AGA Food Cameroon

AGA Food gains access to the European market

AGA Food provides 150 farmers with a stable income by supporting them in the production of dried fruits and exportation to the United States. AGA would like to expand further by also exporting to Europe. SharePeople's job is to examine this new market and state what actions must be taken in order to make this operation a success.

Marketing expert Katja Westgeest visted AGA Food for about two weeks.

About AGA Food

AGA Food produces organic snacks made of exotic fruits. The company was set up in 2006 and its main aim is to support farmers in selling their products on the international market. AGA Food organises small-scale farmers in associations and community groups, and supports them with technical knowledge and advice in the production of organic fruit in accordance with stringent international standards. AGA Food helps with the processing and packaging of the fruit, as well as with sales on the international market.

Business case

AGA Food exports dried fruits to the United States but would like to spread its risks by also serving the European market. AGA Food requests SharePeople to advise them by formulating a marketing strategy in order to give them access to the European market. In the first instance, the focus is on the Dutch market.

Results

Analysis

• Marketing expert, Katja Westgeest, analyses the market by interviewing Dutch importers. These interviews provide AGA Food with more insight into the criteria set down by importers for the importation of dried fruits. It also appears that the Dutch market is too small for dried fruits.
• Together with AGA Food, Katja determines the positioning of AGA Food for the coming period.
• Katja sets up a plan of action in order to come up with a good marketing strategy.

Advice

• Make a further analysis of the market (size, characteristics and trends) on the basis of the survey developed by the marketing expert.
• Since the scale of the Dutch market is small, the marketing expert recommends that the client also analyses the English market and considers expanding sales in the United States.
• Since AGA Food is a small company, it will soon have to choose between the American, British or Dutch markets.
• Investigate the possibilities for product diversification, such as dried fruits as an ingredient of soft drinks or energy bars, for instance.
• Carry out a SWOT analysis on their own organisation so that the client will be able to concentrate on improving its weaknesses and taking advantage of opportunities.
• Choose between organic production and conventional production.

After her return to the Netherlands, Katja Westgeest has also been involved in approaching Dutch importers, as well as exploring the market further.

Impact on the overseas partner

The marketing expert has provided AGA Food with a better definition of the sales proposition and the marketing strategy (‘AGA Food, nurturing the future'). There is also more insight into the opportunities available in the Dutch market and connections have been made with Dutch importers of dried fruits, as well as potential clients.

Impact on the professional

The expert's qualities have been acknowledged and she is aware of her added value in a foreign environment. She has discovered that she is good at stimulating her environment, even when it comes to important strategic decisions.

'We discovered with enthusiasm the principles of the "Message Power House", That allowed us for example to better define our key message. We are sincerely very thankful for it.' Laure Yossa, Manager at AGA Food