Accessing the European spices and herbs market requires more than a good product. Exporters from emerging markets need reliable, practical and up-to-date information on buyer expectations, regulatory developments, sustainability requirements and market opportunities. Through its Market Intelligence platform, CBI helps reduce this information gap by providing insights that support SMEs in making informed export decisions.
As CBI’s long-standing market intelligence partner, Globally Cool continues to support this work in the European spices and herbs sector. Building on the 2023–2025 assignment, the 2026 activities again focus on translating market developments into clear and practical guidance for exporters. The work combines desk research, stakeholder interviews, sector monitoring, statistical analysis and participation in relevant industry events.
Connecting market research with industry realities
A key part of the assignment is to stay close to the sector. Last week, Globally Cool’s Warner attended the European Spice Association General Assembly in Ghent as author for the CBI Market Information platform in the Spices & Herbs sector. This provided an opportunity to exchange views with European industry stakeholders and gather first-hand insights into the issues shaping the market.
The discussions in Ghent showed how complex the sector has become. Topics such as food authenticity, adulteration and pyrrolizidine alkaloids in herbs and seed spices are increasingly connected to stricter regulation, more sensitive testing methods, fragmented supply chains and agricultural challenges. For exporters, these developments directly influence European market access.
Translating compliance into practical guidance
Our role is not only to collect information, but to analyse what it means for exporters in daily business. By conducting interviews with importers, European associations and other stakeholders, monitoring trade reports and sector publications, and analysing additional indicators and statistics, the team helps ensure that CBI’s market information remains relevant and actionable.
The meeting with Kutas Group, a Turkish oregano producer and exporter, added a concrete business perspective to the sector discussions. Their insights into oregano production, PA control, testing, traceability and European market access helped connect regulatory developments to practical realities in the field, in the lab and across the supply chain.
As one message from the sector captured it: “Transparency and trust will help build resilience.” For exporters, this means that compliance is not limited to documentation or test results. It starts with good agricultural practices, continues through sampling and analysis, and is strengthened by trust throughout the supply chain.
Supporting better export decisions
The market intelligence activities will help exporters better understand buyer requirements, market trends and the practical steps needed to compete in Europe. By combining research with direct sector engagement, we support CBI in turning complex market developments into accessible guidance for SMEs in the spices and herbs sector.
This contributes to stronger export readiness, better-informed business decisions and more resilient trade relationships between exporters from emerging markets and European buyers.