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Saffron sector
at Gulf Food
Exhibition:
achievements,
results and
lessons learned
Kabul, March 2013
Agenda
• TAFA support to saffron sector
• Gulf Food Exhibition background
• Selection of companies
• Searching for potential buyers
• Preparation work
• Activities during exhibition
• Results and achievements
• Challenges and findings
• Follow up activities
TAFA support of saffron sector
• Implementation of recommendation of saffron sector
study developed by STTA
• Supporting in negotiations with potential buyers
• Access to finance through financial institutions
• Information dissemination on certificate requirement
by international buyers
• Assist Afghan saffron companies in searching new
markets by attending exhibitions, b2b meetings, etc.
TAFA approach to exhibition
• Identify a relevant exhibition in the region
• Select space in hall, which can bring participants
• Make sure design and decoration will attract
customers
• Prepare information material
• Contact potential buyers prior to event
• Offer some products for taste or some sweets
• Follow up with potential buyers to remind about
product
Gulf Food Exhibition Background
• Gulf Food Exhibition (www.gulfood.com) held in
Dubai World Trade Centre on 25-28 February 2013
• World’s biggest annual trade exhibition for the food
and hospitality industry
• 110 country pavilions, 4,200 exhibitors and around
70,000 trade visitor for the 2013 event
• Show has expanded by 13% in size to offer a record
113,398m² in exhibition space
• Provides exporters, buyers, exhibitors, and visitors
with new business opportunities
• Afghanistan has been participating since 2009
Zabeel Pavilion
USAID Projects Initiatives
• FAIDA suggested TAFA and CHAMP to participate
• TAFA, CHAMP and FAIDA decided to sponsor a rent of
space, design and decoration of Afghan Pavilion
• All expenses were equally shared by all three projects
• TAFA developed a Scope of Work in order to get
approval for participation
• Total 27 companies were identified by USAID projects
• USAID conducted an orientation program for selected
companies
• A company for design and decoration of Afghan pavilion
was identified
Afghan Pavilion was one the busiest spaces
Rent of space, design, decoration, etc.
• TAFA conducted all negotiations and payment for
rent of space
• CHAMP conducted all negotiations and payment for
design and decoration
• TAFA provided with pictures and other material for
design and decoration
• CHAMP met with exhibition management in Dubai to
follow up on negotiations
• FAIDA provided with input on design
Afghanistan Pavilion design and decoration
USAID Projects covered
• Rent of space
• Design and decoration
• Printing of business
directory and invitation
cards
• Rent of microbus to visit
supermarkets
• Visa cost
Afghan entrepreneurs
• Air-tickets
• Lodging
• Meals
• Transport
Afghan Pavilion
Afghan saffron companies
• A list of saffron companies received from EPAA
• EPAA recommended:
– Almas Saffron,
– Mahtab Saffron,
– Afghan Red Gold
– Afghan Saffron.
• TAFA contacted all of the companies in the list
• Some companies refused because air-tickets and
hotel should be covered by selected companies
Meeting with potential buyer
Final list of Afghan saffron companies
• Afghan Red Gold
• Almas Saffron Production Company
• Heray Saffron
• Ansaar Saffron
• Benazir
• Ghorian Association
• Dawi Oil
Saffron and dried fruits display
Criteria for selection
• A registered company or association
• Able to pay the cost of travel and accommodations
• Company representative must be over 18 years old
• Previous experience in export of saffron or have a
potential to export
• Have enough stock of products for export
• Well-known company with good reputation
Discussing and calculation the price
Name of Company
Contact Details
(Name of focal point, address,
email, phone number, web site if
any) 300 words only
Description of Company
Year Established / Number of
Employees
Products
Exports (Countries)
Quantity of Exports (2012)
Quantity Available for Exports
(2013)
Traders Information Sheet
Meeting with potential buyers
Searching for potential buyers
• TAFA contacted more than 50 international saffron
buyers via email or telephone
– List of potential buyers was found from exhibition directory
• TAFA sent email to all potential buyers describing
unique features of Afghan saffron
• TAFA mentioned awards received by Afghan
companies at international events
• TAFA contacted traders at Spice Souk and
companies actively working in Dubai
– Companies were found through internet search
• TAFA invited around 100 to visit Afghan Pavilion
No Company's Name Hall/Stand Country
Contact Information
RelevanceEmail Telephone
1A G Exports Hall: Zabeel Pavilion Stand: Y-D55
India
2Aaksh Beverages Pvt. Ltd Hall: Zabeel Pavilion Stand: X-A47 India Low
3Abido Co. for Trade & Industry Hall: 7 Stand: C7-8 Lebanon
info@Abido.com 00961 5 603 493/4
High
4
Acme Fate International Ltd Hall: The Pavilion Stand: T-K18
China
mail:sam@acmefate.com
0086-532-
82827151
High
5Adamexpo Hall: The Pavilion Stand: T-A13 Sri Lanka
adamexpo@slt.lk +94 11 4608500
High
6
Adamjee Lukmanjee and Sons (Pvt) Ltd Hall: The Pavilion Stand: T-A7
Sri Lanka adamjee@adamjeel
ukmanjee.com 00 94 11 244 54 21
High
7 Adani Food Products Pvt. Ltd. Hall: Zabeel Pavilion Stand: X-D55 India
8Adonis Spices Hall: 7 Stand: D7-24 Lebanon High
9Agrim Industries Ltd Hall: The Pavilion Stand: T-B24 Indonisia
trade@agrimLtd.com+62 - 61 - 4557100
High
10
Agrozan Commodities DMCC Hall: Shk Saeed 2 Stand: S2-G30
United Arab Emirates
trade@agrozan.com + 971 4 449 40 20
High
11
Al Ahram Herbs Hall: 7 Stand: E7-33
Egypt info@alahramherbs-
eg.com
High
12Amar International Hall: Zabeel Pavilion Stand: X-B76 India
13
Amber Packaging Industries LLC Hall: Trade Centre Arena Stand: S-C20
United Arab Emirates amberllc@eim.ae +971 6 5437543 High
14Aoun Food Company Hall: 7 Stand: E7-13 Lebanon info@aounfood.com (961) 4 928 759 High
15
Arab & India Spices LLC Hall: Shk Saeed 2 Stand: S2-B2
United Arab Emirates admin@arabindiaspi
ces.com
+971 4 2251 390 High
16
Arar Trading Company LLC Hall: 4 Stand: A4-31
United Arab Emirates ( No Email) 971 4 22 62 450/
+971 4 22 62 244
High
17
August Toepfer & Co. / Emco International Hall: 7 Stand: G7-4
Germany Info@atco.de +49 (0)40 3 20 03-
0
High
List of spice companies
Potential buyers
Marketing info and selection of companies
• TAFA designed a business directory, and other
marketing materials, which has:
– Picture of business operation
– A short description about the company and its products
– Contact information
• TAFA designed invitation cards
• EPAA in cooperation with TAFA selected 8 saffron
companied to participate at event
• FAIDA and CHAMP identified 20 companies in dried and
fresh fruits, juice production
Invitation cards
Preparation for exhibition
• TAFA developed agenda and planned the following:
– Visit other companies interested in buying saffron
– Visit to Spice Souk Market
– Visit supermarkets together with FAIDA exhibitors
– Meeting with companies contacted prior to exhibition
– Check the prices for saffron offered by other countries
• TAFA met with selected saffron companies in Herat
and discussed the procedure and approach
• TAFA arrived on 23 Feb for preparation work and
preliminary meetings with potential buyers
Mass-media coverage
• TAFA contacted several TV companies prior to event
• Shamshad TV Company has an office in Dubai and
agreed to participate
• TAFA contacted a professional photographer for
covering of an inauguration ceremony
• TAFA had photographic coverage all days of event
• Shamshad TV Company broadcasted an
inauguration ceremony and interviews with Afghan
entrepreneurs to Afghanistan and Gulf countries
• TAFA issued a press-release
Negotiations with potential buyer
Agenda was developed before the Gulfood
Tentative Itinerary & Agenda for Gulfed Exhibition and Commercial Mission to UAE
Date Time Activity Person(s) in Charge
Friday 22 -Feb-013 Evening Departure Kabul to Dubai Rouzbeh Shure
Saturday 23-Feb-2013
Morning
Visiting all traders in Dubai and see who is potential dealer (Caspian
company,Golpeech Saffron, Saffron Interactive, AFME,WWMarketing,WIDE
ANGLE GERNAL TRADING LLC ,negin ,sargol ,pooshal ) Rouzbeh Shure
Afternoon Spice Souk spice Market in Dubai get an over view of the market and discuss
visits.
Rouzbeh Shure
Rouzbeh Shure
Rouzbeh Shure
Sunday 24-Feb-2013
Morning Set the products in Pavilian
Rouzbeh And the traders setting
up at the both
Afternoon Revisit the spice market continue exploring potential buyers Rouzbeh /Timur
Evening Revisit the list and set up meeting with companies at the Gulf Food Rouzbeh
Monday 25-Feb-2013 Morning & Afternoon
Participation in the Gulfood Inauguration and Inauguration of the Afghanistan
Pavilion All the delegation
Tuesday 26-Feb-2013
Morning Group A Participation in the Gulfood TAFA/CHAMP
Morning Group B Visit Spain and Netherland Pavilion Timur
Afternoon Group A Participation in the Gulfood FAIDA
Afternoon Group B Visit spice Market meet with potential buyers Rouzbeh
Wednesday 27-Feb-
2013
Morning Group A Participation in the Gulfood CHAMP/ TAFA
Morning Group B ( meet with Baby Saffron) Timur
Afternoon Group A Visit Spice Market Rouzbeh Shure
Afternoon Group B Meet with True value Export Timur
Thursday 28-Feb-2013
Morning Group A Participation in the Gulfood FAIDA/TAFA
Morning Group B Meet with AFME and Pina Saffron Timur
Afternoon Participation in the closing ceremonies of the Gulfood All delegation
Evening Meet with potential buyers sign the agreement All delegation
Friday 1-Mar-2013
Morning Collecting all goods from the booth, All D + F/T/C
Afternoon Clearance and Final exit of the pavilion at the Gulfed site All D + F/T/C
Evening Return to Kabul Rouzbeh and the Traders
Visiting of Spice Market in Dubai
• TAFA visited the spice market on 23 Feb
• TAFA met with a number of companies from France,
India, Pakistan and Iran
• TAFA discovered the price was getting down
• Spice market is dominated and controlled by Iranian
companies
• Iranian companies want to buy Afghan saffron at very
low price
• Only one trader from Afghanistan is present at spice
market
Potential buyers of saffron
Activities during exhibition
• Afghanistan Commercial Attaché to UAE inaugurated the
Afghan Pavilion
• Design of Afghanistan pavilion was attractive with
compare to other pavilions
• Afghanistan pavilion was one of the busiest places in
Zabeel Hall
• Afghanistan pavilion offered dried fruits and nuts, juice,
cookies and saffron tea – all products made in
Afghanistan
Inauguration of Afghanistan Pavilion
Meetings and negotiations
• TAFA organized 20 business to business meetings
• Afghan companies demonstrated quality of saffron
during meeting and negotiations
• Saffron companies met with around 50 buyers who
expressed an interest in Afghan saffron
• FAIDA organized visits to supermarkets for all
exhibitors
• TAFA took saffron companies to visit Iranian and
Spanish pavilions for price and quality comparison
• TAFA helped saffron companies search for
equipment for packaging of saffron
Meeting of Afghanistan Commercial Attaché and USAID
Marketing of Afghan saffron
• Afghan saffron was used by chef at his cooking show
during the exhibition
• Free samples were distributed to other chefs and
potential buyers
• Invitation cards were distributed to participants
• TAFA visited spice and potential saffron buyers
companies and invited them to Afghanistan Pavilion
During the cooking show, the chef, Thomas Gugler, used Afghan saffron
Potential saffron buyers
# Company's name
Contact
person
Office in
Country Status
Region of
operation
Kilograms/a
nnually
Companies in
discussion with
1 Verdu Canto
Partick
Carabine Spain
Discussion is first
shipment of 15 kg after
and to continue Spain 1000 Afghan Red Gold
2
Durvesh
International
H.
Obaidulah
Duresh
Pakistan
Karachi
showed and interest
50kg back per month
will send represntative
to Afghanistan Europe 1000 Heray Saffron
3 Starlight Products
Guillaume
Delaunay France
Showed an interest
need to follow up France 600
4
Ibn Batuta
(Supermarket) UAE
Discussion is under
process UAE 250 Afghan Red Gold
5
Orient Int'l
Company
Martin
Pupp UAE
He showed an interest
is not sure about the
price Europe 100 Benizir Saffron
6 Saraswathi
Swetha
Exports India
Was interested will
send representative to
Afghanistan to check
the quality India 100 Benizir Saffron
7 Alimenta
Roberto
Meroni Italy
Is requesting for
formal Quotation for
first consignment Italy 4 Heray Saffron
8
Delta Flexi
Systam
Mahmoud
Marouani Tunisia
was interested
discussion under
process Tunisia 2 Heray Saffron
9
European
Delicacies
Gabriel
Roschinsk
y Europe
Showed an interest
need to follow up the
company is looking
for small Quantity Germany 2
Heart Women saffron
association
10
Almandra Food
ltd Ghsuda
Lebano
n
Showed an interest
need to follow up Lebanon 0 Ansar Saffron
11
World Wide
Marketing Syed Huq UAE
Showed an interest
need to follow up UAE 0 Almas saffron
12 Al Nukaly
Mhamoud
Al Said UAE
Showed an interest
need to follow up
Saudi
Arabia 0 Ansar Saffron
13 Gethai
Abdullah
Alyahay Sodi
Showed an interest
need to follow up
Saudi
Arabia 0 Heray Saffron
14 KAVA NOIR
Shoukran
Al Kishawy
UAD
DUBAI
showed an interest
need to follow up UAE 0
Total 3058
Meeting with potential buyers
Prices for saffron at exhibition
• Afghan saffron companies displayed their products at
3 sides of Pavilion
• Afghan saffron companies were charging from
$2,500-$3,000 per kg
• TAFA visited Spanish and Iranian companies, where
priced ranged from $1,400 for Iranian to $1,800
Spanish per kg
• After discussion with saffron companies, the price for
Afghan saffron went down to $1,400-$1,800 per kg
• Iranian and Spanish companies offer a certificate and
lab analysis of saffron
Spanish Pavilion
Achievements
• Interest of participants in Afghan saffron
• 14 companies expressed a strong interested in long
term relationship
• Potential buyers admitted quality and organic taste of
Afghan saffron
• Potential deals involving more than 3,400 kg of
saffron were discussed at the show
• Afghanistan total production is 3,000 kg per year
• Successful marketing approach in reach of potential
buyers at exhibition
Italian Pavilion
Results
• 2 contracts signed for supply of 60 kg with total value
of $100,000
• 4 deals for supply of 1,550 kg in final stage of
negotiations with total value of around $3 million
• 7 deals with good potential for supply of 1,808 kg with
total value of $3.2 million
• Potential buyers are from US, Canada, Europe, India,
Pakistan, Australia
Display of saffron
Findings
• Packaging: Afghanistan orders packaging from Iran.
Once Afghanistan gets a contract from European
countries, Iran might stop providing packaging.
• Price: Afghanistan provides 1% of world supply. The
cost of production is higher than in Iran and India. The
price at exhibition was higher than Iranian saffron.
• Certification: Only one company has FDA and ISO
certificate.
• Marketing: Afghan companies should coordinate on
developing a marketing strategy.
Meeting with potential buyers
Challenges
• Afghanistan must follow good agriculture practices. This is
important because saffron is a food product.
• Lack of knowledge of English by some exhibitors
• Not all potential buyers are willing to travel to Afghanistan due of
security reasons
• No strong coordination or market research among Afghan
companies on price.
• Negative competition, some companies were “stealing” potential
buyers from each other
• Some Iranian companies selling in bulk to companies in Europe,
where it goes under local company’s brand name
• A number of certifications are required: ISO 2001, organic
certification, certificate of origin and certificates based on
countries’ requirements (example FDA for USA).
• Too many companies in small space
Possible packaging for saffron
Opportunities
• Afghan saffron has a good quality and taste organic
due to:
– Climatic conditions are favorable for saffron farming
– Land conditions are also favorable for saffron farming in
west and north parts of Afghanistan
• Labor cost in rural areas is not high
• Sanctions on Iran affect sales of Iranian saffron
• Europe, USA and UAE are looking to replace Iranian
saffron
• Afghan saffron had a positive feedback from potential
buyers
Negotiations with potential buyers
Follow up activities
• Afghan saffron companies need to pull resources together,
especially the smaller companies
• Afghanistan companies should market its saffron emphasizing
quality and as an organic product
• Need to understand the market better, contact major buyers
• Build a web site for saffron companies
• Afghan companies need their own packaging equipment for
saffron.
• Certifications are essential. ISO and any specific certification
required by the country to which Afghanistan is exporting.
• Because of interest of international buyers, quality and organic
taste are import to maintain
• Afghan saffron is a new product in the international market and
needs to continue its effort to expand its market niche
Omaid Bahar juice display
Other follow up activities
• Continue negotiations with international buyers
• Conduct round table meetings to discuss the Gulf
Food and further development of saffron sector
• Explore opportunities for B2B meetings with
companies in Spain, France, Saudi Arabia
• Support Afghan companies in getting certification
• Support Afghan companies in developing marketing
strategy and building a new brand
• Support Afghan companies in identifying and
procuring packaging equipment
Negotiations with company from Spain
Round table meeting
• Results and findings of Gulf Food Exhibition
• Introduce financial institutions recommended by FAIDA
• Introduce contract farming concept by FAIDA Specialist
• Encourage saffron companies to use good agriculture
practices (GAP)
• Discuss implementation of recommendations
• Discuss challenges of Afghan saffron companies on
international market
THANK YOU!!! ANY QUESTIONS?

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English Gulfood Exibition 25-28 Feb, TN 23Mar13

  • 1. Saffron sector at Gulf Food Exhibition: achievements, results and lessons learned Kabul, March 2013
  • 2. Agenda • TAFA support to saffron sector • Gulf Food Exhibition background • Selection of companies • Searching for potential buyers • Preparation work • Activities during exhibition • Results and achievements • Challenges and findings • Follow up activities
  • 3. TAFA support of saffron sector • Implementation of recommendation of saffron sector study developed by STTA • Supporting in negotiations with potential buyers • Access to finance through financial institutions • Information dissemination on certificate requirement by international buyers • Assist Afghan saffron companies in searching new markets by attending exhibitions, b2b meetings, etc.
  • 4. TAFA approach to exhibition • Identify a relevant exhibition in the region • Select space in hall, which can bring participants • Make sure design and decoration will attract customers • Prepare information material • Contact potential buyers prior to event • Offer some products for taste or some sweets • Follow up with potential buyers to remind about product
  • 5. Gulf Food Exhibition Background • Gulf Food Exhibition (www.gulfood.com) held in Dubai World Trade Centre on 25-28 February 2013 • World’s biggest annual trade exhibition for the food and hospitality industry • 110 country pavilions, 4,200 exhibitors and around 70,000 trade visitor for the 2013 event • Show has expanded by 13% in size to offer a record 113,398m² in exhibition space • Provides exporters, buyers, exhibitors, and visitors with new business opportunities • Afghanistan has been participating since 2009
  • 7. USAID Projects Initiatives • FAIDA suggested TAFA and CHAMP to participate • TAFA, CHAMP and FAIDA decided to sponsor a rent of space, design and decoration of Afghan Pavilion • All expenses were equally shared by all three projects • TAFA developed a Scope of Work in order to get approval for participation • Total 27 companies were identified by USAID projects • USAID conducted an orientation program for selected companies • A company for design and decoration of Afghan pavilion was identified
  • 8. Afghan Pavilion was one the busiest spaces
  • 9. Rent of space, design, decoration, etc. • TAFA conducted all negotiations and payment for rent of space • CHAMP conducted all negotiations and payment for design and decoration • TAFA provided with pictures and other material for design and decoration • CHAMP met with exhibition management in Dubai to follow up on negotiations • FAIDA provided with input on design
  • 10. Afghanistan Pavilion design and decoration
  • 11. USAID Projects covered • Rent of space • Design and decoration • Printing of business directory and invitation cards • Rent of microbus to visit supermarkets • Visa cost Afghan entrepreneurs • Air-tickets • Lodging • Meals • Transport
  • 13. Afghan saffron companies • A list of saffron companies received from EPAA • EPAA recommended: – Almas Saffron, – Mahtab Saffron, – Afghan Red Gold – Afghan Saffron. • TAFA contacted all of the companies in the list • Some companies refused because air-tickets and hotel should be covered by selected companies
  • 15. Final list of Afghan saffron companies • Afghan Red Gold • Almas Saffron Production Company • Heray Saffron • Ansaar Saffron • Benazir • Ghorian Association • Dawi Oil
  • 16. Saffron and dried fruits display
  • 17. Criteria for selection • A registered company or association • Able to pay the cost of travel and accommodations • Company representative must be over 18 years old • Previous experience in export of saffron or have a potential to export • Have enough stock of products for export • Well-known company with good reputation
  • 19. Name of Company Contact Details (Name of focal point, address, email, phone number, web site if any) 300 words only Description of Company Year Established / Number of Employees Products Exports (Countries) Quantity of Exports (2012) Quantity Available for Exports (2013) Traders Information Sheet
  • 21. Searching for potential buyers • TAFA contacted more than 50 international saffron buyers via email or telephone – List of potential buyers was found from exhibition directory • TAFA sent email to all potential buyers describing unique features of Afghan saffron • TAFA mentioned awards received by Afghan companies at international events • TAFA contacted traders at Spice Souk and companies actively working in Dubai – Companies were found through internet search • TAFA invited around 100 to visit Afghan Pavilion
  • 22. No Company's Name Hall/Stand Country Contact Information RelevanceEmail Telephone 1A G Exports Hall: Zabeel Pavilion Stand: Y-D55 India 2Aaksh Beverages Pvt. Ltd Hall: Zabeel Pavilion Stand: X-A47 India Low 3Abido Co. for Trade & Industry Hall: 7 Stand: C7-8 Lebanon info@Abido.com 00961 5 603 493/4 High 4 Acme Fate International Ltd Hall: The Pavilion Stand: T-K18 China mail:sam@acmefate.com 0086-532- 82827151 High 5Adamexpo Hall: The Pavilion Stand: T-A13 Sri Lanka adamexpo@slt.lk +94 11 4608500 High 6 Adamjee Lukmanjee and Sons (Pvt) Ltd Hall: The Pavilion Stand: T-A7 Sri Lanka adamjee@adamjeel ukmanjee.com 00 94 11 244 54 21 High 7 Adani Food Products Pvt. Ltd. Hall: Zabeel Pavilion Stand: X-D55 India 8Adonis Spices Hall: 7 Stand: D7-24 Lebanon High 9Agrim Industries Ltd Hall: The Pavilion Stand: T-B24 Indonisia trade@agrimLtd.com+62 - 61 - 4557100 High 10 Agrozan Commodities DMCC Hall: Shk Saeed 2 Stand: S2-G30 United Arab Emirates trade@agrozan.com + 971 4 449 40 20 High 11 Al Ahram Herbs Hall: 7 Stand: E7-33 Egypt info@alahramherbs- eg.com High 12Amar International Hall: Zabeel Pavilion Stand: X-B76 India 13 Amber Packaging Industries LLC Hall: Trade Centre Arena Stand: S-C20 United Arab Emirates amberllc@eim.ae +971 6 5437543 High 14Aoun Food Company Hall: 7 Stand: E7-13 Lebanon info@aounfood.com (961) 4 928 759 High 15 Arab & India Spices LLC Hall: Shk Saeed 2 Stand: S2-B2 United Arab Emirates admin@arabindiaspi ces.com +971 4 2251 390 High 16 Arar Trading Company LLC Hall: 4 Stand: A4-31 United Arab Emirates ( No Email) 971 4 22 62 450/ +971 4 22 62 244 High 17 August Toepfer & Co. / Emco International Hall: 7 Stand: G7-4 Germany Info@atco.de +49 (0)40 3 20 03- 0 High List of spice companies
  • 24. Marketing info and selection of companies • TAFA designed a business directory, and other marketing materials, which has: – Picture of business operation – A short description about the company and its products – Contact information • TAFA designed invitation cards • EPAA in cooperation with TAFA selected 8 saffron companied to participate at event • FAIDA and CHAMP identified 20 companies in dried and fresh fruits, juice production
  • 26. Preparation for exhibition • TAFA developed agenda and planned the following: – Visit other companies interested in buying saffron – Visit to Spice Souk Market – Visit supermarkets together with FAIDA exhibitors – Meeting with companies contacted prior to exhibition – Check the prices for saffron offered by other countries • TAFA met with selected saffron companies in Herat and discussed the procedure and approach • TAFA arrived on 23 Feb for preparation work and preliminary meetings with potential buyers
  • 27. Mass-media coverage • TAFA contacted several TV companies prior to event • Shamshad TV Company has an office in Dubai and agreed to participate • TAFA contacted a professional photographer for covering of an inauguration ceremony • TAFA had photographic coverage all days of event • Shamshad TV Company broadcasted an inauguration ceremony and interviews with Afghan entrepreneurs to Afghanistan and Gulf countries • TAFA issued a press-release
  • 29. Agenda was developed before the Gulfood Tentative Itinerary & Agenda for Gulfed Exhibition and Commercial Mission to UAE Date Time Activity Person(s) in Charge Friday 22 -Feb-013 Evening Departure Kabul to Dubai Rouzbeh Shure Saturday 23-Feb-2013 Morning Visiting all traders in Dubai and see who is potential dealer (Caspian company,Golpeech Saffron, Saffron Interactive, AFME,WWMarketing,WIDE ANGLE GERNAL TRADING LLC ,negin ,sargol ,pooshal ) Rouzbeh Shure Afternoon Spice Souk spice Market in Dubai get an over view of the market and discuss visits. Rouzbeh Shure Rouzbeh Shure Rouzbeh Shure Sunday 24-Feb-2013 Morning Set the products in Pavilian Rouzbeh And the traders setting up at the both Afternoon Revisit the spice market continue exploring potential buyers Rouzbeh /Timur Evening Revisit the list and set up meeting with companies at the Gulf Food Rouzbeh Monday 25-Feb-2013 Morning & Afternoon Participation in the Gulfood Inauguration and Inauguration of the Afghanistan Pavilion All the delegation Tuesday 26-Feb-2013 Morning Group A Participation in the Gulfood TAFA/CHAMP Morning Group B Visit Spain and Netherland Pavilion Timur Afternoon Group A Participation in the Gulfood FAIDA Afternoon Group B Visit spice Market meet with potential buyers Rouzbeh Wednesday 27-Feb- 2013 Morning Group A Participation in the Gulfood CHAMP/ TAFA Morning Group B ( meet with Baby Saffron) Timur Afternoon Group A Visit Spice Market Rouzbeh Shure Afternoon Group B Meet with True value Export Timur Thursday 28-Feb-2013 Morning Group A Participation in the Gulfood FAIDA/TAFA Morning Group B Meet with AFME and Pina Saffron Timur Afternoon Participation in the closing ceremonies of the Gulfood All delegation Evening Meet with potential buyers sign the agreement All delegation Friday 1-Mar-2013 Morning Collecting all goods from the booth, All D + F/T/C Afternoon Clearance and Final exit of the pavilion at the Gulfed site All D + F/T/C Evening Return to Kabul Rouzbeh and the Traders
  • 30. Visiting of Spice Market in Dubai • TAFA visited the spice market on 23 Feb • TAFA met with a number of companies from France, India, Pakistan and Iran • TAFA discovered the price was getting down • Spice market is dominated and controlled by Iranian companies • Iranian companies want to buy Afghan saffron at very low price • Only one trader from Afghanistan is present at spice market
  • 32. Activities during exhibition • Afghanistan Commercial Attaché to UAE inaugurated the Afghan Pavilion • Design of Afghanistan pavilion was attractive with compare to other pavilions • Afghanistan pavilion was one of the busiest places in Zabeel Hall • Afghanistan pavilion offered dried fruits and nuts, juice, cookies and saffron tea – all products made in Afghanistan
  • 34. Meetings and negotiations • TAFA organized 20 business to business meetings • Afghan companies demonstrated quality of saffron during meeting and negotiations • Saffron companies met with around 50 buyers who expressed an interest in Afghan saffron • FAIDA organized visits to supermarkets for all exhibitors • TAFA took saffron companies to visit Iranian and Spanish pavilions for price and quality comparison • TAFA helped saffron companies search for equipment for packaging of saffron
  • 35. Meeting of Afghanistan Commercial Attaché and USAID
  • 36. Marketing of Afghan saffron • Afghan saffron was used by chef at his cooking show during the exhibition • Free samples were distributed to other chefs and potential buyers • Invitation cards were distributed to participants • TAFA visited spice and potential saffron buyers companies and invited them to Afghanistan Pavilion
  • 37. During the cooking show, the chef, Thomas Gugler, used Afghan saffron
  • 38. Potential saffron buyers # Company's name Contact person Office in Country Status Region of operation Kilograms/a nnually Companies in discussion with 1 Verdu Canto Partick Carabine Spain Discussion is first shipment of 15 kg after and to continue Spain 1000 Afghan Red Gold 2 Durvesh International H. Obaidulah Duresh Pakistan Karachi showed and interest 50kg back per month will send represntative to Afghanistan Europe 1000 Heray Saffron 3 Starlight Products Guillaume Delaunay France Showed an interest need to follow up France 600 4 Ibn Batuta (Supermarket) UAE Discussion is under process UAE 250 Afghan Red Gold 5 Orient Int'l Company Martin Pupp UAE He showed an interest is not sure about the price Europe 100 Benizir Saffron 6 Saraswathi Swetha Exports India Was interested will send representative to Afghanistan to check the quality India 100 Benizir Saffron 7 Alimenta Roberto Meroni Italy Is requesting for formal Quotation for first consignment Italy 4 Heray Saffron
  • 39. 8 Delta Flexi Systam Mahmoud Marouani Tunisia was interested discussion under process Tunisia 2 Heray Saffron 9 European Delicacies Gabriel Roschinsk y Europe Showed an interest need to follow up the company is looking for small Quantity Germany 2 Heart Women saffron association 10 Almandra Food ltd Ghsuda Lebano n Showed an interest need to follow up Lebanon 0 Ansar Saffron 11 World Wide Marketing Syed Huq UAE Showed an interest need to follow up UAE 0 Almas saffron 12 Al Nukaly Mhamoud Al Said UAE Showed an interest need to follow up Saudi Arabia 0 Ansar Saffron 13 Gethai Abdullah Alyahay Sodi Showed an interest need to follow up Saudi Arabia 0 Heray Saffron 14 KAVA NOIR Shoukran Al Kishawy UAD DUBAI showed an interest need to follow up UAE 0 Total 3058
  • 41. Prices for saffron at exhibition • Afghan saffron companies displayed their products at 3 sides of Pavilion • Afghan saffron companies were charging from $2,500-$3,000 per kg • TAFA visited Spanish and Iranian companies, where priced ranged from $1,400 for Iranian to $1,800 Spanish per kg • After discussion with saffron companies, the price for Afghan saffron went down to $1,400-$1,800 per kg • Iranian and Spanish companies offer a certificate and lab analysis of saffron
  • 43. Achievements • Interest of participants in Afghan saffron • 14 companies expressed a strong interested in long term relationship • Potential buyers admitted quality and organic taste of Afghan saffron • Potential deals involving more than 3,400 kg of saffron were discussed at the show • Afghanistan total production is 3,000 kg per year • Successful marketing approach in reach of potential buyers at exhibition
  • 45. Results • 2 contracts signed for supply of 60 kg with total value of $100,000 • 4 deals for supply of 1,550 kg in final stage of negotiations with total value of around $3 million • 7 deals with good potential for supply of 1,808 kg with total value of $3.2 million • Potential buyers are from US, Canada, Europe, India, Pakistan, Australia
  • 47. Findings • Packaging: Afghanistan orders packaging from Iran. Once Afghanistan gets a contract from European countries, Iran might stop providing packaging. • Price: Afghanistan provides 1% of world supply. The cost of production is higher than in Iran and India. The price at exhibition was higher than Iranian saffron. • Certification: Only one company has FDA and ISO certificate. • Marketing: Afghan companies should coordinate on developing a marketing strategy.
  • 49. Challenges • Afghanistan must follow good agriculture practices. This is important because saffron is a food product. • Lack of knowledge of English by some exhibitors • Not all potential buyers are willing to travel to Afghanistan due of security reasons • No strong coordination or market research among Afghan companies on price. • Negative competition, some companies were “stealing” potential buyers from each other • Some Iranian companies selling in bulk to companies in Europe, where it goes under local company’s brand name • A number of certifications are required: ISO 2001, organic certification, certificate of origin and certificates based on countries’ requirements (example FDA for USA). • Too many companies in small space
  • 51. Opportunities • Afghan saffron has a good quality and taste organic due to: – Climatic conditions are favorable for saffron farming – Land conditions are also favorable for saffron farming in west and north parts of Afghanistan • Labor cost in rural areas is not high • Sanctions on Iran affect sales of Iranian saffron • Europe, USA and UAE are looking to replace Iranian saffron • Afghan saffron had a positive feedback from potential buyers
  • 53. Follow up activities • Afghan saffron companies need to pull resources together, especially the smaller companies • Afghanistan companies should market its saffron emphasizing quality and as an organic product • Need to understand the market better, contact major buyers • Build a web site for saffron companies • Afghan companies need their own packaging equipment for saffron. • Certifications are essential. ISO and any specific certification required by the country to which Afghanistan is exporting. • Because of interest of international buyers, quality and organic taste are import to maintain • Afghan saffron is a new product in the international market and needs to continue its effort to expand its market niche
  • 54. Omaid Bahar juice display
  • 55. Other follow up activities • Continue negotiations with international buyers • Conduct round table meetings to discuss the Gulf Food and further development of saffron sector • Explore opportunities for B2B meetings with companies in Spain, France, Saudi Arabia • Support Afghan companies in getting certification • Support Afghan companies in developing marketing strategy and building a new brand • Support Afghan companies in identifying and procuring packaging equipment
  • 57. Round table meeting • Results and findings of Gulf Food Exhibition • Introduce financial institutions recommended by FAIDA • Introduce contract farming concept by FAIDA Specialist • Encourage saffron companies to use good agriculture practices (GAP) • Discuss implementation of recommendations • Discuss challenges of Afghan saffron companies on international market
  • 58. THANK YOU!!! ANY QUESTIONS?