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Incoming continental trade mission Europe

This trade mission program explores the European market and its opportunities and challenges for Canadian businesses. It covers consumer differences, logistics, retail, food service, payment terms, and more.

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Incoming continental trade mission Europe

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  1. Incoming continental trade mission Europe

  2. European market overview Opportunities and challenges Canadian image Mission program Trade mission PEI to Continental Europe 2016

  3. European market overview

  4. Europe • Consumer differences • Languages • Euro not in all countries • Logistics, retail and food service • Terms of payment Trade mission PEI to Continental Europe 2016 Trademission Kenia & Tanzania 2015

  5. Hypermarket France • Hypermarkets Carrefour & Auchan • Large supermarketsoutsidetown • Shopping on the Saturday or during the evening for the whole week Trade mission PEI to Continental Europe 2016

  6. Frozen • Picard • 700 stores in France • 1.000 items • 20% market share of frozen food retail segment Trade mission PEI to Continental Europe 2016

  7. Germany • Retail Germany • Small supermarketsfordailyshopping • 40% of the supermarkets are discounters like Aldi and Lidl Trade mission PEI to Continental Europe 2016

  8. Fish Display in The Netherlands and Germany • “Fresh” fish • Pre-packed • Small assortment • Severalweights Trade mission PEI to Continental Europe 2016

  9. Fish display in other countries • Real freshfish • Variedassortment • Fish on ice, not pre-packed • No convenience • Fresh from importer Trade mission PEI to Continental Europe 2016

  10. Fish display is upcoming in Eastern Europe • Most of the fresh fish consumption is still in the South of Europe Trade mission PEI to Continental Europe 2016

  11. Food Trends • Health • Convenience with good taste • Sustainability • Online shopping • Organic / fair trade • Slow food, served fast • Upcoming food experience halls • Seafood Trade mission PEI to Continental Europe 2016

  12. Ideas • Canadian lobster (frozen) in Dutch supermarket chain Jumbo for 11 CAD Trade mission PEI to Continental Europe 2016

  13. Ideas • Niche for processed mussels in Europe Trade mission PEI to Continental Europe 2016

  14. Food Service • Mainly driven by chains in Canada Trade mission PEI to Continental Europe 2016

  15. Restaurants in Europe • Mainly driven by family owned outlets Trade mission PEI to Continental Europe 2016

  16. Food Service • Pro food service • Lessemotionalpackings • Source for more direct buyers • Easierto access • Price • Quality • Distribution Trade mission PEI to Continental Europe 2016

  17. Retail • Pro retail • Larger volumes • More emotion • Few large buyers • Special packaging • More budget needed Trade mission PEI to Continental Europe 2016

  18. Actualsituation Producer group Importer/logistical support office/representative Retailer / Foodservice NO MORE AGENTS! RETAILERS HARDLY IMPORT DIRECT! Trade mission PEI to Continental Europe 2016

  19. European food marketing STRATEGY DESIRED Trade mission PEI to Continental Europe 2016

  20. Price Calculation Your price delivered docks • Prince Edward Island $ 5 x 20.000 100.000 • Sea freight delivered docks Rotterdam/Hamburg 4.000 • Price delivered docks Rotterdam 104.000 • Import duties (5% ?) 109.200 • Inland transport and handling 900 • Delivered at importer 110.100 ($ 5.51 per kg) • Importer takes Ø 15 - 17,5% 128.899 • Retailer takes Ø 30% 167.569 • VAT 4 % - 25% 198.569 Consumer price in the shop $ 9,93 Trade mission PEI to Continental Europe 2016

  21. Do they pay your bills? Trade mission PEI to Continental Europe 2016

  22. Trade mission PEI to Continental Europe 2016

  23. Current status

  24. CETA Agreement “Big game changer” Trade mission PEI to Continental Europe 2016

  25. Meanwhile in Europe.. • Protest against TTIP and CETA on October 10 in Berlin, Germany Trade mission PEI to Continental Europe 2016

  26. Euro vs Canadian Dollar Trade mission PEI to Continental Europe 2016

  27. Euro vs US Dollar Trade mission PEI to Continental Europe 2016

  28. Canadian image

  29. Opportunities per product Aquaculture in general • Product development • Halibot • Compete with Alaska • Seaweed • Use good Canadian image Trade mission PEI to Continental Europe 2016

  30. More processing and value added products desired • Frozen and chilled • Canned and ready-to-use • Processed lobster • HPP • Quality popsicle • Ready-to-use crab and lobster meat • More sustainable live transport • Fillets, pre-packed • Processed herring • Seaweed • Prepared seafood Trade mission PEI to Continental Europe 2016

  31. Canadian Seafood Marketing Board • More effective Canadian marketing is a must • Less “hit and run” towards deeper market penetration, more strategies and structure • See the EU as second outlet and invest time and money • Start the Canadian Seafood Marketing Board • 50% financed by the fisherman • 25% financed by the trade • 25% financed by the governments Trade mission PEI to Continental Europe 2016

  32. The mission program

  33. Where are we? Trade mission PEI to Continental Europe 2016

  34. Schedule of the week • Group visits • Individual visits • Dinners • Berlin • Fruit Logistica • Closing Trade mission PEI to Continental Europe 2016

  35. Questions If you would like to receive more information please contact us: Phaff Export Marketing De Drieslag 30 8251 JZ Dronten The Netherlands vjp@phaff.com www.phaff.com Trade mission PEI to Continental Europe 2016

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