We sat down with Paul Weiss, Liaison Manager at Food Export-Northeast and Food Export-Midwest, to learn about Food Export’s Export Roadmap, a new tool to better connect suppliers to resources to enhance their ability to realize their export goals. There are tailored Export Roadmaps for both new and experienced exporters. In this issue, we’ll dive into the Export Roadmap for experienced exporters.
*(You can find our conversation about the Export Roadmap for new exporters on our last issue.)
1. Food Export has recently launched two Export Roadmaps – one for new-to-export suppliers and one for experienced suppliers. Can you tell me more about them and how they came about?
The Export Roadmaps came about as we wanted to create a clearer pathway for suppliers to follow to increase their likelihood of success. The Export Roadmap guides suppliers along comprehensive resources and actions that are building blocks for successful exporting. And the Liaisons are helpful guides who can shine a light on the path at key points throughout the journey.
2. Can you talk about why an exporter roadmap might be helpful for seasoned exporters? What are some unique challenges they face as they grow their business overseas.
Time and resources are huge constraints for all SMEs (small and medium sized exporters). This doesn’t exclude experienced exporters. Somehow though, experienced exporters have made that internal commitment to devoting resources for exporting which is crucial for ongoing success.
That being said, the business of exporting is always changing, whether due to consumer trends or regulatory and/or geopolitical factors. It’s hard for SMEs to keep on top of all the potential issues that may impact their businesses. On Monday, it could be a market’s new product testing protocols; on Tuesday, it could be a port strike; and Wednesday, it may be a change to duties. Staying export savvy and monitoring the globe for challenges and opportunities takes effort. Through our programs and services, we can connect them to expert information and resources that give them the edge.
3. How can a check-in with their Food Export Liaison offer value to an experienced exporter?
One thing we see with seasoned seafood exporters is that they’re very familiar with Food Export’s seafood activities, like the Seafood Buyers Mission at the Seafood Expo North America show or the pavilion at Seafood Expo Global in Barcelona, but don’t realize how many of Food Export’s other services can be delivered in a tailored way to the needs of fish and shellfish exporters.
For example, at any of the dozen or so Food Export’s Focused Trade Missions held each year, seafood suppliers can get a personalized schedule to meet with seafood importers that meets their objectives, whether targeting the retail or food service sector. Along with scheduled meetings, they will receive pre-event research on the product of their choosing and on-site assistance from Food Export’s In-Market Representative. These missions can be an efficient and targeted way to meet potential new customers.
Also, many seafood suppliers are familiar with the benefits of the Branded Program for cost-share assistance for trade shows. Much less known are the myriad of other ways the Program can be used to offset marketing expenses: from package and label changes for export markets to retail and food service promotions set up by importers. Knowing all the potential tools in your marketing toolbox can make a difference in negotiations with a new or existing customer.
Food Export Liaisons can suggest ways for suppliers to take advantage of the vast array of resources and opportunities at their fingertips, especially ones they’ve not yet considered.
4. Export Education and Prepare & Plan are steps on the experienced exporters’ roadmap. Are there resources that Food Export has available for specifically for experienced exporters?
Sometimes, experienced exporters will come to their Liaison with a new market of interest. We can point them to some existing market research, such as the Market and Country Profiles on the Food Export website, or the USDA/FAS Global Agriculture Information Network (GAIN) reports to help them ground their interest with current market analysis.
Once they’ve done some initial research, they may still have a specific question about the market. Perhaps it is about the product forms of a particular species which is most commonly consumed, or the documentation required in a market. In these cases, suppliers can register for a Virtual Consultation with one of Food Export’s In-Market Representatives who can help suppliers determine the next best step.
5. Are there any Food Export resources or services for meeting new buyers that you think experienced exporters tend to miss?
Food Export’s Market Builder service comes immediately to mind. The service has two components: Market Scan and Rep Finder, which can be used individually or in combination. The Market Scan offers customized, in-depth market research for a specific product conducted by Food Export’s In-Market Representative serving that market. The Rep Finder provides a schedule of meetings with buyers. Most frequently, the meetings are held in the export market, but they can also be offered virtually.
These services are available year-round and on demand, giving suppliers a high degree of flexibility. When an exporter tries a Market Scan, we often find that they will come back for the service again and again over the years as they look at different markets or products. They realize that spending $500–$800 to explore a market this way can be extremely cost-effective.
6. What are some ways that experienced exporters can strengthen their entry into new markets with in-market promotional support from Food Export?
Sometimes, exporters in the Branded Program will think that once they’ve got an importer in place in the market, their use of the program in that market is finished. The Branded Program can be an extremely adept way to double their importers’ advertising and promotional budget and incentivize their importers’ investment in the brand.
