Hamman Marketing Associates

Investing in Tunisia/North Africa

2011-11-22T17:03:00.001-05:00

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?

2011-07-28T08:45:00.007-04:00

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

2011-07-26T09:05:00.003-04:00

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

2011-04-03T20:39:00.003-04:00

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

2010-11-11T07:46:00.002-05:00

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

2010-11-08T08:04:00.003-05:00

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

2010-10-11T01:00:00.002-04:00

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.

10 Export Questions: Part 1

2010-10-04T08:24:00.004-04:00

Our business revolves around helping introduce new products to the US market. Our clients are governments, NGOs, trade associations, chambers of commerce and individual companies. Regardless the organization, the same questions need to be addressed--candidly and honestly--before embarking on an export program.

To start the conversation going in your organization, here are 5 questions to get you started.

1. What are the risks involved in selling products and services in the US?
The US market is enormous. It is a mature market with many entrenched market leaders. To secure a niche for your products with US buyers requires a unique marketing strategy and a considerable investment of time, resources, and money. Before you begin the challenging and tedious entry process, you must calculate its impact on your current domestic business.

2. What are the financial considerations?
The costs of physically moving your product to the US are considerable. The investment includes the commitment of additional personnel and capacity as well as the enormous brokerage, insurance, warehousing, reshipping, and sales & marketing costs involved. Without sufficient financial resources, even the best products are at a disadvantage.

3. What are the management considerations?
Does your company have solid reasons for pursuing the US market? Is management committed to allocating the necessary resources for a successful entry? Management’s desire to travel at company expense is not motivation enough to risk the company’s future—nor is finding a quick fix for cash flow difficulties by dumping excess inventory, or hoping for a quick jump in sales. Understand that successfully competing in the US market requires taking a long view that can tax your dedication and resources. It can be a fabulous opportunity, but make sure that your management’s motivation and commitment are sincerely in the company’s best interest.

4. What human resource investment is required?
The export business is a highly specialized field that requires a dedicated person within your company who can manage it on a day-to-day basis. Is there someone with the proper skill set already within your organization, or will you need an experienced consultant? Your human resources are just as important as your financial investment to assure the greatest opportunity for success.

5. What are the operational considerations?
A successful US market entry can strain your existing production capacity. Are you equipped to handle an influx of US orders without disrupting your domestic business? Will there be additional production costs? Are there product or package design modifications required? How will those modifications impact your current production process and capabilities?

These offer a starting point for internal discussions. We'll provide additional considerations soon. If you have questions in the meantime, please visit www.Help2Market.us.

New Web Look for HMA

2010-09-13T11:16:00.005-04:00

After years of cutting & pasting, adding and deleting, and limping along on outdated but user-friendly software, the HMA and Help2Market websites have a new professional look and feel.

Although there is a real comfort level in managing the sites myself, I realize that as part of the growth of the practice, I had to walk away from this busy work so I can concentrate on more important tasks. Life and the business continue to change. There are a lot more people contributing to my success, and the more work I turn over, the easier it is to focus on the 'big picture' and future growth.

Visitors will see more of our successes over the years, presented in a more concise manner. We'll be adding video clips to offer guidance to companies interested in bringing their products to the US. And I plan to take more opportunities to talk with trade groups, governments and NGOs about the US market, our US Market Entry Program (USMEP), and what we can do open doors to trade.

I hope you find the new site an improvement in messaging and functionality, and that it will open new conversations and business opportunities for all concerned.

Tunisia Issues Olive Oil Quality Assurance Statement

2010-08-29T05:49:00.003-04:00

There continues to be a lot of buzz in the field about olive oil and quality. The UC Davis report rattled shopper confidence, and made an already consumer-unfriendly category even more daunting. It needed to be done, and consumers should definitely know what’s in the bottle they’re plunking down their hard earned money for.

Even before we launched the 100% Tunisian campaign, it was clear that the big question consumers faced was, “Which olive oil should I buy?” I’ve visited retail outlets with olive oil displays measuring in the hundreds of linear feet. Shoppers can rightly feel indecision paralysis when trying to make their selection.

With quality now on the front burner, selecting a 100% Tunisian olive oil makes more sense than ever. Although historically sold to other countries who blended Tunisian olive oil with their own, Tunisia now controls the fate of more of its oil, and has taken measures to ensure consumers receive the extraordinary oils from Tunisia in their purest, most flavorful and healthful condition right from the start.

First, each grower carefully monitors the production quality of its oils, knowing that before it can leave the country, it must pass stringent government controls. Then each product earmarked for export must pass 1) government chemical laboratory analysis, 2) statistical review by quality control engineers, and finally 3) pass the taste test of an panel of olive oil experts. Only then, can a shipment received the necessary certification and documentation that allows for its export, carrying the 100% Tunisian label.

Consumers and retailers can buy 100% Tunisian olive oil with confidence. For a copy of the ’100% Tunisian Quality Assurance Statement,’ write to us at info@HammanMarketing.com and we’ll forward a PDF via email.

Tunisia Leaves Lasting Impression in New York

2010-07-01T14:31:00.004-04:00

For a small country, Tunisia showed up in a big way in the Big Apple at the Summer Fancy Food Show. Growers from all over Tunisia--north to south--converged at the Javits Center to be part of the Tunisian Pavilion featuring 100% Tunisian olive oil.

Companies present included:
1. Medagro/Ruspina www.ruspina.com.tn
2. Slama Huiles/Barka www.barka.com.tn
3. Huilnord/Virginia www.huilnord.com
4. Huilerie Loued/Rivière d’Or www.huilerie–loued.com
5. Carthage Olive Oil Group www.medoliveoil.com.tn
6. Topoliva/La Medina Djerba www.topoliva.com.tn
7. La Rose Blanche www.rose-blanche.com
8. SOTRAPA Olives

In addition to my Packtec associates Hager Ben Mami and Houda Mabrouki, we (and everyone who visited the Tunisian Pavilion) were treated to the culinary artistry of Chef Rafik Tlatli who performed hi magic with 100% Tunisian Olive Oil.

Our campaign to promote Tunisian olive oil will look to a new phase starting this fall. Retailers and distributors are now getting product on the shelves, so we'll turn our attention toward helping consumers discover the wonders of pure, unblended olive oil from Tunisia through advertising, in-store tastings and more.

If you missed us in New York, plan to visit us in San Francisco in January 2011 at the Winter Fancy Food Show as we continue to share our love of Tunisia and its remarkable products with the world.

Tunisian Olive Oil Over New York

2010-06-23T07:01:00.008-04:00

Time to drizzle a little 100% Tunisian olive oil over New York City. This Sunday marks the start of the Summer Fancy Food Show, and final preparations are being made for the Tunisia Pavilion in the international section, main floor Booth #1830 at the Javits Center.

The program to promote Tunisian olive oil to the US market that began last October, is definitely gaining traction. New retailers and distributors are gaining an appreciation of what 100% Tunisian olive oil can mean to their sales, and our Tunisian producers are getting a taste of what a tough market the US can be...especially in a high interest category like olive oil.

On hand at this year's edition of the Fancy Food Show, will be Chef Rafik Tlatli. Known by some as the Emeril of Tunisia, Chef Rafik will treat guests to traditional Tunisian cuisine with his unique fusion flair. Also at the booth will be Tunisian olive oil spokesperson Bill Sanders of CrushandPress.com, who will hold olive oil tastings and discuss the unique varietals and flavors of olive oil from Tunisia.

As the program continues, we'll be carrying our message about 100% Tunisian olive oil to consumers. Visit us on Facebook, follow us on Twitter, and look for 100% Tunisian olive oil at a grocer near you soon.

Tunisia: Work and Love

2010-06-12T05:58:00.008-04:00

The week in Tunisia was a packed program and has gone by very quickly. The week began meeting with TACC members to discuss the US market, a trip to Hammamet for the first Tunisia Olive Oil Expo, and finished with a discussion of how best to promote the Tunisian textile industry with textile experts and members of CEPEX.

The Tunisia Olive Oil Expo in Hammamet was a wonderful experience. A colleague told me, "You're going to Hammamet in June? You are a lucky man,indeed." You were right, Slim. Not only were we ale to conduct business on behalf of our program to promote Tunisian olive oil to the US market, we experienced the incredible sea breezes and views from Hammamet.

Anyone who knows me is aware of my deep feelings for Tunisia, its people, culture, and history. And now, it seems whenever I visit Tunisia, I find new friends who know old friends, and my attachment to Tunisia grows. As always, I look forward to continuing the current projects, and seek new opportunities to share my love of Tunisia with my friends and colleagues in many industries in the US.

I'll return soon, insha'Allah.

Promoting Tunisia through TACC

2010-06-09T14:09:00.005-04:00

Monday's round table meeting of the Tunisian American Chamber of Commerce provided great insights on promoting Tunisia and Tunisian products ranging from IT to art & handicrafts, to tourism, to agricultural products. Isabel Rioja-Scott, commercial attaché from the US Embassy in Tunis, shared her experience and insights into trade and offered guidance and support to Tunisian companies.

Our meeting was well attended provided for an interesting exchange of ideas about positioning Tunisia and Tunisian products and services. Mr Jerry Sorkin of TunisUSA talked about his experience in the travel and tourism industry, and promoting the rich historical and cultural experiences waiting for visitors to Tunisia. Mr. Samy Achour of Integrated Object talked about his company's success in dealing with some of the biggest names in the petroleum industry in the US. Sadika Keskes of SADIKA Verres Soufflés-Handicrafts showed how her unique, museum quality objects d'art are growing in recognition and reputation.

I used the opportunity to update participants about our project to promote Tunisian olive oil, and suggested our '100% Tunisian' theme might work well for other sectors, too.

There will be follow up conversations to develop 'next steps' based on the Q&A session that followed the presentations, and I look forward to doing whatever I can to support Tunisian companies as they increase their visibility on the US market stage.

My sincere thanks to TACC president Nazeh Ben Ammar, executive director Rafla Mrabet, development coordinator Chéma Gargouri for their invitation and support. I'd also like to thank Associate Dean Ms. Amina Zéghal of the Mediterranean School of Business for hosting the event. I look forward to taking the next steps of this adventure together.

Back in Tunisia

2010-06-06T14:04:00.005-04:00

I arrived in Tunis again this afternoon, and was welcomed by warm summer breezes, lush vegetation, and Mme. Thabet of Packtec and my good friend Rym Bedoui Ayari. Some of my favorite words in the world are, "Welcome back to Tunisia."

I'm staying at the Hotel Acropole in Les Berges du Lac, a beautiful setting on the waterfront, filled with walkers, joggers and bikers, and spectacular walls of bougainvillea in every color imaginable.

Tomorrow morning, I'll participate in a round table conference on the American market at the Tunisian American Chamber of Commerce (TACC). It's been my great good fortune to work with this group in the past, and I was honored to be included in their panel for Monday. I look forward to sharing my experiences with Tunisian companies interested in entering the US market.

The rest of this day will be spent recovering from the trip here via Atlanta and Paris. After the TACC round table in the morning, its off to Hammamet to join old friends at the first Tunisia Olive Oil Expo. I'll post information on the opening ceremonies and recap the TACC round table as time permits. But it's great to be back!

Tunisian-American Chamber of Commerce Rountable

2010-05-28T13:24:00.005-04:00

I've been invited by the Tunisian American Chamber of Commerce (TACC) to participate in a round-table conference on doing business in the US. It's an exciting opportunity for me, because 1) I love Tunisia, its culture and people, 2) I love bringing elements of this unique culture to American buyers, and 3) I love the business of doing business.

The event will take place Monday June 7, 2010 (8:30-1:00) in, Berges du Lac to 'Promote Tunisia in the US: A Destination and a Brand Name.' No surprise, I've been invited as one of the American market experts to talk about our 100% Tunisian program for the olive oil trade, and explore ways that might serve other industry sectors as well. Joining me will be TACC president Mr. Nazeh Ben Ammar; Ms. Amina Zéghal, Associate Dean, Mediterranean School of Business; Mr. Jerry Sorkin, TunisUSA Travel; Mrs. Sadika Keskes, SADIKA Verres Soufflés-Handicrafts; and Mr. Samy Achour Integration Objects/IT services.

It's been my distinct please to work with TACC Executive Director Rafla Mrabet in the past, and I look forward to making new friend within the TACC family on this visit. If you are interested in attending, you may call TACC at +216 71 883 226, or email them at tacc@tacc.org.tn. I hope to see you there.

Coming to America - Facility Registration

2010-05-08T09:03:00.007-04:00

A number of questions seem universal from companies interested in introducing their products to the US market. This is the first in a series of posts that will provide general information on the steps you need to take to introduce your products to the US market. The list of steps is long and there are numerous avenues you can take to accomplish these tasks. Whether you decided to tackle them on your own or with the help of an agent, here's step #1: Facility Registration.

The Food and Drug Administration (FDA) requires foreign companies to register their facilities prior to shipping product top the US. This is designed as a safeguard to the food stream in the US, and allows the FDA monitoring food products and shipments coming to the US.

There are many companies who will fill out the necessary paperwork for you. Prices typically range from $200 to $750 for this service. But if you are internet savvy, you can register your facility yourself for free.

To register your facility, paste this link into a web browser http://bit.ly/HX2fb, and click on the box at the center of the page that says 'Login/Create Account.' Follow the instructions there, and you will have completed the first step toward introducing your product to the US market.

Building an International Marketing Soapbox

2010-04-10T11:37:00.006-04:00

Does it make sense to promote a region and product niche, without promoting individual brands? I think it does.

Our work with the Tunisian government and the project to promote Tunisian Olive Oil to the US market is a case in point. Tunisia is the fourth largest producer of olive oil in the world, following Spain, Italy, and Greece. But historically, Tunisian olive oil has been sold in bulk, often to the larger producers mentioned above, and blended for its taste profile. It is certainly 'low-hanging fruit' in terms of sales for Tunisian growers. The problem is that it reduces a remarkable and cherished crop to commodity status, thus a penny a tonne difference in price becomes an 'advantage' to purchasers, but hardly an advantage to Tunisia.

In a world filled with cheap, adulterated oils, olive oil exports from Tunisia are carefully controlled by the ONH (l'Office National de l'Huile) to ensure quality and conformity with IOOC standards. This pure, 100% Tunisian assurance provides a definite selling advantage over many inferior oils. The ONH provides a great platform for marketing Tunisia and its oils, and a 'soapbox' from which individual brands in Tunisia can shout their points of differentiation.

In the US, Country of Origin Labeling (COOL) has been in place for some time. But our goal is to move Tunisia from the back of the bottle to the front--where it can be prominently displayed for consumer assurances. Does this take the place of product branding for individual brands from Tunisia? Certainly not. The US market is mature and saturated with olive oils produced domestically and from every corner of the earth where olives are grown. Brands must still invest heavily to find an audience in the US and drive home their individual stories. But from a broader perspective, 100% Tunisian is the starting point for brands large and small, to tout their Tunisian heritage, culture, and excellence in olive oil production. These things, after all, have made it a dominant world player in the arena of olive oil for thousands of years.

(Ancient Olive Oil Press at the Ruins at Thuburbo Majus)

1st Tunisia Olive Oil Expo in June

2010-04-05T09:22:00.004-04:00

Packtec, in conjunction with The Ministry of Industry, is hosting the 1st International Olive Oil Exhibition in June 2010. The event will take place at the Expo Center Medina in Yasmine Hammamet, Tunisia on June 8, 9, and 10.

Growers and producers from across Tunisia will converge on the Expo Center in an unprecedented gathering. Representing all growing regions and the myriad varieties of olives—many unique to Tunisia—buyers will have unparalleled access to producers of all sizes, from boutique labels to industry giants.

This follows, nicely, after our trade mission to Tunisia that wrapped a couple of weeks ago. We had a small sampling of the kind of opportunities this event is likely to offer through our B2B meeting that were held at the Ramada Hotel in Gammarth. About 15 growers/producers were on hand to let our US buyers sample their olive oils, and the buyers were able to 'work the room' with great efficiency. The results were beneficial for both buyers and sellers.

Tunisia is the world’s fourth largest producer of olive oil, after Spain, Italy and Greece. Historically, Tunisian olive oil has been sold largely in bulk to European processors who blend it with other oils to take advantage of the fruity fragrance and mild taste of oils from Tunisia. Modern buyers are becoming more sophisticated, however, and there is a growing demand for pure, 100% Tunisian olive oil in its unblended state. Packtec and The Ministry of Industry have programs currently underway to promote 100% Tunisian olive oil in the US and Europe, and this event will support those efforts.

A Visit to Packtec in Tunisia

2010-03-29T06:56:00.002-04:00

On Friday March 19th 100% Tunisian Olive Oil spokesperson Bill Sanders and I were involved in two great meetings at the close of our olive oil buying mission in Tunisia. In the first, we were privileged to meet with Mr. Abdelaziz Rassaa, Secretary of State in charge of Renewable Energy and Agri-Business. We provided an six-month update on our program to promote Tunisian olive oil in the US market, begun in October 2009.

Following our meeting at the Ministry, we headed for the offices of Packtec, our host for the buying mission and the organization with whom we work most closely on the promotion of Tunisian olive oil. While there, we visited with good friend and Packtec General Director Mme. Lémia Thabet, and Packtec Techincal Director Mr. Jalel Horriche.

Packtec provides an incredible amount of support to Tunisian companies seeking help with technical and visual arts issues regarding the packaging. From creating logos, to testing technical specifications of packaging materials, to creating reliable shipping containers and more, Packtec is an amazing resource for Tunisian companies preparing their products for the world. We toured the entire building, from sophisticated chemical analysis labs to the mock shipping dock where crates and pallets are tested for strength and durability.

It was an eye-opening visit into the breadth of technical support Packtec provides Tunisian companies, and provided a deeper appreciation of our collaboration with this extraordinary business development unit.

Félicitations!

Tunisian Olive Oil Mission Begins

2010-03-11T17:18:00.002-05:00

The clock is ticking down the time when we head off for the airport Friday to start our journey to Tunisia. By Sunday evening, a group of influential olive oil buyers from across the United States--from all aspects of the olive oil business; importers, retail buyers, e-tailers,and distributors--will be gathering for a reception at the Ramada Gammarth in Tunis.

Our journey will be more than discovering what Tunisia has to offer in the way of olive oil. True, it's the world's fourth largest producer of olive oil, and Tunisian olive oil has been around for centuries. But what I'm also excited about sharing with our group is the culture and people of Tunisia that I've come to know over the years.

As we tour the country from Tunis to Sfax to Monastir, you can join along with pictures and commentary her and at http://tunisianoliveoil.wordpress.com/ and www.CrushandPress.com.

A Big International Marketing Mistake

2010-03-01T09:10:00.004-05:00

It's been my privilege to work with many international marketing companies seeking to gain entrance to the US market. Over the years, industries have included textiles, OTC medications, hospital supplies, food, building materials, and agricultural products. These are not typically big multinationals, but rather entrepreneurial organizations with a keen awareness of the opportunity that the US market affords them.

Through us, they invest in the marketing tools they'll need to present their products to potential business partners here in the US. The big mistake that we see time and again, is a reluctance to engage competent and experienced sales representation in the market. Companies will invest in literature, public relations activities, advertising and even trade shows exhibits and promotion, but will not take the crucial step to hire an in-country sales champion to carry them the 'rest of the way' into the market.

If you and your company are considering entering the US market, avoid this fatal pitfall and use your marketing activities to uncover and engage a sales professional who knows the ins-and-outs of your particular industry. It is the difference between success and failure.

Old-Fashioned Business Building

2010-02-23T15:22:00.000-05:00

From March 14 – 20, I’ll be leading a group of US olive oil buyers on a trade mission to Tunisia. The trip will be hosted by Packtec and coordinated by my firm, Hamman Marketing Associates. The group includes buyers from all sectors of the US olive oil market including importers, foodservice and retail distributors, online wholesalers and retailers, culinary experts and key retailers.

With all the buzz about social sites and new media, there's no reason to turn your back on old-fashioned face-to-face selling. It's hard to over emphasize the importance of the bonding that takes place on a mission like this.

Use everything at your disposal to build brands and relationships.

US Market Entry Forum

2010-02-22T09:11:00.000-05:00

This blog is created as a discussion forum for people interested in bringing products to the US market. Have a horror story? Tell it hear to warn others. Have a success story? Shout it out.

I've had my own share of success and failures, and have used both to refine the way I view the process, and yes, I think it IS very much a process. There are traps galore, and no real shortcuts, but we can work to make entering as smooth as possible.