Agriculture & Agri-Food Canada s Export Programs. The Agri-Food Trade Service, Branding Canada, and Agri-Marketing Programs

Transcription

1 Agriculture & Agri-Food Canada s Export Programs The Agri-Food Trade Service, Branding Canada, and Agri-Marketing Programs

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3 An international network of agri-food and trade experts: Agriculture and Agri-Food Canada (AAFC) Canadian Food Inspection Agency (CFIA) Foreign Affairs and International Trade Canada Health Canada Canadian Border Services Agency (CBSA) Provincial governments Export Development Canada (EDC) Business Development Bank of Canada (BDC)

4 How we can help: International market information, intelligence and analysis Trade and market development support Export advice

5 Market Information, Intelligence and Analysis Agri-Food Trade Service website (ATS)

6 Market Information, Intelligence and Analysis Export Publications

7 Market Information, Intelligence and Analysis ATS Bulletin

8 Trade and Market Development Support Branding Canada

9 Trade and Market Development Support Trade Development Seminars/Educational Missions New Exporters to the Pacific Northwest Labelling for the US market Incoming Missions Buyers (e.g. Natural Health Products, Organic) Journalists (e.g. Wine, Seafood) Other (TCs, Diplomats/Officials) Outgoing Missions International Trade Shows

10 Trade and Market Development Support International Trade Shows

11 Trade and Market Development Support Embassy, Consulate and High Commission officers use the Virtual Trade Commissioner (VTC)

12 Export Advice Foreign Rules and Regulations Protocols Tariffs/Duties Labelling Environmental Distributors/Agents Border problems Trade agreements Issues Interpretation Non-tariff barriers

13 How to Reach the ATS Just a phone call, fax, or away AAFC in Burnaby: Tel: (604) Fax: (604) atsbc@agr.gc.ca Web:

14 Questions?

15 Branding Canada 15

16 Define the brand: Research-based Canada has much to offer and build upon Trustworthy, friendly and honest Environmentally savvy Competent, credible, reliable Safe, high quality products Natural, pristine environment 16

17 Define the brand: Research-based The research also identified perceived weaknesses Drive and innovation Understanding our customers Consistent delivery Lead follow-up and account management Assertiveness and aggressiveness High-priced 17

18 The Canada Brand Promise Crafted using high-level commonalities from the research and highly customer-focused We are committed to earning our customers trust in Canadian agriculture and food products every day through our relentless pursuit of excellence in all that we do. 18

19 Become the brand Government Level Establish and strengthen systems to deliver consistently positive customer experiences Food safety Animal/plant health Traceability Sustainable agriculture/fisheries Value-chain integration 19

20 Promote the brand Graphic Strategy To resonate with international buyers and consumers by appealing to their general perceptions of Canada To provide a common look that telegraphs the core attributes of the brand: quality, commitment, focus on delivering customer-desired benefits, and nature To address the lack of awareness of Canadian products by showing the range, quality and innovation that Canada s food, seafood and agriculture has to offer 20

21 Promote the brand Common look Tagline evokes key elements of the brand Vertical graphic suggests progress and pursuit of excellence Design built around maple leaf, the most recognizable of Canadian symbols Plenty of white space reminiscent of Canada s wide open spaces 21

22 Co-branding opportunities 4 co-branding agreements (all soybeans in South East Asia) Common logo Requirements A Canadian ingredient must be originally grown, raised or harvested in Canada. The brand logo can only appear on product where a Canadian ingredient is promoted and where it consists of 100 percent of the ingredient being promoted The co-branding agreement must be signed by the Canadian co-branding partner who has already signed a Canada Brand Usage Agreement, and the non-canadian co-branding partner. 22

23 Brand adoption BC Salmon Marketing Council 23

24 Examples of brand adoption 24

25 Participation and benefits Obtain a usage agreement via the Canada brand web site: Web site provides access to free tools; password-protected Comprehensive branding guide Buyer and consumer research in key markets: China and Hong Kong, Japan, Mexico, USA, UK, Germany, Korea, Russia and Gulf region upon request High quality photography: 2000 Canadian photos, including fish and seafood, landscape, prepared dishes, processed foods, etc. Ready-to-print templates, pop-up banners, posters, consumer cards, can be tailored to your needs Graphics and tag line in a variety of file formats and languages Contacts to help you: Emily MacKenzie, AAFC BC Regional Office Phone: Emily.Mackenzie@agr.gc.ca 25

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27 What is AgriMarketing? Objective of the AgriMarketing Program: AgriMarketing is an Agriculture and Agri-Food Canada funding program for industry to develop and implement its long term international strategies. This is the successor to the Canadian Agriculture and Food International program (CAFI). 27

28 Who can apply? Eligible applicants include organizations and entities promoting export of Canadian agriculture, agri-food, fish and seafood products including: National industry associations Alliances Technical marketing support organizations 28

29 Long Term International Strategies Multi-yeal LTIS requires to demonstrate: Research Identification of attributes Capacity building Integration of the Canada Brand 29

30 Eligible Activities for Associations All activities must be generic Generic industry-wide promotions Export preparedness/training of new exporters In-coming trade delegations Outgoing missions Trade shows (educational missions, promotional display) In-store and food service promotions Product demonstrations for buyers Research Industry working with industry abroad to improve market access/trade advocacy Technical training for foreign buyers Cooperative branding initiations Capacity building (consultation) 30

31 Eligible Expenses for Associations and SMEs Non-generic activities for SMEs include: Advertising in print and electronic media, billboards and poster. In-store and food service promotions, product demonstration to the trade and consumers, employment of part-time contractors to help in implementing specific promotional activities at point of sale or display sites, the production and distribution of POS promotional materials, and expenditures on distribution of promotional samples (excluding expenses to acquire the samples). Trade Seminars designed to inform industry representatives of specific attributes of Canadian agriculture, food and seafood products. Trade show attendance (non exhibitor) Travel and per diem costs to exhbit their company s products at a foreign trade show or other eligible promotional events. Technical training of foreign buyers about Canadian products and product handling. 31

32 Eligible Expenses for Associations and SMEs Purchase of trade booths under $10,000. Employment of part-time contractors to help in implementing specific promotional activities at point of sale or display sites. Cost of product samples, including transportation, used in generic promotional events. Product testing by foreign standards enforcement agencies for market certification. Professional, interpretation and translation services. Federal and provincial taxes, including the non-refundable portion of GST, if any, paid by associations and SMEs. Return economy airfares, ground transportation and per diem. 32

33 How do SMEs apply to the program? SMEs apply to the AgriMarketing funding via the sector or export associations. Proposals from SMEs need to demonstrate how its activities are integrated into the implementation of the association s LTIS. SME non-generic activities should be : New activities and should not repeat work being done by associations. Target new markets or countries or regions within existing target markets. Target new markets outside of the US 33

34 AgriMarketing Faye Wu Agriculture & Agri-Food Canada BC Regional Office Phone: