03 requerimientos del mercado europeo sector flores y follajes tropicales
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Centre for the Promotion of Imports from developing countries
Market requirements
European market
Arno van der Maden
June 2014
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Four types of market requirements
A) Legislative requirements
B) Quality and grading standards
C) Environmental, social and health & safety issues
D) Customer requirements
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Four types of market requirements
A) Legislative requirements
B) Quality and grading standards
C) Environmental, social and health & safety issues
D) Customer requirements
June 2014 Centre for the Promotion of Imports from developing countries 2
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Legislative requirements
Plant health control Directive 2000/29/EC and ICA (Colombia) (Wood) packaging materials ISPM 15 and Directive 94/62/EC CITES E.g. Cycads, Tilandsia Breeder’s rights Not so much applicable in TF&F
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Four types of market requirements
A) Legislative requirements
B) Quality and grading standards
C) Environmental, social and health & safety issues
D) Customer requirements
June 2014 Centre for the Promotion of Imports from developing countries 4
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Quality and grading standards
(1) Product quality - EU regulation on product quality
- VBN product specifications • general speciation cut flowers • general speciation foliage
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(2) Quality management systems, for example:
Quality and grading standards
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Four types of market requirements
A) Legislative requirements
B) Quality and grading standards
C) Environmental, social and health & safety issues
D) Customer requirements
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Environmental, social and health & safety
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Why can certification be interesting
for you?
Growing interest from consumers
Required by specific customers
Future of your own company
Cost efficiency
Distinguishing your company
Environmental, social and health & safety
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Four types of market requirements
A) Legislative requirements
B) Quality and grading standards
C) Environmental, social and health & safety issues
D) Customer requirements
June 2014 Centre for the Promotion of Imports from developing countries 10
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Customer requirements
• Right quality
• Right product varieties
• Delivery reliability
• Open to feedback
• Proactive communication
Different trade channels =
different requirements!
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Requirements when supplying via auctions
• General auction regulations
• Auction costs
• How to get the buyers to pay the best possible price
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How to get the best price?
Distinguish yourself and build trust !
Build image of quality and trust: Good and reliable quality
Steady and reliable supply
Homogenous lots (size, ripeness, colour)
Recognisable
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Chain of requirements
CONSUMER
special occassion
specialised shops
specialised wholesale
own use / impuls
retail chains
flower providers
exporter exporter June 2014 Centre for the Promotion of Imports from developing countries 16