1. CEO and owner of Bornholms A/S since 2006 Age 56 Education:
Engineer and economics CV: CEO, Haugen-Gruppen, Denmark CEO, Carl
Lange, Denmark Sales rep., IBM, Denmark Christian Sieverts 2.
Privatly owned company Ambient products Chilled products Production
in Northern Jutland Strong in DK and UK (Total export 35%) Amanda
brand og private label Amanda 3. Privatly owned company Chilled
products Herrings from Iceland (Gammeldags modnede) Production in
Hrve (Sealand) Mainly on the domestic market Lykkeberg brand
Lykkeberg 4. Privatly owned company Only ambient products
Production in Iceland and Bornholm 65% export Bornholms and
Officers brand (supplier to the Royal Danish Court) Private label
Bornholms 5. Need for export We know Europe (EU) Emerging market
Need for cost reductions Shared cost Nordic Seafood Cluster 6.
Government Export Growth Package No Fish money Introduction to
Vitus Application to Vitus 7. Has been in the air since 2010 and
the programs main purpose is to kick-start small/medium sized
companies exports to new markets. The Export Council assigns a
resident adviser, local known with a strong local sector knowledge.
The program consists of 3-4 months of strategy development and 8-9
months of execution. About the Vitus-program 8. 3 companies 3
different marketplaces Each company responsible of its own
marketplace 1-2 year project Vitus Cluster 9. Brazil Approval of
factories Assortment what is suited Finding importer/distributor
Test sales Bureaucratic obstacles Vitus - Lykkeberg 10. Middle East
Seafex exhibitor Identifying importers Labels/assortment Mentality
Vitus Bornholms A/S 11. Korea/Japan Tokyo exhibition
Finding/identifying partners Identifying possible products Very
different taste Vitus Amanda 12. Shared cost Lower cost Focused
areas Jumping into it More coverage Could potentially involve a 4th
partner Advantage Nordic Cluster 13. Complications due to
competition Joined exhibition difficult (Tokyo) Assortments need to
be coordinated Risk on focusing on own markets Some products are
simply not suited Dis-advantage Nordic Cluster 14. Vitus
advantage/disadvantage 15. Lykkeberg/Amanda/Bornholms participated
with products at a charity event in Sao Paolo. Partly to get
feedback on the products and partly to get products into Brazil.
The products were well received, but if the visitors of this event
represented the right Brazilian population is doubtfull. Brazil
Scandinavian Fair Challenges: Its very difficult to get products
into Brazil if they are not approved in advance. Even getting the
labels approved when you have found an importer, is not easy and
takes a long, long time. 16. JAPANESE MARKET: Difficult to brake
through on these distant markets together as they need a long term
persistence market processing Japan - Tokyo Foodex Our products
seem only to fit a niche area within the food business POSITIVE:
Sharing expenses for the booth and inviting potential customers
together. Showing a wide range of products and being able to share
transportation of products on a first trial order. NEGATIVE: Too
small booth for 3 companies, difficult for the visitors to
understand how 3 competing companies would be in the same booth.
Could be overwhelming for visitors to enter the booth, when three
companies made the approach and some products competed. 17.
Separate booths in Dubai and showing Lykkebergs products at our
booth did not work very well. Better placed at Amanda but not a big
succes. Our products seem only to fit a niche area within the food
business. Dubai - Seafex POSITIVE: The Nordic reputation can help
us with quality issues. CHALLENGES: Our products are not known in
the Middle East. We have to teach them how to use our products.
That is not an easy proces. Tried to set up a Tasting Event
together with the Royal Danish Consulate General, Dubai
unfortunately without succes. Our products seem only to fit limited
eating situations. Listing fees in the retail chains are high.
