Sector Export Marketing Plan for fruits and vegetables from Lebanon

Together with the stakeholders of the Lebanese fruit and vegetable industry, we formed a task force to create a Sector Export Marketing Plan (SEMP) for table grapes, avocadoes, potatoes, peaches, and oranges from Lebanon. The focus of the SEMP was exportations to the European Union and the Gulf states.

Among others, a network of Chambers of Commerce Lebanon, the Ministry of Economy & Trade, the Ministry of Agriculture, and Berytech Lebanon were involved, as well as a group of small and medium-sized fresh fruits and vegetable exporters.

The SEMP started with a 360° market analysis and included:

• A quantitative trend analysis of global trade flows and Lebanese trade flows of the selected products
• A quantitative comparison of Lebanon’s performance vis-à-vis competitors
• A qualitative analysis of international buyers’ perception of Lebanon’s value chain for the selected products

After the market analysis, we organised several strategic sessions with the task force to:

• Review and validate the market findings
• Co-create the foundations of the SEMP
• Formulate sector ambitions
• Define priority markets
• Determine competitive advantages and key values for the sector’s branding and promotion strategy

In the end, we co-created realistic strategies and intervention plans to overcome challenges in the sector and tap opportunities in the prioritized markets.

We also conducted a visit to the Fruit Logistica trade fair in Berlin, Germany, for a market orientation mission. During the mission, we met with a number of representatives from the Lebanese fruit and vegetable sector to see first-hand what competing countries were doing in terms of promotion and to talk to potential buyers about their perception of fruit and vegetables from Lebanon. This also gave us ideas for sector branding activities and future trade fair participation.

The next step is the implementation of the branding strategy, the creation of a website, and the coaching of the branding team

Activities

1. Creation of a 360° market analysis of the selected value chains, which entailed:

• A quantitative trend analysis of global trade flows and Lebanese trade flows of the selected products
• A quantitative comparison of Lebanon’s performance vis-à-vis global and regional competitors
• A qualitative analysis of the perception of international experts and buyers on Lebanon’s value chains
• A qualitative analysis of the different trends that will impact the future of the fruit and vegetable market
• Supply-side analysis with opportunities and challenges for Lebanese fruit and vegetable value chains

2. We organised several strategic sessions, defined the promotion and branding strategy together with an action plan to address the challenges in terms of export development. For this, we carried out the following activities:

• Presentation of market findings, Lebanon's performance from the perspective of global and regional competitors, and buyer feedback
• Break-out room session with group discussions to formulate responses to the market findings and prioritize target markets
• Plenary discussions and active coaching to come to an agreement on export ambition, targets, and priority markets for consolidation, penetration, and growth
• Homework in groups to suggest prioritisation of export development activities required for improved performance
• Plenary sessions, break-out rooms, and active coaching to detail the proposed interventions in both the export development and export promotion areas
• Coordination with the local expert to drive the homework efforts

Results

Among the key results are:

• SEMP completed: realistic strategies and intervention plans have been co-created to overcome challenges in the sector and tap opportunities in the prioritized markets.
• A committed and enthusiastic team of decision-makers and influencers in the fruit and vegetable value chain have joined forces - and continue to do so. They work together on a coordinated and concerted effort to take the sector export performance to a higher level.
• Plans and resources of public and private sector stakeholders have been aligned.