From Panama to Canada: unlocking export opportunities
The Ministry of Trade and Industry of Panama (MICI), in collaboration with the Expert Deployment Mechanism for Trade and Development (EDM), engaged Globally Cool to strengthen Panama’s export diversification efforts, with a specific focus on women-led Micro, Small and Medium Enterprises (MSMEs). EDM is managed and implemented by Cowater in collaboration with the Institute of Public Administration of Canada (IPAC).
The project supported MICI and key public institutions in enhancing institutional export promotion capacity while equipping women entrepreneurs in the agricultural, agrifood and fisheries sectors to access the Canadian market under the Canada–Panama Free Trade Agreement (CPFTA). Through a structured approach combining market intelligence, export training, Train-the-Trainer (ToT) capacity building and export mentorship, Globally Cool delivered an inclusive and sustainability-oriented technical assistance programme aligned with Panama’s national export strategy and inclusive trade objectives.
Year
Country
PanamaType of activity
- Blended learning
- Globally Cool Academy
- Market Intelligence
- Onsite training
Activities
- Conducted product selection and developed three Market Intelligence Briefs for priority export sectors. In close coordination with MICI, Globally Cool identified fresh fruits (pineapple and watermelon), fresh fish (yellowfin tuna, grouper, mahi mahi) and sauces as high-potential products for the Canadian market. Each brief analysed Canadian market trends, regulatory and private requirements, sustainability standards and practical market entry strategies, forming the analytical foundation of the programme.
- Designed and delivered a 2-day export training on accessing the Canadian market. Globally Cool trained 37 participants, including 19 public officials and 12 SME representatives (10 women-led enterprises), covering CPFTA provisions, tariff advantages, pricing strategies, distribution channels, buyer expectations and sustainable production practices.
- Developed and implemented a 3-day Train-the-Trainer (ToT) programme for public institutions. Fifteen officials from MICI, the Ministry of Agricultural Development (MIDA) and the Authority of Aquatic Resources (ARAP) were equipped with practical methodologies, including the Export Marketing Plan (EMP) Canvas, export readiness diagnostics, ESG assessment tools and gender-sensitive coaching techniques.
- Facilitated structured export strategy mentorship for women-led MSMEs. Globally Cool supported officials in delivering one-on-one coaching to 11 SMEs, resulting in the development of 11 tailored export plans for the Canadian market. The mentoring phase incorporated ESG diagnostics and sustainability positioning aligned with Canadian buyer expectations.
Results
- Strengthened institutional capacity of 15 public officials to deliver inclusive and gender-responsive export promotion services.
- Increased awareness and knowledge among officials regarding the specific barriers faced by women-led SMEs.
- Improved women-led SME knowledge of how to benefit from the Canada–Panama Free Trade Agreement.
- Enabled 11 SMEs (10 women-led) to develop concrete export plans with clearly defined market entry strategies and next steps.
- Integrated environmental sustainability and ESG considerations into export readiness planning, reinforcing long-term competitiveness.
- Achieved high participant satisfaction, with overall workshop quality rated at 6/6 by SMEs and strong recommendation scores among public officials.
Frequently Asked Questions
1. How can SMEs start entering a new market?
Exporting successfully starts long before contacting buyers. SMEs first need to conduct solid market research to understand demand trends, buyer expectations, pricing structures, distribution channels, and regulatory requirements.
If companies skip this step, they risk investing in a market that does not match their product, scale, or price competitiveness.
In our project, we began with product-specific market intelligence briefs for fresh fruits, fish, and sauces. These briefs analysed Canadian regulations, private standards, sustainability requirements, and market entry strategies. This foundation ensured that SMEs developed export plans based on real market conditions, not assumptions.
Without structured market research, commercial efforts rarely translate into sustainable exports.
2. How can governments build sustainable export promotion capacity?
Short-term training sessions alone do not create sustainable change. Governments need internal capacity to continue delivering export support after a project ends.
A sustainable approach includes:
- Training officials in practical export tools
- Providing structured methodologies (such as export planning frameworks)
- Building coaching and advisory skills
- Integrating gender and ESG considerations into regular services
In our case, a Train-the-Trainer program equipped 15 officials to independently deliver export training and coach SMEs using structured tools like the Export Marketing Plan Canvas and ESG diagnostics. This ensures long-term impact beyond the duration of the project.
3. How important are sustainability standards for exporting agricultural and fish products?
Sustainability is increasingly linked to market access. Certifications such as MSC (for fish), GlobalG.A.P., Rainforest Alliance, or organic standards can influence buyer decisions — especially in developed markets.
However, sustainability investments must be realistic and aligned with actual market incentives. For SMEs, certification can be costly and complex.
Our project addressed this by:
- Explaining which sustainability standards are required vs. optional
- Using ESG self-assessments to identify practical improvement areas
- Helping companies prioritise investments that strengthen competitiveness
Sustainability becomes powerful when it is market-driven and strategically integrated — not simply added as a compliance burden.
4. How can SMEs understand whether their product has real potential in a foreign market?
Before investing time and money in exports, SMEs need clear answers to three questions:
- Is there demand for my product?
- What are buyers looking for?
- Can I realistically compete on price and quality?
Generic export seminars rarely provide these answers. Companies need product-specific market intelligence, including trends, buyer preferences, regulatory requirements, sustainability expectations, and pricing benchmarks.
In our 2-day training, we start by presenting tailored market research for selected products. This allows SMEs to evaluate their real positioning in the target market and immediately apply the findings to their own export strategy.
Market research without application remains theory. An application without market intelligence leads to guesswork. Combining both creates clarity.
5. What should a practical export training actually include?
Many export training courses focus on general theory. But SMEs need actionable guidance tied to a specific market.
A practical export training should:
- Present current market trends and buyer expectations
- Explain mandatory and private requirements
- Clarify trade agreement advantages
- Provide pricing and distribution insights
- Include step-by-step export planning tools
Our 2-day program blends structured market research with hands-on consulting advice. Companies don’t just learn about the market, they start building their export plan during the training, using real data.
This approach shortens the distance between learning and implementation.
6. What should be included in a practical export plan for SMEs?
A practical export plan should be simple, structured, and action-oriented. It typically includes:
- Target market and segment selection
- Product positioning and differentiation
- Regulatory and certification requirements
- Pricing and cost considerations
- Distribution and logistics strategy
- Marketing and digital presence
- Clear next steps and timeline
Many SMEs struggle because export plans are either too theoretical or too complex.
During our training, companies work with a structured Export Marketing Plan framework. Using market-specific data presented during the sessions, they define realistic priorities and identify immediate improvements, such as digital upgrades, compliance steps, or partnership strategies.
The goal is not a document for a drawer but a roadmap for execution.