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Focused Trade Mission to Colombia for Retail and Foodservice Products


Jul 24, 2017 - Jul 25, 2017

Location: Colombia, Bogota

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The U.S. is the largest supplier of food and agricultural products to Colombia and it is now the largest export market for U.S. agricultural products in South America. In 2015, U.S. exports of agricultural products totaled just over US$2.4 billion. Of that amount, US$505.6 million was consumer oriented, 21% of the agricultural total. Colombia is the largest importer of processed food in South America as well, importing US$455 million in 2015.

The U.S. reached a bilateral trade agreement with Colombia, known as CTPA, or the U.S.-Colombia Trade Promotion Agreement.  The agreement was entered into force in May 2012.

The retail sales value of the packaged food market in Colombia reached US$13 billion in 2015. That ranks Colombia as the 5th largest packaged food market in Latin America. It is also the 27th largest retail food market in the world, larger than Thailand, Taiwan, Vietnam and the Philippines for example. The 2015 figure also represents an increase of 22.6% from the 2011 value, or US$2.4 billion. They also forecast the value of retail sales in packaged food to increase to US$14.3 billion by 2020, an increase of nearly 8.2% or over US$1.3 billion from the 2015 amount.

Major retailers attract mainly upscale and middle-income shoppers. However, low-income consumers are also taking advantage of low price campaigns and premiums offered by large stores. Supermarkets offer a wide variety of high-quality imported products at reasonable prices. It is important to note that private labels are becoming very important in the market, representing 14% of the entire portfolio offered by supermarkets (not only food and beverages). Prices of private label products in Colombia are on average 15% lower than commercial brands, which is the reason their market share keeps increasing.

The convenience market in Colombia is rapidly expanding with the increasing presence of U.S. retail and foodservice chains. In addition, Colombian consumers are demanding more innovation in packaging, flavors and nutritional benefits. Smaller packaging is an increasing trend for different kinds of food with people interested in more economical, single portions.  

Colombia is a fast growing market for value-added food products. Surveyed retailers and food importers feel there is significant potential for new products in all food categories. Healthy and ethnic food categories are especially new and fast growing. Wines and gourmet products are penetrating the market with excellent results. Organic food products are a new trend and retailers are searching for the best suppliers.

Early Registration Deadline: March 27, 2017 - $400 
Registration Deadline: May 1, 2017 - $600

Visit Two Markets At Once! Register for Two Back-to-Back Missions and Save!
Register for the Focused Trade Mission to Guatemala for Retail and Food Service Products.

Register by the early deadline and receive each mission for only $325. After the early deadline, receive each mission for the only $425.*

*Registration for both missions must occur on the same transaction to be eligible for the discount. If one of the mission registrations is cancelled, the discount is forfeited for the remaining mission.

Services May Include:

  • One-on-one meetings with qualified buyers
  • Pre-event custom product research including market overview, importation analysis and distribution analysis
  • Market briefing by local USDA, Foreign Agricultural Service and retail store tour
  • Product table top showcase and trade reception
  • Identifying top leads
  • Dedicated interpreter
  • Inclusion in Trade Mission brochure containing your company profile, contact details and products lines
  • On-site assistance by Food Export's In-Market Representative

Sunday, July 23
Arrive in Bogota

Monday, July 24
In-Market briefing with FAS
Market tours

Tuesday, July 25th
Breakfast with table top reception
One-on-one meetings

Wednesday, July 26th 
Departure Day (Travel to Guatemala in the morning for those attending that Trade Mission)

Top U.S. products in demand:

  • Food preparations
  • Processed/prepared dairy products
  • Fats and oils
  • Non-alcoholic beverages
  • Prepared/preserved meats
  • Chocolate and confectionery
  • Snack foods
  • Dog and cat food

Country Profile
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