10 tips on how to do business with European natural ingredients for health products buyers

To succeed in exporting natural ingredients for health products to Europe, professionalism and preparation are essential. European buyers expect partners who are informed and reliable, and who follow their quality and sustainability standards. At a minimum, you need to meet basic buyer requirements. These include food safety documentation, clear communication and traceable sourcing. Buyers want suppliers who understand their needs, present themselves clearly, and speak with confidence about how their product fits current health and sustainability trends. If you prepare well and take action, you have a better chance of building long-term relationships. The more clearly you explain your story, values and certifications, the stronger these chances become.

1. Build digital visibility and credibility with EU buyers 

In today’s business world, your first impression is often made online – not in person. For natural ingredient exporters, this means your online visibility strongly affects whether buyers trust you, engage with you or even reply to your message. According to recent data published by LinkedIn Sales Solutions, 81% of B2B buyers are more likely to interact with someone who has a strong personal brand. When buyers check a new supplier, they often look online before they respond to a message, request samples or plan a meeting.

If your online presence is empty or outdated, buyers might think you are not ready, not serious or no longer active. But if you have a clear, up-to-date profile that shows your company, values, certifications and product story, buyers gain more confidence in you. This is very important for SMEs that are new to exporting or still building their reputation. 

A good example is AgroEknor, a Nigerian supplier of dried hibiscus. Founder Timi Oke was active in LinkedIn trade groups, asking questions, sharing insights and connecting with potential buyers. After months of activity, a buyer from Mexico reached out with a request for five containers of dried hibiscus. This was AgroEknor’s first international deal, and it helped the company grow exports to Germany, Belgium and the US.

By building digital visibility early, AgroEknor was able to:

1. Engage buyers before attending trade fairs;
2. Build relationships without a long export history;
3. Show credibility by sharing product knowledge and industry insights.

In this way, an active and professional LinkedIn profile can help buyers trust you before they contact you, especially when you support it with certifications and clear company information. When you do this well, your online profile becomes a business asset. It can strengthen your pitch and create opportunities you might not get otherwise. 

Figure 1: Example of an effective LinkedIn profile

Source: Timi Oke LinkedIn, 2025

2. Target buyers by niche, not just country

Most exporters of natural ingredients make the mistake of targeting buyers too broadly. They try to sell to ‘the EU market’ or look for ‘turmeric buyers in Germany’. But this is not how most European buyers work. Most buyers do not buy by country – they buy by need. 

For example, a supplement brand that makes immune-support products for older adults, or a nutraceutical company focused on brain health for busy workers, will only reply if your product matches their exact needs.

In fact, 61% of B2B marketers say that targeting by industry or application works much better than broad outreach. Buyers now focus more on health benefits than on ingredients alone. This means it is not enough to say you have “a botanical that supports immune health for women over 40”. A clearer and more effective message is to say you have “a plant extract that fits current consumer demand in natural ingredients in women’s wellness supplements”.

Figure 2: Example of turmeric positioning in the health products market

Source: ProFound, 2025 

If you sell turmeric or other botanicals, you can see exactly how brands present the product. They: 

• Do not just say ‘turmeric’, they link it to specific problems like joint pain or immune support;
• Show certifications, such as organic, to build trust;
• Add scientific or emotional messages, like ‘fermented for impact’.

You can use this research to understand what buyers want, adjust your product descriptions and show how your product fits real health trends.

Targeting a niche helps you: 

• Get noticed by buyers who want exactly what you offer;
• Ask for better prices because your product solves a clear problem;
• Make your sales messages stronger and more personal.

Going niche does not mean having fewer buyers. Often, it means working with better buyers who are willing to pay higher prices. These buyers are more likely to trust you, place orders and return for more.

3. Create a memorable 30-second ‘elevator pitch’ 

At trade fairs and other commercial events, buyers are busy and speak to many potential suppliers. This gives you only 30 seconds to make a good first impression. Many suppliers waste this moment because they have no plan to catch a buyer’s attention or make them curious to learn more. This is why a short and clear introduction, also called an ‘elevator pitch’, is important. 

An ‘elevator pitch’ helps you start a conversation, shows confidence and quickly explains why your product has value to buyers. 

A good elevator pitch includes four elements: 

1. Who you are: This builds trust and shows you are a real business. It helps the buyer feel comfortable speaking with you;
2. What you offer: This makes it clear what product you sell, and the buyer knows quickly if it fits their needs;
3. What makes it special: This highlights your unique selling point (USP) and helps you stand out from other suppliers;
4. Who it helps: This shows you understand your target customer and helps buyers imagine your product in their portfolio. 

Here is a bad elevator pitch: “Hi, we are a company from Kenya that sells natural powders.” This is too vague. It does not name the product, show what makes it different or help buyers see if it is relevant.

Now imagine you are selling baobab powder to food and supplement buyers. The below figure shows how you can position yourself more clearly so the buyer remembers you and wants to learn more.

Figure 3: Example of an effective trade fair 30-second elevator pitch

Source: ProFound, 2025 

This kind of message is clear and focused, and makes the buyer want to know more. To create your own 30-second elevator pitch, start by saying what you do, add one thing that makes you different, explain who your product is for and end with a key benefit or proof point. You should be able to say it in less than 30 seconds.

Making a strong impression does not require perfect English. You only need to speak clearly and confidently when talking to a buyer.

4. Make your product easy to understand with a ‘sell sheet’ 

Ingredient buyers want to work with suppliers who give clear, easy-to-access product information. This helps them understand your offer quicker, see that you are serious about your business, and decide if you are a good partner. If your product information is confusing or missing key details, buyers will move on to other suppliers.

To help buyers remember you and understand your offer, prepare a simple, ready-to-use document that shows what makes your product unique. 

A clear 1-page product sheet is a strong way to get attention. It does not need to be complex or beautifully designed. Good design helps, but buyers mainly care about the information and what you offer. The sell sheet must give buyers what they need to make a decision or share it with a colleague who may be interested. Think of it as a ‘starter pack’ for your product. 

It helps answer three key questions buyers ask:

1. What is this product and where is it from?
2. Is this company professional and reliable?
3. What benefit does it offer?

Your goal is to make it as easy as possible for a buyer to say, “Yes, this fits what I need”.

Figure 4: Example of an effective ‘sell sheet’ page from Baobab Exports

Source: Baobab Exports, 2025 

The example above works because it clearly explains:

• What the product is: An organic, wild-harvested Baobab Fruit Purée;
• What it does: High in vitamin C and fibre; supports gut health and immunity;
• Where it is from: Southern Africa, harvested sustainably from the wild;
• Who it is for: Food and health brands making juices, smoothies or supplements;
• What is included: Microbiological test results, certifications and packaging options.

This webpage acts like a mini product pitch and gives buyers everything they need to take the next step. Buyers do not have time to chase information, so they want everything in one place.

A product sheet or web page shows:

• You are professional and ready for export;
• Your product is easy to understand and easy to pitch inside their company;
• You stand out from competitors who only offer raw samples.

Done well, your marketing becomes a powerful tool that moves buyers from interest to action.

5. Be export-ready with a 7-part documentation pack 

Under the Corporate Sustainability Reporting Directive (CSDR), EU companies must show that their supply chains are transparent, traceable and sustainable. Research by Amfori shows that 92% of EU retailers expect to increase sales of sustainable products in the next five years.

If you want to sell natural ingredients to Europe, you must prove your product is safe, high quality and responsibly made. Buyers want to see clear, well-organised documents. At a minimum, European buyers expect your product to meet basic food safety and quality standards. 

If you help buyers meet their sustainability goals, they are more likely to work with you. Many European buyers – especially large retailers or manufacturers – also require extra food-safety certifications, such as:

• ISO 22000 (Food Safety Management certificate);
• FSSC 22000 (for food manufacturers);
• IFS or BRCGS (retail food safety standards).

If you supply herbal medicinal products, you need a strong quality management system with clear traceability. ISO standards help show your processes are reliable and well documented. Buyers may also ask for compliance with Good Agriculture and Collection Practice. 

Documentation matters because it helps: 

1. Meet the rules: Buyers need proof your product is compliant, safe and traceable;
2. Reduce buyer workload: Clear documents save buyers time and prevent delays;
3. Build trust: Good documentation shows you are professional and ready for export.

Table 1: Seven-part documentation pack

Source: ProFound, 2025

6. Ensure your pricing is clear, flexible and easy for buyers to understand

European buyers receive many offers, and many suppliers lose deals not because of their product, but because of confusing pricing. Buyers expect professional, transparent and flexible pricing. Too often, suppliers send prices without saying what is included. Others send incomplete quotes or only give one fixed price with no room to negotiate. This creates confusion and makes it harder for buyers to say yes. 

Most suppliers make the same mistakes: 

• Sending pricing without explaining what is included in the order;
• Not knowing their Incoterms (for example, FOB, CIF, DDP);
• Only giving one fixed price instead of volume-based options;
• Not including key documents like lab results or certifications;
• Forgetting to state the currency or quote expiry date;
• Not defining delivery terms that explain costs, timelines and risk responsibilities.

Some suppliers also underprice their products just to be competitive, without calculating their real costs. This can damage the business in the long term, especially for natural ingredients that require specific processing, testing and certification.

It is important to understand that prices for similar-looking ingredients can vary a lot. European buyers compare prices from many suppliers, and the cheapest price does not always win. What matters more is what the price includes and whether it reflects the true value of the product. 

Two products might seem similar, but the price can differ a lot depending on several factors:

• Raw vs. processed: Is your ingredient in its natural form, or has it been dried, powdered or extracted? Processed products often cost more because they require extra work, but also offer more value.
• Safety and quality treatments: Have you cleaned, sterilised or treated the product to remove pests and bacteria? European buyers need this, especially for food or supplements.
• Lab tests and certifications: Products tested in an accredited lab with proof (like a Certificate of Analysis) are more valuable. The same applies to third-party certifications like Organic or FairWild.
• Order size and packaging: Prices depend on how much is ordered and how the product is packed. For example, 25 kg of ginger in paper bags might be cheaper per kg than 2 kg in glass jars.
• Delivery and payment terms: Are you quoting based on FOB, CIF or DDP? Prices must match the level of service you offer.
• Your trade history: If a buyer knows you deliver on time and meet quality expectations, they may accept a higher price. 

A strong quote builds trust and helps buyers decide faster.

Table 2: Example of a clear quote for a supplier selling Roselle powder as a natural food colorant 

Source: ProFound, 2025

7. Offer a ‘low-risk trial order’ to secure first orders 

Research from Gartner shows that 66% of B2B buyers say they are more likely to work with a new supplier if a trial order is available. Most European buyers do not place large orders with suppliers they do not know. Before starting a long-term partnership, they want to check if your product meets their needs and if you are professional, reliable and trustworthy.

A trial order gives buyers a low-risk way to evaluate your quality, and gives you a chance to prove yourself. Trial orders should make the whole experience easy for buyers. This is important in Europe, where documentation and trial orders are the first step in doing business. Most buyers only continue the conversation after receiving and testing a sample. This means your sample must be high quality, match your product and be truly representative.

It must be well prepared, correctly packaged and sent with clear documents. A small, organised, high-quality order makes it easier for buyers to say ‘yes’. 

A good trial offer includes the following four elements:

1. Small but realistic quantity: Send 20–30 kg that matches your regular quality;
2. Correct packaging: Easy-to-follow instructions and add information, expiry date and certifications;
3. Clear documents: Include lab results, product specs and any certificates you have;
4. Quick and clear response: Respond fast, answer questions clearly and be easy to work with.

High-quality samples also help you learn what buyers care about most, such as colour, aroma, texture or potency. You can collect feedback and improve before a bigger order. When a buyer requests a sample, prepare and ship the sample exactly as they request. 

This may include:

• Product characteristics: Specific plant parts or certifications;
• Quantity and presentation: For example, 2 kg of ginger powder;
• Packaging: Polypropylene bags or other standard industry packaging;
• Delivery time: Give a clear time frame;
• Expiration and manufacturing date: For example, manufactured June 2024, expires June 2026. 

E-commerce platforms and digital trade can also help you find new opportunities without travelling to trade fairs. Platforms such as 1-2 Taste allow buyers to easily request samples, view technical data sheets and learn about your product in one place.

Figure 5: Example of a European sample platform

Source: 1-2 Taste, 2025

8. Follow-up after trade fairs with a 5-day engagement plan

Many exporters go to trade fairs, collect business cards and then wait too long to follow up. But acting too fast is also not helpful, because most sales do not happen at the trade fair. Buyers are busy talking, gathering information and moving between meetings. Most sales happen after the trade fair – but only if you follow up in the right way. Research from Marketing Donut shows that 80% of sales need at least five follow-ups, while 44% of suppliers stop after just one email. If you send only one email and expect a reply, the buyer will likely forget you.

Buyers are busy, so your follow-up must offer value. Here are common mistakes to avoid:

• Waiting too long makes the buyer forget who you are and lose interest;
• Sending a generic message feels impersonal and shows a lack of research;
• Asking for a big commitment too soon feels pushy and harms trust;
• Not reminding the buyer who you are causes confusion and no reply;
• Ignoring the buyer’s product focus makes your offer irrelevant and easy to dismiss.

Table 3: Example of a five-day follow-up plan

Source: ProFound, 2025 

When you follow up well, a short conversation at a trade fair can turn into a business deal.

9. Treat buyers like long-term partners from the start and respect business culture

Many exporters of natural ingredients for health products only contact buyers when they want to sell. But European buyers want more than a product. Increasingly, European buyers want a supplier who acts as a business partner. A Forrester survey shows that buyers trust suppliers who are competent (you know your work), consistent (you do what you promise) and dependable (you can be trusted). 

Buyers who trust you are more likely to pay better prices and stay loyal for longer. 

Figure 6: Pillars of trust for EU buyers

Source: ProFound, 2025 

If you only email when you want to sell, stay silent when there is a problem or use the wrong tone (too informal or too pushy), you lose your buyer’s trust.

Different countries in Europe have different communication styles. For example, Germany and France communicate in very different ways.

German buyers usually want direct, clear and fast communication. They prefer on-time delivery, emails that go straight to the point, and complete documents such as certifications and test results.

Figure 7: Example of a good email to a German buyer (after first contact has been made)

Source: ProFound, 2025 

French buyers usually want you to build trust and share your story. Quality is important, but so are relationships. They prefer emails that are formal but warm, include some background and give time to build trust. 

Figure 8: Example of a good email to a French buyer (after first contact has been made)

Source: ProFound, 2025

10. Collaborate with BSOs to strengthen market readiness

If you want to export natural health ingredients to Europe, do not do it alone. There are expert programmes that help small businesses understand the European market, meet buyer expectations and connect with the right people.

These programmes offer:

• Free coaching and training;
• Market information and trends;
• Help with documents and certifications;
• Access to trade fairs and matchmaking events.

Joining a programme helps you avoid common mistakes, such as missing key regulations or failing to meet buyer requirements. Many European buyers expect suppliers to be informed and well prepared. These programmes give you that support.

Exporting to Europe is competitive and complex. If you do not understand the market, buyers may not take you seriously. With support, you become more prepared and more credible. Many international agencies work with local BSOs, so it is important to connect with both.

Recommended agencies:

• CBI (Netherlands): Offers export coaching, trade fair support and market info for companies in Africa, Asia and the Middle East.
• COLEAD (Belgium): Focuses on sustainable agri-food exports, especially in West Africa.
• SIPPO (Switzerland): Supports business organisations in countries such as Morocco, Peru, Vietnam and South Africa.
• IPD (Germany): Helps exporters from developing countries connect with European buyers, especially in Germany.
• Open Trade Gate Sweden (Sweden): Helps exporters from developing countries connect with European buyers, especially in Sweden.
• ITC (UN agency): Offers online training, tools and expert support for exporters worldwide. 

Figure 9: Business-support organisations in Europe

Source: ProFound, 2025

ProFound – Advisers in Development carried out this study on behalf of CBI. 

Please review our market information disclaimer.