The Centre for the Promotion of Import from Developing Countries (CBI www.cbi.eu) is coaching around 70 companies from Central America (Guatemala, Nicaragua, Honduras and El Salvador) at the moment to become active on the European market.
The CBI Agro-food export coaching programme is intended to increase the export from developing countries and so improve the economic self-sufficiency of the developing countries. CBI does this by strengthening the competitive position of companies in these countries on the Western European market. The programme is aimed at the fresh fruit and vegetable sector, but coffee and cacao producers are also participating, as are companies which supply products such as herbs and fruit juices.
Piet Schotel works for the CBI as a European consultant and will be leading the companies to their entry onto the European market over the next four years. 'Export coaching,' is what Schotel calls it. "Basically we, in collaboration with local authorities, help exporters find their way into Europe. We introduce them to the method of trading in the EU to stimulate the export from those countries."
Within the framework of this process Piet leads the fresh fruit and vegetable countries in Honduras, Nicaragua and Guatemala, places he visits regularly. At the moment around 27 companies are active in this sector. The project has just started, and so has around another four years left. "We have just kicked off," Piet confirms. "There is no set final date yet, but it will run for around four years; this should be enough time for a company to be ready."
How does it work?
"Basically, companies who want to participate can apply to do so," says Piet. "From thereon out, we make a selection, usually based on an audit." In this case it concerns fruit and vegetable producing companies from the three Latin American countries. The Agri Food programme usually picks producers. "Traders are not excluded, but we prefer to work with production companies, anchored growers who control the entire process."
How does it work?
"Basically, companies who want to participate can apply to do so," says Piet. "From thereon out, we make a selection, usually based on an audit." In this case it concerns fruit and vegetable producing companies from the three Latin American countries. The Agri Food programme usually picks producers. "Traders are not excluded, but we prefer to work with production companies, anchored growers who control the entire process."
These are serious candidates, companies with potential who have already made the step towards exporting. They have to have a solid, exportable product. Of course, they have be at a certain level to start with. They will have to make certain investments that advocate their professionalism.
There will have to be website. They will have to show their dedication, be able to rely on a reliable network. We say: "if you don't GlobalGAP, stay away. Essentially, this is how it works."
These are the companies Schotel works with. The real entrepreneurs are soon apparent, they take full advantage of the programme and really go further. "We're not going to tell them how to grow their products, it's about the course after that," says Piet. "We established during the audit that they have a good product, now how do we help them sell it in Europe? We can only coach them, we won't be looking over their shoulder every step of the way. In the end, they have to do it themselves."
This guidance comes in many forms. First of all the participants are lead through their first steps on the export market. After the transfer of knowledge of the European legislation the project also offers help in other areas, such as attracting customers, drafting an offer etc.
The number of moments of contact in a year isn't set. The project may be divided into modules (it is in the Export Capacity Module at the moment), but in reality there is as much contact as necessary. "We stimulate them to attend fairs, to profile themselves. In those four years the course offers the opportunity to present yourself at the Fruit Logistica three times. Of course, a company has to be willing to do so."
The CBI focuses mainly on Europe, not the US or Asia. However, if companies appear to have good chances of succeeding on for instance the American market, the programme will advise and support them to do so. "We are honest. Europe is a difficult market with high demands. Know what you're getting into, we say."
There will have to be website. They will have to show their dedication, be able to rely on a reliable network. We say: "if you don't GlobalGAP, stay away. Essentially, this is how it works."
These are the companies Schotel works with. The real entrepreneurs are soon apparent, they take full advantage of the programme and really go further. "We're not going to tell them how to grow their products, it's about the course after that," says Piet. "We established during the audit that they have a good product, now how do we help them sell it in Europe? We can only coach them, we won't be looking over their shoulder every step of the way. In the end, they have to do it themselves."
This guidance comes in many forms. First of all the participants are lead through their first steps on the export market. After the transfer of knowledge of the European legislation the project also offers help in other areas, such as attracting customers, drafting an offer etc.
The number of moments of contact in a year isn't set. The project may be divided into modules (it is in the Export Capacity Module at the moment), but in reality there is as much contact as necessary. "We stimulate them to attend fairs, to profile themselves. In those four years the course offers the opportunity to present yourself at the Fruit Logistica three times. Of course, a company has to be willing to do so."
The CBI focuses mainly on Europe, not the US or Asia. However, if companies appear to have good chances of succeeding on for instance the American market, the programme will advise and support them to do so. "We are honest. Europe is a difficult market with high demands. Know what you're getting into, we say."
"The certificates really have to be in order. The decision to start supplying Europe has to be made by them, we don't try to talk them into that. But if they want to take that step, we're here to assist them."
Yet the goal of the project is wider. The CBI hopes that it won't just be the companies who will learn from this, but that the whole chain will profit from it. The foreign partners in Central America are encouraged to spread the knowledge and lift the entire food sector up to a higher level.
But you shouldn't underestimate the organisations there, Schotel warns. "There are some really good people there. They are professional, over the whole line. It's not like we're coming from the superior Europe to tell them how it all works. We just want to help pave the road, to get closer together."
Of course there are cultural differences. But you have to find each other, even in these, says Schotel. "It has been going surprising well so far. The companies are putting up a good effort and are sticking to appointments. The only problem we have is not answering emails. If they don't have something good to report, they won't answer. It's an odd habit. They believe email to be non-committal. We have pointed out that it's very different in Europe, you really need to respond to a message."
In general Schotel is very happy with the progress. "At the end of the day it's about improving trading and creating jobs. I compare it to football: a coach can't teach a player how to play, he can just improve his technique and strengthen the team. That's exactly what we're doing. We have had very good results over the years."
www.cbi.eu
Yet the goal of the project is wider. The CBI hopes that it won't just be the companies who will learn from this, but that the whole chain will profit from it. The foreign partners in Central America are encouraged to spread the knowledge and lift the entire food sector up to a higher level.
But you shouldn't underestimate the organisations there, Schotel warns. "There are some really good people there. They are professional, over the whole line. It's not like we're coming from the superior Europe to tell them how it all works. We just want to help pave the road, to get closer together."
Of course there are cultural differences. But you have to find each other, even in these, says Schotel. "It has been going surprising well so far. The companies are putting up a good effort and are sticking to appointments. The only problem we have is not answering emails. If they don't have something good to report, they won't answer. It's an odd habit. They believe email to be non-committal. We have pointed out that it's very different in Europe, you really need to respond to a message."
In general Schotel is very happy with the progress. "At the end of the day it's about improving trading and creating jobs. I compare it to football: a coach can't teach a player how to play, he can just improve his technique and strengthen the team. That's exactly what we're doing. We have had very good results over the years."
www.cbi.eu