Developing Market Opportunities and Promotional Programmes for Jamaican Products

Berletta Henlon Forrester 2014 November

Regional Agribusiness Forum – CTA/IICA/CTO

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Market Opportunities

Market Development Strategies & Programmes

Promotional Platforms & Key Initiatives

Challenges & Recommendations

Presentation Structure

Situation

• Export-led growth needed to alleviate Jamaica’s debt burden

• Merchandise trade deficit US$2,613M (Jan-July 2014)

• Overall Export focus on traditional markets – USA , UK, Canada Jan-July 2014: US$352M to USA; US$49.9 to CARICOM - STATIN

• Agriculture/Agribusiness – NES Priorities • Export, Live, Prosper

What we need to do

Expose an increased number of exporters to a range of buyer engagement opportunities, and assist them in converting trade leads into actual export sales.

ABOUT JAMPRO

JAMPRO’s mandate?

Strategic Objective

Who We Serve

Trade & Investment Promotion and Facilitation

1.To contribute to the sustainable growth of non-traditional exports through the delivery of export advisory, development and promotional services to those companies with the best potential to grow and compete as a result of their export activities. 2.To facilitate significant business linkages between domestic & foreign direct investors and local suppliers of goods and services in order to improve the absorptive capacity of the economy. 3. To position JAMPRO locally and globally as an effective Trade Promotion Agency.

Registered exporters; aspiring exporters & export ready enterprises; Investors (domestic & foreign)

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Agribusiness Opportunities

Livestock, Aquaculture…

Value added

organic

Minimally processed

Raw material

Fresh

• The Tourist Trade - consistent, growing • Export Markets – traditional, new • Private Labelling • Access to Processors • Potential Celebrity Endorsements • Diaspora Influence • Medicinal Marijuana/Medicinal Herbs • Healthy Eating/Nutritional Value • Use of Technology/The New Entrepreneurs • The JAMAICA Brand

Market Opportunities for Agriculture

Market Development Strategies

Research-driven market development

Market development initiatives informed by

market research /market intelligence

Market diversification/new

markets

Buyer Engagement and Strategic Partnerships

Buyer Servicing/Relationship

Management

Brand leader/ sponsor/stakeholder

engagements

Increasing lead generation and

catalysing conversions

Direct assistance to help producers and

buyers close the deal

Optimized trade missions/buyer

interfaces

Promotional Platforms

Trade Missions to Target Markets

• B2B Events

• Trade Shows (coordinated, subsidized, branded)

• Mall Displays/In-store Promotions (B2C)

• Diaspora Events – strategic alliances

Inward Buyer Missions

• Buyer Engagement/Recruitment

• Buyer Interface/ Trade Talk ‘Conversation’ series

• Doing Business Workshops

• Market Visits – Relationship building, Market intelligence

Trade Show - Jamaica Pavilion

Trade Show

Why Trade Shows?

– Signal that Jamaica is still in business

– Indication of Consistency/Commitment

– Excellent Source of Market Intelligence

– Opportunity for buyer and consumer feedback

– Introduction of new products, innovations

– Information on packaging and labeling

– Building relationships with buyers

– Interaction with counterparts

– Training ground for staff

‘Meet Jamaica’ Pavilion in IFE, London

Winter Fancy Food Show, San Francisco

Trade Shows – JAMPRO’s Role

• Designing and executing the Brand Jamaica booth;

• Securing partnerships (e.g. CEDA) and external funding/sponsorship

• Making advanced payment, to secure booth space;

• Coordinating logistics with the show organizers and exhibitors;

• Undertaking pre-show buyer targeting for B2Bs; • Conducting Pre-Event Seminar/Briefing

Trade Shows – JAMPRO’s Role

• Developing Collateral Material (printed, videos)

• Meeting with buyers, and facilitating B2Bs for exhibitors;

• Securing trade leads;

• Providing on site support to exhibitors;

• Addressing general enquiries about Jamaica

• Exhibiting products on behalf of companies unable to attend;

• Facilitating Aspiring Exporters

B2Bs

Trade Show Displays

Buyer Interactions

Buyer Relationships

Key Initiatives

• B2B Linkages Event: Opportunities Jamaica (linked to JAPEX)

• Regional Linkages Events

• Expo Jamaica: premier trade show

• Export Max – capacity building/export readiness

• RoadShow USA – targeting established exporters

• Tourism Linkages Programme (PPP) – agriculture, manufacturing, entertainment

• Denbigh Agricultural Show

Challenges/Requirements

• Financial Resources – ability to cost-share

• Competitiveness (price, packaging, capacity)

• Lead Follow Up

• Meeting Market Standards/Requirements

• Logistics & Distribution Systems

• Buyer relationships/In-Market Support

Need to do…

• Marketing products within the Region

• Address barriers affecting intra-Regional trade

• Resources to facilitate export-readiness and market development initiatives

• Greater use of local products in the tourism industry

• In-Market Support for Export Products

• Add a trade show element to the proposed 2015 Agribusiness/Agrotourism Forum

We can move from Good to Great!

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