When your company has a better social impact, you have a competitive advantage in the European market. European consumers and governments really value social responsibility. This means that companies in Europe must look for suppliers that help them to have a socially responsible supply chain. If you develop this aspect, you will be in a better position. When you adopt an internationally recognised standard, you demonstrate your commitment to sustainability and meet the buyer’s requirements.

The social responsibility standards like SMETA 4 Pillars plus the other relevant standards like BRCGS and organic add to the full picture of the company. For the buyers is good to see that the companies are used to the auditing process and that they understand the different things that are needed in the market.

Maarten Molenaar

Maarten Molenaar, Food Safety & Quality Director at DO IT ORGANIC

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Mandarins are well liked for their sweet and refreshing flavour, their useful size and the fact that they are easy to peel. These characteristics make mandarins a popular healthy snack, particularly during the winter months when they are in season. During the European season, competition with Spanish mandarins usually centres on price. Countries with a counter-season in the Southern Hemisphere have good opportunities in the European market, since mandarin consumption is high year-round. 

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The tomato is the most-grown vegetable in the world. Europe is the world’s third largest tomato producer, after China and India and ahead of Turkey. Europe mostly consumes locally produced tomatoes. The European Union also imposes tariff barriers to protect domestic production. This means suppliers not from the EU usually compete with low prices or by offering tomatoes during winter in Europe. Still, there are opportunities in growing sustainable tomatoes (e.g. organic), attractive cultivars and subcontracting with established suppliers.

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Yams are available year-round on the European market. They belong to the Dioscoreacea family, which contains several species. The most available species on the European market is Dioscorea rotundata. Ghana exports the most of this species. It makes up more than 86% of the yam’s market share in Europe. This species is known under several names depending on the community: ‘White Yam’, ‘African Yam’ or ‘Pona Yam’. Because yams grow underground, the yams you export must be clean and free from soil or dirt. Yams are bulky and heavy products exported by sea.

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Germany is the largest European consumer of fresh fruit and vegetables. It offers lots of growing opportunities for suppliers from developing countries. Sales in the organic market decreased slightly in 2022, but fresh fruit and vegetables are still the main organic products that consumers purchase. Despite the market being very sensitive to high prices, sustainability is a very important issue in the German market. Social and environmental certification is expected to become even more important in the coming years.

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Luxury tourism is likely to be a major driver of tourism recovery after the pandemic. Demand for travel remains high around the world. Wealthy travellers have big budgets and are able to travel easily and frequently. The luxury market is changing. It is not just about five-star hotels, but also about adventure and experiences. High-quality service, personalisation and flexibility are important characteristics of the luxury tourism market.

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Self-drive tourists are generally very adventurous and enjoy spending time outdoors. This is why they take trips in countries that have amazing landscapes and exciting activities. They are motivated to take self-drive tours by a desire for flexibility and freedom, so they prefer flexible itineraries. Most of these visitors want to take part in specific activities when they travel – things like nature and wildlife tourism, adventure activities, and food and wine trails.

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European imports of wooden tableware and kitchenware are growing. This includes imports coming directly from developing countries. This makes Europe an interesting market for you. Mass-producing countries dominate the lower ends of the market, so the mid-end to high-end segments of the trays market offer you the most opportunities. To target these segments, your trays should have decorative as well as functional value. Focus on design, craftsmanship, materials, functionality, sustainability and storytelling.

Global companies and European consumers are becoming increasingly aware of social standards along the supply chain for cosmetics products. Exporters of natural ingredients for cosmetics should therefore take social responsibility into account. This study presents options for steps you could take to increase social responsibility in your production practices and export business.

We have identified the real cost of production, resulting in us being able to pay fair prices to the producer. At the same time, we establish a minimum selling price and carry out a traceability process to identify the origin from the forest to the final destination.

Kenia Elizabeth Crozier

Kenia Elizabeth Crozier, from Crozier Green Business

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The European market for teaware is driven by consumers’ love for tea. Europeans consume up to 2 kg of tea per year, per person. European importers often distribute products across the continent, so you should not see individual countries as markets. Instead, you should focus on buyers in a specific segment. ‘On-the-go’ tea drinking requires everyday basics in drinkware. ‘Slow’ tea drinking moments allow for more decorative teaware, in more elaborate sets. This fits in well with sector trends like ‘home sweet home’ and wellness.

We offer a core collection of timeless designs, which we keep making small additions to. We also sell second-hand (vintage) items from other brands that consumers can combine with our core collection. This allows consumers to create personal collections in their personal style, which they can keep refreshing by adding new items from the range and/or vintage items.

Carla Peters @ crockery brand The Table, the Netherlands

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