Sales promotion

For the U.S. market, Malaysian natural ingredient producers and exporters should consider exhibiting at relevant supply expos in order to establish contacts with product manufacturer's buyers or to investigate the possibility of securing a business arrangement, exclusive or otherwise, with a suitable importing and ingredient distribution company or broker. It may be possible to obtain the latter without exhibiting but only visiting the trade fair and making appointments in advance for private meetings with targeted potential business partners. Meetings with purchasers should be firmed up in advance and should take place away from the show floor if possible. Ingredient distributors generally have only their sales and marketing personnel in the exhibition booth while their purchasing agents may be meeting with their vendors privately at other locations such as hotel suites or restaurants.

Visiting the trade fair can also provide the exporter with valuable market information by attending educational seminars, trade  association meetings, industry receptions, and by walking the show floor. Whether visiting or exhibiting, the natural ingredient producer should be prepared with professional printed materials in English language providing an overview of capabilities and a list of offerings. If the costs of trade fair exhibition are beyond the means of an individual ingredient producer, is may be possible to organize a cooperative exhibition including several producers under one umbrella, in some cases, partially organized or funded by the export promotion agencies in the country of origin or even by U.S. trade development organizations that may have funding available to cover expenses for producers to participate in study tours in the U.S. in order to meet potential buyers and/or to attend trade shows.

Relevant trade shows for suppliers of natural ingredients in the U.S. are the following:

To the contrary, according to the aforementioned CBI Market Surveys, EU importers of natural ingredients for cosmetics and/or pharmaceuticals do not have a favorable opinion of trade fairs as a means to promote suppliers from developing countries. Nonetheless, the CBI survey suggests that visiting or even participating in a trade fair in the EU can be an efficient tool for communicating with prospective customers. It provides more facilities for bringing across the message than any other  trade promotional tool. It can also be an important source of information on market developments, production techniques and interesting varieties.[1] Important motives for companies visiting European trade fairs are:

  1. Establishing contacts with potential customers;
  2. Orientation on the European market
  3. Gathering information on specific subjects.

Relevant trade shows for suppliers of natural ingredients in the EU are the following:

  • BIO-FACH WORLD TRADE FAIR FOR ORGANIC FOOD AND NATURAL PRODUCTS
    Venue: Exhibition Centre Nuremberg, Germany
    Internet: http://www.biofach.de
  • HEALTH INGREDIENTS EUROPE
    Venue: Various European countries
    Internet: http://www.hi-events.com
  • NATURAL INGREDIENTS EXHIBITION AND CONFERENCE
    Venue: ExCel London, One Western Gateway, Royal Victoria Dock, London
    Internet: http://www.ni-events.com
  • IN-COSMETICS
    Venue: Various European countries
    Internet: http://www.in-cosmetics.com
  • SANA: INTERNATIONAL EXHIBITION OF NATURAL PRODUCTS - NUTRITION, HEALTH, ENVIRONMENT
    Venue: Bologna Fairground, Bologna, Italy
    Internet: http://www.sana.it
  • VITAFOODS INTERNATIONAL
    Venue: Palexpo Centre, Geneva, Switzerland
    Internet: http://www.vitafoods.eu.com


Reference

  1. ProFound Advisers in Development, in collaboration with Jones A and Dürbeck K. CBI Market Survey: The natural ingredients for cosmetics market in the EU. Rotterdam, Netherlands: Centre for the Promotion of Imports from Developing Countries (CBI). September 2006.