Every small food business workshop surely lists export as an opportunity in their SWOT analysis. What the vast majority are unable to do is to understand the implication of a strategy that focuses on export. Therefore it gets written up and maybe posted on the webpage more in excitement and optimism that in expectation.
This manual should be prescribed reading for the facilitator of such workshops, but more importantly seems to be a realistic HOW TO manual for a business wishing to consider the potential of entering and export market and also its checklist and directory as an exporter.
The manual appears to be pretty comprehensive, but if anyone who has practical experience could offer feedback I would be happy to publish that here.
The Table of Contents is copied below:
Why this export guide?
1. Success in exporting specialty foods
1.1. Why should your business export?
1.2. How does international trade differ from domestic trade?
1.3. In-house management issues involved in the decision to export
1.4. Importance of an export marketing strategy Continue reading →
The market for farmers supplying fresh milk to the Sameer Agriculture and Livestock Limited’s (SALL) has increased from 50 to 120 thousand litres in the past 18 months and is expected to reach 300 thousand litres in 6 months.
Sameer is a joint venture established by Sameer Group of Kenya, which operates various businesses in East Africa, and RJ Corp, a food and beverages industry in India.
Sameer took over the Government Funded Dairy Corporation Limited (DCL) in August 2006 and invested strongly in maintenance (getting the plant operational), transport (ensuring reliable transport) and processes ( diversifying, eg drying, to be able to manage variable production) . This has allowed them to increase the amount of milk processed and capture significant export markets.
This success story should be a warning to all food processing businesses, unless you can invest in maintaining an efficient and comprehensive operation, you are not going to be able to succeed – saving by restricting investment is a sure route to failure if it effects operation efficiency.