Matchmaking for Serbian prunes exporters in Germany

Serbia is the world’s 8th largest exporter of prunes. It produces soft, aromatic prunes that are compact and easy to handle. The producers apply the highest standards and comply with EU food legislation. They ensure food safety in all steps of the production process. Although Germany is the world’s leading importer of this dried fruit, Serbia hardly exports any prunes there. To change this, the National Association of Serbian Prunes Producers asked Globally Cool for help.

To match Serbian prunes producers with German importers we conducted an analysis of the German market and we introduced buyers and sellers to each other. The research showed that the strong reputation of the competition was an obstacle to the buyers. For German importers, Serbian prunes have the clear advantage of being cheaper and faster to transport while maintaining excellent quality. However, most German importers and consumers are unfamiliar with them and more familiar with prunes from the leading origin countries. To facilitate market entry, we provided the Serbian exporters with clear tips and recommendations on how to build a strong image. In addition, we arranged a meeting with interested German importers.

Activities

We started analyzing the German market, answering questions like:

• What are the leading source markets for Germany?
• Who are leading prunes importers in Germany?
• Where are the prunes packed?
• What are the key requirements?
• What is the best strategy for market entry?

After this, German importers were contacted for information. At the same time, they were introduced to Serbian prunes, and a start with awareness-raising was made as well. In March 2017, the ‘Serbian Matchmaking Event for German Importers’ took place at the Chamber of Crafts in Hamburg. Several German companies participated in the event, among them some of Europe’s largest importers. After presentations by the Serbian Embassy and the Association, the German importers participated in 15 to 20-minute matchmaking meetings with the Serbian exporters.

Results

Since the successful event, various German importers have come to visit the producers in Serbia. The project has generated several concrete export deals, which was a historic turning point for Serbian exports of prunes.