This would be a mistake and there is a clear need to adopt a well-defined portfolio approach to international markets based on the maxim of “how much we want these respective markets,” and, just as importantly, “how much they really want U.S.,” and adopting a strategy of “maintain, build, invest, or, lastly, treat as opportunistic only.”
This can only be achieved by examining and researching key opportunities and developing a high level of economic, political, social and market understanding.
With new market opportunities opening up around the world all the time, only investment in this type of analysis can see growers and exporters pick the right markets at the right time.
This is perhaps the greatest challenge of all for the Latin American fruit supply chain.
John Giles is a divisional director with Promar International, an agri-food value chain consulting firm and a subsidiary of Genus PLC, Basingstoke, England. He is also the current chairman of the Food, Drink & Agricultural Group of the Chartered Institute of Marketing and can be contacted at firstname.lastname@example.org.
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