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10 tips for finding buyers on the European natural food additives market

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This study provides 10 essential tips on how to increase your chances of finding suitable buyers for your natural ingredients in the European food & drink market. Success depends on various factors, such as product quality, pricing, level of competition, the types of ingredients you supply and online presence. Due to its impact on global trade and with it likely to remain for the foreseeable future, the COVID-19 pandemic is an important factor you must consider.

1. Know which buyers to target

As an exporter of natural food additives thoroughly research the European market before approaching prospective European buyers. A major advantage of doing this is that the information you gather can provide you with knowledge and a deeper understanding of the market. Another major advantage is that being prepared is likely to save you time and resources in your journey to enter the European natural food additives market. Not following this tip is likely to make it more difficult for you to enter the market.

The European food and drink market is growing at a steady pace, a trend that is expected to continue. There is high demand from food and drink companies looking to add natural food additives to their products. Growing consumer demand for natural food and drink products which are food products without or with fewer synthetic ingredients is a major driver behind this trend.

You should firstly consider targeting European food and drink manufacturers directly. Secondly, you should consider targeting parties supplying and distributing natural food additives to European food and drink companies.

Nestlé, Unilever, Oetker Group and Associated British Foods are some of the largest European food and drink companies using natural food additives. Large and medium-sized European suppliers/distributors of natural food additives include Mane, Nexira and Naturex. Consider targeting European food and drink companies alongside their suppliers and distributors.

Other types of players include small and medium-sized buyers of food additives and ingredients. These companies usually focus on specific types of ingredients. For example, Übelhör Organic Germany specialises in certified organic ingredients, including sweeteners. Large organic food companies usually source directly. As such, suppliers in developing countries should target these types of buyers if they cater to the sectors they specialise in.

Table 1: Types of buyers in the European food additives sector

Buyer type

Description

Reasons to target

Examples

Large to medium-sized buyers

These buyers offer a wide range of conventional and certified ingredients and food additives.

Approach these buyers if you can supply in bulk or have a wide range of ingredients.

Mane, Nexira, Dölher, Naturex

Small to medium-sized buyers

These companies include smaller traders. These buyers usually specialise in certain ingredient groups or a specific market.

Approach these buyers if you supply lower quantities, if your ingredients are certified or if you supply niche ingredients.

Delphi Organic,
Übelhör Organic-Germany

Large to medium-sized food companies

This group includes conventional food companies using natural food additives.

Consider approaching these companies if you can supply larger quantities of your ingredients.

Unilever, Nestlé, Oetker Group, Associated British Foods

Small to medium-sized natural and organic food companies

Natural and organic food companies almost only using natural/organic ingredients.

Approach these companies if you are looking to set up long-term projects and/or if you can supply certified ingredients.

Rapunzel

Source: Ecovia Intelligence

European food and drink companies, as well as their suppliers and distributors are increasingly setting up their own sourcing projects, a trend that is expected to continue. This is because sourcing projects offer them greater traceability of their ingredients and more control over product quality and prices.

Tips:

  • Be honest about your capabilities and target prospective European buyers accordingly. For example, only target medium to large-sized buyers if you can supply large volumes consistently.
  • Target buyers who already have experience with natural food additives as they are likely to have established supply chains which will make it easier for you to enter the European market.
  • Find out if European food and drinks companies and their suppliers & distributors have sourcing projects in your country. Consider contacting them if you are interested in doing business.
  • Use industry magazines as sources of information when looking for potential buyers. Examples include Food Navigator, New Food Magazine, Food Europe and Food&Drink Business Europe. Use the information from these magazines to determine which companies are the most suitable for you.
  • See the CBI market analysis studies for specific natural food additives such as coconut sugar, gums, oleoresins, seaweed extracts, stevia and vanilla extracts. They provide information about the most important European country markets as well as key buyers.  

2. Visit and participate in industry trade fairs

Visit and participate in industry trade fairs, as this offers you numerous advantages as an exporter of natural food additives seeking to enter the European market. Key advantages which are likely to increase your chances of entering the European market include finding and networking with prospective buyers, increasing your company’s visibility and gaining further knowledge about the industry. Meanwhile, not following this tip only gives your competitors who attend an advantage over you.

Due to safety risks posed by the COVID-19 many industry trade fairs, exhibitions and conferences have been postponed and/or cancelled. They are likely to resume in late 2021 and 2022. When considering whether you should attend trade fairs, exhibitions and conferences, you must carefully assess the health and safety risks they pose. Key factors you must carefully consider include the seriousness of COVID-19 in your country and the country of the trade fair as well as  travel, quarantine and lockdown measures affecting your journey there.  

The most important trade fairs include:

  • ANUGA – One of the world’s largest trade fairs for food and beverages. This is an important trade show for natural ingredients for the European food sector. This trade show is worth visiting to network with conventional and natural food companies and buyers.
  • Fi Europe & Ni – Leading trade show for food ingredients in Europe worth visiting to meet buyers of conventional and organic food ingredients.
  • Sial Paris – A leading food trade show in Europe worth visiting to meet buyers of food ingredients.
  • Biofach – The biggest trade show for organic products in the world. You should visit this trade show if you supply certified ingredients. You can network with buyers and finished product companies making organic food and drink products.
  • Natural & Organic Products Europe (NOPE) – Trade show focusing on natural and organic finished products in Europe. You will be able to network with some of the leading natural and organic food companies and buyers here.
  • NatExpo – French trade show for the natural and organic sector. Consider targeting this trade show if you want to target the French market.
  • EcoLife Scandinavia – Scandinavian edition of NOPE focusing on the natural and organic products industry in the Scandinavian region. However, many exhibitors from outside the region also come here. The trade fair focuses on finished products.

Also consider visiting and participating in industry trade fairs taking place outside Europe. The most important trade shows in Asia include:

  • Food Ingredients China (FIC) organises one of the largest trade shows for food additives and ingredients in China. Here you can find buyers looking for new food ingredient suppliers.
  • Sial Middle East – A leading food trade show in the Middle East worth visiting to meet buyers of food ingredients.
  • Biofach South East Asia – Trade fair for the organic sector in the South East Asian region where you can meet buyers looking for certified ingredients.
  • Biofach India – Trade fair for the Indian organic sector where you can meet buyers looking for certified ingredients.
  • Biofach China – Trade fair for the Chinese organic sector where you can meet buyers looking for certified ingredients.

Important African trade shows include:

  • Food Africa – One of the biggest trade shows in the food and beverage sector. You can meet international and African agents, distributors and retailers from the food sector here.
  • Africa’s Big 7 - A leading food and beverage trade show in Africa where you can meet international and African agents, distributors and retailers from the food sector.
  • Hostex – A food, drink and hospitality exhibition based in South Africa. You can meet international and African agents, distributors and retailers from the food sector here.
  • Food West Africa – A leading food and beverage trade fair in West Africa where you can meet international and African agents, distributors and retailers from the food sector.

Trade fairs in Latin America you should consider include:

  • ALIMENTEC – An international trade fair based in Colombia focusing on food processing, food and beverages. You can find buyers looking for new food ingredient suppliers here.
  • Food Ingredients South America – A leading trade show for food ingredients in Latin America worth visiting to meet buyers of conventional and organic food ingredients.
  • Biofach Brazil – A leading trade show on organic products in Latin America worth visiting if you supply certified ingredients.

Visiting and participating in industry fairs near your region is advantageous because it offers opportunities to research the European market without travelling to Europe. It provides an opportunity for you to find and network with potential buyers at fairly low costs. However, fewer European buyers are likely to attend trade fairs in your region. You should therefore try to participate in European trade fairs because they increase the likelihood of you entering the European market.

Due to the uncertainty and risks posed by COVID-19, trade fairs are being organised online. For example, BioFach, the biggest trade show for organic products in the world where you can network with buyers and finished product companies making organic food and drink products was held digitally in February 2021.

Figure 1: BioFach virtual edition 2021

BioFach virtual edition 2021

Source: BioFach

Industry trade fairs, exhibitions and conferences are also increasingly taking place in a hybrid format, a combination of physical and online. For example, ANUGA, which is one of the world’s trade fairs for food and beverages where you can network with conventional and natural food companies and buyers, is being held in a hybrid format in 2021. You should consider attending online alternatives until physical events return.

Figure 2: Anuga online trade fair platform

Anuga online trade fair platform

Source: Anuga

Tips:

  • Carefully assess whether you can safely attend these industry events. Consider attending online alternatives such as virtual trade shows if you and your employees’ safety cannot be guaranteed.
  • Focus on visiting and attending trade shows that have dedicated sections for natural food additives, as this increases your chances of finding buyers.
  • Ensure you are well-prepared before visiting, participating or exhibiting at trade fairs. Look at exhibitor lists and identify the parties that are most relevant for you. Make a note of them before approaching them. Similarly, identify presentations relevant for you and attend them.
  • Start preparations for trade fairs you want to attend a minimum of one year in advance. This includes budgeting, purchasing trade fair tickets and arranging travel and accommodation.
  • Use TradeFairDates and 10times to find relevant trade fairs and consider attending them.

3. Connect with sector associations

You should connect with sector organisations in Europe, especially in European country markets you are seeking to enter. A key advantage of following this tip and connecting with sector associations is that you can utilise a range of support services provided by them helping exporters like you enter the European market. For example, they provide information and support on laws and legislation you need to comply with, alongside market trends and developments and the implications of COVID-19.

Another advantage is that sector organisations provide information about the market and potential buyers of your natural food additives. Note, this information is usually found on their members lists. You should utilise this valuable information. Do so by finding and contacting members relevant for you, to improve your chances of entering the European market. So, ensure you follow this tip. Not following it is only to your disadvantage as you will miss out on information that is likely to increase your chances of entering the European market.

Important sector associations include:

Additionally, consider connecting and utilising the support offered by sector associations at the European country level. Important examples include:

  • Food and Drink Federation (FDF) – the association of the UK food and drink industry. FDF will keep you updated on how COVID-19 and Brexit (Britain’s exit from the European Union) are impacting the UK food & drink industry. You can find the full members list on their website.

If you are looking to supply organic ingredients to the European market review information provided by the European Commission, which offers information and support about organic certification. Similarly, consider reviewing information provided by IFOAM and Bioagricert. Doing so will help you access the European market if you have certified organic additives. Additionally, these sites will also guide you on how to produce organic additives as well as exporting them to Europe.

Tips:

  • Identify, connect with and utilise the support provided by associations in European countries offering the best opportunities for your natural food additives. Doing so is likely to increase your chances of entering these European country markets.
  • Regularly check association websites for the latest updates on natural food additives, such as regulations, trends, developments and innovations along with the effects and implications of COVID-19 on the industry.
  • Review each association’s members list on their website because this can help you find prospective European buyers for your natural food additives.
  • Association member lists often provide potential prospects for your marketing campaigns. As such, you should firstly review each association’s members list; secondly, carefully review the websites of potential prospects to determine if they are suitable; and thirdly, contact them if you decide they are suitable for you.

4. Proper online promotion

Ensuring your company has an online presence where you promote yourself well is a critical part of exporting your natural food additives to Europe. A major advantage of following this tip is that European buyers can see your company’s strengths – such as the certification and standards it holds, as well as production facilities and product range. This is essential for buyers trying to assess whether you are a credible business partner.

Having an online presence where you promote yourself well also gives you several other advantages, including lower marketing overheads, greater flexibility and continuous availability. Review the benefits of doing business online for more advantages. So make sure follow this tip and invest time and resources in ensuring you have an online presence where you promote yourself well, and then maintain and strengthen it.

COVID-19 is affecting the ability of businesses to function and trade internationally. For example, European buyers of natural food additives such as guar gum have in the past reported that government lockdown measures have stopped production and restricted exports, making it difficult for them to obtain guar gum. Meanwhile, European buyers of oleoresins have reported delays to getting oleoresins due to logistical issues such as a lack of and flights and boats.

Use your company website to reassure existing customers and potential buyers about your trading status. Communicate any measures you may have implemented to continue future trade. For example, inform buyers delays are likely due to government lockdown measures, if that is the case. 

Ensuring you have a respectable and well-presented website where you promote yourself well is an essential part of your online presence. Ensure your content is orderly, concise and without grammatical errors. Always include lists of the natural food additives you export and any related certifications. Display professional photographs of your products and production facilities, as this gives you added credibility.

CV Bonafide Anugerah Sentosa is an example of a company with a good online presence and a professional company website that does a good job promoting it. On its website, which features professional photography, the company provides a detailed description of the company’s background, certification schemes, mission and products.

Figure 3: CV Bonafide Anugerah Sentosa website

CV Bonafide Anugerah Sentosa website

Source: CV Bonafide Anugerah Sentosa

Promoting your company on social media platforms can usually be done at a low cost. LinkedIn is a social media platform designed for networking, which offers you good opportunities to connect with prospective buyers through its networking features. Useful features include LinkedIn groups that allow you to promote your company’s material and connect with LinkedIn members without being connected to them.

To increase traffic on your website, create blogs that you can then share on other social media platforms or forums such as LinkedIn, Facebook, Twitter and Quora. Ensure you regularly update the social media platforms you use, and create new blogs to help maintain and potentially increase your online presence.

Figure 4: CV Bonafide Anugerah Sentosa LinkedIn post and blog post

CV Bonafide Anugerah Sentosa LinkedIn post and blog post

Source: LinkedIn / CV Bonafide Anugerah

Having an online presence is becoming more important for suppliers of natural food additives to the European market. COVID-19 pandemic is an important driver behind this. For example, industry trade fairs and events have been postponed and/or cancelled leading customers and suppliers to use online platforms to assess the credibility of companies when deciding whether they are suitable business partners.

Tips:

  • Ensure you have an online presence that is of a good quality and a respectable standard as it is likely to increase your chances of entering the European market.
  • Create accounts on social media platforms such as LinkedIn, Facebook, Twitter and Quora, as they provide good opportunities to connect with European buyers.
  • Dedicate time to updating your social media accounts on a regular basis. The same applies to your blog. Ensure you share your updates on all your social media platforms.

5. Make an initial list using company databases

Trade databases make it easier and quicker for exporters of natural food additives in developing countries like you enter the European market. Using trade databases is also more effective. They should therefore be one of your first stops on your search for European buyers. However, be aware that no database is complete, and even paid databases may miss potential buyers in your most prospective European country markets.

To make your search easier, quicker and more effective, use databases together with the tips provided in this study. Doing so is likely to increase your chances of entering the European market. Not following this tip is only your disadvantage because you miss out on the opportunity to find potential buyers.

Relevant databases for exporters of natural food additives to Europe include:

  • EUROPAGES – directory of European companies. EUROPAGES allows you to search by sector (for example natural food additives). To further filter your search results, select companies located in the most prospective European country markets (for example Germany, France and the Netherlands) and by company type (for example ‘agent/representative’, ‘distributor’ and ‘manufacturer/producer’).
  • Wer liefert was – is a leading B2B online marketplace in Germany, which is the most prospective European country market for natural food additives. To further filter your search, select companies by type (for example ‘manufacturers’, ‘service provider’, ‘dealer’ and ‘distributor’). Companies listed in other European country markets are also listed.
  • Kompass – is a large company database. Basic searches can be performed for free by entering product name (for example gum arabic, guar gum, oleoresin), import and/or export and European country market. Additionally, if you subscribe, Kompass allows you to apply more filters alongside offering you the opportunity to purchase complete databases.

As someone with limited experience doing business on the European market, it is important to be aware of fraudulent companies selling fake databases. There are several ways of identifying emails sent by fraudulent companies. These include companies not being found online, impersonal greetings, poor spelling, grammar and presentation.

Figure 5: Logos of popular databases relevant for exporters of natural food additives

Logos of popular databases


Source: Various

Tips:

  • Review the websites of companies found in databases and search for further information to ensure they are suitable for you.
  • Do not send the same email to all companies from your database list because buyers are likely to consider them as spam.
  • Make a follow-up telephone call shortly after sending your first email as it is likely to increase the response rate.
  • Perform searches in the appropriate language for each European country market on search engines, as this is likely to generate more accurate results.

6. Contact trade promotion agencies, embassies and chambers of commerce providing export support

Trade promotion agencies, embassies and chambers of commerce can be a valuable source of support, especially because they provide information and services about exporting to Europe. This includes  information about regulatory requirements to enter the European market, solvency information and advice about the import-export process, Brexit and COVID-19.

The main disadvantage of not following this tip is that you may encounter problems with your business relationships and export activities in Europe. Below are some well-known trade promotion agencies supporting exporters in developing countries. So make sure you follow this tip, as that will give you an advantage when you are seeking to enter the European market.

Centre for the Promotion of Imports and Developing Countries (CBI)

CBI is a government-funded organisation supporting over 800 entrepreneurs in becoming successful exporters on the European market. CBI offers market information for several natural ingredients for health products, export coaching programmes and technical support. CBI also informs and influences policymakers and involves importers in the development and implementation of their programmes.

Swiss Import Promotion Programme (SIPPO)

SIPPO is a Swiss government-funded organisation that helps exporting companies improve their services, strengthen their institutional set-up and connects them to an extensive network.

Import Promotion Desk (IPD)

The IPD is a German government-funded organisation offering continuous and structured promotion for the import of certain products and services from selected partner countries. The IPD joins the interests of German importers with those of exporters in developing countries.

International Trade Centre (ITC)

The ITC is an agency of the United Nations that is based in Switzerland and is dedicated to supporting the internationalisation of small and medium-sized enterprises around the world. Most of the ITC’s activities are aimed at supporting exporters from developing countries.

Enterprise Europe Network (EEN)

Established by the European Commission, EEN aims to help companies offering all kinds of products and services to innovate and grow internationally. Check if your country has an EEN focal point.

The trade promotion agencies mentioned above can help you in your exporting activities. However, you should always start by checking the possibilities for getting support from trade promotion agencies in your own country. Additionally, you should contact export any promotion agencies, embassies and trade promotion agencies that your country may have in your European target markets, as they can also help you with your exporting activities. You should also seek the support of sector-specific associations dealing with export promotion activities in your country.

Figure 6: Logos of well-known trade promotion agencies supporting exporters in developing countries

Logos of well-known trade promotion

Source: Various

If you do not get assistance from a relevant chamber of commerce then you could experience difficulty during the import-export process with European buyers, meaning your business relationships with them may suffer. Reviewing the financial reliability and background of potential customers is essential, and is often available on chamber of commerce websites. This allows you to make a more informed choice in who to do business with.

Examples of chambers of commerce that offer valuable resources and services include Eurochambres, France’s Chamber of Commerce and Industry (CCI), Germany’s Association of GERMAN Chambers of Industry and Commerce, the Netherlands’ KVK, Italy’s Association of ITALIAN Chambers of Commerce, Industry, Craft and Agriculture and the United Kingdom’s British Chambers of Commerce. Visit Eurochambres for a complete list of chambers of commerce in Europe.

Tips:

7. Participate in trade missions and matchmaking programmes

European organisations provide trade missions and matchmaking programmes. Advantages of participating include access to a range of information and tools, as well as help with practical and legal problems you may encounter accessing the European market. You could also gain valuable skills that may save you time and resources.

Not following this tip may cause you to miss out on valuable support that would likely increase your chances of entering the European market. As a result, your export activities may suffer, for example because you lack information about additional mandatory requirements, additional buyer requirements and regulations you must comply with.

European organisations provide a range of support services, such as training and coaching programmes and market research on specific European sectors. They often provide insights into trends in the European natural food additives market; you should use this information to adjust your marketing material accordingly. Important information about mandatory and additional requirements and regulations you need to comply with which is useful for you is often provided too.

Tips:

  • Apply to participate in trade missions and matchmaking programmes.
  • Use market studies provided by business support organisations in your country.

8. Meet buyer requirements and demands

To enter the European market, you must comply with mandatory requirements. You should also ensure you comply with additional requirements European buyers have because it increases your chances of entering the European market. This is the main advantage of following this tip. Not following this tip is only to your disadvantage, as it gives your competitors an advantage over you in an already crowded market.

European buyers are regularly approached by suppliers, so it is important for you to be aware of mandatory buyer requirements in advance. Additionally, buyers often have additional requirements, particularly concerning quality. This is supported by several European buyers or natural food additives who have revealed this in interviews by Ecovia Intelligence on behalf of CBI. Indeed, one buyer stated, “quality of the product is the main thing

When asked if they have specific quality requirements one European buyer answered: “yes we do… it is quite a lot actually”. When questioned further what their specific quality requirements for vanilla extract, for example, are, they stated, “vanillin content is probably one of the most important ones” alongside “moisture, microbiology, pesticides and heavy metals”.

Be aware that these requirements may differ from buyer to buyer. When your potential buyers have specific requirements, it is important for you to be flexible and show willingness to meeting them. However, only agree to meet their requirements if you are actually able to, as failing to meet requirements you had agreed upon may end of your business relationship with them.

European buyers of natural food additives expect exporters to provide them with well-structured and organised technical dossiers containing product and company documentation. This is because it helps to prove you meet their requirements such as specific quality specifications. For example, when asked if documentation is important one European buyer answered, “100 percent yes”.

Technical Data Sheets (TDS), Safety Data Sheets (SDS) and Certificates of Analysis (CoA) are three important pieces of documentation your technical dossier should include. Table 2 shows what is contained in SDS, TDS and CoA to help you prepare these three important pieces of documentation.

Table: 2 What is contained in SDS, TDS and CoA

Safety Data Sheet (SDS)

Technical Data Sheet (TDS)

Certificate of Analysis (CoA)

which matches

Product description

Product description

Data mentioned in the TDS

Product classification

Product classification

Pre-shipment samples approved by buyer

Hazard identification

Quality analysis

Contractual agreements with buyer

Information on safety measures

Information on applications

 

 

Certificates

 

Source: Ecovia Intelligence

You should therefore ensure you have well-prepared SDS, TDS and CoA documents for your natural food additives, and have them ready for European buyers. For example, one European buyer of natural food additives stated, “when you are looking for a new supplier, yes of course it (documentation) is important”. Additionally, if you already have documentation ready, be sure to inform buyers of this when you approach them.

You can also use information contained in your technical dossier for marketing purposes. It can contain information, pictures and illustrations on the benefits of your natural food additive alongside benefits they give customers. Having a complete and up-to-date technical dossier is essential for suppliers wanting to export to the European Union (EU). Failure to have a technical dossier may cause you to lose potential business opportunities, or may cause buyers to refuse to trade with you and damage your reputation as a credible supplier.

The European market for natural food additives is competitive. So make sure to consider meeting additional buyer requirements, as it is likely to increase your chances of entering and trading on the European market.

Tips:

  • Review the CBI study on what requirements must natural food additives comply with to be allowed on the European market. This will help you familiarise yourself with additional requirements European buyers of natural ingredients often have.
  • See the CBI market entry studies for specific natural food additives such as coconut sugar, gums, oleoresins, seaweed extracts, stevia and vanilla extracts. This is because they provide information about specific requirements and demands buyers have for their natural food additive.  
  • Only agree to meet buyer requirements if you can. Failure to meet agreed requirements can lead to the end of your business relationship with a buyer.
  • Display information about additional buyer requirements and demands you meet on your company website and marketing materials as this will increase your appeal amongst buyers.

9. Conduct an email marketing campaign

Globally, an increasing amount of business is done by email, a trend that is expected to continue. COVID-19 has been a recent and important driver behind this. As an exporter, you can approach prospective European buyers of natural food additives by following this tip and conducting an email marketing campaign. Doing so is likely to increase your chances of entering the European market. Not following this tip is only to your disadvantage as it gives your competitors following this tip an advantage over you.

You can start by creating a list of prospective buyers to contact. The content of your email must be short and concise without any grammatical errors. Provide relevant information about your business, such as what you offer, links to your company website and how European buyers can contact you. Review and incorporate (where applicable) figure 7 which provides six essentials for getting successful results with an email marketing campaign.

Figure 7: Six essentials for getting successful results with an email marketing campaign

Six essentials for getting successful results

Source: Pardot

It is essential that you proofread your email and do test runs before starting your email marketing campaign. Failure to do so can lead to emails with errors being sent, which means you lose credibility amongst buyers. Contact buyers after you are satisfied with test results to leave the best first impression. Try to do regular email marketing campaigns, however do not bombard prospective buyers with emails as it could cause reputational damage.

Tips:

  • Start email marketing campaigns as this can help you on your journey to enter the European market.
  • Read this article on 13 effective email marketing tips, as it provides practical tips on how to conduct a successful marketing campaign.

10. Read other CBI sector and product studies to find names of leading importers and get more export tips

CBI has published several studies put together by industry experts providing further information on where and how to find buyers. These studies also provide valuable information and practical tips that can increase your chances of entering the European market. So make sure you read these CBI studies carefully, and follow their guidance and practical tips. This is likely to increase your chances of entering the European.

Tips:

This study has been carried out on behalf of CBI by Ecovia Intelligence.

Please review our market information disclaimer.

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