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.

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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

Rachel Ward, Going Places Tours & Travel Zambia

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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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Market Potential

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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…
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Market Entry

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Takes 28 minutes to read
The potential market entry options for sweet potatoes in Europe have become diverse, with multiple market channels. At the same time, an increasing…
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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. 

Although apples are mass-produced in Europe and can be stored for a long time, there is always a window of opportunity for imported apples, especially in the off-season. Germany and the UK are the main markets, but you can also find opportunities in countries such as Sweden and Romania, which have a high dependence on imports as well.

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The global apple market is expanding while the circle is getting smaller, meaning that logistical improvements provide opportunities for importing apples but the European consumer increasingly prefers the domestic product. International trade can only prevail with interesting apple varieties and taste profiles.

Kees Oskam

Kees Oskam, director of Jan Oskam BV

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Market Potential

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The chilli pepper market is varied, with an increasing interest in exotic varieties thanks to multi-ethnic influences. Chilli peppers can generate…
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Market Entry

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The European market for fresh chilli peppers is quite specialised. It is mainly supplied by Morocco and Türkiye. Because it is a very competitive…
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Exporting chilli peppers to Europe requires a lot of hard work and knowledge. To help you prepare CBI provides market information with trends which offer opportunities in the European market for exporting chilli peppers. From information about buyer requirements and certifications when exporting chilli peppers, to main market segments and distribution channels for exporting chilli peppers as well as information about the competition.

Market Potential

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Europe completely depends on a foreign supply for its cassava. Countries with a large population of traditional and ethnic consumers, such as Spain,…
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Market Entry

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The export of fresh cassava is a specialisation that mainly Costa Rican suppliers have learned to master. Selecting the right variety and post-…
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Exporting cassava to Europe requires a lot of hard work and knowledge. To help you prepare CBI provides market information with trends which offer opportunities in the European market for exporting cassava. From information about buyer requirements and certifications when exporting cassava, to main market segments and distribution channels for exporting cassava as well as information about the competition.

Market Potential

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Although apples are mass-produced in Europe and can be stored for a long time, there is always a window of opportunity for imported apples,…
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Market Entry

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Chile, New Zealand and South Africa dominate the counter-seasonal supply. Opportunities within the European season are limited, but not impossible…
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Exporting apples to Europe requires a lot of hard work and knowledge. To help you prepare CBI provides market information with trends which offer opportunities in the European market for exporting apples. From information about buyer requirements and certifications when exporting apples, to main market segments and distribution channels for exporting apples as well as information about the competition.

The supply chain for grains, pulses and oilseeds is becoming more digital. This is most evident for the larger commodity crops, such as wheat, soy beans and maize. Digital technology allows you to collect data, improve agricultural production and get better access to funding and markets. You must be selective in the technologies you wish to use, as there may be many tools available in your country. Other key success factors are the support of the service provider and good mobile connectivity.

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To make digitalisation work for smallholder farmers of grains and pulses, a holistic approach is needed. Digitalisation in agriculture has been in full development and nowadays, there are many service providers with single-focus services, causing a lot of duplication in data collection and analysis. Finding a sustainable, integrated solution with long-term benefits is the way to go. The tool should be suitable for your local circumstances and combine different aspects, such as agricultural data and advice, financial services and access to markets.

Benjamin Kwasi Addom

Benjamin Kwasi Addom – international expert in digitalisation for agriculture

Keep it simple. The success of a tool does not depend on the latest technology, but on how the technology is understood and used by the end users. In an environment where people have low literacy and numeracy skills and poor access to internet and electricity, simple robust solutions often are more successful. An important factor is to organise a strong local network to support and promote the tool.

André Jellema

André Jellema – digital agriculture expert and AUXFIN agricultural programme manager

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Market Potential

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European rice imports have been growing steadily. Specialty rice, such as aromatic basmati, has become more popular. Most interest comes from…
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Market Entry

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The market for speciality rice in Europe is small compared to the total rice market. Europe is a demanding market that has strict requirements for…
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European rice imports are on the rise. There is growing demand for specialty varieties like aromatic basmati rice, especially in northwest Europe. The United Kingdom leads this trend, driven by its large ethnic population. The market for speciality rice is small yet expanding. This includes organic and Fairtrade rice. However, Europe has strict requirements for pesticide residues and mycotoxins. This poses a challenge for exporters from countries like Pakistan and India.

On the European market you need to comply with mandatory requirements and additional requirements that buyers may have. European service providers and intermediaries are your most realistic market entry channels. As competition is strong, you should differentiate on quality rather than purely on costs. Specialising is also a good way to reduce competition.

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