The worldwide implementation of virtual communication platforms opened a unique business opportunity. In two months, the Argentine Blueberry Committee together with the Foreign Ministry planned 5 business rounds, an intensity that was unthinkable for "face-to-face". New operations are completed in Saudi Arabia and the United Arab Emirates, among other new markets.

The new communication modalities opened a key opportunity for Argentine blueberry exporters: the possibility of reaching non-traditional markets that, if virtual platforms were not mediated, would have been more complex to reach, due to the characteristics of the market itself and due to cultural characteristics. from importers.

For two months, the Argentine Blueberry Committee (ABC) has been organizing, together with the Argentine Foreign Ministry and its representations abroad, a series of business rounds between local exporters and importers from various Middle Eastern countries. These rounds will shortly be joined by commercial contacts with buyers from Brazil and the United States. And a round is being planned for Southeast Asian countries.

In the case of the rounds in the Middle East, the producers nucleated in the Argentine Chamber of Integrated Cherry Producers (CAPCI) also participated, which will join the rounds with Brazil in which the NEA citrus producers nucleated in CECNEA will also participate. .

The search for new non-traditional markets is not capricious - they explain from the ABC -, but is consistent with the positioning strategy that the sector defined a few years ago: reaching markets that exclusively value triple impact production: taste, quality and sustainability. In that sense, the Middle East and its culture and economy contain a well-defined premium consumer market.

Business Rounds in virtuality

"This format of virtual business rounds makes it possible for all companies, large, medium or small, and that are already exploring the new market, to have direct contact with buyers interested in our products ", explains Carla Ginobili, manager of ABC and responsible for coordinating the meetings.

"It is an opportunity that we give to the ABC member companies to have a direct contact that perhaps individually is more complicated due to the cultural conditions on both sides," he says.

For this first virtual experience, countries were chosen in which the market for Argentine blueberries was already open but which have not been so explored by exporters yet, “Markets that are not typical but that are starting with an incipient demand with sectors of society with high purchasing power that have a potential to buy blueberries. They are niches that Argentina wants to target with its flavor and quality product ”, he explains.

2021 is the first year of rounds in virtuality and they have already been carried out with the Kingdom of Saudi Arabia, the United Arab Emirates and Qatar. Others are being prepared with the United States, Brazil and countries in Southeast Asia.

In the term of 2 months, the ABC planned 5 rounds that will take place in the next few weeks, an intensity that in another modality that is not virtual would have been impossible. On average, 10 companies participate in these rounds (there are 15 members of ABC), which means almost 70% of the partners participating. On the other hand, between 8 and 10 importers participate.

Middle East Buyer Profile 

Prior to the round, the Foreign Ministry and the Argentine Embassy in the buyer country carry out a market investigation of the main fruit buyers. Major supermarkets and direct importers are contacted. A direct contact is sought with those responsible for purchasing who are really interested and the profile interested in blueberries and fine fruit in general is sought.

"The meetings are very dynamic and one by one, so that the parties privately make their offers and listen to demands," they specify from ABC. "Buyers previously already have a profile of interested companies. What we are looking for is that there be the greatest compatibility to set up the bilateral meetings ”.

Regarding the role of the State in management, Ginobili explains that “organic and official contact with the State in between is something highly valued by importers, and more so in Arab countries, because they feel supported because it is the government that is endorsing the activity ”.

According to reports from the Argentine representation abroad, another of the characteristics of the Arab countries is that they seek to do long-term business, they do not want specific operations but consistent links over time. About the quality of the fruit, they value the sweet taste and recognize that Argentina is in a latitude where you can get that sweetness in blueberries. They highly value social and agricultural certifications, "for them it is a guarantee" they assure.

El potential market of the blueberry sector in the countries under the jurisdiction of the Embassy before the Kingdom of Saudi Arabia (which includes the Kingdom of Bahrain, Oman and Yemen) is estimated to be around $ 15 million annually, with exports from our country that today are still marginal. Saudi Arabia imports 90% of the food it consumes, generating annual imports of more than 25.000 million dollars.

As for the UAEImporters are very selective with exporters, they generally know all the characteristics of the fruit and the meetings have to be very expeditious. There is a very high purchasing power in that country and a gastronomic route where Premium products are highly sought after. It is a very large and very competitive market, "that is why the Embassy's participation is key because otherwise it is very difficult for customers to access these premium markets," they explain.

QatarOn the other hand, it is a very small market and what they are looking for is quality above all else. There are a total of 5 or 6 buyers and they all participate in the business rounds. -