fresh from florida how to export to europe ag export webinarattractive to u.s. and florida...
TRANSCRIPT
Fresh From Florida How to Export to Europe
Ag Export Webinar
The European Market: Regional Composition
The European Union Consists of 28 Countries
Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy,
Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, and the
United Kingdom
Top Markets for Florida Exports
Live Plants: Netherlands, Belgium, Germany
Vegetables: United Kingdom, Netherlands, France
Fruits: France, Netherlands, Belgium
Fresh Fruit & Vegetables Demand
• Fresh Peanuts, Sweet Potato, Blueberries, Citrus, Sweet Onions, Sweet Corn, Cucumbers, Bell Peppers, Tropical Fruits, Nuts & Berries
• Container loads, transport sea
• Contact importers in various countries
• Study the windows on EU market
• Global GAP Certification and non-GMO
Documentation Requirements
• Invoice
• Bill of Lading Certificate of Origin
• Health Certificates for Fresh Products
• Single Administrative Document
U.S. - European Trade
The U.S. and the European Union (EU) have the largest and most complex trade relationship in the world, generating a flow of goods and services trade of about $2.7 billion per day (2012 estimate”) or nearly a trillion dollars a year including both agricultural and commercial goods and services. (U.S. Trade Representative)
The total dollar value of U.S. exports of agricultural products to the 28 EU countries was $11.9 billion in 2013. This amount has been dramatically increasing since 2010.
The top 5 destinations of U.S. exports to Europe include: (1) Germany (2) United Kingdom (3)the Netherlands (4) France and (5) Belgium.
Leading categories of U.S. exports into Europe in 2013 were: (1) tree nuts=$2.3 billion (2) soybeans= $1.5 billion (3) soybean meal= $860 million (4) wine and beer= $649 million and (5)prepared food= $492 million. (USDA Foreign Ag Service)
U.S. - European Trade
There are a number of reasons that the European markets are so attractive to U.S. and Florida exporters:
* The 28 EU countries have some of the highest standards of living in the world thus are very open to and can afford to buy many types of U.S. agricultural products.
* European buyers spend the highest percentage of their monthly income on food items of almost all countries in the world.
Resources
Every U.S. Embassy in the world has a U.S. Department of Agriculture office in it. This office is known as the Foreign Agricultural Service (FAS) and is the Agricultural Trade Office (ATO) in the embassy. It is there to assist U.S. exporters to get their products into that country. The FAS and Agricultural Trade Offices in the EU have a history of being very helpful.
This USDA Foreign Agriculture Service Office carries out constant research to determine what types of U.S. agricultural products are in demand in their country. They report purchase statistics per item, demographic information on who is buying each type of U.S. product, where they are being purchased and other advantages and disadvantages for U.S. exporters in this specific country .
I highly recommend that you familiarize yourself their online site: www.usda.fas.gov.
Resources
My role with Florida exporters is to work with you from beginning through to your final shipments of products into Europe and you receiving your payments. I also issue a trade document called a Certificate of Origin and Free Sale. This document merely reports the country of origin of your products and states that your products are freely sold within the USA.
To reach me, please email me at: [email protected].
My telephone is: (850) 617-7337.
Resources
I recommend that you:
(1) Familiarize yourself with the FAS website mentioned before.
(2) Start to develop trade contacts with potential buyers by attending U.S./European trade shows.
(3) Get yourself into the FAS Trade Leads (sales leads) program (http://www.fas.usda.gov/trade-lead-system ) as well as working with the nearest World Trade Center to you (Miami, Ft. Lauderdale, Orlando, Tampa Bay and Jacksonville). You can never carry out too much research before starting with your export deal
• (4) Participate in Trade Missions to EU countries to see for yourself if you find concrete evidence of interest in your agricultural product(s) in that country.
• (5) Get in touch with the Florida Export Finance Corporation for assistance with export financing. Their website is: www.fefc.biz. Contact them at: (786) 845-0400, [email protected]. Their location address is: 1400 NW 33rd Street #200 in Doral, Florida 33172.
• (6) Join the Florida Department of Agriculture and Consumer Services FRESH FROM FLORIDA Program which offers you advantages and legitimacy as an exporter. It shows foreign customs and buyers that you work with the Florida Department of Agriculture and Consumer Services. To learn more about this, contact Joan Strickland at: [email protected] or call her at:
(850) 617-7327.
I look forward to working with you and assisting you in entering new markets!
Obtaining a Phytosanitary Certificate
• Prior to obtaining a phytosanitary certificate, you need to determine the eligibility requirements for the destination (state or country). You can do this by contacting your local FDACS Division of Plant Industry district plant inspector. You can find their contact information at www.freshfromflorida.com/Divisions-Offices/Plant-Industry/Bureaus-and-Services/Office-Locations.
• To obtain a phytosanitary certificate, you must first establish an account in the USDA Phytosanitary Certificate Issuance Tracking System (PCIT). The PCIT system is used for submitting applications for both state and federal Phytosanitary Certificates. To set up an account, go to the “Welcome to PCIT” website - https://pcit.aphis.usda.gov/pcit/ and click on the “New to this site?” button. You will be prompted on how to establish the account.
• Once you establish an account with in the PCIT system, you will need to submit an application for a phytosanitary certificate. On the Welcome to PCIT website, click on the option for “Create Application without Template”. This will take you into the application process.
Obtaining a Phytosanitary Certificate Continued
• Click on the appropriate certificate type. This will likely be a PPQ Form 577 (federal phytosanitary certificate for foreign destinations) or a state certificate (for other destinations in U.S. states and territories).
• Input the appropriate information in the “General, Export and Shipping, Commodities and Attachments” sections. After entering the information, click on the “Submit Application” button and the application will be sent to the inspector office that you selected.
• Upon receipt of the application, the local inspector will contact you to set up a date and time to inspect and certify your plants or plants products.
• The inspector will provide a phytosanitary certificate to you when the plants/products pass the inspection. The certificate is normally valid for 30 days after the inspection date and the original should accompany the shipment.
• If you have any questions or need additional information, be sure to contact your FDACS DPI inspector for assistance and guidance.
Obtaining a Phytosanitary Certificate Continued
Important Note Concerning Exporting Plant Products to the Europe
• Some Plant Products require monthly inspections by FDACS DPI inspectors for up to 90 days
prior to exportation
• Be sure to contact your local FDACS DPI Inspector for assistance with determining the export requirements well in advance of your tentative shipping date.
Florida Small Business Development Center Network (FSBDCN)
The Florida SBDC Network provides tools, training and resources to help small businesses grow and succeed. Designated as “Florida’s provider of small business assistance,” the Florida SBDC Network has more than 40 offices from Pensacola to Key West to serve the needs of Florida’s business community. Since 1976, our network of partners has helped construct a statewide ecosystem to foster the spirit, support, and success of hundreds of thousands of entrepreneurs and innovators.
The Florida SBDC Network is funded in part by the U.S. Small Business Administration (SBA), Defense Logistics Agency, State of Florida and other private and public partners, with the University of West Florida serving as the Network’s designated lead host institution. The Florida SBDC Network is nationally accredited by the Association of SBDCs.
Florida Small Business Development Center Network (FSBDCN)
The Florida SBDC Network is funded in part by the U.S. Small Business Administration (SBA), Defense Logistics Agency, State of Florida and other private and public partners, with the University of West Florida serving as the Network’s designated lead host institution. The Florida SBDC Network is nationally accredited by the Association of SBDCs. The FSBDCN understands the issues new and existing farmers face. Gaining the skills and knowledge to find access to land, capital or new markets to produce a sustainable business is critical to success. Whether its understanding soils, nutrition, on-going farm maintenance or considering a new crop, animal or production method, the FSBDCN in partnership with organizations like UF/IFAS can help small farmers with the technical assistance needed to ensure the viability of the farm business while meeting the challenges of tomorrow.
International trade represents a wealth of opportunities for small and medium sized businesses, and yet, the overwhelming majority of U.S. small business owners are not currently engaged in exporting. According to the U.S. Department of Commerce,
Companies that export grow 15% faster, pay 15% higher wages, and are 12% more profitable, and yet, only 3% of U.S. small businesses export.
The FSBDCN has developed the knowledge and resources to assist small business owners in developing and executing international trade strategies. Through one-on-one consulting, training and workshops, customized research, and access to a network of trade professionals, we provide clients with the tools to successfully and profitably navigate the world of international trade.
Training and Services
• Farming for Profit: Growing Your Bottom Line
• Succession Planning for Family Farms
• International Trade: The Basics
• International Trade Certificate Program (6 sessions)
• Custom International Market Demand Research
• NO COST One-on-One consulting
https://www.sbdc.unf.edu/
SUSTA
The Southern U.S. Trade Association is a regional trade group of the U.S.D.A. It was created to assist U.S. companies based in the Southeast in promoting their U.S. produced agricultural commodities.
SUSTA Region
Market Access Programs
• Brand Promotion
– Direct financial assistance of up to $300,000 per year
– Promotes your brand internationally
– Graduation requirement
• International Marketing Program
– Events managed by activity managers
– Subsidized trade mission/event participation
– Business “match-making”
– Chefs/interpreters provided as necessary
Brand Promotion
• Reimburses up to 50% of some international marketing and promotion expenses. Examples:
– Eligible tradeshows
• Exhibit costs
• Travel to international shows
– In-store demonstrations and displays
– Promotional items
– Required label/packaging changes
• Requests of $2,500 - $300,000 – First year applicants with no export experience – maximum request of $25,000
– First year applicants with prior export experience – maximum request of $50,000
Brand Promotion • Eligibility requirements
– Be “small” per Small Business Administration guidelines, or be a farm cooperative
– Export a product that is at least 50% U.S. agricultural origin by weight
– Have sufficient uninterrupted supply for international buyers
– Market a product under a brand name
– Label the product as "Product of the USA" or "Made in the USA"
• May use “Fresh From Florida” or “From Florida USA”
• Pre-Qualification form
• Application information – North American Industrial Classification System Code
– Dun & Bradstreet number
– Total sales figures
– Brand names/products
– Country information
• $250 application fee
• Upon approval, 6% administrative charge of amount requested
Apply Annually for Brand Promotion
International Marketing Program
• Trade missions
• Trade shows
• In-store promotions
• Market research
• Trade seminars
• Hotel and restaurant promotions
• Marketing campaigns
• Long-term initiatives
International Marketing Program
• Create a profile on SUSTA website
• Pre-Qualification form
• Select an event from SUSTA Events page
• Register for the event online
• No graduation requirement
• www.susta.org
1) Sign into MySUSTA to access 2015 Pre-qualification
• 2) Complete 2 page • Pre-qualification form
• 3) Once application has been processed and if approved, you can start registering for 2015 events
Success!
Florida Company Makes Sales at the World of Private Label Trade Show 2014
In May 2014, representatives from a Clearwater, FL-based company traveled to Amsterdam to participate in the annual World of Private Label trade show. The Southern United States Trade Association (SUSTA) sponsored this activity through the Market Access Program (MAP) Generic. At the event, the company booked $25,000 in sales at the show; this was their first time making export sales in the country. Future sales are expected to be $50,000 over the next twelve months, and three new international distributorships are likely to result from the World of Private Label trade show. This company is also in the Brand Promotion program and received reimbursements for expenses associated with their participation in this show.
Upcoming European Events
• 2015 European Horticulture Outbound Trade Mission
– The Netherlands
– 24-Aug-15 to 27-Aug-15
• 2015 ANUGA
– Cologne, Germany
– 10-Oct-15 to 14-Oct-15
Questions?
Florida Department of Agriculture and Consumer Services
Marisol Alvares [email protected]
Liz Gablehouse [email protected]
Whitney Lett [email protected]
Steve Hildebrandt [email protected]
FSBDC at the University of North Florida
Cathy Hagan, CGBP, CBCP, CFPTM
Area Director
P 904.620.2478 F 904.620.2567
www.sbdc.unf.edu