Table olive demand is strong in Europe. Consumption is rising thanks to the popular Mediterranean diet, healthy eating trend and olives’ versatility in European cuisine. Opportunities for developing country suppliers can be found in the largest European markets: Italy, France, Germany, the United Kingdom, Romania and Belgium. New suppliers have to be aware of the strong competition from Spain and Greece. The other main important rivals are Morocco, Türkiye and Egypt.
Citrus and tropical juices are popular beverages. They are also increasingly being used as ingredients in soft drinks, flavoured waters and smoothies. Large citrus juice manufacturers are looking at sustainable production as a way to make their operations more environmentally friendly. Europe’s largest consumer markets offer opportunities for developing-country suppliers. The leading competitors are Brazil (orange), Argentina (lemon), Israel (grapefruit), Mexico (lime), Costa Rica and Thailand (pineapple), India (mango purée) and Peru (passion fruit).
Europe is the world’s largest importer of desiccated coconut. Desiccated coconut is a popular bakery and confectionery ingredient in Europe. The demand for desiccated coconut is driven by the growing popularity of Asian cuisine, a rising consumer interest in plant-based, gluten-free and keto diets, and the wide use of coconut in food products. Overall, the import of desiccated coconut to Europe has decreased slightly in recent years.
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Coconut is a popular flavour in sweet treats like chocolate bars, pastries and biscuits. This is why there is demand for desiccated coconut in Europe. Two aspects that have led to unstable supplies are older coconut trees and low farmer incomes. This has caused many supply chain stakeholders to focus on sustainability and take part in sector support projects. There are opportunities in large markets, such as the Netherlands, Germany and the United Kingdom. Established suppliers from the Philippines, Indonesia and Sri Lanka dominate the market.
Climate change and loss of biodiversity are serious risks to life on Earth. This is why the European Commission introduced the European Green Deal (EGD) in 2019. The EGD includes plans that are designed to reduce greenhouse gas emissions and the use of resource while still promoting economic growth. This means that products sold in the European Union (EU) must satisfy stricter sustainability standards.
Currently, smallholder farmers and cooperatives can only seek financial and technical assistance via bilateral development mechanisms, European NGOs and voluntary sustainability standards. This alone does not resolve the size and income restrictions. The EU should lift the restriction on group size limitation or otherwise subsidise the certification costs so that producers do not fall out of the organic certification and return to conventional production.
Martin Schüller, Senior Advisor Development Policies, Climate & Environment, Fairtrade
In the short term, producers in the Global South may be impacted by EU legislation like EUDR because of the lack of understanding of what is required and why it is important. They will have to invest in more sustainable production and traceability, which means higher costs that must be distributed fairly. In the long run, producers and importers may benefit from higher demand for sustainable agricultural products, and from the more efficient and transparent supply chains they have built to respond to EU requirements.
Somoye Otieno, Commercial Director, Konza Tropicals Limited
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The EU Green Deal and how it will affect your business
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The MICE market is very complex and there are many interlinked services provided by a wide range of suppliers. The MICE customer has high expectations for high-quality services and personalised customer service. To work with the European market, MICE suppliers must be knowledgeable, professional and prepared. The increase in demand for bleisure experiences (defined as leisure mixed with business) offers local tour operators significant opportunities to develop suitable products for the market.
Over the years, Going Places Tours & Travel Zambia has also included business travel in its strategic plan. Although we are primarily leisure ground handlers in Zambia, we also focus on international, regional and national corporate incentive groups. The successful business we have generated has been due to consistent marketing efforts in the European and regional markets, and includes medical professionals, NGOs such as Rotary International, and local companies.
There are many elements involved in MICE tourism but the key to successful execution is communication and planning, which includes organising the ground elements of the conferences, airport transfers, accommodation, and even adding a short holiday break before delegates depart for their respective homes!
Rachel Ward, Going Places Tours & Travel Zambia
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Food tourism is diverse and includes many specialist niches such as food festivals, food museums, cooking classes, wine trails and producer visits. European food travellers value locally produced and authentic food and are eager for new culinary experiences. Italy, Germany and Austria offer great opportunities if you provide sustainable food tourism and know how to combine the food, its history and its entwinement with your culture in a story and sell it via social media.
Food and drink – culinary culture – should be the foundation of every visitor experience, since all visitors eat and drink, but not all visitors go shopping, play sports or go to museums. Food-loving travellers seek unique and memorable products and experiences, not restaurant lists. And destination marketers and governments have a huge opportunity to turn both visitors and local residents into ambassadors of their areas by developing and promoting the special aspects of their area’s culinary culture.
Erik Wolf, director of World Foodtravel Association
No matter where you are in the world, your culinary tourism strategy needs to be rooted in your unique selling points: the local dishes, producers and culinary experiences unique to your region. The farmers, the fishers, the foragers and the artisans who are crafting your food – those are your rock stars. Talk to them, celebrate what they are doing and help them share their stories through workshops, tours, tastings, et cetera. Culinary travelers want a truly authentic experience. If you build a tourist-first strategy, you’ll never get full buy-in and adoption. Focus on the locals, and the tourists will come.
Eric Pateman, Global Culinary Tourism Strategist, Chef & Consultant at ESP Culinary Consulting
Webinar recording
26 October 2021
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The European sweet potato market has not yet reached its full potential. Growing import together with local production initiatives are fostering mainstream consumption and product development. Consumption is most developed in the UK. The Netherlands positions itself as a trade hub for northern European growth markets such as Germany and France.
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Exporting sweet potatoes to Europe requires a lot of hard work and knowledge. To help you prepare CBI provides a Market Potential study with a list of European countries that offer the most opportunities for export of sweet potatoes and it describes the trends that offer new opportunities. The Market Entry study on this page contains information about buyer requirements and certifications, main market segments and distribution channels as well as information about the competition.
Exporting strawberries to Europe requires a lot of hard work and knowledge. To help you prepare CBI provides a Market Potential study with a list of European countries that offer the most opportunities for export of strawberries and it describes the trends that offer new opportunities. The Market Entry study on this page contains information about buyer requirements and certifications, main market segments and distribution channels as well as information about the competition relevant when exporting strawberries.