ACCESS SUPPORT FOR AGRIFOOD AND SEAFOOD EXPORTING Presented by Allison Boulton October 3, 2018 Export Navigator is funded by the Province of British Columbia
AGENDA 1. Introduction, Agenda & Goals 10 minutes 2. Getting to Know You 10 minutes 3. Agrifood and Seafood Exporting 60 minutes Exporting Statistics Market Research Federal Funding and Programs (Agriculture and Agri-Food Can ada) B.C. Programs (B.C. Ministry of Agriculture) Travel and Tradeshow Opportunities 4. Final Thoughts/Q&A 10 minutes 2
GOALS At the end of the webinar, participants will be able to: • Access the provincial and federal options for export-related funding for Agrifood businesses • Understand who can apply and which program may be suitable • Identify key trade shows around the world, including Canada’s seven flagship Canada Pavilion shows • Become familiar with the application forms and processes for funding 3
ACTIVITY – GETTING TO KNOW YOU Introduce yourself: 1. Your name 2. Which B.C. community are you from? 3. What product are you currently exporting, or wanting to export? 4. Have you utilized a provincial or federal funding program before? 5. Are you a client of the Export Navigator pilot? 4
EXPORTING STATISTICS Q: Why find customers outside of B.C.??? 1. Diversify your markets 2. Increased production can lead to decreased costs 3. Innovation 5
EXPORTING STATISTICS Statistics for 2017 • B.C. exported $3.9 billion worth of agrifood & seafood products to 157 markets • The top exported commodities were farmed Atlantic salmon valued at $512 million and food preparations for manufacturing & natural health products valued at $329 million • Commodities with the greatest growth from 2016 to 2017 included: Peanuts (primarily peanut butters) up 179 per cent to nearly $64 million Geoduck clams up 50 per cent to $57 million Sugar and sugar confectionary up 39 per cent to nearly $42 million Fruit syrups and beverage concentrates up nearly 26 per cent to $81 million https://www2.gov.bc.ca/gov/content/industry/agriculture-seafood/statistics/market-analysis-and-trade-statistics 6
EXPORTING STATISTICS Q: What are the top 5 markets for B.C. food? • The United States (U.S.) was B.C.’s largest export market with a 72% share in 2017 worth $2.8 billion. • International markets with significant growth from 2016 to 2017 included: Singapore, The Philippines & Hong Kong 2017 B.C. Agrifood and Seafood International Export Highlights . 7
EXPORT MARKET IDENTIFICATION Identify 3-5 markets where your products or services have the potential to succeed! Consider the following: • Price competition? • Growing demand? • Consumers and their culture and language factors? • Export costs • Government & industry relations • Production & labelling • Logistics and transportation • Brokerage fees, customs and tax 8
MARKET RESEARCH RESOURCES Sample market research resources: https://www2.gov.bc.ca/gov/content/industry/agriculture-seafood/business-market-development/market- development/international-market-development 9
Export Market Development Agriculture and Agri-Food Canada Jeff Lang, Northwestern Regional Office – B.C. Market & Industry Services Branch, Agriculture and Agri-Food Canada
AgriMarketing Program • The AgriMarketing Program supports the agriculture and agri-food industry to promote Canadian products globally. Within the program there are two components: – National industry associations – Small and medium-sized enterprises • The program’s primary objective is to help industry increase and diversify exports by supporting promotional activities that differentiate Canadian products and producers. • The program will prioritize projects that focus more on new/priority markets that align with AAFC’s and the Government’s international priorities to increase agri-food exports to $75 billion annually by 2025. For more information, visit • $121.16 million over five years. http://www.agr.gc.ca/eng/programs-and- services/agrimarketing-program-small-and-medium-sized- enterprise-component/?id=1515088228849 11
AgriMarketing Program Small and Medium-sized Enterprises Component Eligible Applicants • Businesses with up to 250 employees • Annual revenues not exceeding $50 million • Completed market research • Export and market ready Available Funding • Up to $50,000 per fiscal year, and up to $100,000 over two consecutive fiscal years • Cost share – 50/50 (no in-kind) • Stacking limit – 50% Eligible Activities Company-specific activities in international markets, such as: • Marketing and advertising • Food service promotions and product demonstrations • Incoming and outgoing missions • Implementation of market development strategies • Participation or attendance in trade shows and multilateral industry meetings and conferences • Technical training for buyers • In-market expertise Ineligible Activities • Market research • Exploratory missions • Domestic marketing activities • Sample production costs • Any other activities AAFC deems ineligible 12
AgriMarketing Program 13
Canada Brand A Consistent, Cohesive Approach to Branding the Sector • AAFC continues to encourage industry to promote the national advantages of Canada’s sector, notably through the Canada Brand • Graphics, tools, photos, etc. available on-line for industry members to differentiate their products as Canadian • Messaging highlights the advantages of the national food and agriculture sector • The Canada Brand is open to Canadian entities that have a role in producing, promoting or For more information, visit www.CanadaBrand.agr.gc.ca supporting Canadian food and agriculture products. 14
Canada Pavilion Program • AAFC coordinates 7 international flagship trade shows • It operates on a first-come, first- served basis and provides greater exhibiting options and a reduced paper burden while maintaining financial support for individual companies. • The program places a focus on new to market, first-time exhibitors, and innovative products. Priority will be given to small and medium size exporters. • A recent exhibitor survey showed that 99% of exhibitors believe the Canadian pavilion represents good value, effectively increases sales and takes advantage of Canada’s strong international image For more information, visit www.agr.gc.ca/CanadaPavilion 15
Regional Office Support AAFC Regional Offices play an integral role in supporting the department’s • market development objectives: – Provide industry with valuable information on: Market access and trade negotiations status ‒ Customized research and market information ‒ – Analysis of key domestic and export markets, consumer trends, domestic and foreign policies and regulations, and sector- specific and country-specific information Agriculture Trade Services (ATS) Bulletin ‒ Pathfinding ‒ – Provide pre-event advice for trade shows and regional exhibitions, as well as recruitment for AAFC flagship shows – Provide TCs lists of vetted companies for particular trade leads – Provide intelligence and support for incoming technical missions – Promote AAFC market development programs JEFFREY.LANG@CANADA.CA / 604-292-5866 16
B.C. Agrifood and Seafood Market Development Program Export Navigator Webinar October, 2018
Overview • Background • B.C. Agrifood and Seafood Market Development Program • Objective • Program Details • Applications • Other Market Preparedness Initiatives • Questions
B.C. Agrifood and Seafood Market Development Program Background: • Minister Of Agriculture’s Mandate • Canadian Agricultural Partnership Agreement • Identifies “Markets & Trade” as a key priority area for government • International Market Development Strategy
B.C. Agrifood and Seafood Market Development Program Objective: • Provide cost-shared funding to support and enhance established B.C.-based agriculture producers, as well as agrifood and seafood sector processors and associations’ abilities to identify, assess, target, and develop market opportunities.
B.C. Agrifood and Seafood Market Development Program Sub-Components: • Marketing Skills Capacity Building • Market Information and Intelligence (i.e. primary and secondary market research) • Market Development Planning • Marketing Collateral and Promotional tools • Market Development Activities
Marketing Skills Capacity • Supports the ability of permanent marketing staff within an eligible organization to complete eligible marketing skills training courses at qualified educational institutions.
Market Information and Intelligence • Identifying, analyzing and understanding current and emerging market opportunities in B.C., across Canada and internationally. • Primary market research/analyzing secondary market research • Purchase of existing market information or market research studies from qualified market research firms.
Market Development Planning • Contracting pre-qualified consultants to develop: o Marketing plans; o Export plans; or o Branding strategies for markets in B.C., across Canada or internationally.
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