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CaribbeanKitchenwaslaunchedin2012
during the London Summer Olympics.
Thestagingsoughttointroduceregional
companies to potential distributors in
the United Kingdom (UK) market, and
build awareness for Caribbean brands
by exhibiting them to consumers and
potential buyers. From August 8-9,
2012 theproducts from11CARIFORUM
agro-processing and manufacturing
firms were on display during the
hosting of the 2nd CARIFORUM-EU
Business Forum. These were Beverages
Caribbean Inc. from Barbados; Bel-
Mer Winery in Belize; Parry W. Bellot
& Co. Ltd. of Dominica; Caribbean Labs
& Traders in the Dominican Republic;
De La Grenade Industries of Grenada;
Bloxburgh Gourmet Creations, Central
Food Packers, and Tijule Company
Limited from Jamaica; Baron Foods
Limited in Saint Lucia; and Tobago
Cocoa Estate W.I. Ltd and Caribbean
Agribusiness Export Company from
Trinidad and Tobago.
While this initial staging of Caribbean
Kitchen
focused
on
product
demonstrations and tasting sessions,
the response from the local market to
the range of products on display was
encouraging and became the genesis
for subsequent exhibitions of the
platform, at the ANUGA Trade Fair in
Cologne, Germany. The first staging
of Caribbean Kitchen at ANUGA was
held from October 5-9, 2013, with
support from Deutsche Gesellschaft
für Internationale Zusammenarbeit
(GIZ). As the world’s leading food fair
for retail trade and the food service
and catering market, ANUGA attracts
over 150,000 trade visitors, and 6,800
exhibitors from 185 countries. On this occasion, 11 firms participated in the
mission.
Immediate results included the negotiation of contracts by three firms during the
event, at an average of 48 contracts per firm; greater market access opportunities;
and increased expertise in engaging with EU buyers following the B2B sessions
executed. A summary of beneficiary testimonials from ANUGA 2013 is available
in the table ‘Caribbean Kitchen Participants Outcomes’ on the next page.
The platform was again showcased at ANUGA, in collaboration with GIZ, during
the period October 10-14, 2015. Twelve (12) regional food and beverage
producers attended the trade fair, and exhibited a range of Caribbean sauces
and condiments, liquors and beverages, and cocoa and chocolates. Based on
the lessons learnt and recommendations from ANUGA 2013, Caribbean Export
sought to enhance the execution of the initiative in 2015.
An evaluation conducted immediately after the 2015 event revealed that all
beneficiaries reported meeting their targets, with the greatest target being the
ability increase access of products to international buyers, which was achieved
by 92% of participants. Participants also found ANUGA useful for strengthening
their knowledge and understanding of the markets for Caribbean imports
in Europe, and for offering market access opportunities not previously known/
available for their business’ export development.
Nine firms were able to secure a joint total of 57 leads, with a combined estimated
value of approximately US$430,000. Further, of the 500 contacts established,
29% were significant, these included: manufacturers, distributors, wholesales,
retailers, agents, importers, re-sellers, buyers, restaurants, and specialty food
stores.
In addition to the immediate outcomes mentioned above, a 6-month follow
up assessment with Caribbean Kitchen participants revealed that they secured
orders ranging between US$5,000 and $30,000 from buyers. Three firms also
entered new markets in CARIFORUM, Europe and the United States, and five
firms were able to hire 18 new staff members following participation in ANUGA.
To date, a total of 28 firms from 10 CARIFORUM countries have showcased in
Caribbean Kitchen. The full list of beneficiaries is available at Annex 6.
ENHANCING COMPETITIVENESS
AND PROMOTING INNOVATION