Caribbean Wellness Tourism

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TOPICS COVERED

• Services offered by TFO Canada
• A profile of Imports into Canada and Importer
  Characteristics
• Exporting Successfully
• Useful Contacts and Addresses
• TFO Canadas website

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I. TFO CANADA SERVICES FOR EXPORTERS
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MANDATE

• TFO Canada works with developing countries to
  help strengthen the trade capacity of their small
  and medium sized businesses and supporting trade
  institutions.

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TFO CANADA

• Founded by CIDA (Canadian International
  Development Agency) in 1980, we remain a
  non-government, not-for-profit corporation.
• Clients Exporters and TPOs in over 130 eligible
  countries in export development and capacity
  building in trade
• Currently about 3,000 exporters registered with
  us 1,500 Canadian importers registered across
  multiple sectors
• We provide INFORMATION, ADVICE and CONTACT
  through our pro-active programme and
  web-delivered services

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SERVICES

• Information Services
• Market information papers, reports, other useful
  exporting information
• Promotional Services
• Company/product(s) inclusion in TFOCs exporter
  database, searchable by buyers on-line
• Advertising in electronic importinfo

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PRO-ACTIVE PROGRAMME

• Market Access
• Exporting to Canada Seminars
• Exporter Missions
• Importer Missions
• Individual Company Consulting

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TFOS WEB-BASED SERVICES
www.tfocanada.ca

• Exporters register on-line for TFOs free
  services
• Information Services
• Promotional Services

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II. A PROFILE OF IMPORTS INTO CANADA AND IMPORTER
CHARACTERISTICS
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Geographic Location
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DEMOGRAPHIC SNAPSHOT
Source CIA World Fact book 2007 Figures
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IMMIGRATION

• 5.1 population growth (2001-2006)
• 1 in 5 Canadians is an immigrant
• Asia and the Middle East ?40.8
• Europe ?36.8
• Latin America the Caribbean ?10.8
• Other (including USA) ? 11.6
• Immigrant populations mainly in urban centers
  (70) in
• Toronto ? 50 foreign born

Source www.statcan.gc.ca
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MARKET CONCENTRATION

• Low overall density (3 per Km Sq.) but
• Population is concentrated80 Urban
• Live in 4 broad urban areas
• Toronto area (6.7 million)
• Montreal area (3.7 million)
• South West BC (2.7 million)
• Calgary-Edmonton corridor (2.2 million)

Source www.statcan.gc.ca/ebook
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MARKET CONCENTRATION

• 60 live in Ontario and Quebec

90 within 160 Km of U.S.A. border
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MARKET COMPARISON CANADA USA

• SIMILARITIES
• English - dominant business language
• Similar business practices
• Both comprised of many sub-markets
• Border commonality i.e. Seattle Vancouver
  have more in common than Vancouver Toronto
• Same retail chains, Sears, Wall Mart, GAP, Home
  Depot, etc.
• Similar demographics

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• SIMILIARITIES (Cont.)
• Dominated by Baby Boomers
• Important ethnic market
• Bilateral Free Trade Agreements Canada-Chile,
  Canada-Costa Rica, Canada-Israel
• Both demand
• high-quality products
• good value for money (competitive)
• after sales service where applicable
• Similar business practices

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MARKET COMPARISON CANADA USA (Cont.)

• DIFFERENCES
• Canada French is an official language
• (USA Spanish unofficial but important)
• Customs tariff
• Packaging and labeling
• Import Documentation
• Health requirements
• Canada has metric system
• (USA Imperial system)

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Canada The worlds 10th largest importer
Source CIA World fact book 2006 est.
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IMPORTS FROM CHILE2004 - 2008
www.strategis.ic.gis.gc.ca
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Chilean Exports to Canada before after CCFTA
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TOP 12 EXPORTS FROM CHILE - 2008
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IMPORTS OF FRESH GRAPES INTO CANADA 2008 Top
countries
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IMPORTS OF FISH FILLETS 2008 Top countries
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IMPORTER CHARACTERISTICS...

• Different types
• Origin dictates sourcing
• Knowledgeable
• Risk Averse
• Homework bound
• Planning meeting deadlines
• Calculated and long decision-making process

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IMPORTER CHARACTERISTICS...continued

• Price quality
• Testing, adjustment, trial period
  (samples)patience required!
• Less formal
• Punctual fast/quick response turnaround time
• Long-term relationship building
• Small community

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BUT...AT THE END OF THE DAY...
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DISTRIBUTION SNAPSHOT
Chilean Exporter
Importer
Distributor/Agent
Retailer
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III. EXPORTING SUCCESSFULLY

• Do your homework
• Assess your export readiness value chain
• Prepare an export plan formalise your export
  strategy
• Research your market (competitive analysis, legal
  requirements, regulations...)
• Prepare a marketing plan for target market...

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EXPORTING SUCCESSFULLY (cont.)

• Analyse the competition from other developing
  countries
• Key factors to consider other than price and
  quality
• Constancy in supply
• Constancy in delivering as agreed upon
• Attention to detail (product specs, packaging,
  packing, regulatory requirements, labelling...)
• Monitoring shipment (tracking and follow up)
• Positioning and presence in the market key to
  maintaining strategic positioning

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PROMOTIONAL TOOLS BUYER IDENTIFICATION

• The Internet
• Trade Shows
• General food -www.sialmontreal.com
• -www.crfa.ca
• Fresh produce
• -www.cpma.ca
• Ethnic organic food
• -www.ethnicandspecialtyfood.com
• Pro Chile its Representatives in Canada
• Exporter missions

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PROMOTIONAL TOOLS BUYER IDENTIFICATION -
continued

• Bi-national Chambers of Commerce such as the
  Camará Chileno-Canadiense
• Industry Associations in both Chile and Canada
• Banks and Freight forwarding companies
• Networks of contacts in both Chile and Canada

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IV. USEFUL CONTACTS AND ADDRESSES

• Industry Canada
• www.strategis.ic.gc.ca
• Foreign Affairs International
• Trade
• www.international.gc.ca
• Canada Border Services
• Agency
• www.cbsa-asfc.gc.ca

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OTHER USEFUL ADDRESSES

• Regulation on organic products
  www.inspection.gc.ca
• Organic Trade Association (OTA) www.ota.com
• Canadian Organic Growers Association (COG)
  www.cog.ca

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YOUR TARGET MARKETS ARE CONCENTRATED

• Toronto and Montreal
• for Eastern Markets
• Calgary or Vancouver
• for Western Markets (British Columbia, Alberta
  and the Prairies)

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IN CLOSING

• Canada is a very competitive market
• Same day responses to communication 24 hour
  response system a good tactic to adapt!
• Handle sample requests professionally
• Eliminate surprises
• Provide accurate information
• Deliver as promised!!!!!

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• KEY FACTORS FOR SUCCESS
• Reliability
• Good Communication
• Consistency
• Follow-up
• Long-term relationship building

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WELCOME TO THE CANADIAN MARKETPLACE!
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V. TFO CANADAs WEBSITE
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Step 2 EXPORT experience IS necessary (1 year).
Provides access to PROMOTIONAL SERVICES.
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Step 3 ADDING VISUAL INFORMATION to your profile
PICS, Brochures, price lists, etc.
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MUCHAS GRACIAS