Promotion of Zimbabwean baobab in the Dutch market
The Netherlands Enterprise Agency (RVO) asked Globally Cool to study the potential of Zimbabwean baobab in the Netherlands. With this project, RVO aims to support international business between Zimbabwe and The Netherlands.
Products
Year
2017 – 2018
Country
EU (general)Type of activity
- Business Matching
- Market Intelligence
- Trade Fairs and Missions
Year
2017 – 2018
Country
EU (general)Type of activity
- Business Matching
- Market Intelligence
- Trade Fairs and Missions
Baobab has already made some inroads to European markets like the United Kingdom, but not yet to The Netherlands. With its well-established international food industry, The Netherlands has a lot of potential. Both for the domestic market and for distribution to other markets. In addition, Dutch non-profit organisation Hivos played a big role in the approval of baobab as a novel food for the European market in 2008. This authorisation opened the doors for exports to Europe.
Until 2018, competitors from other African countries like Ghana, Senegal and South Africa have outperformed Zimbabwe on the European market for baobab ingredients. To catch up and further develop its position on the global market, Zimbabwe needed to explore new markets and spread risks. Introducing baobab ingredients into the Dutch market could prove a lucrative strategy. In turn, the Dutch market could benefit from this product with a unique story from an iconic African tree that perfectly suits current health food and social responsibility trends.
Activities
As a starting point, we interviewed buyers and experts from various backgrounds and market segments:- Dutch natural cosmetics companies (4 manufacturers, 1 representative)
- Dutch food and beverages companies (3 manufacturers, 1 representative and 1 expert)
- European superfood/supplement companies (3 producers/distributors)
- Dutch importers of food ingredients (2)
- Other African exporters of baobab (4)
- Zimbabwean baobab producers (4)
- National trade promotion organisations (3)