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Export value chain analysis of the Jordanian fruit and vegetables sector

The Jordanian production of fruit and vegetables is considerable and even has room for expansion. Exports to most of its traditional markets Syria, Iraq, Lebanon, Eastern Europe and Russia are under severe pressure because of closed borders, due to the Syrian crisis. Alternatives to reach the Eastern European and Russian markets, aren’t competitive or couldn’t be realised so far. Exports to Saudi Arabia and other Gulf countries are rising but cannot compensate all losses. For exports to high end markets, such as EU / EFTA, the sector doesn’t have the capacity yet. Continue reading

Marketing support to Palestinian Cash Crops Project

In the past months, ProVerde provided marketing assistance to the Palestinian Cash Crops Project. The current Gaza cash crop export sector was evaluated, including shipping, exporting, sales and marketing channels.

Against the background of rapidly changing market conditions and a challenging political situation, plans were drawn for the future path of the cash crop sector and the role of PARC and the cooperatives in its development. Continue reading

The European Market for Fair and Sustainable Flowers and Plants

ProVerde is pleased to announce a new publication for the Trade for Development Centre:
“The European Market for Fair and Sustainable Flowers and Plants”

Given the importance of market transparency for producers aiming at selling their products overseas, the report provides relevant information for producers – within the trade context. The report makes an attempt to capture all relevant information on the European market for fair and sustainable flowers and plants – ranging from economic structure of this market to production characteristics, and major trends in consumer preferences and behaviour.

Above all, the report provides insight into the role of various social and environmental standards in the main European flower and plant markets and sales channels.
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Ornamental Natural Products: Inquiry for assortment

Believe it or not, but it is estimated that European consumers spend a staggering 15 billion euro on cut flowers and flower arrangements per year. This market does not only consist of cut flowers, but includes a wide range of product groups like foliage, dried branches and even dried fruits and vegetables. Colourful dried corn stalks (maize), for instance, have been a big hit as a component in bouquets and flower arrangements.

It is a well-developed and highly competitive market which approaches saturation in some countries. As a result, traders are continuously seeking new, special and different products to distinguish themselves. Consumers want to be surprised: see something new and unexpected in the shops. It is obvious that this huge market offers varying opportunities for companies in developing countries as potential suppliers of natural products with ornamental features.

In view of this opportunity, ProVerde is looking for ways to match demand and potential suppliers. ProVerde is an internationally oriented company providing trade facilitation and trade mediation services to primarily companies in developing countries. We are based in The Netherlands, the centre of international floricultural trade, and specialised in marketing cut flowers & plants, florist items, and biodiversity products. Continue reading

Phases in creating export clusters

As far as network creation/strengthening concerned, the following five inter-related phases can be envisaged:

1) Promotion and motivation phase
2) Strategic planning phase
3) Pilot project phase
4) Strategic projects phase
5) Self management phase

Network: The term ‘network’ refers to a group of firms that co-operate on a joint development project – complementing each other and specializing in order to overcome common problems, achieve collective efficiency and conquer markets beyond their individual reach, and

Cluster: The term ‘cluster’ indicates a sectoral and geographical concentration of enterprises which produce and sell a range of related or complementary products and are, thus, faced with common challenges and opportunities.
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Master Classes Flower Export 2009 in Ethiopia

Following the success of the previous training activities and upon request of the Ethiopian flower sector, CBI organised four Master Classes as a key activity of CBI’s 2009 floricultural training programme in Ethiopia. The programme was developed in close cooperation with EHPEA and focused on different aspects of flower export marketing.

In the course of the Master Class training series, participants wrote a concise export marketing plan. The structure of the export marketing plan was used as the framework for the special topics covered in the training programme: Corporate Social Responsibility (CSR), post-harvest and logistical requirements, market research in the flower business, getting the best price on the auction, and internal and external communication and client orientation. Continue reading

Exporting new flower varieties: How to acquire a VBN product code?

Almost 20,000 different plants and flowers are traded by name at the Dutch flower auctions, each identified with their own product code. On average, 20,000 new products enter the market each year. The codes are used in every transaction concluded at the auction. Financial and logistical handling by the auctions is based on the product code system.

The product codes are initially used by the parties involved in trading through the auctions: growers, purchasing traders and the auctions themselves. Product codes can also be used to identify or communicate about a product throughout the chain, from processor to retailer. The current product code database for cut flowers, house plants and garden plants can be found on the FlorEcom site.

Would you like to receive assistance in acquiring a product code? ProVerde has experience in all aspects of introducing new floricultural products on the European market: registration, market introduction, promotion. Continue reading

New logo selected for all EU organic products

The European Commission has officially announced the winner of the EU organic logo competition. Over the past two months, some 130,000 people have voted online to choose the new organic symbol from three finalists. The winning design is by Dusan Milenkovic, a student from Germany, who gained 63 % of the overall vote for his “Euro-leaf” logo. From July 1, 2010, the organic logo of the EU will be obligatory on all pre-packaged organic products that have been produced in any of the EU Member States and meet the necessary standards. It will be optional for imported products. Other private, regional or national logos will be allowed to appear alongside the EU label. The organic farming regulation will be amended in the coming weeks to introduce the new logo into one of the annexes. Continue reading

Market tours for flower exporters from Egypt, Kenya, Uganda and Zambia

During a series of market tours organised by ProVerde for CBI, companies were invited for a one-week market tour in The Netherlands.

When having the desire to export to the EU, it is essential for exporters to understand how the market operates. Who is buying flowers and what does that buyer expect from it? What happens with price and market position if this expectation is not fulfilled?

The market tours generally consisted of a combination of company visits and supporting workshop trainings. Continue reading

Virtualisation at the main Dutch flower auctions

First, there was the Dutch auction method, then the auction clock made its appearance, and now it is time for the next phase: clock projection, image auctioning and distant buying (KOA).

At FloraHolland Aalsmeer, the auction has worked in recent years towards the creation of a modern and flexible auction system. Five of the fourteen auction clocks use image auctioning and one clock uses virtual auctioning. Two more clocks will probably change to image auctioning in 2010. Continue reading