Panama is full of small businesses with big potential, especially those led by women. But many of these businesses face real challenges when it comes to selling their products abroad. At the request of Cowater International, we are helping Panamanian women-led small and medium-sized businesses (WSMEs) prepare for export success in the Canadian market. This work is part of the Canadian government’s Expert Deployment Mechanism (EDM) and focuses on building skills, sharing market knowledge, and opening new doors for inclusive trade.
Market intelligence that translates to market access
Together with Panamanian authorities, we selected three high-potential product categories: fresh pineapple and watermelon, fresh tuna, snapper and seabass, and tropical sauces. These were chosen based on their economic relevance for SMEs, alignment with underrepresented groups (especially women), and their export potential in Canada.
Using a combination of desk research, interviews with Canadian buyers and sector experts, and proprietary tools like Globally Cool’s Export Readiness Checker, our team developed three detailed Market Intelligence Briefs. Each report outlines:
- Consumption and pricing trends
- Legal and private requirements
- Buyer preferences and certifications
- Distribution channels
- Market entry opportunities and competition
By tailoring this intelligence to the specific realities of Panamanian SMEs, particularly those led by women, these briefs provide actionable insights to design export strategies, reduce entry risks, and build long-term competitiveness.
Key findings from the market research
- Fresh fruits: Panama can fill seasonal gaps and offer sustainable, high-quality alternatives to dominant suppliers like Costa Rica and the U.S. Mini, seedless watermelons and MD-2 pineapples are most in demand.
- Fresh fish: Freshness, traceability, and sustainability certifications are essential. Panama has the potential to compete if it ensures cold chain logistics and addresses concerns about quality control.
- Tropical sauces: There is a growing demand in Canada for spicy, natural, and ethnic sauces. Panama can stand out with tropical flavours and attractive, sustainable packaging that aligns with clean-label trends.
Next steps: from insights to impact
With the completion of the market intelligence phase, the project now moves into the training and coaching phase. Globally Cool expert Luz María is currently designing a gender-sensitive, in-person training program to support both the selected WSMEs and Panamanian trade officials. This will be followed by a Train-the-Trainer programme to build local capacity and one-on-one mentoring for officials to support 10 WSMEs in crafting tailored export strategies to Canada.
We’re proud to lead this inclusive trade initiative and can’t wait to see these Panamanian entrepreneurs take their next step on the global stage.
Need tailored support for your export development strategy? Get in touch with us today!