Within the scope of the different natural ingredients projects of CBI, exporters develop an export marketing plan. In this plan, they decide what they want to export, to which markets and through which channels and players. It also helps exporters to determine what they need to do to make this happen: in terms of product development, marketing and promotion. They also determine which human and financial resources they need. The market orientation mission, conducted by Klaus Dürbeck and Robbie Hogervorst, is a key step in this process.
The mission included classroom training to help companies verify their market entry strategy. By visiting the Vitafoods trade fair in Geneva, the companies could meet potential buyers and come to a better understanding of what they need to enter the European market. Not only did the trade fair show them potential customers, but also their competitors. Key in this work was to acquaint the companies with documenting: using company contact forms for effective decision making and follow up. Visiting retail outlets was also key in coming to an understanding on how ingredients are used and marketed by European manufacturers and retailers.
A network event was organized with key stakeholders to discuss market entry opportunities more in detail and come to some key action points to take up, either by individual companies or as a sector- or product-specific interest group. These stakeholders included EU experts and companies, as well as representatives from key institutions of the UN system in Geneva (UNCTAD Biotrade and EMPRETEC).