USDBC International Marketing

1
USDBC International Marketing
Jeane Wharton, Exec. Dir. jw.usdbc_at_midconetwork.co
m
2
USDBC International Funding

• MAP 2008 1,252,799
• FMD 2008 150,426
• EMP 2008 No allocation decisions yet
• GBI 2008 No allocation decisions yet
• 2008 YTD Funding Total 1,403,225

3
Challenges Opportunities

• Challenge Opportunity High prices generated
  interest in US dry beans from many new buyers but
  overall exports dropped due to lower supplies
• Opportunity Weak U.S. and low supplies of
  competing crans light speckled kidneys led to
  new pinto bean interest from Italian, Angolan
  Turkish buyers amongst others

4
Challenges Opportunities

• Challenge Opportunity High prices encouraging
  development of new product offerings using
  alternative beans and new packaging (e.g., new
  reduced cost retort packaging, substitution of
  navy for GN in Philippine canned beans)

US Black Beans
5
Challenges Opportunities

• Challenge High prices reducing food consumption
  in low income countries (no substitution taking
  place in some instances)
• Challenge High food prices have increased
  political focus on food security in Latin America
  and other regions. Need for food security could
  ultimately impact quantity of bean acres planted
• Opportunity Promote the health benefits of
  U.S. dry beans and messaging of BHA to give
  buyers a reason to buy

6
Europe - Activities

• USDBC currently trade servicing in Belgium,
  Denmark, Finland, France, Germany, Ireland,
  Italy, Netherlands, Portugal, Spain, Sweden and
  the UK.
• Fall 2007 Reverse Trade Mission with new buyers
  from Belgium and Sweden

27k MT of 50k in exports went to UK
7
Japan - Developments

• Chinese bean paste imports declined at beginning
  of year due to safety concerns
• Imports recovering as year moves forward
• No significant delays from Myanmar as some
  expected due to cyclones

8
Japan - Activities

• Coordinated JPBIA member attendance at 2008
  Mexico Bean Congress
• To host group from the JPBIA in August 2008 to
  help increase the familiarity with US dry beans
  and encourage new ties
• Sent two direct mail USDBC newsletters to
  importers and end-users
• Reverse trade team planned for Oct 08

9
Southeast Asia - Activities

• 3 cooperative promotions with Yeo Hiap Seng in
  Malaysia increased sales of their 425 gram cans
  by 30 and 300 gram cans by 20

10
Southeast Asia - Activities

• PT Ultrajaya received favorable responses to its
  chocolate bean drink (developed with USDBC) in
  extensive consumer and school trials

11
Southeast Asia - Activities

• New cooperative promotions with RAM foods in
  Philippines focusing on health aspects of beans -
  as a result of Beans for Health Research shown to
  company owner

12
Mediterranean Region Africa - Developments

• High prices and weak US dollar, generated
  interest in US dry beans from new buyers in
  Middle East and Africa
• 2007 Chinese light speckled kidney beans were
  costly and difficult to find boosting demand for
  US pinto beans from Italian canners and Angolan
  importers

13
Mediterranean Region Africa - Developments
(Cont)

• Ethiopian Commodity Exchange began operations on
  March 24, 2008, and transacted a sale of 100 mt
  of pea beans to WFP on June 26th.
• South Africas leading dry legume packager,
  Umgeni Products, ceased operations in early 2008

14
Mediterranean Region Africa - Activities

• June-July 2008 distributed 25k US Pinto Bean
  t-shirts to 4 leading pinto bean importers in
  Luanda Arosfran, Angofex, Atlas Group and
  Angoalissar.  21k more shipped to Luanda for
  distribution in the second half of 2008.

• June 18-27, 2008 Angola S.Africa Trade Mission

15
Mexico - Imports
1,071,803 MT Over 15 Years
16
Mexico - Developments, Challenges Trends

• Mexican Government decision to issue
  100,000 MT Quota considered political
  with no real expected impact
• Challenges Per capita consumption dropping but
  overall national usage remains at 1 - 1.2 MMT
• Use of precooked products increasing (canned,
  tetrapak and dey standup retort pouches)
• Govt of Mexico spent 1.5m promoting consumption
  of dry beans in Zacatecas (same message as U.S.
  campaign)

• NAFTA will not
• be renegotiated

17
Mexico - Activities

• First ever supermarket promotions in North Mexico
  (Monterrey).

Message Consumption of Dry beans may help to
avoid Diabetes type 2, some types of cancer and
cardiovascular disease
18
2007 USDBC Promo
19
2008 US Dry Bean Congress
20
Completed Trade Shows

• Oct. 13-17, 2007. ANUGA 2007 trade show in
  Cologne Germany
•   February 24-27, 2008. Gulfood 2008 trade show
  in Dubai, UAE
• March 10-14, 2008. Alimentaria 2008 trade show in
  Barcelona, Spain

21
Central America Caribbean Region

• NEW Representation as of May 2008
• Will assist in management of world wide
  activities (trade shows, trade missions and
  market research) UES application
• Trade mission to DR Haiti planned for November
  2008
• Visits with Central America trade in July
  August 2008

22
Contact Randy Duckworth
Director of Worldwide Activities
Central America Caribbean Region Rep Email
randy_at_usdrybeans.com Tel
1-360-277-0111
23
Argentina Market Research
24
China Market Research
25
Peru Market Research
26
Upcoming Activities

• August 2008. China Trade Mission
• September 2008. Japan Reverse Trade Mission
• October 19-23, 2008. SIAL 2008 trade show in
  Paris, France
• Mexico Harvest Tour CANCELLED
• November 2008. Dominican Republic Trade Mission

27
2009 Bean Congress - Acapulco

• Acapulco Princess Hotel
• February 12 15, 2009
• Look for info August 08 at www.usbeancongress.com