labbe - agricultural export promotion (en)
TRANSCRIPT
Agricultural export promotion Role of Trade & Investment Support Institutions and Good Practices
FAO “Agricultural export promotion in Kyrgyzstan” WorkshopMartin Labbé, Senior Officer, Institutional Development, ITCBishkek, 18 October 2016
ITC 100% Aid For Trade, including Institutional Development
A Global Footprint of Institutional Development Across the World
AIM for Results: An Integrated Approach to Institutional Development
Assess Improve Measure
Information
Training
Advisory
Benchmarking
Institutional Mapping
Strategy and Management
Result and Impact Measurement
Networking
Developing a Service Portfolio
Modes of Delivery
Foreign Trade Representation
Business Generation
M1
M2
4
Agro-Business Trade Promotion: Global Perspective
Percentage of TPOs promoting Agro-Food by Region & Income Level (2014)
100%
87.5%
58.1%
82.6%
74.1%
Average: 72.3%
Source: ITC Research
The Role of TPOs and other Institutions, and the importance of private-public coordination
Suppliers & service providers
Industry associations
International Networks Regional Networks National associations, like AFVE
http://eng.afve.org/
Customers
SMEs Brokers & Traders Retailers (integrated value chains) Direct marketing (B2C)
Analysts
National sector-specific consultancies
Global sector specific consultancies Global cross-cutting consultancies
Governments/International organizations
Governments, regional & local authorities
FAO / ITC /World Bank Bilateral development
organizations: GIZ, CBI, …
Input suppliers (fertilizers, seeds…) Equipment suppliers Tech companies (Agriculture 4.0) Consultancies (bid participation)
Producers
Individual farmers Cooperatives Integrated “from field to fork”
companies Foreign investors, multinationals
1
4
6 2
5 3
Agro-Business Trade Promotion: From Market Research to Market Penetration
Click to add partner logo
Understand market supply and its evolution over time
World Production of AvocadosMexico
31%
Dom.Republic
8%Colom
bia6%
Peru6%
Indonesia6%
Kenya4%
USA4%
Chile3%
Brazil3%
Rwanda3%
Other25%
2013
1993
1995
1997
1999
2001
2003
2005
2007
2009
2011
2013
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
Source: FAO Stats
Beyond Market Statistics: Understanding Granular Market Requirements
Pre-cooling Retail CPackhouse Supermarket O
Grower Washing Importer Break bulk C-stores NProducer Grading Wholesaler Ripener Independents S
Packing Retailer Re-packer Garage forecourts UCold Store M
Traditional wholesaler EFood Service R
Processor
The Growing Role of certifications and voluntary standards & how to handle them
http://www.standardsmap.org
Road to Market for Rwandan Coffee – Production Options
UnbrandedDomestic Production
UnbrandedExport
Production
Co-BrandedExport
Production
Partnership with Coffee market leader
BrandedExport
Production
Launch own-brand « Thousand Hills »
Relative Marketing Sophistication
(transformation, processing, certifying)
Valu
eH
igh
Low
Simple Complex
Branding and Trasformation
Even the raw
product can be
branded
Moldovan Walnuts Investment Promotion
Agro-Technology in Israel
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From theory to practice: the reality on the groundOn the micro level of the companies, IPD also identified gaps in the ability of Kyrgyz suppliers to access the market: • Some companies have problems finding or keeping English speaking
staff.• Lack of certifications, notably ISO 22000, HACCP and Organic. • Lack of product specifications, no cost calculations and no knowledge
about UNECE standards or SOP.• Packaged dried goods (they have installed new vacuum packaging
equipment).• Check international standards on walnuts and start implementing them.
Good Practices in Agro-Business Trade Promotion
The Trade Promotion Toolkit
• Directories, online and offline• Events, like Trade Fairs (domestic, regional, global) and
seminars• B2Bs (targeting specific buyer profiles on target markets)• Identification of agents and sales representatives (clustering
suppliers) – also online
Remember: TPOs work with sector TISIs Build Private-Public Partnerships (for instance R&D
investment) Reprioritise resources to focus on emerging and high-growth
markets
Classics of Trade Promotion: the Directory
Trade Fair Participation
“Mongolian food companies participated at the biggest food exhibition of Shanghai, China”23 Mongolian local food company representatives such as AlkoGroup, Gem International Co.,LTD, Darkhan Deejis LLC, and Thermo Tech LLC participated at “FHC China-2012" 16th International exhibition of Food, Drink, Hospitality, Food service, Bakery & Retail Industry between 14-16th of November, 2012 in Shanghai, China. Setting up a dedicated pavilions Product tasting Inviting buyers and partners to their stand(http://www.mongolchamber.mn/en/index.php/news/214-2012-12-10-162142)
The Growing Role of Digital (Social Media, Mobile)
http://www.meinekleinefarm.org
Warning!Digital is
often overrated
Latvian Online Food Products Promotion
http://www.foodlatvia.com
Virtual Market Places?
A real virtual market place powered by Alibaba – selling even US pork
Serbia’s Farmia, a virtual livestock trading platform
Martin LabbéSenior Officer, TISI Strengthening International Trade [email protected]