Event: Food 2.0 Export Webinar 23.9.
Thank you for attending the Food 2.0 Export Webinar. Here is a recap of the event. You can also download the material from the link at the bottom of this page.
Time: Monday 23.9.2024 at 14:30-16:00
Venue: Teams webinar
Business Finland’s insights on different markets
The webinar was started off by Business Finland’s crew. Senior Advisors Lili Lehtovuori, Agathe Damour and Elina Fahlgren provided an overview of Business Finland’s export support and valuable tips for successful operations in Germany, Singapore, France and the US.
“Germany is the third largest food export partner for Finland, and the way to go is working closely with clients, preferably in German languate and local presence. Localization and tailored strategy for the German market are needed”, says Lili Lehtovuori.
“For Singapore, it is worth emphasizing that the country is a hot spot of novel food products and has quicker certification process for these compared to the EU and US. We help Nordic companies in taking their next steps in Singapore, and this November, we are hosting a Nordic agri-tech networking visit to Singapore together with Business Sweden and Sweden’s Innovation Agency, she continues.
“In the French market, potential clients expect a proven understanding of the French market and prefer communications in French – or at least French written materials to support English business dialogue. You need to provide a detailed explanation, what added value your product will bring and adapt the product to the local market. Be prepared for time-consuming decision-making process as the local organizational structures might be hierarchial”, says Agathe Damour.
“The US market is currently interested in for example circular economy and better-for-you foods and beverages. The US business etiquette is all about being concise, effective and punctual. Know how to pitch yourself and your solution to the potential client. Be on time and don’t go overtime in meetings”, says Elina Fahlgren.
Experience-based insights from Valio and Rosten
The webinar also introduced two real-life experiences of food exports.
Valio has had operations in the US for decades and the current hero product is Finlandia Cheese.
“It is a huge country and should not be treated as a single culture. South is different from the north, east is different from the west. Do careful analysis in the area that you are targeting, and focus on one at a time. Distances are very long which requires careful planning of logistics. Clients expect to get their orders in time, in full, everytime. I recommend investing in logistics expertise early on”, Valio USA CEO Ann–Mari Hämäläinen says.
Turku-based bakery Rosten established Rosten Inc. to the US market this year. This SME is already seasoned in food export.
“We’re one of the first bakeries in Finland who exports, and are now exporting to 9 countries. We opened the US market this year. We feel that creating success is all about knowing the market and the people you’re working with. It all comes to having a great product with a unique story but you need to put lots of effort to planning, pitching, client work, brand protection, just to name a few. Fail it til you make it – it’s an ultra marathon!” Rosten’s Marketing and Export Director Veera Meltovaara says.
“It was wonderful to see the strong interest this export event generated among actors in the food sector. Once there is the commitment and decision to pursue export activities, support is readily available. Don’t hesitate to seek assistance and market insights from Business Finland or other service providers. Additionally, explore partnerships with other companies in the food sector! By joining forces, we can create synergies and offer a broader range of products for the export market,” concludes Food 2.0 Ecosystem Lead Veera Virtanen from Valio.