Cbi ni workshops colombia july 2014r

Tendencias y
oportunidades en el Unión
Europea para ingredientes
naturales para cosméticos,
farmacéuticos y alimentos
Andrew Jones
Reindert Dekker
Centre for the Promotion of Imports from developing countries
July 2014
Colombia

Introducción
• Empresa/organización
• Productos/actividades
• Mercados

About CBI
• CBI: Centre for Promotion of Imports from Developing Countries
• 1971: CBI was established by the Ministry of Foreign Affairs of the
Netherlands
• 1998: Agency
• 60 employees /Worldwide network of 250 experts
• Working in about 40 developing countries

Our Mission and Vision
Mission Vision
CBI is THE expert in
export development and
export promotion from
developing countries
Contribute to sustainable
economic development
in developing countries
through the expansion of
exports from these
countries

Powerful and large
worldwide network
Embracing the
principles of corporate
social responsibility
Sustainable
strengthening of the
competitive capacity of
SME-exporters and
producers in
developing countries
with a primary focus
on European markets
For SMEs, BSOs and
governmental
authorities
Advice, counselling
and knowledge
management
StakeholdersFocus
Integrated
approach
Core Competences CSR
Vision
CBI is THE expert in
export development
and export promotion
from developing
countries

CBI and the
export system
Exports
growth
Income
increase
Revenue
increase
Investments
increase
Economic
development
Focus Focus
CBI Assistance
Export

4-8-201CBI –Ministerio de Relaciones Exteriores
Export Coaching
Desarrollo
Institucional
Inteligencia
Comerical
 PYMES
 Aumento de la
capacidad
competitiva
 Instituciones
 Mejora de la provisión
de servicios
sostenibles
 PYMES e Instituciones
 La aplicación efectiva
de la información
disponible
Capacitaciones
Módulos
 PYMES e Instituciones
 La aplicación efectiva
de conocimientos y
habilidades de
exportación

Sectores
4-8-2014CBI -Ministerio de Relaciones Exteriores
Agrícola Industrial Consumidor Servicios
 Frutas y verduras
frescas
 Madera y productos
de madera
 Vino
 Etc.
 Automotriz
 Fundición y forja
 Equipo médico
 Etc.
This image cannot currently be displayed.
 Oficina y artículos
escolares
 Textiles hogar
 Vestidos
 Etc.
 Turismo
 Business Process
Outsourcing
 IT Outsourcing
 Etc.

Corporate Social Responsibility
Environment Human
rights
Labour rights Fair
operating
practices
Consumer
interests
Good
Governance
Community
development
ISO 26000 guideline
Focus of CBI Focus of CBIFocus of CBI Focus of CBI

About the European
Union
July 2014

Topics
• Facts and figures about Europe
• How it works
• Importance for trade

What do you know about Europe?
• What is the population of Europe?
• 507 Million
• The top 5 largest countries?
• Germany – 80.6m; GDP= USD3.65 trillion (USD45,085 GDP/capita)
• France – 66.0m; GDP = USD2.74 trillion (USD41,421 GDP/capita)
• UK – 64.1m GDP=USD2.52 trillion (USD39,351 GDP/capita)
• Italy – 59.8m GDP=USD2.07 trillion (USD34,619 GDP/capita)
• Spain – 46.7m GDP=USD1.36 trillion (USD29,118 GDP/capita)
• EU= USD17.4 trillion (USD34,277 per capita)
• (Trillion = 1,000,000,000,000)

• How many countries are in the EU?
• 28
• Austria (1995), Belgium (1952), Bulgaria (2007), Croatia (2013),
Cyprus (2004), Czech Republic (2004), Denmark (1973),
Estonia (2004), Finland (1995), France (1952), Germany (1952),
Greece (1981), Hungary (2004), Ireland (1973), Italy (1952),
Latvia (2004), Lithuania (2004), Luxembourg (1952), Malta (2004),
Netherlands (1952), Poland (2004), Portugal (1986),
Romania (2007), Slovakia (2004), Slovenia (2004), Spain (1986),
Sweden (1995), United Kingdom (1973)

• How many official languages are spoken?
• 24
• Bulgarian, Croatian, Czech, Danish, Dutch, English, Estonian,
Finnish, French, German, Greek, Hungarian, Irish, Italian, Latvian,
Lithuanian, Maltese, Polish, Portuguese, Romanian, Slovak, Slovene,
Spanish and Swedish
• Plus 60 indigenous regional or minority languages e.g.
• Catalan, Basque, Frisian, Saami, Welsh and Yiddish

• How many member states do not use the Euro?
• 10
• Bulgaria
• Croatia
• Czech Republic
• Denmark
• Hungary
• Lithuania
• Poland
• Romania
• Sweden
• UK

• How many European presidents are there?
• 3
• President of the European Parliament
• President of the European Council
• President of the European Commission
• Plus 1 presidency (a country)
• Presidency* of the Council of the European Union

How Europe Works
• Brief History
• The EU is a unique economic and political partnership between 28
European countries that together cover much of the continent.
• Created after the Second World War
• Rationale: countries who trade with one another become
economically interdependent and so more likely to avoid conflict
• European Economic Community (EEC), created in 1958, and initially
increasing economic cooperation between six countries: Belgium,
Germany, France, Italy, Luxembourg and the Netherlands.
• Name change to European Union in 1993 to reflect growing political
union

European institutions
• In the EU's unique institutional set-up:
• the EU's broad priorities are set by the European Council, which
brings together national and EU-level leaders
• directly elected MEPs represent European citizens in the European
Parliament
• the interests of the EU as a whole are promoted by the European
Commission, whose members are appointed by national
governments
• governments defend their own country's national interests in the
Council of the European Union.

Setting the agenda
• The European Council sets the EU's overall political direction – but
has no powers to pass laws
•
• President – currently Herman Van Rompuy – and comprising
national heads of state or government and the President of the
Commission
• It meets for a few days at a time at least every 6 months.

Law making
• There are 3 main institutions involved in EU legislation:
• the European Parliament represents EU’s citizens and is directly
elected by them
• the Council of the European Union represents the governments
of the individual member countries. The Presidency
of the Council is shared by the member states
on a rotating basis
• the European Commission represents the
interests of the Union as a whole

Derecho de la UE
• In principle,
• the Commission proposes new laws
• the Parliament and Council (of the EU) adopt them.
• the Commission and member countries implement them
• the Commission ensures that the laws are properly applied and
implemented
• http://europarltv.europa.eu/en/player.aspx?pid=2943a9f1-0a1a-
4f7c-9fe8-9f82009fa481

Derecho de la UE
• Reglamentos, Directivas y otros actos legislativos
• Reglamentos
• Un Reglamento es un acto legislativo vinculante. Debe aplicarse
completamente en toda la UE.
• Reglamento
• the European Parliament and the Council adopted Regulation
(EC)178/2002 General Principles and requirements of Food Law
• The New Cosmetic Products Regulation: EU Regulation 1223/2009
replacing the Cosmetics Directive.

Derecho de la UE
• Directivas
• Una Directiva es un acto legislativo en el cual se establece un
objetivo que todos los países de la UE deben cumplir. Pero cada país
debe decidir individualmente cómo hacerlo.
• Directive 2000/36/EC of the European Parliament and of the Council
of 23 June 2000 relating to cocoa and chocolate products intended
for human consumption

Derecho de la UE
• Decisiones
• Una Decisión es vinculante para aquellos a quienes se dirige (un país
de la UE o una empresa concreta) y es directamente aplicable.
• Commission Implementing Decision 2013/674/EU of 25 November
2013 in Guidelines on Annex I to Regulation (EC) No 1223/2009 of
the European Parliement and of the Council on cosmetic products

Derecho de la UE
• Recomendaciones
• Una Recomendación no es vinculante. Una Recomendación permite a
las instituciones dar a conocer sus puntos de vista y sugerir una
línea de actuación sin imponer obligaciones legales a quienes se
dirige.
• COMMISSION RECOMMENDATION of 29 July 1997 concerning the
scientific aspects and the presentation of information necessary to
support applications for the placing on the market of novel foods
and novel food ingredients and the preparation of initial assessment
reports under Regulation (EC) No 258/97 of the European
Parliament and of the Council

Derecho de la UE
• Dictámenes
• Un dictamen es un instrumento que permite a las instituciones hacer
una declaración de manera no vinculante, es decir, sin imponer
obligaciones legales a quienes se dirige. Pueden emitirlo las principales
instituciones de la UE (Comisión, Consejo y Parlamento), el Comité de
las Regiones y el Comité Económico y Social Europeo.
• EFSA Panel on Food Additives and Nutrient Sources added to food (ANS)
• Opinion of the Scientific Committee/Scientific Panel
• On request from: European Commission
• Reconsideration of the temporary ADI and refined exposure assessment
for Sunset Yellow FCF (E 110)

Importance for Trade
• 500 million consumers looking for quality goods
• The EU is the largest single market in the world.
• EU is the largest economy in the world with a GDP per head of
€25,000 for its 500+ million consumers

Importance for Trade
• EU import tariffs are amongst the lowest in the world
• The EU market is the most open to developing countries. Fuels
excluded, the EU imports more from Least Developed Countries than
the US, Canada, Japan and China put together.

Importance for Global Trade
• EU Imports 2013 Millions of Euros Share
• 41 Colombia 7,722 0.5%
• EU Exports 2013 Millions of Euros Share
• 42 Colombia 5,866 0.4%
• Trade Balance
• Colombia -1,857

Importance for Global Trade

Growth Forecasts Europe
Real GDP growth is
forecast to advance
with moderation in
2014, at 1.6% and
1.2% respectively
in the EU and the
euro area, before
gaining some
further speed to
respectively 2.0%
and 1.7% in 2015.

Growth Forecasts Europe
• In contrast to the sharp but short-lived upturn in 2010, the current
recovery in the EU and euro area is more balanced regionally, as it
involves also most of the vulnerable Member States.
• Real GDP growth in most EU countries is projected to be positive as
of this year (with the exception of Cyprus and Croatia) and growth is
expected to accelerate next year.
• Substantial, but receding, differences in economic performance will
remain. Among the largest economies, economic growth is expected
to be sustained in Germany while the recovery is firming in Spain
and slowly gathering pace in France and Italy. In the UK, growth is
becoming firmly established.

CBI - Ministry of Foreign Affairs
Trends, Opportunities
and requirements
European market
Colombia
July 2014
Natural Ingredients for
food, pharma and
cosmetics

Agenda
1. General Food Trends Market
2. Opportunities for Colombian Companies
3. Understanding the Buyer’s brain
4. Market Access Requirements
17-7-2014 CBI - Ministry of Foreign Affairs2

General Food Trends
European Market

European food and drink market 2012

European food and agriculture framework

European Food Market trends - 1
1. Waste Not, Want Not: focuses on manufacturers’ sustainability
efforts and more recently has concentrated those efforts on reducing
food loss or waste wherever possible
2. You Can Trust UsTo regain consumer trust, some companies will use
ingredient origin as a marketing tool with higher-quality foods that are
clearly traceable.
3. Simpler Pleasures. Consumers are reassessing their needs and
going back to basics by finding more pleasure in simpler food
4. Look Out For The Small Guy. Small innovators are rising to the
challenge by developing high-quality and distinct products that offer
small-scale appeal but big trend potential.
5. Health is More Holistic. Nutrition is getting closer to being
recognized as the answer to healthcare budget crises around the globe..
Source: Innova Market Insights

European Food Trends 2014 -2
6. “New” Superfoods : “There has been a big revival of heirloom
vegetables, like artichokes, parsnips, and of ancient grains, like chia
seed, freekeh
7. Rise of the Hybrid: Hybrid innovation offers a potential solution for
consumers who want two options in one.
8. The Protein Horizon : Whether you’re looking for pleasure,
performance, nutrition, or you’re a flexitarian, there’s something for
everybody
9. New Stealth Strategies: free from or less movement, stealth or health
marketing
10. Alternative Alternatives: are lots of different alternatives for people
with different dietary intolerances

Natural Ingredient Trends
COCONUT MILK in dairy applications
SPROUTED grains, seeds and nuts in their natural form
COLD PRESSED claims for coffee, fruit juices and nuts
CHIA seeds for bakery and beverage applications (fiber and omega3)
STEVIA-based sweeteners
HONEY is finding its way into new product domains such as chocolate
and juices
RAW CACAO is being used for more health benefits and more intense
and bitter flavoring
GMO FREE is a claim which is increasingly being used on a wide range of
products
Source: CNS Media

CBI / Reindert Dekker
European Food retail and Out of Home Channels

Some of the main ingredients companies
SVZ, Döhler, Roquette, Cargill, Brenntag, Tate & Lyle,
Barry Callebaut, DSM, Naturex, BASF, Rousselot, Beneo,
Klaus Böcker GmbH, Barth Fruit AG, CHIQUITA,
Intersnack Group, L’Agence Laparra, Nexira, Plantex ,
Withworths, Rapunzel, Catz, Wild, Kerry , Boecker,
Worlee

Main Trade Fairs Food & Food Ingredients
Anuga
SIAL
Alimentaria
Biofach
FI Europe
Hi Europe
Vitafoods
+ Product and Region Fairs

Opportunities for
products from
Colombia

Natural Ingredients Colombia: Volume overview

EU processed fruit market overview
in 2010, sales of fruit juice and fruit snacks reached US$19.4
billion in Western Europe.

EU juice market – convergence trend

EU processed fruit market overview

Natural Ingredients Colombia –Processed Fruits
•Preserved fruits
•Fruits pulps and Juices
•Frozen fruits
•Dried Fruits
•Fruit extracts
•Fruit aromas and oils

Natural Ingredients Colombia: Destination Markets
pulp/juice dried fruits and extracts
Frozen fruits Preserved Fruits

Fruit Ingredients Colombia – Competitor Analysis
In general, main competitors for Colombia for processed fruit
(dried, frozen, preserved, juices) are Brazil, Peru, Ecuador and the
Asian countries. The competitive advantage of Colombia relies on
capacity for year-round production, the quality of the fruit, and
diversity

Other natural Ingredients Colombia
•Essential oils
•Plant extracts, thickeners and colourants
•Spices: cardamom and others
•Natural sweeteners: panela and other sweeteners
•Coconut based ingredients
•Coffee and Cocoa based ingredients

Product Applications Natural Ingredients

Conclusion market opportunities
•Explore the natural richness of the Colombian market
•More commercial focus to European market(s)
•Improvements in supply chain and cooperation on sector levels to
increase volume and quality
•Invest in innovative products and new applications (colourants,
extracs, essential oils)

Opportunities
• Access to agricultural commodities and food products is a
strategic need for all the main markets
• Global demand for natural ingredients will maintain strong
• Clean and sustainable is becoming mainstream, other
keywords are transparency, safe, healthy, natural, regional
• Need for reliable sourcing partners that offer quality and
quantity
• Companies need to operate in an organised business
environment

Understanding the
Buyer’s Brain

Understanding the buyer’s brain

Understand the broader context
From: Ahold Sourcing Strategy

Understand the value chain

17/07/2014
CBI / F.J. Koekoek | Legal MAR Food
Products EU
32
Levels of Food Law
Supra
national
WTO (Agreements on TBT, SPS)
Codex Alimentarius
Voluntary*
Pan EU
(Regulations)
EU Food Law
(Regulations)
Mandatory
When adopted
by EU countries
EU Food Law
(Directives)
Mandatory
National National Food Law Mandatory
* Mandatory for subscribing countries

Legal Requirements
OVERALL UMBRELLA
 EU Food Law
ELEMENTS
 Hygiene and disease control
 Chemical Safety
 Residues, Contact materials
 Labelling & Nutrition
 Food improvement agents
 Additives, Flavourings
 Biotechnology
 Packaging and packaging waste
 Traceability
 Organic production
 Nutrition and Health claims
 Novel foods
 Food contact materials
 Agricultural Marketing Standards
 Other product standards

EU General Food Law EC/178/2002
Most important issues:
 Definition of food & foodstuff
 Determination of safety & coordination (EFSA)
 Requires: All food put on the market must be
safe HACCP
 Requires: traceability (from EU food business
operators)
 Withdrawal of unsafe food
 Liability
Read more about the General Food Law and EU Legislation:
http://ec.europa.eu/food/food/foodlaw/principles/

Industry Norms and Private Standards
Market requirements: for example codes of conduct from clients,
clients’ product specifications and sourcing guidelines
Comply with Quality and Management systems: ISO 9000, ISO
14000, ISO 22000, FSSC 22000, GlobalGAP, BRC, IFS, SA 8000 and
others
Implement private standards or industry norms: Bio Suisse,
Demeter, Naturland, Organic Soil Association, UEBT, Fairwild, Fair for
life, Rainforest Alliance, Halal, Kosher

Tendencias y
oportunidades en el
Unión Europea para
ingredientes naturales
para cosméticos y
farmacéuticos
Andrew Jones
July 2014

Trends, opportunities
and market access
requirements
July 2014
Natural Ingredients for
Cosmetics and Pharmaceuticals
Andrew Jones
CBI External Expert

Topics
• Tendencias
• Oportunidades
• Requisitos para entrar al mercado
• Canales de distribución

Source: Cosmetics Europe

Definiciones
• Ingredients para cosméticos
– Aceites vegetales ; Extractos botánicos ; Aceites esenciales ; Polvos
– Industria química
› natural
› sintético
– Propiedades funcional: emoliente, humectante, emulsificante,
– Propiedades como activos: anti-edad, anti-arruga, anti-irritación, etc
– Formulaciónes
› Base
› Fragancia
› Activos/claims/reclamaciones

Definiciones
– Ingredientes para “farmacéuticos”
› A base de plantas:
 Uso medicinal (medicamento o medicamento tradicional)
 Medicamento: a) toda sustancia o combinación de sustancias que se presente
como poseedora de propiedades para el tratamiento o prevención de enfermedades
en seres humanos o b) toda sustancia o combinación de sustancias que pueda
usarse en, o administrarse a seres humanos con el fin de restaurar, corregir o
modificar las funciones fisiológicas ejerciendo una acción farmacológica,
inmunológica o metabólica, o de establecer un diagnóstico médico;
 Uso como complementos alimenticios: los productos alimenticios con uso para
complementar la dieta normal. Fuentes concentradas de nutrientes o de otras
sustancias que tengan un efecto nutricional o fisiológico (en capsulas, tabletas etc)
 Productos en el borde (cosméticos, complementos alimenticios, medicamentos)

Tendencias y oportunidades
Essential oils
botanicals
vegetable oils
pharmaceuticals

Essential Oils

botanicals

vegetable oils

Ingredients for
Pharmaceuticals

Opportunidades
Farmacéuticas y medicamentos tradicionales a base de plantas y
complementos alimenticios
6 temas en general
Estrés
Obesidad/Pérdida de peso
Salud las articulaciones y huesos
Sistema inmune
Energía
Sistema digestiva

Ingredientes para
• Estrés: valeriana, passiflora, lavenda, torinjil, manzanilla,
• Pérdida de peso/Obesidad: alga marina, nogal blanco americano, diente de
león,
• Salud las articulaciones y huesos: devils claw, Actaea racemosa, ortiga,
capsicum, curcuma
• Sistema digestiva:
• Boldo, menta, kión,
• hinojo
THR
28255/0028
29/04/13 Rutland
Biodynamics
Ltd,
English
Herbal
Medicines
Embrocation
, Napiers
Household
Liniment
Capsicum
Cajuput oil
Camphor
Turpentine
for the symptomatic relief of
rheumatic or muscular pain,
sprains, stiffness and lower
backache including sciatica and
lumbago, based on traditional use
only
R
1366
8/001
8
05/08
/11
Bioforce
(UK)
Limited
Digestisan
Oral drops
Artichoke leaves (Cynara
scolymus L.),
Dandelion root and herb
(Taraxacum
officinalis WEB,)
Boldo leaves (Peumus boldus
MOLINA.) Peppermint herb
Mentha x piperita L.).
For indigestion,
sensation of fullness
and flatulence
associated with over-
indulgence in food or
drink, or both, based
on traditional use
only.

Ingredientes para
• Estrés
• Salud las articulaciones y huesos
• Sistema digestiva
• Pérdida de peso/Obesidad
Productos disponible sin supervisión médica

• Medicamento tradicional a base
de plantas
• THR 17418/0027
• Cada tableta contiene:
• 20mg Butternut bark (Juglans
cineraria L.),
• 30mg Dandelion root
(Taraxacum officinale Weber ex
Wigg.)
• 34mg of extract (as dry
• extract) from Boldo leaf
(Peumus boldus Molina) (4:1)
extraction solvent water
• 45mg of extract (as dry extract)
from Bladderwrack thallus
(Fucus vesiculosus L.) (5:1)
extraction solvent 30%
methanol.
http://www.mhra.gov.uk/home/groups/par/
documents/websiteresources/con286884.pdf

• Medicamento tradicional
a base de plantas
• THR 17418/0027
• Cada tableta contiene:
• 200 mg of extract (as
dry extract) from
Rhodiola rosea L. roots
and rhizomes (1.5 –
• 5: 1) (WS® 1375)
• (equivalent to 300 –
1000 mg of Rhodiola
rosea roots and
rhizomes)
• Extraction agent:
ethanol 60 % (m/m)

Centre for the Promotion of Imports from developing countries21

http://www.mhra.g
ov.uk/Howweregula
te/Medicines/Herba
lmedicinesregulatio
n/RegisteredTraditi
onalHerbalMedicine
s/LIstofproductsgra
ntedaTraditionalHer
balRegistrationTHR
/index.htm
Medicamentos
tradicionales a base de
plantas
- Propiedad de un
medicamento
- No suplemento
alimenticio
- Las reinvindicaciones

Uso como
medicamento

Oportunidades: Cosméticos
• Aceites vegetales
• Extractos botánicos
• Aceites esenciales

Aceites vegetales
• Nuevos, innovación, requisitos para acceder al mercado son
relativamente sencillo
• Volumenes relativamente bajos
• Semillas de fruta
• Alternativas para aceite de palma
• Argan como ejemplo
• Una portafolio variado
– Productos/mercados
Aprox 12,100 resultados
Aprox 1,000,000 resultados
Aprox 1,810,000 resultados

Extractos botánicos
• innovación
• eficacia
• seguridad
• “marketing” o reinvindicaciones
• Propiedades cosméticos
– Anti-edad/arrugas
– Anti-irritación/relajante
– Condicionamiento
– piel, cabello
– Una portafolio variado
› Mercados/productos
25,000,000 resultados

Aceites esenciales
• Los conocidos
– Fragancias
– Aromaterapia
– Calidad, precio y
– disponibilidad
– Los desconocidos
› Seguridad
– Una portafolio variado
› Mercados/productos
http://www.tisserand.com/
category_s/1872.htm http://www.nealsyardremedies.com/essential-
oils?&page=0&q=essential-oils

incosmetics
2014 2013

Como piensa -
el comprador de
ingredientes
para
farmaceuticos

Como piensa -
el comprador de
ingredientes
para cosmeticos

farmacéuticos cosméticos

Requisitos para
entrar al
mercado –
cosméticos

Guía: Evaluación de la
seguridad de ingredientes para la
fabricación de pro-ductos
cosméticos, (SCCS Notes of
Guidance 7th revisión)
http://ec.europa.eu/health/scientifi
c_committees/consumer_safety/do
cs/sccs_s_004.pdf
Opiniones publicadas por la SCCS
(Comité científica para la seguridad
de consumidores)
http://ec.europa.eu/health/scientifi
c_committees/consumer_safety/in
dex_en.htm
Guía para la preparación de fichas
de datos de seguridad publicado
por ECHA
http://guidance.echa.europa.eu/gui
dance_en.htm
IFRA – Asociación Internacional de
la industria de fragancias.
Guía para el uso seguro de
químicas de fragancia y aceites
esenciales para per-fumes y
cosméticos
http://www.ifraorg.org/
REACH
Reglamento (CE)
1997/2006
Cosméticos
Reglamento (CE)
1223/2009

Estandares
voluntarios
- cosméticos
http://www.cbi.eu/system/files/
marketintel_documents/hoja_info
rmativa_del_producto_-
_aceites_esenciales_para_cosmet
icos.pdf

Requisitos para
entrar al
mercado –
Farmaceuticos

Requisitos para
UE –
Farmaceuticos
http://www.cbi.eu/system/files
/marketintel_documents/hoja_i
nformativa_-
_map_en_los_paises_bajos.pdf

Buenas Practicas–
Farmacéuticos
• http://ec.europa.eu/health/files/eudralex/vol-
4/vol4_an7_2008_09_en.pdf
• http://ec.europa.eu/health/documents/eudralex/vol-
4/index_en.htm

Canales de distribución
Aceites vegetales
Aceites esenciales

Canales de distribución –

Ferias mas importantes
• Ingredientes para cosmétics
• Incosmetics Europa

Ferias mas importantes
• Ingredientes para
pharmacéuticos
• Suplementos
• Plantas medicinales
• Vitafoods
• Geneva, cada año, en
Mayo
• Health Ingredients
/Natural Ingredients
• Cada dos años

Export Coaching
Programme CBI
Natural Ingredients for Food,
Cosmetics and Pharmaceuticals
July 2014

Purpose of an ECP
To support exporters from developing countries in achieving sustainable
exports to EU/EFTA markets by bringing their products and knowledge up
to the standards of the EU/EFTA markets

Export Coaching Programme
Three fixed stages:
1. Business Audit & Action Plan
– Assessment of the capacity of SMEs to enter the European market
– Steps to prepare for the European market
2. Export Capacity Building
– Training, workshops, coaching, technical assistance
– Certification
3. Market Entry
– Participation at European Trade Fairs

Export Coaching Modules
Market entry
EU
Certification
Market entry
Regional
Certification
Regional
market entry
 Providing expertise in
processes relating to
certification
 Possibility for co-financing
 Gaining skills and experience in
marketing in regional
market(s) and/or European
markets
 Establish relevant business
contacts
 Participation in fairs,
conferences, exhibitions and /
or B2B
Business
Audit and
action plan
Business
development
Export
Capacity
Building
Business
Audit and
Action Plan
Business
development
Export
capacity
building
 Assessment of the capacity of
SMEs to enter the European
market
 Steps to prepare for the
European market
 Supporting companies with the
further professionalisation of
their operational management
 Supporting companies in
complying with the
requirements of European
markets
 Explore the European market
 Develop an export strategy
European
market entry

Market entry
EU
Certification
Market entry
Regional
Export Coaching Módulos
04/08/2014CBI –Ministerio de Relaciones Exteriores
1
Certificación
Entrada en el
mercado
regional
 Proporcionar una pericia sobre
el proceso de certificación
 Posibilidad de cofinanciación
 Realización de las habilidades y
la experencia de su
comercialización relativa a los
mercados regionales y
Europeos
 Realización de habilidades y
una cantidad suficiente de
contactos de negocios
relevantes
 La participación en ferias,
congresos, exposiciones
itinerantes y/o B2B
Business
Audit and
action plan
Business
development
Export
Capacity
Building
Auditoría y
plan de
acción
Desarrollo de
negocios
Construciocc
ón de
capacidad
exportación
 Valoración de la capacidad de
las PYMES para entrar en el
mercado Europeo por medio de
una auditoría de exportacón
 Plan de acción
 Entrenar las PYMES para
profesionalizar sus procesos
aún más
 Entrenar las PYMES para
satisfacer las demandas del
mercado Europeo
 Explorar los mercados
Europeos
 Desarrollar una estrategia de
exportación
Entrada en el
mercado EU

Business Audit & Action plan
Completed export audit with an action plan based on which the
company understands the steps to take to become a successful
exporter. The export audit forms the starting point for the
decision how the company will further participate in the ECP.
Result:
1. Pre-selection assessment (to
determine suitability)
2. Company visit by EU sector expert
3. Company visit(s) by local expert
Max. 0.5 years
No participation fee
Tools:
Duration:

Export Capacity Building
Company is able to meet European market demands and has
familiarised itself with the European market. Furthermore, an
Export Marketing Plan has been developed. Monitoring takes
place through the Export Audit.
Result:
1. Technical assistance (visits) by local expert
2. Technical assistance (visits) by EU sector expert
3. Distant coaching
4. Export Marketing Seminar (EXPRO) participation
(travel and hotel covered by CBI)
5. Orientation visit to EU trade fair
Tools:
1-2 years
Participation fee: € 250
Duration:

Market Entry EU
Company has gained skills and experience in the marketing of
its products towards EU/EFTA markets. Furthermore, it has
established relevant contact in EU/EFTA markets.
Result:
1. Technical assistance by EU market expert
2. Trade Fair participation / conference
participation (3x sponsored, 70%, 60%,50%)
3. Roadshows
4. B2B activities
5. Assistance in follow-up of contacts (market
consolidation)
3-4 years
Participation fee: €500
Tools:
Duration:

Training and Capacity Building
Training
Target
countries
Training
Europe
Online
Training
Training in
Colombia
Training in
Europe
Training on-
line
 Export marketing planning
 Requirements for market access
 Market research
 Effective trade fair participation
 Corporate social responsibility
 Website promotion
 During business in Europe / cultural aspects
 Calculation & prices / Business

Módulos de Desarrollo de Recursos Humanos
04/08/2014
6
Training
Target
countries
Training
Europe
Online
Training
Capacitación
en Colombia
Capacitación
en Europa
Capacitación
on-line
 Planificación de Marketing Exportación
 Requisitos de acceso a los mercados
 Investigación de mercado
 Participación efectiva en ferias
 Responsabilidad Social Corporativa
 Promoción del sitio web
 Cómo hacer negocios en Europa/aspectos
culturales
 Cálculo & precios / Negocios
CBI –Ministerio de Relaciones Exteriores

Natural Ingredients
Export Coaching
Programme

Integrated Country Programme Colombia (2014-
2018)
• Objective: boost exports from
selected Colombian sectors to
European markets.
• Participants: 10 companies per
segment
• Exotic Fresh Fruits
• Roasted Specialty Coffees
• Tropical & Exotic flowers &
Foliage
• Natural Ingredients for
Food, Pharmaceuticals or
Cosmetics
• Garments
• IT Outsourcing Services

Partners and Roles
• CBI
• Proexport
• ANDI
• PTP

Design of the Programme
• Bottlenecks on micro level (company) and meso level (sector
based);
• CBI modules related to these bottlenecks;
• Focus on exports to the European market;
• Participation of importers;
• Collaboration with local partners!

Criteria for Participants
• Formally constituted SME (according to Colombian definition)
• At least 51% Colombian owned
• Not currently participating in a SIPPO project of the Swiss development
cooperation agency, that includes technical assistance and trade fair participation
• Not completed a previous CBI Export Coaching Programme
• Not having delayed payment(s) to Proexport, ANDI and PTP for fairs and other
activities
• No outstanding tax declarations or other debts with the Colombian state unless
there is an payment agreement or demand for admission at the administrative
tribunal
• No joint venture with a company based in a country with a classification of UMIC
or higher
• Able to verify SARLAFT (Sistema de Administración del Riesgo de Lavado de
Activos y de la Financiación del Terrorismo) and OFAC
• No licensing commitments that prohibit or limit export possibilities of products to
the EU
• No in process of dissolution
• Able to present a certificate of fiscal and disciplinary background

Planning and Time frame
• Application: opens 28 July, deadline 8 September.
Apply via: http://www.cbi.eu/naturalingredientscolombia
• Pre-selection of participants: end of September
• Business Audits: October – December
• Final selection of the participants: December
• Start Rest of programme: January 2015

CBI
market intelligence
July 2014

Topics
• Introduction about the CBI market intelligence
• How to use it
• Practical examples

Introduction
• http://www.cbi.eu/videos/CBI-MI-Promo-Animatie-
DEF2_SpanishSub-1.mp4

> Qué
Catálogo de productos de
inteligencia
de mercados del CBI

productos de inteligencia de mercados del CBI

Observación
Tendencias europeas y sus implicaciones para su futuro
CBI Trendmapping:
conocimientos y previsiones relacionadas con la dinámica de los mercados europeos,
a corto y a largo plazo
CBI Tradewatch:
difusión de sus estadísticas comerciales

Exploración
Canales y segmentos del mercado europeo
CBI Market Channels & Segments:
su ruta comercial en el mercado europeo

Exploración
Panorama empresarial europeo y evaluación de la competencia
CBI Market Competitiveness:
las fuerzas competitivas que configuran su mercado
CBI European Business Landscape:
encuentre a su organización de apoyo europea

Penetración
Las mentes de los compradores europeos
CBI Buyers’ Black Box:
sepa qué se oculta en la mente de un comprador europeo
Comprensión
Requisitos europeos legislativos y no legislativos para exportadores
CBI Buyer Requirements:
inteligencia sobre requisitos legislativos y no legislativos

Concentración
En su combinación de producto-mercado más prometedora en Europa
CBI Product Factsheet:
conocimientos prácticos sobre su producto visto desde la perspectiva de los mercados
europeos

Conocimiento
Todo lo que necesita saber sobre los fundamentos de los mercados de la
UE
CBI Database:
una visión general de los fundamentos de los mercados europeos para exportadores,
incluidos estudios de mercado personalizados y basados en la demanda y
estudios personalizados sobre los efectos (imprevistos) de las políticas en países
en vías de desarrollo
Inteligencia personalizada
• Para BSO o gestores de programas del CBI (a demanda)
• Centrada en un mercado (de la UE) específico para un sector concreto
Inteligencia de políticas
• Para legisladores de la UE o el Sur
• Información práctica actualizada y personalizada
Inteligencia de exportaciones
• Para BSO y exportadores
• Manuales sobre fundamentos de los mercados de la UE relacionados con la
exportación a Europa

Anticipación
Cambios y avances futuros en el mercado
CBI Scenario Planning:
desarrollo de hojas de ruta estratégicas futuras para BSO
CBI Incubator Market:
investigación de cambios recientes operados en mercados europeos
CBI Fashion Forecast:
tendencias de moda y avances futuros (estilos, colores, tejidos, diseños)

How to use

Practical Examples
http://www.cbi
.eu/marketintel
_platform

Practical Example
• Select the Market Sector for natural ingredients for cosmetics

Practical Example
• The different MI products are presented

Practical Example
• Select “Inside a Buyer’s Brain”
“Click” on
the link

Practical Example
• Explore this page…
1
2
3
Segment
summary
Full document. Also in
Spanish, sometimes
Click to access
interactive sections of
other MI products e.g.
EU buyer
Requirements

Practical Example
• Market Brain Summary

Practical Example
• Full document – Buyers Black Box
Can be
downloaded and
saved to your PC

Practical Example
• Interactive page for EU Buyer Requirements
Click here to access the
full document.
Click to access
interactive sections of
other MI products
Click for
more
information
in summary
format
Click to
return to
overview
page

Practical Example
• Main overview page

Practical Example
• Use the remaining time to search/download another Market
Intelligence product
• Any questions?

Gracias
Contactos:
Andrew Jones: andrew.jones@fairventure.com
Reindert Dekker: reindertdekker@hotmail.com
CBI Programme Manager:
Nico Smid
nsmid@cbi.eu www.cbi.eu

Cbi ni workshops colombia july 2014r

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