2021 Market Builder - Central America

2021 Market Builder - Central America

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2021 Market Builder - Central America

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Nov 01, 2020 - Oct 31, 2021



Central America
Finding the right market and buyer for your product is the key to exporting success! This one-of-a-kind service offers packages especially designed to an exporter's needs and wants.

Market Builder for Central America is Offered In: 
Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua, Panama

What are the Benefits to Your Company?

  • Flexible options (Market Scan and Rep Finder can be purchased separately)
  • Low risk way to ascertain the market’s climate (favorably or non-favorably)
  • Acquire valuable data regarding import regulations and restrictions to successfully enter the desired market
  • Discover competition and sales potential within a variety of retail and distribution facilities
  • One-on-one meetings with pre-qualified and interested buyers
  • In-market assistance (introductions, translation (if necessary) and follow-up assistance)
  • Cost-effectiveness
  • Specific insights to drive export sales 
  • Market specific/product specific results – customized for you

MarketScan: $450. RepFinder: $550.
Market Builder Package: $800. (Package includes MarketScan & RepFinder)

What's the Advantage of Using Market Builder?
Market Builder provides customized research to help your company uncover potential in international markets. It has two components:

Market Scan - Draws on In-Market Representative expertise to provide in-depth market research for a specific product.

  • Store Check and Distribution Analysis: Offers the brand names, packages, sizes, regular retail prices, current price specials, and shelf space allotments for similar products.
  • Competitive Product Shopping: First-hand information and samples of similar and competing products sold in the market.
  • Importation Analysis: Import regulations and restrictions affecting the importation of your product into a country.
  • Distributor Referrals: Importer feedback on package size, labeling, taste, appearance, price and marketability.
  • Target Importer List: Includes contact names/information and a brief summary of importers’ profiles.

Rep Finder - Our In-Market Representative facilitates direct meetings between your company and a select group of targeted importers.

  • Distributor Referrals: Importer feedback on package size, labeling, taste, appearance, price and marketability.
  • Target Importer List: Includes contact names/information and a brief summary of importers’ profiles.
  • In-Market Assistance: A minimum of three one-on-one appointments (should the market allow) will be arranged with participating companies and targeted importers. An International Marketing Executive will assist in communication and interpretation and moderate meetings.

U.S. consumer ready food products in the market with good sales potential include:

  • Prepared foods
  • Poultry meat and products (ex.: eggs)
  • Dairy products
  • Pork and pork products
  • Processed vegetables
  • Fresh fruit
  • Chocolate and cocoa products
  • Snack foods
  • Beef and beef products
  • Condiments and sauces
  • Wine and beer

There is also forecast of growth in microwavable foods as the consumers in these countries continue to purchase microwave ovens, as well as other ready-to-eat meals including soups, noodles, condiments and sauces.

Get to know our Central America In-Market Representatives 

Tatiana Quiros

Countries Served: Costa Rica, Honduras, Nicaragua, Panama
Mrs. Quiros lives in Costa Rica and studied International Commerce at the University of Costa Rica. For the last 10 years she has been working as the Contracted Representative for Central America for the California Table Grape Commission, California Pear Advisory Board, Washington Apple Commission and U.S. Potato Board. She also served as Marketing Assistant, for the USDA’s Foreign Agricultural Service, in the U.S. Embassy in San José, C.R from 1993- 1996. Mrs. Quiros’ main responsibilities for most of these contractors are visiting importers from Central America and increasing consumer awareness, brand awareness, sales through in-store promotions and other activities that are effective in this market. She also elaborates on POS materials to be distributed among all these contacts as a way of supporting their imports.

Ana Debora Corado Conde
Countries Served: El Salvador, Guatemala
Ms. Corado is the Manager of the ASSIST consulting firm. ASSIST is dedicated to devising, developing and implementing strategic business solutions in logistics and the organization of projects. Ms. Corado has a wide experience in sales and service management. Her educational background is in business from Universidad Francisco Marroquin, a highly respected business school in Guatemala, specializing in marketing, business management and customer service. Ms. Corado is also a
certified English-Spanish translator by the Ministry of Education in Guatemala. Ms. Corado is the Latin American Representative for the Global Cold Chain Alliance and its core partners World Food Logistics Organization- WFLO, IART, IRTA & IACSC, organizations dedicated to facilitating the communication, networking and education for the perishable food industry around the world.

Market Profile
This assessment covers the Central American countries party to the U.S. Central American - Dominican Republic Free Trade Agreement, (U.S. - CAFTA-DR) which has been fully entered into force for seven years.  The countries are Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua.  The Dominican Republic assessment is located in the Caribbean section and its numbers reduced from the figures here.  There is also an assessment for Panama, which now has its own Trade Promotion Agreement (TPA) with the U.S. that entered into force in 2012.  Panama’s data has been added into the CAFTA export figures for Central America.

U.S. exports of agricultural products to the Central American Free Trade Agreement countries totaled over US$3.7 billion in 2015, a drop of only 2% in a very difficult year.  Of that amount nearly 40% or nearly US$1.5 billion were of the consumer oriented variety. Central America also imports significant amounts of U.S. processed foods as well.  In 2015 the total was nearly US$1.3 billion, up 2% from the prior year.  The countries imported nearly 99% of the regions total consumer food products.  As the CAFTA-DR continues to develop, and now that the U.S. Panama TPA has made an impact on trade, the forecast is for a steady increase of U.S. exports over the long term. 

Most countries within this region share the following characteristics:  a strong preference for U.S. products; importers like doing business with U.S. exporters because they are viewed as reliable and trustworthy; and the majority of the populations perceive U.S. products as higher quality and safer than local foods and other products from Central America.  In most cases, U.S. products have strong name recognition and set the standard for the competition.  

Get a head start. We have the market intelligence you need to make informed decisions to determine if this market is right for your products. Access in-depth country and region specific data and research now. 

Costa Rica
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