Investing in Tunisia/North Africa

A quick trip back to DC last week took me to a State Department event to discuss a Tunisia Partnerships Forum to promote growth in North Africa's newest democracy and the country that spawned the Arab Spring.  There were numerous contributors to the success of the event besides the State Department, including the US Chamber of Commerce, National US Arab Chamber of Commerce*, the Tunisian American Young Professionals among others.  Always a pleasure to have the Ambassador, H.E. Mohamed Salah Tekaya present to participate on panels and lend his voice to the break out meeting on Tourism.  (A special thanks for the lovely hospitality he showed us at his residence, too!)

There was a lot of networking, and breakout sessions on tourism, franchising, and information communications technology.  Corner discussions were hardly limited to these topics, though, as many people see many areas of opportunities in this key country of 10-12 million people.

Having worked with companies, the Tunisian American Chamber of Commerce and the government of Tunisia for over ten years now, and with a new partner and office in the capital of Tunis, I have a deep interest in seeing Tunisian people and companies prosper.  This forum was an ideal venue to discuss the many opportunities that are presenting themselves to US and Tunisian companies.

 I am thankful for the opportunity participate in this important event, and look forward to 'continuing the conversation' about promoting various sectors of Tunisia with fellow attendees and other interested parties.

*Photos from the National US Arab Chamber of Commerce

Any End to Olive Oil Growth in the US?

Having just returned from the Fancy Food Show in Washington, DC, I was again reminded that you could probably fill the convention center several feet deep in all of the olive oil on display. Of course, I was there with my Tunisian contingent of producers, but the hall was filled with producers from around the world.



The US market is already impossibly crowded, and I don't hear people really clamoring for another bottle of olive oil. So is there any reason for all these olive oil producers to hope? Let's just say, the opportunity is still there.



Growth of olive oil use in the US has been remarkably consistent over the past years as the IOOC chart above shows. But where is the growth coming from? Certainly general awareness of olive oil as being a 'good fat' and excellent dietary addition is part of the answer. Taste versus other oils plays a role, to be sure. And maybe the super brands are growing by leaps and bounds. But it appears the real growth and diversity is coming from artisanal oil producers who are more concerned with quality than pennies a ton on blended (and possibly adulterated and/or deodorized)
olive oil imports.

Walk the Fancy Food Show floor and it's a trip around the olive oil world; Argentina, Australia, Israel, Morocco, Tunisia, Italy-Spain-Greece (of course), among MANY others. And don't forget the great oils coming from right here in the US. But these exhibitors don't appear to be the monster players. These are boutique labels that are bringing their stories to buyers and consumers.



And I think that's where the opportunity exists. Any good marketer will tell you people buy stories and not products, so for these small specialty producers with the stomach to attack a crowded market like the US, and with adequate resources to stick out the long battle, the rewards can be sweet, indeed.

So keep coming. Grow the 'olive oil pie' for everyone by sharing your stories, maintaining your exceptional quality, and promoting the sector. That way we can keep the numbers moving in the right direction.

Summer Fancy Food Show 2011

Same old show, new venue. Much ado was made about the move from New York to Washington DC for this year's Fancy Food Show. In the end, the show went on.

There were dire traffic predictions and I personally spoke with several exhibitors who either pulled out or were very apprehensive about turnout. According to sources with the NASFT, traffic in DC was expected to be about 18,000--about 1/3 fewer visitors than the 24,000 that typically come to the Javitz Center in NY.




But a funny thing happened, at least with our 100% Tunisian Olive Oil pavilion. The traffic numbers were indeed down, but the quality of those we spoke with seemed higher. We had the sense that there were fewer grazers and sample-grabbers, and more people with genuine product interest. We ended up with leads worth following, and that we believe will result in sales.

I'll be interested in hearing more from other exhibitors about their experiences at the Fancy Food Show in DC and projections and plans for the 2012 show. But I'm on board for another year, and if other exhibitors decide to stay home, that just means better odds for my clients.

A Return to Jordan

Last week was a wonderful experience for me, or maybe I should say re-experience, because I was fortunate enough to return to Jordan a reconnect with an amazing country and gracious people.

I returned as a guest of the Jordan Exporters Association and Mr. Halim Abu-Rahmeh who hosted a 2-day seminar on the US market and FDA consideration in the food and HBC industry sectors. I'm no FDA expert, but was fortunate to present with with someone who definitely is; Mr. David Lennarz of Registrar Corp.

The seminar spanned two days, March 21-22, and was held at Jordan Enterprise Development Corporation (JEDCO) offices to accommodate the groups in attendance. Private companies, trade associations, and members of the Jordan government were present to learn, exchange ideas and discuss the ramifications of approaching a market as lucrative, yet daunting, as the American market can be.

I extended my stay to visit with old friends and business associates, and to visit with new clients and companies interested in the US market to share our experience at HMA on successes and pitfalls.

We'll visit with the Jordanian delegation at the Summer Fancy Food Show in Washington, DC this summer, and I look forward to once again visiting and working regularly in Jordan.

Trade Show Success: Part Two

Last time we taked about pre-show prep. Personally, I think this is the most important element of successful exhibitors and where the vast majority of time, effort and investment should be made. But assuming you've taken care of all the pre-show details, here's a short checklist for the next step.

At the Show
1. Get set up early, just in case something is missing or damaged in transit - You'll have time to find replacement parts, hire a contractor, or replace some broken light bulbs before the action begins.

2. Distribute your press kits to the pressroom - Find the pressroom, and drop off your kits. Usually 25 or so will be plenty.

3. Stay upbeat. People like dealing with ‘winners’ not whiners - We've all walked pass a booth with someone sitting on a chair, scowling, and trying not to make eye contact. Why spend so much money to be unpleasant or un-engaging? Have fun! Stay 'up.'

4. Have a good follow up system (scanners, laptop, cards) - Your show may offer electronic scanners to collect information on people who visit your booth. I get no kickback from these people, but I think it's a valuable show add on. The detail of information you get from one of these scanners is tremendous. However, I would still keep handwritten notes if you talk about specific items for follow up.

5. Treat your leads like gold—they are what you came for!

6. Read the show dailies and walk the show. Your competition is doing the same thing to learn about you.

Enjoy the show. But more importantly, be ready to sell. If you have questions about preparing a powerful trade show plan, contact us. We want you to succeed.

Trade Show Success: Part One

It’s Showtime, and getting the most out of your trade show investment involves a lot more than just showing up with a booth. Attending a trade show can be quite expensive; not just in the out-of-pocket expenses, but also in time away from the office. The good news is that with a little planning, having a great show can be as easy as 1 – 2 – 3! Here's Part One.

Before the Show
1. File contracts and make travel plans early for maximum savings - Your show package will list available show properties that offer special discounts and amenities. There is usually an official show travel agency that can help with booking flights or ground transportation. Like any business travel, though, the longer you wait, the higher the premium you're likely to pay.

2. Plan a pre-show mailing to customers and pre-registered guests to drive traffic to your booth - Trade show coordinators love to have you help drive traffic to their event. Often, you can obtain a list of last year's registered attendees at no cost. Merge and purge with your own in-house database to get the broadest coverage possible. Don't rely on others to make sure you have a great show.

3. Budget advertising that will promote your attendance and show specials in appropriate trade publications - Even though you may not have a large advertising budget, there are lots of opportunities around shows. Look for things like New Product Showcases, door hanger programs where you can add your literature of ad specialty, on-site banners, literature racks. You may even consider hiring someone to walk the aisles and pass out literature for you. Think out-of-the-booth!

4. Find out if there is a pressroom available and make up some PR kits - These don't have to be fancy, just provide legitimate newsworthy information about new products, employee promotions, awards, hiring decisions, and don't forget to offer details on your show specials.

5. Get advance shipping destination/dates for booth and samples - This information will be found in your show packet, and adhering to deadlines can save you a small fortune in freight.

6. Make sure your booth operates as it should and looks its best - You don't want to find out that parts are missing or in poor repair after you've arrived.

7. Set specific goals so you can measure your success - Is success measured in dollars, number of leads, number of orders, or by some other metric? What ever your standards, know what constitutes a successful show before you step out of the office.

Starting out with a solid foundation will save time, money and aggravation, and prepare you to get the most for your trade show investment.

Need help coordinating a US trade show? Contact us. We want you to succeed.

10 Export Questions: Part 2

Sometimes there really are more questions than answers, and getting an import/export program up and running can certainly feel can feel like one of those times. But with patience and the right foundation work, building a successful program can be done.

To continue exploring your program, here are an additional five questions to consider.

6. What do you know about your product’s US trade channels?
Every US product has its own distribution channel. Often there are several alternative channels available, and making the right choice for your product can be confusing. It is vital that you understand channels, mark-up, and profit expectations for each distribution layer. For example, in the US food business, there are importers, brokers, distributors, and sales representatives involved in getting your products onto the grocery shelves, and each group has different expectations and rules about what will be required of your company in order to support sales of your brand at the store level. Whatever your product category, make sure you understand what will be required to go to market.

7. What are the regulatory compliance issues?
The Food and Drug Administration (FDA) sets the standards for food and medicine manufactured in the US and around the world. The FDA also mandates very specific ingredient, packaging and labeling requirements. You may be required to register your factory and provide prior shipment notifications. The FDA, working in conjunction with the US Customs Service and other regulatory organizations, make certain that shipments are inspected upon arrival at US ports. A misstep in packaging, labeling, listing ingredients, or shipment registration and notification could lead to a refused shipment, resulting in enormous financial losses and potential prosecution. Make sure you understand how your products are affected by these organizations.

8. Who will carry your banner into the battle for a share of the US Market?
Failing to invest in sales support within the US is a critical error. It is a common fallacy that buyers will simply stumble upon your product and immediately place a purchase order with a Letter of Credit. Any market share you acquire will have to be won away from your competition, which is not an easy task. To avoid pitfalls and sure failure, it is essential to retain the services of a qualified sales specialist for your industry niche. We can help you find experienced professionals who will become an integral part of your US marketing plans.

9. How will you support your product in the US market?
Comprehensive US support for your products occurs on many levels. You need business-to-business (B to B) and business-to-consumer (B to C) advertising, public relations, trade and consumer publication exposure, trade show participation, and often, trade missions to bring prospective US buyers to your factory to learn first hand about your products and production capabilities.

10. What is the next step to sell your product in the US market?
Knowing beforehand what it takes to enter the US market—that it requires patience, extensive financial and human resource commitments, and competent US-based sales help is a good start in the right direction. Once you have answered the above questions and are confident you want to proceed, take the next important step toward the US market by contacting Hamman Marketing and speaking to a USMEP professional: Call us at +1 (423) 467-9864, or contact us via email at: info@help2market.us, or via Skype by adding hammanmarketing to your contact list.