Export Tips and Advice for Small Food Manufacturers:
This Bord Bia Vantage Video will provide you with information on where to start when exploring export opportunities. The video also includes a case study on Broadway Bagels and how they entered the French market in 2010.
Starting Out:
When considering export, there are a number of important steps you must take so that you can make the best return on your investment (your time, product samples, etc). You will need to consider the following:
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Market research: access as much information as you can about your chosen market. Contact Bord Bia's Market Information Department for assistance.
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Market visits: conduct store audits and product audits
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Product modifications: flavour / variants / texture / colour, pack design, pack format (serving size, presentation, price point)
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Production capability and accreditation: do you need to have
BRC for example?
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Distribution and supply chain
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Sales presentations
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PR and promotional support
Export Sales Strategy:
The first step in developing an export strategy is to choose:
- which are your target geographic markets,
- who are your target consumers, and
- what is your target sales volume.
In order to accomplish this, market research is required. Bord Bia is a rich source of information regarding
the performance of various categories, countries, consumers, retail customers and distributors. Send an email to info@bordbia.ie with your query, and we will be back to you shortly.
Next, decide on which channels and routes to market will best suit your needs. Key issues to consider:
- Should you go direct or through a distributor / agent?
- What types of outlets will you serve: retail multiples / catering / specialty?
- Which product profile: branded / own-label?
- What are the primary differences vs. the Irish market?
- How can you approach these successfully?
- Is there value in the Irishness of your product in the target market(s)? If so, use it to your advantage in packaging, product positioning in-store, and in your sales and promotion efforts.
Export Readiness Checklist:
- STRATEGY: Identify and prioritise target markets, channels and accounts
- PRODUCT EVALUATION: Is product line suitable or are alterations necessary? Store checks and competitor profiles
- PACKAGING COMPLIANCE: Legal, language and local standards
- SALES PRESENTATIONS: Analyse and include research data for local markets
- PRICING: Perform competitive evaluation by target market and account
Include additional distribution costs and any taxes product may be subject to in export country to ensure retention of profit margin
- FORECASTING: Sales potential based on predicted market share, promotional support and seasonality
- CAPACITY MONITORING: Include projected promotional lifts and potential additional store listings
- PLANT ACCREDITATIONS: Research requirements for each target market.
- OVERSEAS DISTRIBUTION:
- Select distributor for each market and channel.
- Determine which functions they will perform vs which will be handled internally: warehousing, order- taking, arranging overseas carriage, insurance, delivery to customers, sales, merchandising
- Draw up Terms and Conditions (T&C) based on above
- Complete required documentation for exporting (either your company or your distribution agent as agreed in T&C): customs clearance, port and terminal handling, bill of lading, commercial invoice, customs export declaration, packing list, shipping note
- STAFFING REQUIREMENTS: Additional employees necessary for increased sales volumes
- LAUNCH PLAN: Roll-out by market and account