motivation and involvement are key factors for success in export. A database was purchased in order to have contacts of EU exporters and a mailing has been sent to more than 140 French importers. Unfortunately very few have answered but we have at least 2 interested contacts. We recommend that the producers contact them in order to develop business partnership. This database includes all importers contacts and is available for the Rwandan producers for 1 year. The recommendations include a SWOT Analysis and a Marketing Plan in order to give a clear Export Plan to the producers. They should implement this plan step by step, including visiting Trade Fairs and meeting EU importers face-to-face to build up long-term business relationships. The EU market is a growing market, but the main point is that the Rwandan producers should develop niche markets: off-season products, distributed in high quality outlets. We do not recommend targeting retailers at first, as their requirements in terms of quantity and quality are high, but to focus and niche markets, and then develop bigger volumes as the exports are growing. Obtaining Global GAP® Certification is the first key factor for success. Most competitors have quality certification and this is the first step to achieve to build confidence and business in EU. However, longterm relationship is another key factor for success, and the Rwandan authorities should plan to organize collective visits to Trade Fairs in Europe, as well as welcoming delegation of European importers to Rwanda. This action would allow the potential importers to meet the people at their place of production and choose even more products than the one initially targeted. We believe that Rwanda has the potential to cope with those quality requirements, and could achieve much higher results in export. Moreover, once some producers will obtain Global GAP® certification and will increase their exports; this will contribute to motivate other producers to invest in such initiative. The first producers being part of this project would then have a competitive advantage if such development appears in the future.
2 BACKGROUND This market survey was carried out to complete the project “Horticulture Trade Enhancement and Certification in Rwanda (HORTEC), which had the aim of improving exports, competitiveness and market access of Rwandan horticulture products. Through the HORTEC Project, 20 experts were trained on the principals of Good Agricultural Practices and international Sanitary and Phytosanitary measures, 10 farm sites were provided with training and awareness of the Global GAP® concepts and 3 farms are very close to reaching certification. The overall project achievement is described in the Final Project Report. The results, as defined in the Terms of Reference, were the following:
Result 1: The current situation and the needs of horticulture producers and exporters are assessed; recommendations for improvements are presented and agreed with the beneficiary.
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Result 2: A maximum of 20 experts from selected local service providers and National traderelated organisations are trained and coached on: food safety and quality, good agriculture practices, export quality management systems, access to markets.
Result 3: 30 selected small scale-farmers are made aware of the importance of adopting quality systems and certification schemes, and are accompanied in the process of Global-G.A.P. certification.
An additional deliverable was been added mid-way during the project’s implementation to prepare a Market Survey, which is the basis for this report. The objective of this Survey is to identify new clients in Europe for exporters from Rwanda, thus promoting Rwandan exports in the EU market.
3 ACTIVITIES CARRIED OUT The HORTEC Project aims at accompanying horticulture production sites in Rwanda to get Global GAP® Certification. This issue has been raised in previous studies, demonstrating how Non-Tariff Measures (NTMs)1, mainly certification, were perceived as a burden for fresh fruit and vegetable exports. An ITC study shows that agricultural products are affected by NTMs, especially linked to conformity assessment (76.8%). Other procedural obstacles include administrative delays, transport constraints and packaging requirements. The Project implemented the necessary actions in order to become prepared for quality certification. However, the producers and national stakeholders (PSF, NAEB, MINICOM) expressed their interest in additionally undertaking actual business linkage between EU importers and Rwandan exporters. This complementary activity aimed at addressing those needs, thus enhancing the success rate of the HORTEC Project. In fact, most producers are willing to implement such quality standards, but they also require more tangible evidence regarding the return-on-investment that this could provide to their companies. In the past, certification projects didn’t fully succeed because the market requirements were not clearly established, and so were only tackling part of the value chain and not the final critical stages of market entry and matchmaking. This activity extends beyond a simple Marketing Survey and aims to establish actual contracts between Rwandan exporters and EU importers. This need was highlighted during the last activity organised with the Producers and National Authority in January 2016, and raised at the project ‘s mid-term meeting with the PMU on 1st February 2016. Carrying out a market survey, with real business linkages, allowed the Producers to value their investments to gain Certification, as it aimed to prove the benefits of certification in terms of actual business and contracts. The Beneficiary – the PSF Project Leader – proposed to carry out this Market Survey as a necessary addition to the completion of the HORTEC Project, by proving the benefits of Global GAP Certification to the Producers. National stakeholders, such as NAEB and MINICOM were also greatly interested in the result of this project, and stood ready to manage the follow-up actions. The targeted Producers were the three priority production sites that were accompanied in Global GAP Certification in the HORTEC Project: Garden Fresh Karonji, Nature Fresh Foods and Proxifresh Kinyinya. Considering all those elements, as well as the current actions implemented through the HORTEC Project, this Market Survey was carried out in order to:
1
Give a general picture of the fresh fruit and vegetable EU market;
ITC (2014). Rwanda Company Perspectives. An ITC series on Non-Tariff Measures. ITC: Geneva
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List the needed requirements for export to the EU, in terms of packaging, shelf-life, quality standards, labelling and related linkage requirements, i.e. on costs and quality, ability for continuous improvement, technological capabilities and delivery; Produce a list of potential importers in the EU (particularly France, UK, Belgium, the Netherlands) for each of the targeted Producers; Draw a Competition Map: of what other exporting countries offer, profile of the exporters, etc.; List recommendations for developing exports to the EU: both specific and generic requirements; Highlight the actual benefits for Global GAP certification; Establish actual business linkages between Rwandan producers and EU importers; Participate in a professional Trade Fair to complete useful information and contacts.
Not all those objectives could be achieved, especially because of the delay in starting the work, due to delays in approval: it was planned to start in March, and actually started in May. The team couldn’t attend one of the Trade Fairs because of delays.
4 EXPORT PRODUCERS PROFILES A questionnaire was distributed to the selected producers in January 2016, at the Training Session in order to identify their challenges and opportunities in terms of exports, defining the products, quantity and period of production. This project, which aimed to accompany Producers to obtain certification started in September and will, ended in June. However, the producers would require 6 additional months to become certified. This means they will be ready to develop their exports to EU as from January 2017. The 3 selected producers were the ones selected for Global GAP® certification: Global Farm, Nature Fresh Foods and Garden Fresh. Proxifresh questionnaire has been received and added to this survey. Unfortunately, all the responses to the questionnaire were received only in mid-May, after substantial effort from the team to chase up non-responses, which reflected the lack of involvement and professionalism of some exporters. The first step to develop Export is to develop a professional posture and a great motivation, as this process is not simple and needs involvement. The results from questionnaires are provided in Annex 1. Below is the synthesis of those questionnaires: PRODUCER
CONTACT
CURRENT EXPORTS
PRODUCTS / QUANTITY / PERIOD
Proxifresh Ltd, Gasabo
Jean Bosco NSENGIYUMVA
France – Beans 4 tons / week Need for Global GAP®
French Beans – 1344 t/ yr – all year
Nature Fresh Foods Ltd, Kicukiro, Gikondo
Benoit MUGISHA
UK, Italy, Netherlands
Hot pepper – 200 t/yr
Hot Pepper, Green Chilli, Avocado, Beans, Apple Banana, Groundnuts and Sweet Potatoes
Green chilli – 200 t/yr
3 to 4 tons/week - possible increase based on demand Garden Fresh Ltd, Nyagatare
Marie Chantal ISUGI
France: French beans, snow peas 3-6 t/wk
Beans – 50 t/yr Avocado – 3 t/wk All year Extra fine French beans – 300 t/yr Fine French beans – 400 t/yr Snow peas – 260 t/yr
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Garden peas and other on demand Global Farm, Nyagatare
Marie Claire NYIRABAGWIZA
Not exporting, investing in greater surface and technology
Apple – 68 t/yr Mango Tommy – 68 t/yr Mango Kent – 10 t/yr
All those producers are willing to export more, but one of their limitations is due to lack of Global GAP® Certificate. Other limitations are the volume and the motivation of the exporters, which is different from one to another. The most important product to be considered are the Beans, Snow Peas and Chillis, as the volume is consequent, compared to low volumes of Mangoes, Avocadoes
5 RESULTS ACHIEVED 5.1 Documentation Analysis Through the available documentation from authorities, it appears that the strategy of the Government is to develop certification and enhance the horticulture sector. Throughout activity 1.1. we assessed what has been implemented so far in Rwanda, in order to highlight the key strategic priorities of the country in line with this Project. Some major studies have been provided during this first inception mission and proved very valuable for the Project itself: -
-
EU Baseline Report on the Rwanda Horticulture Organisations Survey – Final Report, March 2014 (MINAGRI and NAEB); Consultancy Service to Develop Rwanda’s Market Strategy and Implementation / Action Plan for Trade Sustainability with its potential Markets, 22 May 2015 (MINICOM/International Economics); Supporting the Ministry of Agriculture and Animal Resources (MINAGRI), Rwanda Agriculture and Livestock Inspection Services (RALIS) in SPS Aspects, September 2015;
We had considered other documentation to carry out this study, especially EU and international documentation, addressing market analysis, EU requirements, international trade for the fruits and vegetable sector. The list of documents analysed during this project is in Annex 8, and useful sources in Annex 9.
5.2 Market Study Results 5.2.1 EU General Picture of the Fresh Fruits & Vegetables Market In the last years, European legislation and Quality Standards have broadly increased, which makes it difficult for the exporters to enter the EU Market. This study aims at giving advice to better address this market. The change in technical regulations has been accompanied by an increasing use of private standard. Those standards include requirements on food safety, traceability, packaging, infrastructure, equipment, modes of production, and the respect of local and European legislation. More than 400 Food standards are proposed in EU – GlobalGAP® is one of the most requested one by the importers and retailers. This is the reason why the strategy of PSF was to choose Global GAP® for the fresh fruits and vegetables exporters as it is one of the most widely used private standard. The
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competitiveness of the country for this specific sector will depend in part upon the reaction of the actors to efficiently implement such standard within their organizations. Meanwhile, the public authorities must ensure that the private sector is well accompanied in Rwanda, and this is the role that the project’s beneficiary, the PSF, is obtaining through this HORTEC Project. This objective is not only valuable for individual producers, but the wholefood chain is concerned with this capacity building, as the coordination is necessary between them to achieve fulfilment to quality and food safety standards, i.e. Logistics aspects are considered as weak in Rwanda, and the general road and air infrastructure needs strengthening as well. We propose in this report specific requirements considering the products to be exported by the Rwanda producers.
5.2.2 EU requirements for export The European Union is one of the largest importers of fresh produce in the world. The demand is growing in terms of sustainable products and quality products; the European consumer is more and more concerned about health standards, and this is a major opportunity to be addressed by Rwanda exporters. 5.2.2.1
EU Regulations
The number of Food Safety requirements had increased since 2000 as shown in the table below: Table 1 - Food Safety requirements on fresh produce entering the EU borders: Year
Content
Legislation
2000
Phytosanitary certificate
Directive (EC) 2000/29
2002
General Food Lax
Regulation (EC) 178/2002
2004
Hygiene requirements
Regulation (EC) 852/2004
2005
Microbial hazards
Regulation (EC) 2073/2005
2005
Pesticide residues
Regulation (EC) 396/2005
2006
Contaminants
Regulation (EC) 1881/2006
2008
Marketing standards
Regulation (EC) 543/2011 and (EC) 1221/2008
All EU regulations are available on the Internet site: http://eur-lex.europa.eu/homepage.html The main EU regulation for food safety is the General Food Law (EC) 178/2002 to secure a high level of protection for public health and consumer interests with regard to food products. The requirement of traceability ensures that products can be withdrawn from the market in the event of a problem. This law also specifies that products entering / leaving the EU market must comply with the EU food safety requirements such as maximum residue limits on pesticide residues and absence of microbial pathogens. Besides this, compliance to hygiene requirements is also to be documented and certificates of phytosanitary health are required (Table 1). Besides those food safety requirements, EU requires marketing quality through the General Marketing Standard (EC) 543/2011 which can be found on this web link: http://eurlex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:L:2011:157:0001:0163:EN:PDF.
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This standard introduces a definition of ‘sound, fair and of marketable quality’, and requires fresh produce to bear the full name of the country of origin. Meanwhile, there is a growing awareness concerning the food safety. In 2010, 10% of the foodborne outbreaks were linked to the consumption of vegetables, fruits and juices; those had consequences for public health and created an economic impact. Fruits and vegetables and many other products entering EU borders are checked and controlled by EU Member States in Border Inspection Posts. The non-conformity products are notified on the EU Portal RASFF – the Rapid Alert System for Food and Feed: http://ec.europa.eu/food/safety/rasff/index_en.htm. The table below shows the product notifications originating from Rwanda. Table 2 - EU RASSF Portal for Rwanda notifications
https://webgate.ec.europa.eu/rasff-window/portal/?event=searchResultList The number of rejection is increasing rapidly, as shown in the figure below:
Figure 1 – Evolution of original RASFF related to fruits and vegetables (2008 – 2012)
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5.2.2.2
EU Food Safety Requirements
The main safety requirement concerns the limited Use of Pesticides: EU has set Maximum Residue Levels (MRLs) for pesticides in and on food products. Strict compliance with MRLs and the prevention of microbial contamination are preconditions for entering the European market. Products containing illegal pesticides or higher amounts than allowed will be withdrawn from the EU market and notified on the RASFF Portal as shown above. EU Pesticides Database: http://ec.europa.eu/food/plant/pesticides/eu-pesticidesdatabase/public/?event=homepage&language=EN Active substances cannot be used in plant protection products unless they are included in a positive list presented on the same web link. Some buyers and retailers have their own standards (codes of practice), which are stricter, that legislation. The exporter must check this. Other Food Safety requirements concern Plant Health and Contaminants – useful information can be found on the EU Export Helpdesk: http://www.exporthelp.europa.eu/thdapp/display.htm?page=form%2fform_MyExport.html&docType= main&languageId=en&status=null. This website is very useful to identify which requirements are necessary for any food product entering the EU Market. 5.2.2.3
EU Marketing Requirements
There are two sets of marketing standards:
Specific Marketing Standard (SMS), which applies to 10 types of fresh produce General Marketing Standard (GMS), which applies to most other fresh fruit, vegetables, nuts and herbs
The main EU Regulations concerning marketing standards are Regulations (EC) 543/2011 and (EC) 1221/2008. 10 specific products must comply with EU Specific Marketing Standards, which are: apples, citrus fruits, kiwifruits, lettuces, curled leaved and broad-leaved endives, peaches and nectarines, pears, strawberries, sweet peppers, table grapes and tomatoes. The concerned standards for Rwanda are the one for apples and sweet peppers. Those EU Marketing standards can be found on the EU internet site: http://ec.europa.eu/agriculture/fruit-and-vegetables/marketing-standards/index_en.htm. However, all products must comply with General EU Marketing Standards as follows: 1. To be saleable, these types of produce must be: Intact Sound (for example, not rotten, severely bruised or severely damaged) Clean Fresh in appearance Practically free from pests Practically free from damage caused by pests affecting the flesh Free of abnormal external moisture Free of foreign smell or taste Sufficiently developed/ripe, but not overdeveloped/overripe 2. The produce must also be graded into one of these quality classes:
Extra
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Class I Class II 3. The produce must be labelled with:
The name and address of the packer and/or dispatcher The nature of the produce if it’s not visible from outside Quality class Country of origin Size
5.2.3 Competition Analysis The main countries exporting fresh vegetables to the European Union are Morocco, Kenya, Egypt, Tunisia, Senegal, and Madagascar. The volumes imported can be seen in Annex 5.1. CBI website proposes very interesting Market analysis for each concerned products as follows:
Product Factsheet: Fresh Avocado in Europe, November 2015: https://www.cbi.eu/marketinformation/fresh-fruit-vegetables/avocado/europe
Product Factsheet: Fresh Beans, peas and other leguminous vegetables in Europe, November 2015: https://www.cbi.eu/market-information/fresh-fruit-vegetables/beans-peas-otherleguminous-vegetables
Product Factsheet: Fresh Chilli Peppers in Europe, November 2015: https://www.cbi.eu/marketinformation/fresh-fruit-vegetables/chilli-peppers
Product Factsheet: Fresh Exotic Tropical Fruits in Europe, December 2015: https://www.cbi.eu/market-information/fresh-fruit-vegetables/exotic-tropical-fruit/europe
France is importing from other European countries, as well as African countries, as shown below, in the two following figures. The current Rwanda export to France is very low, as shown in the Annex 5.2. - ITC document - Rwanda Exports to France in 2014, ITC. Figure 2 - French Imports of Fresh Fruits and Vegetables from Africa:
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French consumption of Fresh Fruits & Vegetables Consumption trends are unfavourable to fresh products generally. However, in 2012, compared with the previous year, the purchases of fresh fruit increased by 5.1 % in volume and 1.3 % of fresh vegetables. The value of the household consumption is estimated at 15.5 billion euros for fruits and fresh vegetables (except potato). The catering sector is of 1.1 billion euros. The average household volume is of 350 € per year, for 85 kg of fresh fruits, and the same quantity of fresh vegetables.
5.2.4 List of potential French importers The ‘Best Food Importers’ database was used to carry out this market survey. All the information for connection is described in Annex 3. We targeted more than 140 French Fresh Food importers. However, only two importers had responded positively: 1. Armand FABRE - 460 Avenue Denis Papin - ZI Nord - 13340 Rognac - France Tel : +334 42 43 43 90 - www.armandfabre.com Contact : Armand François Fabre – Managing Director -
[email protected] This company is established for nearly one century near Marseille, and imports products from different regions of the world. The result of their questionnaire is shown in Annex 3.1. They don’t import products from Eastern Africa until now, and they would be interested to, especially the following products: - Green chilli - Sweet peppers - Garden Peas - Avocados They also require Quality Certification, such as Global GAP® and ISO 22000. 2. AMS European - 61 rue d’Angers Bât B3 Fruileg- 94584 Rungis Cedex- France Tel : +33 1 41 80 03 03 / +33 1 41 80 03 07 - www.ams-european.com Contact : Gabriel Simonnet – Commercial Manager -
[email protected] AMS European has been created in 1999, and is present in different countries in the world, including France and US. It is positioning itself as a luxury company specialized in the import and commercialisation of fruits and vegetables from around the world. The AMS European company settled in 2004 in Paris, specifically on the Rungis region, the largest market in the world. The group reaches about 100 millions € consolidated revenues, and develops close relationship with its producers who share their culture of excellence in the service of exceptional customers. The result of their questionnaire is shown in Annex 3.2. They are already importing some of the targeted products from Kenya and Tanzania. Some other products are imported as follows: -
Avocado from Chile and Peru Chilli Pepper from South Africa and Kenya Snow Peas from Kenya and Peru Green Beans from Senegal and Kenya
They would be interested to import produce from Rwanda, such as snow peas and green beans, for around 500 kg per week. They also require Quality Certification, such as Global GAP® and HACCP.
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Both companies are willing to be contacted by the Rwanda producers in order to establish commercial agreements to import their products. Therefore, the producers must show clear involvement, both in terms of quality and commercial relationship. The very low feedback from our Market survey questionnaire is quite disappointing, and this is the reason why face-to-face meetings should be organized, especially during Commercial Trade Fairs.
5.2.5 Global GAP® Certification benefits There are more than 400 private standards for the food products in Europe, and Global GAP® is one of the most famous for Fresh Fruits & Vegetables. The standards are categorized in two main approaches: Risk management standards vs. Differentiation Standards. Global GAP® certification offers the two approaches and is a ‘must have’ to export to EU Market. Therefore, the Rwanda exporters must achieve Global GAP® certification if they want to export to the EU Market.
5.2.6 Recommendations for Rwandan Exporters To synthetize our recommendations, a SWOT Analysis and a Marketing Strategy are proposed. 5.2.6.1
SWOT Analysis
STRENGHTS Willingness to export
INTERNAL
Trained personnel for Global GAP® requirements Supply quality expected to improve through training and coaching sessions
WEAKNESSES Lack of resources to obtain Global GAP® certification – infrastructures Lack of other quality certification Low volume to be exported for some products (mangoes, avocado)
OPPORTUNITIES Development of International Trade Consumers awareness for safe and quality EXTERNAL food products Niche market for organic food, off-season products
THREATS International and European competition Consumption trends in Europe Technical barriers to Trade: EU requirements, product certification
From this analysis, we can conclude that Rwanda exporters have great opportunities to develop their exports to the EU if they develop the volume to be exported, and ensure the products are certified. The involvement of the producers are a key factor for success.
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5.2.6.2
Marketing Strategy
A Marketing Strategy based on the 4 Ps – Product, Price, Place and Promotion is proposed here, considering the current situation for Rwandan exporters and the above SWOT Analysis.
Marketing Strategy Product Define products, volume and period of year to be exported Packaging: ensuring EU requirements in terms of labelling, and material Must ensure product protection during transportation Use packaging as a marketing tool: nice and attractive design Look for specific requirements considering the product – see Product Sheets in the above paragraph Detailed information can be found on CBI website: www.cbi.eu/market-information and Product Certification – Global GAP®, and other certification: ISO 22000, HACCP, BRC, Fair Trade, Organic, according to the clients’ needs and requirements The ITC Standards Map: http://www.standardsmap.org/identify?product=fresh+fruits+and+vegetables& Price Be aligned with the market price, create value with Product Certification, analyse all costs: production, transportation, packaging, promotion, distributor commission to be included in the final price Getting the right price for the products: http://www.freshfruitportal.com https://www.rnm.franceagrimer.fr Place Establish professional business linkages between Rwandan producers and EU importers, especially with the 2 identified importers contacts: ARMAND FABRE and AMS EUROPEAN Target right place considering the quality of the product and the volume – retailers need high volume and give low price, prefer target niche market Find niche market for certified and off-season products (green beans, snow peas) Promotion Trade fairs: Need to participate in a professional Trade Fair to complete useful information and contacts. ‘FRUIT LOGISTICA’ in Berlin is the most famous Trade-Fair - February ‘MEDFEL’ in Perpignan (France) – April ‘SIAL’ in Paris (France) – October Internet sites: Food & Beverage Online: http://www.21food.com Best Food Importers : http://www.bestfoodimporters.com
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5.2.6.3
Product Sheets
This paragraph proposes a summary of key information per products concerned, as detailed information is available on the CBI Market Intelligence website: www.cbi.eu/market-information. The products concerned by the selected Rwanda exporters are French Beans, Snow peas, garden peas, Hot pepper, Green chilli, Avocado and Mango; however, we selected Green Beans in this section as their volume is consequent for export.
Product Sheet: Fresh beans, Peas and other leguminous vegetables Product Specification Quality Packaging Labelling
UNECE Standard and EU Marketing Standards for minimum quality Depending on the customer’s demand, usually in wooden or cardboard boxes. Make sure packaging ensure product protection, as well as customers’ requirements. Include provide the following information: The name under which the product is sold; The product’s commercial identification: class, size (code), number of units, net weight; The name and address of the producer; The place/country of origin. In addition, any certification logo or retailer logo should be displayed on the label., and the quality classes (see EU Marketing Standards).
Market Demand
European imports of peas and beans from developing countries have increased slightly since 2012 to an annual total of 223 thousand tonnes in 2014. Almost all imports from outside the EU come from developing countries. The leading suppliers are Morocco (124 thousand tonnes in 2014; mostly green beans), Kenya (37 thousand tonnes; mostly green beans and sugar snaps) and Egypt (25 thousand tonnes; green beans, peas and sugar snaps). Imports from Guatemala have doubled to 11 thousand tonnes since 2008. Guatemala supplies mostly sugar snaps and snow peas. Senegal is a growing supplier (mostly beans), with some 10 thousand tonnes imported into the EU in 2014. Zimbabwe (peas and snaps) is also growing fast, reaching a volume of 5.2 thousand tonnes in 2014. Total EU imports of peas and beans from non-EU countries were valued at around €497 million in 2013, with the majority from developing countries. Between 2010 and 2014, the total import value of beans and peas grew by 27%, exceeding the growth in volume. This development indicates a price increase, which could be attributed to changes in the composition of trade (with a larger share of snow peas and sugar snaps), local market conditions and a trend towards more sustainable production. The largest consumer markets for beans and peas in the EU in 2013 were Spain (396,000 tonnes), Belgium (372,000 tonnes), Italy (304,000 tonnes), France (233,000 tonnes) and the UK (220,000).
Advices
Develop off-season beans and peas Choose a partner in Netherlands which is the established route for exporting to EU Visit Fruit Logistica to find new business partners Check for the prices on website Focus on specific seasons and varieties – the French green bean season is between April and December.
15 | A C P - E U T B T 0 4 3 - 1 5 - Horticulture Trade Enhancement and Certification in Rwanda - HORTEC Project - Market Survey Report
6 KEY FINDINGS: CHALLENGES & RECOMMENDATIONS Rwanda fresh fruits and vegetable market can respond to the EU Market challenge, achieving quality and marketing requirements of this growing market, in the same way as any other countries of the area, such as Kenya. Those are the key recommendations designed from this Market survey work: To build capacity of the road and air infrastructure to ensure that the whole food chain is fulfilling Global GAP® requirements, and that the produce is safely transported to the point of exit, To develop an Export Guide for the Fresh Fruits & Vegetables exporters, with key elements of marketing strategy: packaging, communication, respect of EU procedures, how to better address the EU market and have professional contacts, professional trade fairs. An example is proposed in Annex 6, To develop niche marketing, off-season exports and Global GAP® certified products, To continuously accompany Rwanda Producers by providing technical training, financial support for infrastructure investment, support for international business trips to visit International Trade Fairs, collective business intelligence information, To improve the transportation infrastructure: mainly roads and air transportation, To keep high involvement and motivation levels of the producers, by continuous communication and support; the main factor for success is the Human Factor, To keep on finding innovative and creative ways to communicate to the European market: nice packaging designs, and collective marketing tools (national website, presence to the international fairs) – National Authorities must play a key role in this national communication strategy, To develop business linkages with targeted European importers, such as the 2 companies identified in this Market Survey, and other identified, with business trips to have face-to-face meetings with them and sign up Business Agreements. As a synthesis, we propose here a timeline Project Planning to develop Rwanda EU Exports (Annex 7):
TIMELINE PROJECT PLANNING – RWANDA EU EXPORTS 12 Months
June
July
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Cer fica on Process
Develop Business linkages and Na onal Infrastructure
Trade Fairs
Develop Produc on and EU Exports
RWANDA EU EXPORTS: Key Factors for Success • • • • •
Obtain Global GAP® Cer fica on Define key exporters and key products Par cipate to EU Trade Fairs: Fruit Logis ca, Medfel, SIAL Develop Business Linkages with EU Importers: iden fy niche markets and develop off-season exports Ensure quality of the products and of the business rela onship
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7 CONCLUSION Some of the Rwanda Fresh Fruits and Vegetables producers have all the necessary abilities to compete on the International Trade, as long as the necessary actions are implemented and followed. The main challenge is to continuously inform and train people to those challenges, and continuously accompany them to achieve the international requirements to fulfil the European market. The Kenyan model is a good one to be benchmarked as their export strategy is successful, and they export high volume of fresh products to the European Union. The main opportunity stands in the growing trend in Europe to consume sustainable fresh produce, and Rwanda products can fulfil this growing demand, especially if the Marketing strategy is targeting niche markets and off-season supply for specific products such as Green Beans.
Thank you ! Murakoze !
17 | A C P - E U T B T 0 4 3 - 1 5 - Horticulture Trade Enhancement and Certification in Rwanda - HORTEC Project - Market Survey Report
8 ANNEXES 8.1 Annex 1 – Producers Questionnaire -
Annex 1.0. - Questionnaire Template Annex 1.1. - Nature Fresh questionnaire Annex 1.2. - Garden Fresh questionnaire Annex 1.3. - Proxi Fresh questionnaire Annex 1.4. - Global Farm questionnaire
8.2 Annex 2 – European Importers Database and Market Survey Questionnaire The survey that had been sent to more than 140 French Importers companies – in French. The list has been uploaded from the Best Food Importer database. Best Food Importer database: This database contains 11,500 food importers and distributors from 115 countries worldwide. We can access to complete details about companies: company name, address, phone number, fax, official email address, website address and category of products imported. The account is available until May 22nd 2017, with the following connection ID:
www.bestfoodimporters.com/login User Name:
[email protected] Password:50100470
8.3 Annex 3 – French Importers Database and Questionnaires We have focussed on French importers, but other European countries importers can be found on this database.
Annex 3.0 – List of French importers to whom the Market survey questionnaire was sent Annex 3.1 – Fabre questionnaire answer Annex 3.2. – AMC questionnaire answer
8.4 Annex 4 - Standards for Fresh Fruits & Vegetables The ITC website is a valuable source to identify which standards apply to specific countries and specific products: The ITC Standards Map: http://www.standardsmap.org/identify?product=fresh+fruits+and+vegetables& The complete list of standards applying to the French market for fresh fruits and vegetables is presented in this Annex.
8.5 Annex 5 – Data on EU markets supply
Annex 6.1. - List of supplying markets for a product imported by France, Product: 07 Edible vegetables and certain roots and tubers, Source: ITC calculations based on Eurostat statistics since January, 2011 Annex 6.2. - ITC document - Rwanda Exports to France in 2014, ITC.
8.6 Annex 6 – Export Guide Example An export guide that can serve as an example for PSF or other Rwanda authorities to develop a guide to
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better accompany the export of Fresh Fruits and Vegetables to European Union.
8.7 Annex 7 - Rwanda Exports Planning A planning proposal to develop Rwanda exports to EU, considering this Market Survey.
8.8 Annex 8 – Bibliography and Reference documents 1. 2. 3. 4. 5.
CBI Product Factsheet: Fresh Avocado in Europe, November 2015
6. 7. 8. 9.
COLEACP – Profil du Marché Européen des Fruits et Légumes exotiques et tropicaux
CBI Product Factsheet: Fresh Beans, peas and other leguminous vegetables in Europe, November 2015 CBI Product Factsheet: Fresh Chilli Peppers in Europe, November 2015 CBI Product Factsheet: Fresh Exotic Tropical Fruits in Europe, December 2015 Consultancy Service to Develop Rwanda’s Market Access Strategy and Implementation/Action Plan for Trade Sustainability with its potential Markets, May 2015, IBF Dynamics of Horticultural Products to EU Markets: Challenges and Opportunities in Sub-Saharan Africa The European Market for Organic and Fair Trade Products, September 2005 EU Regulation N°543/2011, laying down detailed rules for the application of Council Regulation (EC) No 1234/2007 in respect of the fruit and vegetables and processed fruit and vegetables sectors, June 2011
10. EU Frequently Asked Questions as regards to the new rules for Marketing Standards in the Fruits and Vegetables sector, September 2009
11. 12. 13. 14. 15. 16. 17.
EU General Marketing Standard Annex 5.4. - EU Marketing standards for Apples Annex 5.5. - EU Marketing standards for Peppers Annex 5.6. - EU Positive List for pesticides products European Review of Agriculture Economics, Food Safety Standards and Agri-food supply chain, 2009 Export Markets for High-value vegetables from Tanzania, USAID, July 2007 Food Safety and Agricultural Health Standards: Challenges and Opportunities for Developing Country Exports, Poverty Reduction & Economic Management Trade Unit and Agriculture and Rural Development Department, January 10, 2005
18. Food safety standards and agri-food supply chains: an introductory overview, Abdelhakim Hammoudia, Ruben Hoffmannb and Yves Surryba, INRA, Ivry-sur-Seine, France, Swedish University of Agricultural Sciences, Uppsala, Sweden - European Review of Agricultural Economics Vol 36 (4) (2009) pp. 469–478
19. Horticultural Inspectio, European Union Marketing Standards for Fresh Horticultural Produce, A guide for Retailes, RPA, DEFRA, UK, August 2011
20. The impacts of private Standards on producers In developing countries - Literature review series on the Impacts of private standards – part II – ITC, 2011
21. Inventory of certification schemes for agricultural products and foodstuffs marketed in the EU Member States
22. Marketing Standards in the Fruit and Vegetable Sector, September 2010 23. Understanding the Complexities of Private Standards in Global AgriFood Chains, Spencer Henson, John Humphrey, University of Sussex, UK
24. Rwanda Exports to France in 2014, ITC 25. Standard bearers – Horticultural exports and private standards in Africa, International Institute for Environment and Development, UK, 2009
26. Step-by-step export Manual for the South African Fruit Industry, FPEF – Fresh Produce Exporters Forum, Department of Agriculture, Forestry and Fisheries, Republic of South Africa, August 2010
27. Supply side constraints on the Trade Performance of African countries, UNIDO Trade Capacity Building Background Paper, April 2006
28. UNICE Standard – FFV-27, Peas, United Nations, 2010
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29. UNICE Standard – FFV-28, Sweet Peppers, United Nations, 2009
8.9 Annex 9 – Useful sources Export and market entry support: CBI - http://www.cbi.eu CBI information about EU Buyer Requirements - http://www.cbi.eu/marketintel_platform/fresh-fruitvegetables/136122/buyerrequirements EU Export Helpdesk - http://exporthelp.europa.eu/thdapp/index_en.html SIPPO - http://www.switzerland-ge.com/global/export/en/sippo-services Certification schemes: British Retail Consortium (BRC) - http://www.brcglobalstandards.com BSCI - http://www.bsci-intl.org FAIRTRADE - http://www.fairtrade.net GLOBALG.A.P - http://www.globalgap.org/uk_en ISEAL - http://www.isealalliance.org ITC Standards Map - http://www.standardsmap.org Rainforest Alliance - http://www.rainforest-alliance.org Marketing and trade standards: Codex Alimentarius - http://www.codexalimentarius.org/codex-home/en European Food legislation - http://ec.europa.eu/agriculture/organic/eu-policy/legislation_en http://eur-lex.europa.eu/homepage.html EU Pesticide Database: http://ec.europa.eu/food/plant/pesticides/eu-pesticidesdatabase/public/?event=homepage&language=EN EU Marketing Standards: http://ec.europa.eu/agriculture/fruit-and-vegetables/marketingstandards/index_en.htm#specific-marketing-standards The United Nations Economic Commission for Europe -http://www.unece.org/tradewelcome/trade-home.html Price information for the products: Fresh Fruit Portal: http://www.freshfruitportal.com France AgriMer: https://www.rnm.franceagrimer.fr Statistics and sector information: Agricultural Research for Development - http://www.cirad.fr/en CBI Market Intelligence for Fresh Fruits & Vegetables - https://www.cbi.eu/market-information/fresh-fruitvegetables/ Fruitrop - http://www.fruitrop.com (publication of CIRAD) Freshfel - http://www.freshfel.org Freshplaza - http://www.freshplaza.com European Statistics Eurostat - http://epp.eurostat.ec.europa.eu/portal/page/portal/eurostat/home ITC Trade Map - http://www.trademap.org FAOSTAT - http://faostat.fao.org United Nations Comtrade - http://comtrade.un.org Trade Fairs: Fruit Logistica, Berlin (Germany): http://www.fruitlogistica.de/en MEDFEL, Perpignan (France): http://www.medfel.com SIAL, Paris (France): https://www.sialparis.com
20 | A C P - E U T B T 0 4 3 - 1 5 - Horticulture Trade Enhancement and Certification in Rwanda - HORTEC Project - Market Survey Report
RWANDA HORTICULTURE EXPORTER QUESTIONNAIRE To be sent back to Ghita BENKIRANE by e-mail:
[email protected] NAME OF MANAGER: ORGANIZATION: LOCATION: e-mail: Are you already exporting? To which country? Which products? Which quantity? What are your problems? Potential date for Global GAP Certification? Describe briefly your needs and motivations to export:
Do you have complementary documentation about your production site, products, organization, website, products pictures...? (if yes, please send them by e-mail)
PRODUCTS
1.
2.
3.
4.
5.
6.
7.
8.
PROVISIONAL QUANTITY / YEAR (kg)
SHELF-LIFE (from harvesting)
TRANSPORT LENGTH to EU (days)
PACKAGING TYPE
PRICE / KG (average)
Estimated valued price / kg for GG products
9.
10.
SEASONABILITY
IMPORTER CONTACT JAN
FEB MAR APR MAY JUN
JUL
AUG
SEP
OCT NOV DEC
Annex 1 1 Nature Fresh.xlsx
RWANDA HORTICULTURE EXPORTER QUESTIONNAIRE To be sent back to Ghita BENKIRANE by e-mail:
[email protected] NAME OF MANAGER: ORGANIZATION: LOCATION: e-mail:
Benoit Mugisha Nature Fresh Foods Ltd. Rwanda: Kicukiro/ Gikondo
[email protected]
Are you already exporting? To which country? Which products? Which quantity? What are your problems? Potential date for Global GAP Certification?
Yes UK, Itaty and The Netherlands Hot Pepper, Green Chilis, Avocado, Beans,Apple Banana,Groundnuts and Sweet Potatoes 3 to 4tons/week but can increase basing on demand Large Market…. Clients dictate the price, No bargaining Power….etc End of March 2016
Describe briefly your needs and motivations to export: My Needs: More trainings to better understand all the requirements for a better and wide market. Athough it is costly to Do you have complementary documentation about your production site, products, organization, website, products pictures...? (if yes, please send them by e-mail)
PRODUCTS
Art&Management Confidentiel
PROVISIONAL QUANTITY / YEAR (kg)
SHELF-LIFE (from harvesting)
TRANSPORT PACKAGING LENGTH to EU (days) TYPE
26/06/2016
PRICE / KG (average)
Estimated valued price / kg for GG products
Page 1
Annex 1 1 Nature Fresh.xlsx
Hot Pepper
200,000Kgs/year
0ne week
2 Days
2.06$/kg
4$/kg
1.87$/Kg
3.5&/Kg
3.2$/kg
4.2$/Kg
4.5$/Kg
8$/Kg
Cartons Green Chili
200,000Kgs/year
One week
2 Days
Cartons Beans
50,000Kgs/Year
Dry. Can take Long
2 Days
Plastic papers 4.Avocado
3000Kgs/week
5Days
2days
Cartons
5.
6.
7.
8.
9.
10.
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SEASONABILITY
IMPORTER CONTACT JAN
Art&Management Confidentiel
FEB MAR APR MAY JUN
JUL
AUG
SEP
OCT NOV DEC
26/06/2016
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Annex 1 1 Nature Fresh.xlsx
"16"
"16" "24" "24" "12" "8"
"8"
"6"
"5"
"36" "15" "15"
"16" "24" "24" "12" "8"
"8"
"6"
"5"
"36" "15" "15"
"16"
"25"
"25"
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Annex 1 2 Garden Fresh.xlsx
RWANDA HORTICULTURE EXPORTER QUESTIONNAIRE To be sent back to Ghita BENKIRANE by e-mail:
[email protected] NAME OF MANAGER: ORGANIZATION: LOCATION: e-mail:
Marie Chantal ISUGI GARDEN FRESH LTD NYAGATARE
[email protected]
Are you already exporting? To which country? Which products? Which quantity? What are your problems? Potential date for Global GAP Certification?
Yes Exclusive contract with our buyers in France French Beans & Snow peas 3-6T/week Lack of Global Gap certificate, access to direct market, low products prices Jul-16
Describe briefly your needs and motivations to export: To get higher income, business stustainability Do you have complementary documentation about your production site, products, organization, website, products pictures...? (if yes, please send them by e-mail)
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PRODUCTS
PROVISIONAL QUANTITY / YEAR (kg)
SHELF-LIFE (from harvesting)
TRANSPORT LENGTH to EU (days)
1. Extra fine French beans
300,000kg
14days
maximum 2 days
2. Fine French beans
400,000kg
14days
maximum 2 days
3. Snow peas
260,000kg
14days
maximum 2 days
PACKAGING TYPE
PRICE / KG (average)
cartons and punnets, but 4.2Euro/kg can adjust cartons and punnets, but 3.9Euro/kg can adjust cartons and punnets, but 6euro/kg can adjust
Estimated valued price / kg for GG products
Not sure
Not sure
Not sure
4. Garden peas and other crops by order
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SEASONABILITY
IMPORTER CONTACT JUN
JUL
AUG
SEP
OCT
13,964
13,864
11,496
15,892
25,616
20,946
20,796
17,244
23,838
26,391
36,225
28,980
28,980
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NOV
DEC
JAN
FEB
21,284
32,196
26,320
26,320
26,320
32,900
23,844
38,424
31,926
48,294
39,480
39,480
39,480
49,350
35,766
28,980
14,490
14,490
28,980
14,490
9,660
4,830
28,980
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MAR
APR
MAY
Page 4
RWANDA HORTICULTURE EXPORTER QUESTIONNAIRE To be sent back to Ghita BENKIRANE by e-mail:
[email protected] NAME OF MANAGER: ORGANIZATION: LOCATION: e-mail:
NSENGIYUMVA Jean Bosco PROXIFRESH Ltd GASABO
[email protected]
Are you already exporting? To which country? Which products? Which quantity? What are your problems? Potential date for Global GAP Certification?
YES FRANCE BEANS 4 ton of bean /week the big problem we have is to do not have Global Gap certificate August
Describe briefly your needs and motivations to export: we are motivated for doing export be cause is where we can make alotof money in our busines of agriculture. Do you have complementary documentation about your production site, products, organization, website, products pictures...? (if yes, please send them by e-mail)
PRODUCTS
PROVISIONAL QUANTITY / YEAR (kg)
SHELF-LIFE (from harvesting)
TRANSPORT LENGTH to EU (days)
PACKAGING TYPE
no, we don’t have
PRICE / KG (average)
Estimated valued price / kg for GG products
1. French Bean
3.
4.
5.
6.
7.
8.
9.
1344 Ton
5days
12hours
700frw
10.
IMPORTER CONTACT
SEASONABILITY
JAN 250788300171
yes
FEB MAR APR MAY JUN
yes
yes
yes
yes
yes
JUL
yes
AUG
yes
SEP
yes
OCT NOV DEC
yes
yes
yes
Annex 1 4 Global Farm.xlsx
Page 1
RWANDA HORTICULTURE EXPORTER QUESTIONNAIRE To be sent back to Ghita BENKIRANE by e-mail:
[email protected] NAME OF MANAGER: ORGANIZATION: LOCATION: e-mail:
Marie Claire NYIRABAGWIZA GLOBAL FARM NYAGATARE
[email protected]
Are you already exporting? To which country? Which products? Which quantity? What are your problems? Potential date for Global GAP Certification?
No NA NA NA NA Sep-16
Describe briefly your needs and motivations to Having invested in a 10 ha frarm for 6 years using improved technologies we feel export: that our produce quality is of premium quality and we should send to export markets to get better prices Do you have complementary documentation about your production site, products, organization, website, products pictures...? (if yes, please send them by e-mail)
PRODUCTS
Apple
PROVISIONAL QUANTITY / YEAR (kg)
68000Kgs
SHELF-LIFE (from harvesting)
TRANSPORT LENGTH to EU (days)
PACKAGING TYPE
PRICE / KG (average)
Estimated valued price / kg for GG products
IMPORTER CONTACT
2 days by air, 25
As per client
4.5 Usd per
Not sure
NA
21 days days frozen via sea requirements
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kilo
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Annex 1 4 Global Farm.xlsx
2 days by air, 25 Tommy
68000Kgs
As per client
Page 2
4.5 Usd per
21 days
Not sure
NA
Not sure
NA
Not sure
NA
days frozen via sea requirements kilo 2 days by air, 25 As per client 4.5 Usd per Kent
10000Kgs
21 days days frozen via sea requirements kilo 2 days by air, 25 4.5 Usd per As per client
Zerte
8500
15 days
days frozen via sea requirements
kilo
Note: Note every concequtive years the produce will increase by 35% volume. This is a new crop only in its 3rd year of production
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.
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Page 3
SEASONABILITY JAN
FEB
MAR
APR
MAY
JUN
1,725.00
8,625.00
JUL
AUG
SEP
6,900.00
3,450.00
OCT
NOV
DEC
11,500.00
14,550.00
Art&Management Confidentiel
5,300.00
-
26/06/2016
13,800.00
-
-
1,000.00
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Page 4
9,200.00
14600
5300
-
5,325.00
7,100.00
2600
1200
-
250
760
2200
1000
-
200
600
14,200.00
7100
1775
-
-
5560
2300
1000
250
-
-
150
1800
1300
400
-
-
350
450
550
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Enquête – Fruits & Légumes frais du Rwanda Nous vous contactons car vous faites partie des importateurs référencés en France et nous aimerions connaître votre intérêt pour les fruits et légumes tropicaux de l'Afrique de l'Est. Ce questionnaire vous prendra 3 minutes - 7 questions et vous permettra de développer vos sources d'approvisionnements si vous le souhaitez. Ceci est une démarche Marketing et non commerciale dans le cadre d'un Projet Européen.
1. Importez-vous actuellement des fruits et légumes frais de l'Afrique de l'Est? Oui Non
2. Si oui, de quels pays? Kenya Ouganda Rwanda Tanzanie Autre (veuillez préciser) :
3. Seriez-vous intéressés d'importer des produits du Rwanda? Oui Non Ne sait pas
4. Dans la liste des produits ci-dessous, lesquels vous intéresseraient? Piment vert Haricots verts Petits pois Autre (veuillez préciser)
Poivrons Pois mange-tout Avocats
5. Quels seraient les volumes nécessaires par an ? Piments verts : Poivrons : Haricots verts : Pois mange-tout : Petits pois : Avocats : Autres :
6. Une certification qualité est-elle nécessaire? Certification Global Gap Certification HACCP Certification Bio Certification FSSC 22000 Certification ISO 22000 Certification IFS Certification ISO 9001 Autre (veuillez préciser)
7. Merci de nous communiquer vos coordonnées pour être contactés si vous êtes intéressés par de nouveaux fournisseurs au Rwanda proposant des produits certifiés. Nom :
.....................................................................................................
Société :
.....................................................................................................
Ville :
.....................................................................................................
État/Province :
.....................................................................................................
Code postal :
.....................................................................................................
Adresse e-mail :
.....................................................................................................
Téléphone :
.....................................................................................................
General email
[email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected]
Contact email
Patrick Cohen Thierry Lacour Eric Godard Julie Collado Olivier Perichon Mr Bel Florent Droit
Mostafa Diany Louis Rosario
Catherine Verpoort Dalila Benarroudj Georges Gerez Jean-Philippe DarŽes Quentin Fargere Carpentier Milosevic Arnaud Fauchet Fred Martorell Umit Ozuisci
Patrick Mura Laurelia Gautreau
Christophe Chevallier Carmelo Cipriano David Dubuc RŽmi Denecheau Philippe Gandolfo Nathanael Mrejen
Contact name
[email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected]
Romain Dumas Yannick Alexandre Thierry Bersagol Patrick Gallot Patrick Peret Marc Le Bris
Magrit Pierre Fran• ois Filippazzo Mattieu Montero Menad Ben Boudaoud Jean-pierre Bouquet
Fabre Gerard Francois MORAN Franck Panier Patrick Verpom Boix Michael
Birgit Uetz Jacques Campion Sam Mohamedi Lin Yang Isabelle Porter StŽphane Demarle Antoine Borderie Antoine Fauger Eric Roockx
[email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected]
Alain Alarcon Bruno Edery
Christine Sarzier
Arnaud Bouteiller
Ir• ne Soto Phetmany Viengsavanh Miguel Marin
Yann Guillou Ali Obeid
Stathis Krokidis Philippe VIGNAL Karine Baloge Murat Cavusoglu Yves Martel
Jean-francois Crouzet Julien Lukaszczyk Eric Peloux
[email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected]
Thomas Ribes Lionel Felix
Annex 6 - French standards for Fresh Fruits & Vegetables Source : ITC Standards Map http://www.standardsmap.org/identify?product=fresh+fruits+and+vegetables&
1. GLOBALG.A.P. Crops 2. Fairtrade International - Hired Labour
Production & Extraction
Processing & 3. SAI Platform -- Farm Sustainability Assessment
4. Unilever Sustainable Agriculture Code
5. Sustainable Agriculture Network - Rainforest Alliance
6. GLOBALG.A.P. Risk Assessment on Social Practice (GRASP)
7. EU Organic Farming
8. Sustainability Assessment of Food and Agriculture systems - SAFA
- The FAO Guidelines: Sustainability Assessment of Food and Agriculture systems (SAFA) 9. Fairtrade International - Small Producers Organizations
10. BRC Global Standards - Food
The British Retail Consortium (BRC) 11. Guide on Social Responsibility for Chinese Int Contractors
12. International Labour Organization Labour Standards
13. UN Global Compact
14. Global Social Compliance Programme - Environment Level 3
15. Sedex Global (Supplier Ethical Data Exchange)
16. Sedex Members Ethical Trade Audit - SMETA Best Practice Guidance
17. Global Social Compliance Programme
18. Global Social Compliance Programme - Environment Level 1
19. Global Social Compliance Programme - Environment Level 2
20. WFTO Guarantee System
The World Fair Trade Organization (WFTO) 21. EcoVadis
ANNEX 5 - List of supplying markets for a product imported by France Product: 07 Edible vegetables and certain roots and tubers Sources: ITC calculations based on Eurostat statistics since January, 2011. ITC calculations based on UN COMTRADE statistics until January, 2011. Unit : US Dollar thousand
Exporters
World
Imported value in 2011
Imported value in 2012
Imported value in 2013
Imported value in 2014
3,245,506
3,139,564
3,521,094
3,470,464
1,007,000
1,027,482
1,118,665
1,057,995
Belgium
540,612
601,864
698,611
673,441
Morocco
507,509
433,287
493,795
573,706
Netherlands
322,915
278,711
333,146
313,739
Italy
180,989
150,462
172,759
165,191
Germany
118,207
125,506
132,578
120,676
Poland
76,283
67,972
72,056
72,790
China
95,124
76,710
79,129
75,490
United States of America
24,538
24,421
32,578
41,268
Portugal
38,471
38,366
39,877
33,614
United Kingdom
21,836
17,276
27,189
25,136
India
29,497
29,652
34,508
32,693
Kenya
22,574
19,429
19,666
21,570
Canada
13,485
12,929
15,918
20,043
Egypt
17,992
20,278
27,299
22,317
Turkey
17,741
10,151
14,985
12,828
Israel
11,137
12,137
21,532
14,116
Tunisia
24,169
17,709
15,242
11,843
Senegal
10,299
7,320
8,619
9,734
6,325
8,165
10,311
14,235
Argentina
25,557
19,484
14,890
10,594
Chile
11,449
12,590
11,895
10,753
Thailand
9,724
8,588
8,470
8,286
Peru
7,732
10,596
8,169
6,309
Dominican Republic
4,582
4,228
5,478
7,826
New Zealand
5,261
3,003
5,692
8,096
Costa Rica
5,740
6,451
7,167
6,168
Nicaragua
7,060
7,434
6,893
5,792
Lithuania
3,561
4,604
4,128
5,311
Austria
5,672
5,876
5,152
5,291
Pakistan
6,206
13,679
7,631
7,269
663
739
1,843
2,413
Romania
1,499
662
2,545
3,667
Greece
5,805
3,782
4,558
4,179
Spain
Madagascar
Honduras
Hungary
7,110
8,342
5,837
4,366
Bulgaria
1,153
574
1,208
5,249
Denmark
2,159
1,232
2,456
5,397
Mexico
5,263
7,292
3,577
2,629
Viet Nam
2,702
2,323
2,391
2,862
Burkina Faso
1,462
1,730
1,995
2,232
Russian Federation
1,904
2,188
2,832
1,836
Australia Lao People's Democratic Republic
3,874
2,311
1,613
2,086
-
-
6
28
Belarus Macedonia, The Former Yugoslav Republic of
1,618
1,923
2,106
1,794
1,493
1,486
2,412
2,927
Serbia
3,456
2,019
1,781
1,409
Ethiopia
1,847
1,938
1,653
1,399
776
366
590
2,218
Sweden
1,185
1,305
1,641
1,923
South Africa
2,263
1,005
1,398
1,287
Ecuador
987
808
966
942
Guatemala
932
691
1,054
1,126
Togo
2,371
1,778
2,297
2,223
Luxembourg
2,405
1,211
1,829
1,918
Ireland
Kyrgyzstan
20
998
438
3,267
907
758
944
879
1,437
1,308
926
1,361
Jordan
782
1,324
1,998
1,696
Cyprus
1,217
905
163
1,068
Côte d'Ivoire
1,185
908
976
1,132
Bosnia and Herzegovina
244
316
456
1,539
Estonia
107
161
9
107
Finland
159
53
45
30
Myanmar
105
157
196
542
Mauritius
544
743
514
342
Czech Republic
272
409
374
521
Montenegro
45
479
1,276
545
Bangladesh
534
442
278
463
Switzerland
586
545
625
303
-
-
-
-
113
207
111
242
-
133
750
108
46
122
306
323
127
-
307
200
7
12
3
4
228
265
319
567
Sri Lanka Cameroon
Gambia Bolivia, Plurinational State of Kazakhstan Albania Zimbabwe Korea, Republic of Syrian Arab Republic
Tanzania, United Republic of
1
-
35
119
Slovenia
113
407
421
382
Lebanon
228
325
293
226
Rwanda
-
-
-
4
Dominica
411
245
225
262
Nepal
262
132
229
446
Cambodia
49
565
913
650
Uganda
43
209
196
192
Swaziland
229
176
335
304
Ghana
255
494
1,087
672
Ukraine
396
2,981
181
446
60
25
92
20
191
240
1,646
1
39
21
94
49
276
199
174
97
72
55
103
145
-
-
-
-
Slovakia
101
138
111
147
Mali
127
127
173
115
58
181
120
50
Brazil
263
179
48
36
Cuba
-
-
-
48
Benin
-
9
3
9
Congo
14
47
64
53
-
114
-
-
Indonesia
43
3
4
-
Uruguay
87
140
-
35
Singapore
9
49
18
10
Norway
-
-
-
4
465
20
29
82
Colombia Latvia United Arab Emirates Japan Congo, Democratic Republic of the Belize
Iran, Islamic Republic of
Djibouti
Taipei, Chinese Suriname
66
41
22
20
374
19
20
1
Haiti
11
3
7
9
Malaysia
11
18
5
19
Hong Kong, China
4
-
4
-
Mauritania
-
-
-
-
69
-
257
13
Nigeria
-
-
-
1
Guinea
5
2
2
5
Malta
9
-
-
1
Philippines
1
-
-
-
Armenia
2
-
1
1
Cook Islands
-
-
-
-
Algeria
Special categories
Palestine, State of
23
28
48
21
Netherlands Antilles
-
-
-
-
St. Pierre and Miquelon
-
-
-
-
Uzbekistan
1
3
5
30
Afghanistan
-
-
2
-
Antigua and Barbuda
-
-
-
6
Azerbaijan
5
-
-
-
Central African Republic
-
-
1
-
Comoros
-
-
-
23
Croatia
-
49
96
50
French Polynesia
-
-
-
-
70
-
-
-
Kuwait
-
-
-
-
Malawi
-
-
5
-
Moldova, Republic of
-
-
-
-
Mozambique
-
11
-
15
Niger
-
-
5
7
184
-
218
66
Paraguay
-
-
-
1
Qatar
-
-
166
-
Saint Lucia Saint Vincent and the Grenadines
-
-
-
-
-
-
-
56
Saudi Arabia
-
-
1
2
Seychelles
-
-
2
-
Jamaica
Panama
Sudan (North + South)
-
-
-
-
38
-
-
-
Yemen
-
-
-
13
Zambia
-
-
-
30
Trinidad and Tobago
ed by France
ers
Imported value in 2015
3,178,452 996,455 589,628 538,732 272,292 153,288 113,589 69,385 60,960 34,686 34,092 26,355 26,304 22,733 19,489 18,871 16,175 15,185 10,348 10,074 10,044 10,016 9,461 8,227 6,696 6,558 6,501 5,958 5,317 5,106 4,835 4,360 4,343 4,048 3,911
3,673 3,114 2,587 2,543 2,087 2,039 1,968 1,927 1,881 1,856 1,819 1,614 1,555 1,506 1,454 1,373 1,362 1,336 1,173 1,126 1,122 1,078 970 911 867 817 783 775 767 742 579 546 498 421 335 326 312 306 279 261 255 209
206 205 203 203 198 193 174 172 155 149 144 131 129 125 123 88 71 71 66 57 55 42 42 40 36 32 32 23 19 18 14 13 8 8 6 6 4 4 3 3 3 1 1
1 1 -
Annex 5.2. Bilateral trade between Rwanda and France in 2014 Product: 07 Edible vegetables and certain roots and tubers Sources: ITC calculations based on UN COMTRADE statistics. Rwanda's exports have been reported by Rwanda France's imports have been reported by France
Rwanda's exports to France
Product Code
Product Label
Value in 2014, USD thousand
Annual growth in value between 2010-2014, %, p.a.
France's imports from world Equivalent ad valorem tariff applied by France to Rwanda
Share in Rwanda's exports, %
Rwanda's exports to world
Annual growth in Share in Value in 2014, value world USD thousand between imports, 2010-2014, % %, p.a.
Annual growth Value in Share in in value 2014, USD world between 2010thousand exports, % 2014, %, p.a.
'0708
Leguminous vegetables, shelled or unshelled, fresh or chilled
4
0.9
0
216600
10
13.8
452
18
0
'0709
Vegetables nes, fresh or chilled
0
0
0
881874
1
6.7
1
-27
0
'0710
Frozen vegetables
0
0
0
559807
-1
8.6
74
-27
0
'0711
Vegetables, provisionally preserved (unfit for immediate consumption)
0
0
0
41804
9
6.2
26
'0712
Dried vegetables
0
0
0
133941
6
4
573
'0713
Dried vegetables, shelled
0
0
0
134916
7
1.3
'0714
Manioc, arrowroot salep (yams) etc
0
0
0
37509
14
1.2
'0701
Potatoes
0
0
0
110447
5
'0702
Tomatoes
0
0
0
647703
'0703
Onions, garlic and leeks, fresh or chilled
0
0
0
'0704
Cabbages and cauliflowers,fresh or chilled
0
0
'0705
Lettuce and chicory, fresh or chilled
0
'0706
Carrots, turnips and salad beetroot, fresh or chilled
0
0 385
0
1617
20
0
7
-23
0
2.5
404
2
0
2
6.8
1
204539
3
3.5
23
10
0
0
92198
3
3.2
9
31
0
0
0
139135
6
5.2
1
0
0
0
106201
5
5.8
0
0
0
FOREWORD
INTRODUCTION
10 STEP GUIDE Click to buttons navigate
DELIVERING SUSTAINABLE GROWTH THROUGH EXPORTS
10 STEPS TO EXPORT SUCCESS
A REFERENCE GUIDE FOR FOOD AND DRINK BUSINESSES
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10 STEP GUIDE
FOREWORD FIONA KENDRICK
DAVID HEATH
Chairman and Chief Executive Officer of Nestlé UK and Ireland
MP Minister of State for Agriculture and Food
Co-Chair of the Agri-food Export Forum and Vice President of the Food and Drink Federation
Co-Chair of the Agri-food Export Forum
There has never been a better time for UK food and drink manufacturers to start exporting. High demand from overseas markets for British products, alongside
PREVIOUS continued demand from the domestic market, will play a vital role in our
sector’s ability to achieve the shared goal with Government of 20% sector growth by 2020. Exports of prepared and packaged foods from UK manufacturers continue to expand, with Britain’s reputation for quality brands and innovative new products highly regarded around the world. Despite the numerous benefits of trading overseas, only 10% of food and drink small and medium-sized enterprises (SMEs) currently export [1]. This is due in part to business owners feeling that they are unable to find the right information which will enable them to develop an export strategy. To meet this need and as part of the industry’s joint action plan with Government to grow agri-food exports, the Food and Drink Federation, in partnership with the Food & Drink Exporters Association, has published ‘10 Steps to Export Success’. This free reference guide for food and drink SMEs will help them to access new markets by making available a wealth of existing information provided by UK and international organisations, and equipping them with the essential tools to create an export plan.
[1]
The UK has a reputation for excellent food and drink. From small local producers with Protected Food Name status, to famous global brands and quality primary products such as British beef. We are world-class innovators, we have cutting edge technology and we have a lot to showcase. NEXT This makes a very strong case for exploring export opportunities. Exporting is widely seen as a key means to grow the sector. And it’s a vital sector: contributing £96 billion to the UK economy and, as the largest manufacturing sector, it’s a major employer. We’ve seen a growing appetite for our products overseas. Exports of food and drink have increased by nearly 50% in value over the past decade, from £12.3 billion in 2002 to £18.2 billion in 2012. I believe that more can, and should, be done. I also believe that one of the most important things is partnership between government and industry. This is why I’m grateful to both the Food and Drink Federation and the Food & Drink Exporters Association for this initiative, and their ongoing work to help UK companies export. Now couldn’t be a better time to sign-up and be part of the action. The UK is still basking in the profile of the Olympics and Paralympics. The food and drink sector is now benefiting from the backing from the GREAT Campaign, the UK’s global trade and investment marketing campaign. We are re-launching the joint government industry food and drink export action plan later this year; this reflects our increased commitment and ambition. Together we can ensure that the UK gets the share of global markets that it richly deserves.
SERIO, 2011
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10 STEP GUIDE
IS EXPORT RIGHT FOR YOUR BUSINESS? More and more food and drink businesses are waking up to the benefits of export and, in spite of increased competition in the international marketplace, demand for British products remains high. Whether deciding in favour or against exporting, it is a strategic business tool that all ambitious UK companies must carefully consider. Before starting down the path to export food and drink businesses must understand that exporting is for the long haul and carefully consider what it is that they want to achieve. Exporting should not be treated as a quick way to boost sales figures. The most successful exporters are both patient and proactive; they are prepared to foster relationships with overseas buyers and consumers over the long-term and are always actively looking for opportunities and seeking new partnerships.
In 2011, the Food and Drink Federation (FDF) and the Department for Environment, Food and Rural Affairs (Defra) commissioned research into opportunities and barriers to growth in the food and drink manufacturing sector. This research highlighted some of the key benefits of export to medium sized food and drink manufacturers. These include: • Business growth – New opportunities to grow and develop • Diversification – Growth overseas can hedge slower growth in the UK • New Product Development (NPD) – Overseas customers and consumer groups can drive NPD and innovation • Brand promotion – New opportunities to promote and strengthen your brand(s)
USING THIS REFERENCE GUIDE TO GET STARTED
THE FOOD AND DRINK FEDERATION (FDF)
THE FOOD & DRINK EXPORTERS ASSOCIATION (FDEA)
One of the key findings in the FDF and Defra research report mentioned above is that, while there is extensive information available on exporting food and drink, businesses find it fragmented and difficult to locate, which acts as a disincentive to export.
The Food and Drink Federation is the largest trade association representing food and drink manufacturers in the UK. We work closely with Defra, UK Trade and Investment (UKTI) and the Food & Drink Exporters Association (FDEA) under an Agri-food Export Action plan. This aims to boost UK food and drink exports by promoting the benefits of exporting, making it easier for business to export and creating tangible export opportunities. This work forms part of FDF’s joint 20/20 Vision for Sustainable Growth to grow the UK food and drink manufacturing industry by 20% by 2020. We are also recognised as one of 99 UKTI trade challenge partners, chosen to help drive export growth and raise the awareness of UKTI services.
The Food & Drink Exporters Association is the only the trade association dedicated to UK food and drink exporters. Our services to members include market workshops, meetthe-buyer events, an export helpdesk and networking events.
In fact, there is a wealth of free resources produced by expert organisations, which are available to UK businesses accessible throughout the export process. ‘10 Steps to Export Success’ pulls together this existing information into a single, free resource and provides tailored, sector specific information to help food and drink manufacturers with every step in their exporting journey. This virtual resource contains direct links to web pages throughout each of the sections. Simply click on the links to be taken to web pages that provide information, services and key contacts to help you on your export journey.
Our services are extensive, covering a broad range of business areas affecting the industry. We help our members to operate in an appropriately regulated marketplace to maximise their competitiveness. We communicate our industry’s values and concerns to Government, regulators, consumers and the media. We also work in partnership with key players in the food chain to ensure our food is safe so consumers can have confidence in it.
Together with our delivery partner PS8, we are a UKTI Accredited Trade Organiser, managing and adding value to UK pavilions at international food and drink trade shows throughout the world including ANUGA, SIAL, ISM and many more. Membership of FDEA allows companies to join a network of like-minded food and drink exporters and to benefit from our extensive experience and expertise in international business development. With a management committee made up of experienced exporters, FDEA delivers services of real benefit to members.
GLOSSARY
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CLICK ON EACH STEP IN THE DIAGRAM OR ABOVE TO VIEW THE ASSOCIATED INFORMATION.
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GETTING STARTED If you are considering whether or not to start off on the road to export, your first step should be to make contact with UKTI, the UK government department that works with UK-based businesses to ensure their success in international markets. UKTI has a network of International Trade Advisors (ITAs), regional experts based across the UK who specialise in food and drink. Your regional ITA will help you assess the initial export readiness of your business then help you on the export journey. Visit the UKTI website for the contact details of your nearest UKTI office to arrange a free consultation.
EXPORT PLANNING If you do plan to export, you will need to develop an export plan covering:
1. What steps you need to take (see below) 2. What targets you should aim for (e.g. sales targets) 3. What resources you can use to meet your target/s FACTORS TO CONSIDER: •H uman resource - Can you redeploy existing resource to drive your export activity or do you need to bring in new talent? • Capacity - If overseas demand for your products grows quickly, do you have enough capacity or a plan in place for increasing production?
• Product changes - Can you enhance the marketability of your product to appeal to overseas customers while complying with foreign regulation (see Step 3 for further information)?
• The Institute of Export and the British Chambers of Commerce provide export training for UK businesses. The National Skills Academy for Food and Drink can also help you find a training provider offering export training.
• Market visits - Visiting different regional markets to conduct research (see Steps 2, 3 and 4) and showcasing your products at trade fairs (see Step 5) are the best ways to build contacts and become a successful exporter. Do you have the resource to invest in this activity?
• Your bank is likely to have an international team that can offer guidance. This avenue is worth exploring early on in the export process.
WHO CAN HELP? • FDF provides its members with access to export events, information on overseas business opportunities and expert advice on a broad range of food and drink topics. • FDEA offers export planning and market research support, in addition to helping companies to build links with overseas contacts and to access export events and trade fairs.
• U KTI’s Open to Export website, delivered in partnership between UKTI and the private sector, supports UK businesses with their exporting activity and includes access to sector-specific resources for UK food and drink manufacturers. Open to Export can help you at all 10 stages of the export journey by offering information on export opportunities, key contacts, events and webinars, and a platform to pose specific questions to a community of experts. The site and its services are free to businesses. • There are a number of other food and drink trade associations representing different product sectors who can assist you with exporting.
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MARKET RESEARCH Identifying the markets and regions offering the best opportunities for your company will enable you to target your resources to achieve the best return. Undertaking market research will help you to: 1. Identify which markets to target 2. Establish where to target your products in the market 3. Understand potential routes to market (covered in Step 4) 4. Populate your export business plan with achievable targets
FACTORS TO CONSIDER: •W hich markets import and/or consume the largest quantities of your product-type, and which markets have experienced the most recent growth? •W hich markets are predicted to grow the most in terms of income per capita and population? •H ow large is the packaged food and drink market in the regions considered? •H ow will cultural or religious practises in your target markets affect consumption and/or demand? •W hat is the demographic of the market e.g. is it a young or old population? •W hat is the population density of those consumers you will be targeting (e.g. high income for speciality, ex-pats for traditional brands)?
•W hat is the geographical structure of the market? Are there any regions/cities that you should be focusing on? It is unlikely that you will initially be able to export to all regions of a large country. •W hat are the barriers to export and how difficult is it to export to a particular market? •W ho are your key competitors? Can your product/s compete with your competitors’?
REMEMBER - Before conducting market research make sure that you fully understand the Unique Selling Points (USPs) of your product/s and the profile of potential customers i.e. the age or income groups your product/s currently appeal to in the domestic market.
WHO CAN HELP? • Your regional UKTI ITA food and drink specialist contact can help you to pin down several key markets for your product/s before you start to conduct or commission research. • U KTI’s overseas offices, accessible via your UKTI ITA, offer several market research services which are subsidised for small businesses and which provide in-depth information about the retail/food service environment and route to market for around 100 countries. • FDF and FDEA can provide you with market research information for a number of product sectors and markets. • There are a number of other food and drink trade associations representing different product categories who can assist you with exporting.
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GETTING STARTED
2
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7
LEGAL CONSIDERATIONS
10 STEP GUIDE
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MANAGEMENT & IMPROVEMENT
PRODUCT RESEARCH Once you have identified your target markets it is a good idea to conduct background research on whether your product/s need to be adapted in order to be sold in the countries you are targeting.
LABELLING AND PACKAGING
PRICING
Product labelling, packaging design and materials may need to be modified to account for regional differences.
Before you start to approach buyers you will need to have a good understanding of how your product will be priced to make sure margin requirements are met. You can do this by creating a price chain worksheet taking account of the following factors:
FACTORS TO CONSIDER: •N ew information - Does any additional information need to be included on your product labelling? •L abelling design - Does the information need to be laid out or formatted differently? •C ultural factors - Will the name of your product, colours and packaging design appeal to your target audience in the markets that you have identified? •T ranslation of label - Do you need to translate information on-pack into different languages? •P roduct claims - If your product/s make any claims based on standards that are accredited in the UK (such as organic certification awarded by the UK Soil Association), will these be accepted by foreign regulators? •S ell by/use by/display until/best before - Are these terms used in your target market(s)? If you sell short shelf life products will they be fresh by the time they reach certain markets? •P ackaging size/materials/strength - Are the size of your packaging and the materials used acceptable to the relevant authorities in the market you are targeting? Is the packaging robust enough to withstand transportation and temperature differences?
REMEMBER - Food safety standards and therefore entry requirements vary considerably across markets. In some cases you may be required to send a sample for the relevant authorities to test before you can export to non-EU markets. This process will provide you with a good opportunity to run through the export process for the first time before you begin shipping quantities of your products.
A) Basic selling price B) U nit cost of transport, insurance, documentation and certification. C) Landed price (A+B) D) Local import charges and taxes (if applicable) E) Distributor Margin: % F) Wholesale Margin: % G) Retail/foodservice Margin: % H) Retailer Fees/Support I) VAT: % J) Retail selling price Typical margins: • Retailer - Supermarket 25-40%, Delicatessen 40-50%+ • Wholesaler - 15-25% •D istributor - 25-40% (wholesale and distributor costs may be combined if the distributor is directly supplying retail outlets)
WHO CAN HELP? • Your UKTI ITA, British embassies overseas or embassies in the UK may be able to advise on packaging, labelling and food safety requirements or put you in touch with the relevant agencies. • Your existing packaging supplier may have an international division - they are worth approaching for support. • FDEA can advise and signpost on all aspects of product compliance and export pricing. • The EU Market Access Database provides guidelines on key food regulations in non-EU markets. • Leatherhead Food Research and Campden BRI both provide regulatory services and consultancy. There are other organisations offering these services which can be found online.
GLOSSARY
COVER
1
GETTING STARTED
2
MARKET RESEARCH
FOREWORD
3
PRODUCT RESEARCH
4
ROUTE TO MARKET
INTRODUCTION
5
CREATING OPPORTUNITIES
6
TERMS OF SALE
7
LEGAL CONSIDERATIONS
10 STEP GUIDE
8
PAPERWORK
9
10
FINANCE & INSURANCE
MANAGEMENT & IMPROVEMENT
ROUTE TO MARKET You must consider how you want your product(s) to enter the market/s that you have identified and where you want them to be sold. WHICH INTERMEDIARIES? If you are exporting for the first time it is likely that you will need help in marketing and selling your products overseas: • I mporters/distributors purchase directly from your business and normally market/sell products exclusively to retailers and foodservice operators in a particular market or region. Top tips 1. If possible to A) visit the distributor in the country in which they operate, and B) appoint them for a trial period initially, with mutually agreed targets, before establishing a more long-term partnership. 2. Consider taking legal advice on the country’s local laws relating to distributor agreements – contact your UKTI ITA for guidance on this. 3. Choose distributors carefully, making sure that they are able to sell your product effectively and have a proven track record in the food and drink sector. 4. Keep in regular contact with your distributor and carry out regular reviews. •E xport houses/consolidators are companies based in the UK that purchase your products outright and sell these overseas on their own behalf. Taking this approach will allow
you to export with minimal effort however, your business will have no control over how your products are marketed and sold. •A gents can be appointed to find buyers on your behalf and normally work on a commission basis. Top tips 1. If you choose to work with an agent, make sure that they have experience of working with businesses selling the same or similar products and the outlets you are targeting. 2. C onsider a written contract before the agent acts on your behalf outlining the geographical scope of the agreement and sales targets. 3.A ppoint for a trial period with targets before establishing a more long-term partnership. 4. K eep in regular contact with your agent and carry out regular reviews.
WHICH OUTLETS?
FACTORS TO CONSIDER: • Are there premium outlets that specialise in imported food and drink? • Is there any potential for your product in the food service or hospitality sector, such as in coffee shops or hotels? • Which types of outlet attract which consumers? Therefore which outlets are your products suited to?
WHO CAN HELP? • U KTI offer research services through commercial teams at embassies and consulates to identify suitable partners and customers for individual products. Contact your UKTI ITA for further details. • FDEA has a wide network of global contacts including importers and distributors, retailers and foodservice operators. • Commercial operators can provide lists of contacts - an internet search should identify potential suppliers of this kind of service.
It is important to research the retail and foodservice environment in the market/s that you are planning to export to so you are aware of which will be most effective in maximising sales. This will help when selecting local partners.
GLOSSARY
COVER
1
GETTING STARTED
2
MARKET RESEARCH
FOREWORD
3
PRODUCT RESEARCH
4
ROUTE TO MARKET
INTRODUCTION
5
CREATING OPPORTUNITIES
6
TERMS OF SALE
7
LEGAL CONSIDERATIONS
10 STEP GUIDE
8
PAPERWORK
9
FINANCE & INSURANCE
10
MANAGEMENT & IMPROVEMENT
CREATING OPPORTUNITIES In order to promote your products effectively and create new business opportunities you must consider all of the promotional channels available to you and best suited to your target market and audience. WEBSITE AND SOCIAL NETWORKING
MARKET VISITS
ADVERTISEMENTS
Maintaining an up-to-date and informative company website is a worthwhile investment as it will provide an easy point of contact for potential customers. Depending on the consumers that you are targeting, social media can be a cheap and effective way of building brand awareness.
It is important to visit opportunity markets you have identified. Prior to organising a visit, contact your UKTI ITA as they will be able to put you in contact with UKTI Trade Teams at British embassies and consulates. They offer a range of services to help you plan your visit and may even be able to provide funding for your trip.
You can list your business and products in overseas directories which can be found by searching the internet.
Top tips 1. Update your website to inform potential customers that you are willing to export. Provide contact details of the company contact appointed to cover export sales. 2. Explore ways of using social networking as a means of communicating with your international customer base. The British Chambers of Commerce offer workshops on these subjects across the UK.
Top tips 1. M ake sure you have done your homework about your product, market and customer. 2. T ake well packaged product samples. 3. P repare a sales pitch telling your story so you can promote your product to potential customers.
TRADE MISSIONS TRADE FAIRS Trade fairs, in the UK and abroad, are one of the best ways to meet buyers and generate new business leads. Grants are available to subsidise the cost of exhibiting for SMEs. FDEA are one of several Approved Trade Organisations (ATOs) appointed by UKTI to run shared stands for UK companies or ‘UK pavilions’ at a wide range of international trade fairs. Contact your UKTI ITA who can signpost you to the right ATO for the market(s) you have identified.
REMEMBER – Financial support to help SMEs to capitalise on export opportunities is available and worth exploring.
UKTI and ATOs organise structured trade missions to specific markets which allow businesses to meet with buyers and attend relevant events. This information can be accessed by signing up for UKTI information alerts and subscribing to the FDEA newsletter. There is funding available to support SME attendance at Trade Missions - ask your UKTI ITA for further details on how to access this.
WHO CAN HELP? • You can register with UKTI business opportunities alerts for business opportunities in the food and drink sector, giving you the chance to register your interest with buyers looking for British products. • FDF sends a monthly summary listing the most relevant opportunities direct to FDF members. • FDF, FDEA, other sector specific trade associations and UKTI all host events which provide export information and business opportunities for food and drink businesses. Visit their websites and register for information to be kept informed of upcoming export events.
GLOSSARY
COVER
1
GETTING STARTED
2
MARKET RESEARCH
FOREWORD
3
PRODUCT RESEARCH
4
ROUTE TO MARKET
INTRODUCTION
5
CREATING OPPORTUNITIES
6
TERMS OF SALE
7
LEGAL CONSIDERATIONS
10 STEP GUIDE
8
PAPERWORK
9
FINANCE & INSURANCE
10
MANAGEMENT & IMPROVEMENT
TERMS OF SALE Once you begin to receive enquiries from potential customers the practical elements of exporting come into play. Taking the following steps will lead you to agree the terms of sale
- Price and delivery terms (Incoterms as mentioned above);
•U nderstand ‘Incoterms’. Incoterms are internationally agreed rules which set out the delivery terms for goods being traded internationally. They allow the buyer and seller to agree details on the terms of sale and prevent any future misunderstandings or disputes. Further explanation of Incoterms can be found here.
- The estimated date of shipment and arrival (if applicable); and
•E xport documentation. You will need to establish early on what types of documentation you will need to provide to enter the market and how long it will take to gauge how quickly you can deliver your products to the customer (see Step 8 for further details). •P rovide a written export quotation detailing - The particulars of your product including pack sizes, packaging formats and whether there is an additional cost for export labelling and packaging that you are charging on;
- Lead time for orders;
- Payment terms and conditions.
PAYMENT TERMS AND CONDITIONS It is important to be clear about terms of repayment and make sure that they fit in with your business plan:
WHO CAN HELP? • Your new customer should provide guidelines on what is required and may be willing to provide insight into the process. • The British Chambers of Commerce run courses on the practical elements of exporting including Incoterms. • Your UKTI ITA, British Embassies overseas or Embassies in the UK will be able to provide details on documentation requirements and can advise on specific market expectations for payment terms or put you in touch with the relevant agencies that can help.
- Within the EU most buyers are likely to pay on an ‘open account’ basis similar to that in the UK. You may be required to set up a Euro business banking account and expect repayment terms of 30, 60 or 90 days. Some buyers will pay up-front, especially for initial orders. - Outside of the EU you may find buyers that are willing to pay up-front initially if orders are fairly small. There are other mechanisms for obtaining payment which reduce risk to both the buyer and seller (see Step 9 for further details).
GLOSSARY
COVER
1
GETTING STARTED
2
MARKET RESEARCH
FOREWORD
3
PRODUCT RESEARCH
4
ROUTE TO MARKET
INTRODUCTION
5
CREATING OPPORTUNITIES
6
TERMS OF SALE
7
LEGAL CONSIDERATIONS
10 STEP GUIDE
8
PAPERWORK
9
10
FINANCE & INSURANCE
MANAGEMENT & IMPROVEMENT
LEGAL CONSIDERATIONS Make sure that the right contractual paperwork is in place to ensure that you are paid on time so no conflicts arise with a new or existing customer. If you choose to have a written agreement with your overseas partners we recommend that this is approved by an experienced international lawyer and covers the following: • Territory for the agreement • Sub-agents and distributors (if applicable) • Commission rate (in the case of an agent) • Currency and payment terms • Levels of authority e.g. in the promotion of your brand(s) • Frequency of reporting and sharing of customer information • Duration and termination • Sales targets
You should also make sure that you have covered the following areas:
WHO CAN HELP?
• Protect intellectual property. Ask your solicitor for advice on protecting intellectual property in overseas markets. You may already have a registered trademark in the UK but it is unlikely that this extends to other markets. If your product/s are copied, it will be very difficult to grow sales in that market.
• You are always recommended to take the advice of an experienced international law firm to approve any international contract arrangements.
•P roduct liability. Ensure that the countries you are selling to are included in your product liability cover. The US is often excluded and may incur an additional premium.
• I PR Helpdesk provides support from the European Commission to SMEs on how to protect IP.
• SOLVIT handles cross-border legal problems within the EU. There is a UK Government office that can help in the event your products encounter any market access problems.
•P roduct compliance. This is ultimately your responsibility but it is worth checking the detail carefully with your local distributor and customers (see Step 3 for further details).
GLOSSARY
COVER
1
GETTING STARTED
2
MARKET RESEARCH
FOREWORD
3
PRODUCT RESEARCH
4
ROUTE TO MARKET
INTRODUCTION
5
CREATING OPPORTUNITIES
6
TERMS OF SALE
7
LEGAL CONSIDERATIONS
10 STEP GUIDE
8
PAPERWORK
9
FINANCE & INSURANCE
10
MANAGEMENT & IMPROVEMENT
PAPERWORK The documentation needed to comply with the requirements of your customer and customs varies considerably across markets. INITIAL STEPS We recommend that you appoint a freight forwarding company to deliver your products which will complete a large proportion of the paperwork on your behalf. Your UKTI ITA, the British International Freight Association (BIFA) or other food and drink businesses will be able to provide you with company recommendations. Alternatively, you can conduct an internet search, but make sure the company has experience in the delivery of food and drink. Below you will find the most common forms of paperwork you may be required to provide.
PAPERWORK FOR EXPORTS TO OTHER EU COUNTRIES Within the European Union (EU) there is ‘free movement’ of goods where products can move freely across borders without customs checks. Some paperwork may still be required so contact the authority in the destination country or its foreign embassy in the UK to check.
PAPERWORK FOR EXPORTING TO NON-EU COUNTRIES The following documents may be required – your customer, freight forwarder and embassies/consulates should be able to advise: •C ommercial invoice A standard invoice providing details of unit price, number of units and amount, as well as financial
and address details. Some markets may require additional information; your new customer will be able to advise. • A pro-forma invoice An invoice providing information on the unit price, number of units and total amount, (i.e. as with a commercial invoice). They may also provide more specific information such as the buyer, seller, transportation and country of origin. • Insurance document A signed document proving that insurance is in place for the goods you are exporting (see Step 9 for further details). • Certificate of Origin (CO) A document certifying the origin of the goods that you are exporting. If a CO is required you will need to contact the British Chambers of Commerce which is the competent authority for issuing these certificates. • Export Health Certificates (EHCs) A certificate confirming that a UK vet or scientist has approved your product as fit for human consumption to the authorities in the country you are exporting to. EHCs may be applicable only to: -P roducts of animal origin e.g. those containing meat, fish, dairy, or eggs. -P rocessed plant products e.g. tea, wine, flour Please click here for more information on whether your products require EHCs and which Defra agencies to contact to obtain them if necessary.
VAT • All goods sold outside of the EU can be zero-rated i.e. VAT charged at 0% on the invoice. • All goods sold within the EU are not liable for UK VAT but the buyer’s VAT registration number must be shown on the invoice. If the buyer does not provide a VAT number then the exporter must charge VAT at the UK rate, although the buyer can claim this back from Her Majesty’s Revenue and Customs (HMRC) at a later date.
WHO CAN HELP? • Your UKTI ITA, British Embassies overseas or Embassies in the UK will be able to provide details on documentation requirements including certification or put you in touch with the relevant agencies. • The British Chamber of Commerce provides documentation services. • The EU Market Access database provides a comprehensive list of what paperwork is required for almost all product categories. • H MRC’s Starting to Export Guide provides guidance on VAT and other customs requirements. For specific enquiries call the National Export System hotline on 029 2032 6371. • Defra’s Export Certification Guide identifies which Government agencies exporters need to contact to verify whether EHCs are required for the exportation of their product/s.
GLOSSARY
COVER
1
GETTING STARTED
2
MARKET RESEARCH
FOREWORD
3
PRODUCT RESEARCH
4
ROUTE TO MARKET
INTRODUCTION
5
CREATING OPPORTUNITIES
6
TERMS OF SALE
7
LEGAL CONSIDERATIONS
10 STEP GUIDE
8
PAPERWORK
9
FINANCE & INSURANCE
10
MANAGEMENT & IMPROVEMENT
FINANCE AND INSURANCE It is important that you cover any risks when exporting to ensure that you receive payment as per the stated terms of your contract. Most of the risk in the export process sits with you the seller, so protection against non-payment and loss or damage of goods is extremely important. Insurance will help mitigate these risks. CARGO/FREIGHT INSURANCE Freight forwarders or transportation companies only assume limited liability for the loss or damage of goods when shipping by air or sea. Transportation insurance is therefore essential and can be arranged through an insurance broker or freight forwarder.
CREDIT CHECKS Overseas customers should be subjected to checks from your bank or by a credit agency. The British Chamber of Commerce also provide these services. You can also ask other UK companies already dealing with the customer for references.
such as natural disasters. Contact an insurer for further information. If you are struggling to obtain trade credit insurance then contact UK Export Finance which can provide guidance.
EXPORT FINANCE There are a number of services offered by banks that allow exporters to set-up a secure financial arrangement between the buyer and seller to mitigate risk of non-payment. The services available to food and drink manufacturers vary. Contact your bank to discuss what is available for the markets you are exporting to.
WHO CAN HELP? • Many insurers will offer products which cover against damage and loss of payment. If you are refused cover then contact UK Export Finance which may be able to assist. • U K banks offer a number of export finance solutions - contact your bank manager for more information. UK Export Finance may also be able to help you here if your bank cannot.
TRADE CREDIT INSURANCE It is also recommended that you protect your company against non-payment where your overseas customer defaults, becomes insolvent or is unable to pay due to other reasons
GLOSSARY
COVER
1
GETTING STARTED
2
MARKET RESEARCH
FOREWORD
3
PRODUCT RESEARCH
4
ROUTE TO MARKET
INTRODUCTION
5
CREATING OPPORTUNITIES
6
TERMS OF SALE
7
LEGAL CONSIDERATIONS
10 STEP GUIDE
8
PAPERWORK
9
FINANCE & INSURANCE
10
MANAGEMENT & IMPROVEMENT
MANAGEMENT AND IMPROVEMENT Once the first shipment has left the UK there are several steps to take to increase your chances of repeat business and help you to build a good reputation internationally as a reliable exporter. THESE INCLUDE:
• Keeping in contact with your overseas customers. Make regular visits to the market and review progress with them, treating overseas buyers as you treat your customers in the UK. FDEA can provide support and check lists. •M ake sure your shipments are not delayed. Make sure that your goods are being delivered on time as set out in the sales contract. Contact your shipping company regularly making sure the products are set to be delivered without delay or act quickly to prevent any long delays. • Contact other potential customers in the market. If your products are not being exported exclusively to one buyer, make contact with other potential customers to try to grow your sales. Your UKTI ITA may be able to assist. •M aintain promotional activity. To keep momentum building, maintain promotional activity through trade fairs and advertising. •A gree a market development plan with an importer/distributor. The success of your products overseas should be almost as important to your export partners as it is to you. Put in place a jointly agreed development plan to help drive up sales and maintain the on-going relationship. •T ranslate what you have learnt to new markets. Use your experiences, feedback and skills to start exporting to new markets.
WHO CAN HELP? • Your UKTI ITA and FDEA will be able to revisit your export plan with you and advise what the next steps are to continue to grow export sales.
GLOSSARY
COVER
1
GETTING STARTED
2
MARKET RESEARCH
FOREWORD
3
PRODUCT RESEARCH
4
ROUTE TO MARKET
INTRODUCTION
5
CREATING OPPORTUNITIES
6
TERMS OF SALE
7
LEGAL CONSIDERATIONS
10 STEP GUIDE
8
PAPERWORK
9
FINANCE & INSURANCE
10
MANAGEMENT & IMPROVEMENT
GLOSSARY Anuga The world’s leading food fair for retail, food service and catering sectors
website >
Accredited Trade Organisations (ATOs) Accredited organisations that work with UKTI to raise the profile of UK groups and sectors at trade exhibitions British Chambers of Commerce An independent network of 53 chambers across the UK working with all businesses and business sectors to help them grow website > British Embassies Overseas The offices of UK ambassadors and diplomatic representatives overseas
website >
Certificates of Origin (CO) Certificates attesting that goods in a particular shipment have been wholly produced, manufactured or processed in the UK Embassies in the UK The offices of overseas ambassadors and diplomatic representatives residing in the UK website > EU Market Access Database A European Commission database providing information to companies exporting from the EU
website >
Institute of Export The professional membership body representing and supporting the interests of exporters Intellectual Property Rights (IPR) Helpdesk A European Commission funded helpdesk to help SMEs manage intellectual property
website >
Export Health Certification (EHC) The approval awarded as a certificate by Defra agencies to verify food and drink products are fit for human consumption based on terms agreed by Defra and the destination country Government
Food and Drink Federation (FDF) The UK’s largest trade association representing the food and drink manufacturing industry website >
International Sweets and Biscuits fair (ISM) The world’s largest trade fair for sweets and snacks Leatherhead Food Research A long standing organisation offering a breadth of services in food research, legislation and training
Salon International de l’Agroalimentaire (SIAL) One of the world’s largest food exhibitions located in Paris
website >
SMEs Small and Medium-sized Enterprises
website >
website >
SOLVIT A European Commission funded online problem solving network to avoid trading legal disputes website >
website >
British International Freight Association (BIFA) The trade association for UK registered companies engaged in international Food & Drink Exporters Association movement of freight by all modes of (FDEA) transport website > The UK trade association dedicated to food and drink exporters website > Campden BRI The UK’s largest independent membership organisation carrying out research and development for the food and drink industry worldwide
Her Majesty’s Revenue and Customs (HMRC) The UK’s tax authority
UK Export Finance The UK’s export credit agency, helping exporters and investors by providing credit insurance policies
website >
website >
website >
UK Trade and Investment (UKTI) UK Government department working with businesses based in the UK to ensure their success in international markets website >
website >
UK Trade and Investment International Trade Advisor (UKTI ITA) Advisors providing professional advice on a range of UKTI programmes and services to support companies wishing to trade in international markets
National Skills Academy for Food and Drink A single source of training, providing approved training providers to meet the needs of food and drink businesses website >
Value Added Tax (VAT) UK sales tax
TIMELINE PROJECT PLANNING – RWANDA EU EXPORTS 12 Months
June
July
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Cer$fica$on Process
Develop Business linkages and Na$onal Infrastructure
Trade Fairs
Develop Produc$on and EU Exports
RWANDA EU EXPORTS: Key Factors for Success • • • • •
Obtain Global GAP® CerJficaJon Define key exporters and key products ParJcipate to EU Trade Fairs: Fruit LogisJca, Medfel, SIAL Develop Business Linkages with EU Importers: idenJfy niche markets and develop off-season exports Ensure quality of the products and of the business relaJonship
