1.
Agricultural export promotion
Role of Trade & Investment Support Institutions
and Good Practices
FAO “Agricultural export promotion in Kyrgyzstan” Workshop
Martin Labbé, Senior Officer, Institutional Development, ITC
Bishkek, 18 October 2016

2.
ITC 100% Aid For Trade, including
Institutional Development

3.
A Global Footprint of Institutional
Development Across the World

4.
AIM for Results: An Integrated Approach
to Institutional Development
Assess Improve Measure
Information
Training
Advisory
Benchmarking
Institutional Mapping
Strategy and
Management
Result and Impact
Measurement
Networking
Developing a Service
Portfolio
Modes of
Delivery
Foreign Trade
Representation
Business Generation
M1
M2
4

5.
www.tisibenchmarking.org

6.
Agro-Business Trade Promotion:
Global Perspective

7.
Percentage of TPOs promoting Agro-Food
by Region & Income Level (2014)
100%
87.5%
58.1%
82.6%
74.1%
Average: 72.3%
Source: ITC Research

8.
The Role of TPOs and other Institutions,
and the importance of private-public
coordination
Suppliers & service providers
Industry associations
 International Networks
 Regional Networks
 National associations, like AFVE
http://eng.afve.org/
Customers
 SMEs
 Brokers & Traders
 Retailers (integrated value chains)
 Direct marketing (B2C)
Analysts
 National sector-specific
consultancies
 Global sector specific consultancies
 Global cross-cutting consultancies
Governments/International
organizations
 Governments, regional & local
authorities
 FAO / ITC /World Bank
 Bilateral development
organizations: GIZ, CBI, …
 Input suppliers (fertilizers, seeds…)
 Equipment suppliers
 Tech companies (Agriculture 4.0)
 Consultancies (bid participation)
Producers
 Individual farmers
 Cooperatives
 Integrated “from field to fork”
companies
 Foreign investors, multinationals
1
4
6 2
5 3

9.
Agro-Business Trade Promotion:
From Market Research to
Market Penetration

10.
Understand market supply and its
evolution over time
World Production of Avocados
Mexico
31%
Dom.Rep
ublic
8%
Colombia
6%
Peru
6%
Indonesia
6%
Kenya
4%
USA
4%
Chile
4%
Brazil
3%
Rwanda
3%
Other
25%
2013
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
1993
1995
1997
1999
2001
2003
2005
2007
2009
2011
2013
Source: FAO Stats

11.
Beyond Market Statistics: Understanding
Granular Market Requirements
Pre-cooling Retail C
Packhouse Supermarket O
Grower Washing Importer Break bulk C-stores N
Producer Grading Wholesaler Ripener Independents S
Packing Retailer Re-packer Garage forecourts U
Cold Store M
Traditional
wholesaler E
Food Service R
Processor

12.
The Growing
Role of
certifications
and
voluntary
standards &
how to
handle them
http://www.standardsmap.org

13.
Road to Market for Rwandan Coffee –
Production Options
Unbranded
Domestic
Production
Unbranded
Export
Production
Co-Branded
Export
Production
Partnership with
Coffee market leader
Branded
Export
Production
Launch own-brand
« Thousand Hills »

14.
Relative Marketing
Sophistication
(transformation, processing, certifying)
Value
HighLow
Simple Complex
Branding and Trasformation
Even the
raw
product
can be
branded

15.
Moldovan Walnuts Investment Promotion

16.
Agro-Technology in Israel

17.
From theory to practice: the reality
on the ground
On the micro level of the companies, IPD also identified gaps in the ability
of Kyrgyz suppliers to access the market:
• Some companies have problems finding or keeping English speaking
staff.
• Lack of certifications, notably ISO 22000, HACCP and Organic.
• Lack of product specifications, no cost calculations and no knowledge
about UNECE standards or SOP.
• Packaged dried goods (they have installed new vacuum packaging
equipment).
• Check international standards on walnuts and start implementing them.

18.
Good Practices in Agro-
Business Trade Promotion

19.
The Trade Promotion Toolkit
• Directories, online and offline
• Events, like Trade Fairs (domestic, regional, global) and
seminars
• B2Bs (targeting specific buyer profiles on target markets)
• Identification of agents and sales representatives (clustering
suppliers) – also online
Remember:
 TPOs work with sector TISIs
 Build Private-Public Partnerships (for instance R&D
investment)
 Reprioritise resources to focus on emerging and high-growth
markets

20.
Classics of Trade Promotion: the Directory

21.
Trade Fair Participation
“Mongolian food companies participated at the biggest food
exhibition of Shanghai, China”
23 Mongolian local food company representatives such as
AlkoGroup, Gem International Co.,LTD, Darkhan Deejis LLC, and
Thermo Tech LLC participated at “FHC China-2012" 16th
International exhibition of Food, Drink, Hospitality, Food service,
Bakery & Retail Industry between 14-16th of November, 2012 in
Shanghai, China.
 Setting up a dedicated pavilions
 Product tasting
 Inviting buyers and partners to their stand
(http://www.mongolchamber.mn/en/index.php/news/214-2012-12-
10-162142)

22.
The Growing Role of Digital (Social
Media, Mobile)
http://www.meinekleinefarm.org
Warning!
Digital is
often
overrated

23.
Latvian Online Food Products Promotion
http://www.foodlatvia.com

24.
Virtual Market Places?

25.
A real virtual market place powered
by Alibaba – selling even US pork

26.
Serbia’s Farmia, a virtual livestock
trading platform

27.
Martin Labbé
Senior Officer, TISI
Strengthening
International Trade Centre
labbe@intracen.org