10 tips for finding buyers on the European spices and herbs market

Europe is one the largest markets for spices and herbs in the world, representing 25% of the global market. Finding the right buyers is not easy, but it is possible. It starts with thoroughly analysing your own capabilities. The tips below will help you on your journey to find buyers.

1. Define your offer

Your search for buyers can only start once you have clearly defined what you are providing. This includes your products and your services. You need to create detailed product descriptions that specify aspects such as:

• quality
• quantity
• certificates
• packaging
• prices
• delivery terms

After you have done this, you need to develop your unique selling proposition (USP). This is the message that you tell your buyers to highlight how your offer is special and different from the competition. Combined with your product descriptions, this will save you time when creating your list of potential buyers.

2. Identify promising markets and products

There are more than 30 countries in Europe. Each country is different, so you have to think of differences like the following:

• market size and growth
• competition
• trends
• preferences
• legal and buyer requirements

You need to study the potential in the European markets carefully, to help you decide which markets and products to focus on. A good place to start is our market intelligence here at the CBI platform. Our studies on the European herbs and spices market offer you insights into topics like sector-wide demand, trends and market requirements. 

These studies can help you make choices about your product and which country to focus on. For example: 

• In the sector-wide demand study, you can read that the biggest European markets for herbs and spices with the most potential are Germany, the Netherlands, France, the United Kingdom, Spain and Poland. These markets import large amounts of herbs and spices with large shares coming from developing countries.
• The trends study shows that the availability of organic spices is still limited in the European market. Also, within Europe, the growth rate of organic spice consumption is thought to be particularly high in Sweden and the UK (more than 5.5% per year over the 2021–2026). If you export organic spices, Sweden and the UK could be interesting target markets. 

The European Union’s Access2Markets platform also has trade information, like tariffs, taxes, procedures and requirements. The ITC collection of tools for trade intelligence can also provide you with useful information. One of their most used tools is TradeMap, which you can use for trade data analysis. This can help you identify the best European markets for your products.

Figure 1: TradeMap video tutorial

Source: ITC @Youtube

3. Create your ideal buyer profile

Finding the right buyer is one of the biggest challenges for SMEs looking to export herbs and spices to Europe. Defining your ideal buyer profile helps you focus on the right prospects, save time, and increase your chances of success. Different European buyers have different needs, so you must identify those that are the best match for your business.

You can build your ideal buyer profile by looking at key characteristics, including product range, primary activity, market segment and current suppliers. This will help you find companies that are more likely to be interested in your products.

Product range

What is the company’s product range? Some buyers trade more than just herbs and spices. For example, they may also sell pulses, grains and seeds. Others specialise in spices or they may just focus on one product. Buyers that specialise in your specific product are generally your best option. Buyers that already source other products from your country or neighbouring countries may also offer you opportunities. 

Primary activity

European spice buyers operate in a variety of ways. You need to know which type of company is most suitable for your business. What is the company’s primary activity? You can find two main types of buyers in the European herbs and spices industry:

• Importers, agents and brokers: this group imports and re-sells unprocessed herbs and spices in bulk. These companies often sell internationally. Two examples of these companies are Catz International and European Spice Services. They may require large volumes, which can be a challenge for small exporters. Niche importers specialising in specific spices or organic products can be easier to work with.
• Packaging companies: these companies pack, mix and blend spices for food retail, food service or industrial use, mainly in their own countries. They may have their own brands or supply private-label products. Examples include Euroma (the Netherlands), Fuchs (Germany) and Solina (France). 

Importers and packing companies are valuable partners for long-term business relationships, as they need a steady supply and good quality. In contrast, agents and brokers may focus more on flexible, demand-driven sourcing, which can sometimes lead to more short-term deals.

Figure 2: Fuchs Group I On the trail of spices - At the origin of pepper & paprika

Source: Fuchs Gruppe @Youtube

Market segments

In what segment does the company operate? The European market can be divided into:

• Industrial use: Food manufacturers use spices as ingredients in sauces, meat products, snacks and seasonings. They require consistent quality and volume. These companies rarely import directly. They buy from importers, agents or brokers – and, in some cases from spice processors that guarantee a certain quality or deliver certain mixes.
• Food retail: Supermarkets and grocery stores sell pre-packaged spices under well-known brands or private labels. New exporters rarely supply retailers directly, but you can work with wholesalers or private-label packers that supply to them.
• Food service: Restaurants, hotels and catering companies buy bulk spices. They usually buy from packers with specialised food-service lines. 

There are also some interesting niche markets in Europe, which are mainly based on certification. Examples are:

• organic,
• fairtrade, and
• biodynamic (‘Demeter’ certified).

These products are mostly sold in the retail sector. If your company follows sustainable farming or certified organic production, you should target buyers in these markets. 

Companies that match your general sustainability ambitions can also be interesting. BCorp-certified companies are one such example. 

Current suppliers

Checking a buyer’s existing supplier relationships can help you understand your chances.

Does the buyer already work with large suppliers from China, Vietnam or India? Large buyers often prefer established suppliers, but recent trade disruptions have made them look for new sources to reduce risk. 

Spices from different origins have unique characteristics and flavour profiles, which can make it difficult for buyers to replace one with another in their formulations or spice blends​. Your spices might not meet the exact specifications of a particular brand, or they may require adjustments in processing or blending. As a result, buyers accustomed to sourcing from large established suppliers (for example, those in India) may be hesitant to diversify their supply chain if a new source does not perfectly match their needs.

Does the company buy from your country or region? If buyers are already importing from your country, they may be open to new suppliers, and their applications might be more flexible to different characteristics. This is an interesting sign that a buyer might be more open to buying from you. 

However, if they have had bad experiences with suppliers from your region, they may be hesitant.

In both cases, it is always good to position your company as a reliable alternative by offering high quality, traceability and sustainability.

Figure 3: Four dimensions for defining your buyer profile

4. Make yourself visible online

In the modern European market, online presence is key to success. Your website is where potential buyers get a first impression of your company. You need to make sure that the impression is lasting and positive. In addition, LinkedIn allows you to connect with potential buyers and engage both current and new contacts through your content.

Your website: The first impression for potential buyers

Your website is the first source that potential buyers will check to learn about your company. Make sure it leaves a good impression and provides useful information. It is a key part of your international marketing, and it should help support your sales.

Your website should contain your USP and clearly communicate to your ‘ideal buyers’ that you can become their new supplier. This means you need to think like your ‘perfect buyer.’ What are their interests? What would they like to know? Think in terms of text, pictures and videos. The Ptexim and LakCinnamon websites are good examples of websites that offer tailor-made content for targeted groups of potential buyers. They present their USP alongside clear product specifications and a company video. They also display their certifications and offer insights into their processing capacities and capabilities. 

In general, a good website consists of the following building blocks:

• Company profile, including a short history. Having a company video is optional.
• Unique Value Proposition (UVP) explaining what is special about the company, how the company is different from other companies in the market. UVPs can be related to products, processes, quality certifications, service level, sustainable practices and more.
• Contact details, including links to social media channels.
• Product portfolio with clear product descriptions, specifications and pictures. Downloadable content, such as a catalogue or one-pager product information sheets, can be an option here as well.
• Production and processing facilities and capacities.
• Certifications and other quality management details, such as your quality assurance and quality control procedures.
• Sustainability: how you take care of the environment, the local community, and how you conduct business in an ethical way.
• All content, whether it is text, images or videos, should be professional, clear and to the point. 

In addition, keeping your website up to date according to current search engine optimisation (SEO) standards will help potential buyers to find you. Buyers often use search engines to find new suppliers. This means that your website must appear prominently in the search results. You can achieve this by applying SEO guidelines. Essential keywords include the product name, and words like ‘exporter,’ ‘producer,’ ‘supplier’ and your country, but it is best if you mention the names of top supplying countries too. 

Once you have optimised your website and search engine findability, it is time to promote your company on social media. Social platforms are a real-time communication tool for your company to interact with potential buyers and other stakeholders. The most popular social platforms in Europe include LinkedIn (professional networking), YouTube (videos), Facebook and Instagram (photos and videos). 

Figure 4: Ptexim corporate video

Source: Ptexim @Youtube

Boost your international marketing with LinkedIn

LinkedIn is a powerful tool for connecting with potential buyers, showcasing expertise and building credibility in the industry. Start by finding and connecting with potential buyers. Use LinkedIn’s search function to look for professionals in the herbs and spices sector and send personalised connection requests introducing your company and products. Engage with their posts and company updates to build relationships before making a direct sales pitch.

Once you have a strong network, regularly post content to keep your business visible and relevant. Share updates about your products, such as quality standards, certifications and new harvests. Create content about key topics that European buyers care about, like quality, environmental sustainability and ethical sourcing. Your content should strengthen your credibility and increases the chances that potential buyers will remember your business when looking for new suppliers.

5. Attend trade fairs and industry events

Meeting potential buyers face-to-face is a unique experience that goes far beyond anything online. Herb and spice companies often have exhibits at events dedicated to the food industry or the food ingredients industry. Conferences and annual meetings of sector associations may also offer you good opportunities to connect with potential buyers.

To decide whether you should exhibit at European trade fairs, you should attend as a visitor first. This will give you an idea of the potential benefits of taking part in a trade fair, and where your stand should be at a future edition. 

The most important events in Europe are:

• Anuga – the world’s largest trade fair for the food industry, every odd year (Cologne, Germany).
• SIAL – similar to Anuga, every even year (Paris, France).
• Spices and Herbs Global Expo – organised together with MACFRUT for the fruit and vegetables sector (Rimini, Italy), this is the only dedicated spices and herbs event in Europe.
• Food Ingredients Europe (FIE) – a smaller annual food ingredients trade fair at different European locations. It also runs a ten-day online event.
• Biofach – focuses on certified organic products. Held every February (Nuremberg, Germany).
• Natural & Organic Products Europe – a relatively small annual fair for ‘natural’ and ‘organic’ products (London, the United Kingdom) with a strong representation of UK companies.
• PLMA – the world's leading annual trade fair for private label manufacturing (Amsterdam, the Netherlands).
• Alimentaria – an annual international food exhibition (Spain, Barcelona).

Figure 5: Spices and Herbs Stand from Ethiopia, supported by CBI, Government of The Netherlands in FIE 2023

Source: Picture taken by CBI

Another option is to visit or exhibit at trade shows closer to your country and outside Europe. This will save you money, and you will likely find potential buyers for herbs and spices too. It can be a good way to gain experience in visiting and participating at trade fairs in foreign countries. The most relevant trade fairs outside Europe are:

• Gulfood (Dubai, United Arab Emirates). Companies from the leading herb and spice producing countries, such as India, Vietnam, Indonesia and Sri Lanka exhibit here. African companies are also present at Gulfood. Most of them come from Northeast Africa, in particular Egypt, Tanzania, Kenia, Ethiopia and Uganda.
• FOODEX Japan (Tokyo, Japan). This trade fair is dedicated to the Japanese market, so it attracts a lower number of spices and herbs companies than Gulfood.
• Food Africa (Cairo, Egypt). This event is promoted as the food industry event for Africa but, until now, the number of participants from other African countries has remained relatively low.
• Agrofood Nigeria, Ghana, Ivory Coast/West Africa and Ethiopia. These events are dedicated to these countries and regions. Source: Picture taken by CBI

Preparation is key

If you attend as an exhibitor, remember that careful preparation is key to successful participation.

Table 1: Key topics to prepare before attending a trade show

Source: GloballyCool

Remember to follow up

Following up with your contacts after the show is crucial in order to turn contacts into customers. Send a follow-up email within a week, thanking contacts for their time and providing any promised information. Be sure to suggest clear next steps to move forward with the negotiations, such as scheduling a call, sending samples or discussing pricing and terms. 

Connect with your new contacts on LinkedIn after the show. By having them in your network, they will see your posts and remember you. This can help generate future sales, even if no deal is made right after the show.

Be patient and keep trying. Buyers receive many messages from suppliers, so do not give up if they do not reply to your first email or call. It may take several attempts to get a response. If they do not answer your first email, send another one after 4 days to a week.

6. Scout buyers among members of associations

There are several herb and spices associations that represent their members’ interests. These associations often publish their member lists on their websites, which can be good sources to find potential buyers. European associations usually offer a list of national member associations. In turn, these national associations can provide detailed lists of members in their countries. You should focus on associations in countries with the most demand for your product. These are likely going to be Germany, France, the Netherlands, the United Kingdom and Spain.

The most important herb and spice trade associations in Europe include:

• European Spice Association (ESA) – provides information about legislative requirements, deals with quality issues and organises annual meetings. ESA has a members´ list of associations and companies.
• Culinaria Europe – represents national associations as well as producers of culinary products. It has also published a list of member associations and companies.
• Association of the German Spice Industry (Germany) – represents >90 spice processing and refining companies and lists their contact details.
• Dutch Spice Trade Association – the website is in Dutch, but you can take a look at their list of member companies.
• Seasonings and Spice Association (United Kingdom) – promotes the interests of its members in all aspects of the importation, processing and distribution of seasonings, herbs, spices and related products. Its list of >20 member companies includes contact details.
• Association of Processors and Packers of Spices and Seasonings (Spain) – provides information about the spice sector, interesting facts, useful links and other materials. It represents the interests of around 20 member companies.

You can also research the possibility of becoming an associate member of these organisations. For example, the ESA has associate members from countries like Morocco, Egypt, South Africa and Vietnam. Associate membership might provide networking opportunities with the European members. It might also give you access to useful documents and timely information about changes in regulations.

7. Check company databases

You can also use general and food-specific company databases to find other potential buyers. 

Relevant databases include:

• Europages – European company directory that you can search by sector (condiments, extracts and spices) or keyword. You can also filter by company type.
• Wer liefert was (‘Who Supplies What’) – online business-to-business (B2B) marketplace in Germany, Austria and Switzerland. You can search by keyword and filter by type, size, profile and certification.
• Organic-Bio – database of companies trading in organic products. You can search by sector (spices and edible preparations), product and keyword, and filter by company type.
• Kompass – global company database that you can search by sector and keyword, and filter by company type and certification.

8. Share your offer on online marketplaces

Another way to find buyers is to use matchmaking services or online marketplaces. Probably the most famous Business to Business (B2B) marketplace is Alibaba. Alibaba is a marketplace for virtually all kind of products that one can think of. Spices and herbs can be found under the category ‘single spices and herbs’. While Asian suppliers from China, Vietnam, India, Sri Lanka and Indonesia are rather familiar with Alibaba, and they have been using the platform for years, there are also several African suppliers on the platform. Examples are Egyptian suppliers of herbs and a Nigerian supplier of chillies. 

Remember that European buyers rarely use Alibaba to source spices and herbs. This platform might be more useful for targeting buyers in other markets. 

Other examples of online marketplaces where herbs and spices are traded include the following: 

• Greentrade, an online marketplace for organic food. You can search current buyer announcements in the ‘herbs, spices and condiments’ category. You need to subscribe to see buyers’ contact information.
• Tridge is a platform for global trade of food and agricultural products. The name ‘Tridge’ comes from the blend of ‘transaction’ and ‘bridge’. In other words, Tridge aims to bridge gaps in global supply and markets, thus enabling trade. Under the category ‘Herbs, Spices and Seasonings’ you can find a lot of profiles of companies from Asia and Africa.
• 1-2-Taste is a European marketplace for food ingredients. It serves companies in the European food and beverage industry, offering a user-friendly platform. Initially focused on European suppliers, the platform is now open to companies from outside Europe as well. It is particularly useful for SMEs looking to reach buyers interested in high-quality, differentiated ingredients. One key advantage of 1-2-Taste is that it has its own warehouse, which can store products or samples. This makes it easier for overseas suppliers to distribute smaller quantities and reach European buyers efficiently.

Marketplaces should be one of your sales and marketing channels for international sales, but not the only one. In terms of sales, you should continue searching for potential buyers by attending trade shows and approaching them in different ways. Being in a marketplace with a good presence (good pictures and complete product and company description) helps your company leave a good impression. After you contact buyers, they might Google your company and find your website, your social media and your product entries in marketplaces. All these channels should reflect professionalism and offer relevant information. This will help you in the sales process, even if the sale does not happen through the marketplace.

9. Enlist the help of export support organisations

Business Support Organisations (BSOs) can help you with your export activities. These can be organisations in your country or your target market, or internationally active organisations. BSOs from your own country are generally your best place to start. National export promotion organisations often provide services in market research, trade fair guidance and matchmaking. You can also contact export promotion agencies, chambers of commerce, sector associations and embassies. 

The most relevant international BSOs include:

• CBI – Transforming Trade Together (CBI, the Netherlands) – connects Small and Medium-sized Enterprises (SMEs) in developing countries looking to export to European and regional markets via export promotion programmes and market intelligence.
• The Swiss Import Promotion Programme (SIPPO, Switzerland) – helps BSOs to improve their services in exporting companies in terms of market intelligence, matchmaking and networking.
• The Import Promotion Desk (IPD, Germany) – promotes durable, long-term trade relations between European importers and companies from selected partner countries.
• International Trade Centre (ITC, international) – United Nations agency dedicated to supporting the internationalisation of SMEs, particularly exporters from developing countries.
• Enterprise Europe Network (EEN, international) – European Commission initiative that helps companies innovate and grow internationally.

10. Get more tips for exporting to Europe

Finding buyers is the first step in exporting to the European market. Once you are ready to approach your shortlisted buyers, our Tips for Doing Business with European Buyers can help you on your way. Our Tips for Organising Exports of Herbs and Spices to Europe provide you with essential tips on topics like logistics and payment terms. 

Globally Cool BV carried out this study on behalf of CBI.

Please review our market information disclaimer.