Trade Development Officers Provide Agri-Food Industry Access to International Markets
Published on December 10, 2010
December 10, 2010, Medicine Hat Alberta…Changing demographics in the Mexican market are providing export opportunities for the agri-food industry in sunny Southeast Alberta; with 109 million people and a growing middleclass with greater purchasing power, Mexico’s social consuming behavior has shifted, creating a demand for quick and easy meals. Alberta Agriculture and Rural Development (AARD) Trade Development Officers are assisting companies in value added, commodity based, retail and food services to access this growing market.
“The programs that they provide assist companies to streamline the process to get into international markets; they’ve already established relationships with Mexico, US, Asia and Europe and have compiled a network of international trade commissioners,” said Tracy Heebner, rural business enhancement officer for the Economic Development Alliance of Southeast Alberta.
Programs offered by AARD’s International and Marketing Branch include such things as product evaluation, table top opportunities, marketing, branding and a matchmaking stage where product is matched with potential buyers in other countries.
For example, in Mexico the product evaluation stage allows Canadian companies in the value added industry to receive feedback from experts in Mexican palettes and/or marketing areas; these findings will then be expressed to the business and from there it will be their choice to either enter the market, sometimes requiring product modification to meet Mexican tastes, or opt out of the process. Companies, once market ready, have an opportunity to be matched up with potential buyers including distributors, bulk providers and direct supermarkets.
“Alberta Agriculture and Rural Development are bringing the professionals to Canada; this is an opportunity for companies to get feedback on their products and decide if this is a direction they want to pursue. Mexico is one of the many international markets interested in Alberta based goods; in 2009 the province was the largest exporter of agri-food products to Mexico-nationally,” said Heebner. “The EDA can assist by putting you in touch with these trade officers, as well as finding possible funding initiatives that may assist- such as the Alberta Technology Innovation Program that provides financial support for agri-food processing companies to attend international industry events that advance food technology.”
For more information on exporting to international markets or to learn about the business services available to help you expand your company or access venture capital go to www.edalliance.ca. For opportunities specific to agriculture businesses expanding into Mexico, please see the “Exporting to Mexico”interview.