Transcript
[Nora Duepmann stands and speaks to the camera.]
Nora Duepmann: So Germans love Canadian products and I would like to see more on that on the shelf, definitely.
[Upbeat music begins]
[The screen fades to black. An animated red and yellow maple leaf appears. The camera zooms in on the leaf, revealing a white background with a spinning red and white globe and on-screen text.]
[Text on screen: Agriculture and Agri-Food Canada – Canadian Agri-Food Trade Commissioner Service]
[New text appears next to the globe.]
[Text on screen: Market Opportunities – Colombia, Ethiopia, Germany, Japan, Malaysia, Mexico]
[The list fades, leaving only “Germany” in bold. A black pin drops on the globe to mark Germany. The scene cuts to Nora Duepmann speaking to the camera.]
[Text on screen: Nora Duepmann – Trade Commissioner, Agriculture Market Development Consulate of Canada]
Nora Duepmann, I’m the Trade Commissioner at the Canadian consulate in Dusseldorf, and I help Canadian companies expand to foreign markets, in my case particularly, Germany.
[Cut to a white background with red and black text and a faint outline of Germany.]
[Text on screen: Germany Market Snapshot – Population: 83.6M – World’s 2nd largest importer of consumer-oriented agricultural products – 10th largest customer of Canadian agricultural and food products]
Top trends really is, above most, healthy food: low in sugar foods…
[A sped-up timelapse of a busy city filled with pedestrians and shoppers at an outdoor market in Germany. Cut to an overhead view of people dining together, passing a dish of food across the table.]
…high protein, everything that’s really natural ingredient.
[Nora stands and speaks to the camera.]
Another big trend is really plant-based: vegetarian, vegan foods.
[Cut to a close-up overhead view of someone eating a plate of fresh produce. Then, a close-up of someone holding two plates of food.]
So a lot of consumers turn away from meat and towards plant-based products.
[Cut to a close-up view of a tray of roasted chopped vegetables.]
[Nora stands and speaks to the camera.]
And we’ve seen more interest in Canadian meat like beef, bison…
[Cut to a herd of bison standing in an open field.]
…quality meats, are gaining traction.
[In slow motion, someone flips a pork chop on a barbecue.]
[Nora stands and speaks to the camera.]
And a big trend also we’ve seen lately is snackification.
So away from the traditional meals towards more snacks during the day, but then again, also with natural ingredients, something satisfying and quick on the go but still good quality.
[Nora stands and talks with someone at a trade show.]
Oftentimes we feel that they don’t really have a lot of information about the German market, so they try to enter, and no awareness of the products…
[Cut to Nora walking past booths at a trade show.]
…that are there, or consumption habits, or taste preferences, or pricing.
[Nora talks to a person standing behind a booth at a trade show.]
So, can you send a list of buyers and can you introduce us to buyers, without knowing the market?
The clear answer to that question is yes, we can introduce you to those buyers.
[Nora stands and speaks to the camera.]
So actually that should rather be the last question to ask, and more about what is the market like, does the product fit in?
It’s really key to assess beforehand if your product meets the EU import requirements. So if that is not the case, you may also have to change or adapt.
[At the trade show, Nora sits at a table with a salesperson and talks.]
You need to know the competition and you need to know the pricing.
German consumers are very price sensitive, they look for good quality at an affordable price.
[Nora and the salesperson stand and shake hands after finishing their conversation.]
So I can only encourage companies who want to target…
[Nora holds up a Canadian flag to the camera while at the SIAL trade show.]
…a German market to reach out to the Trade Commission Service.
[Nora lets go of the flag and smiles at the camera.]
We help you with all of the questions. That’s what we’re here for, and I’m looking forward to working with you on that.
[Cut to a white background with black and red text.]
[Text on screen: Contact us today – tradecommissioner.gc.ca]
[The Canadian and German flags wave side by side.]
[Upbeat music ends]
[Text on screen: Agriculture and Agri-Food Canada – Agriculture et Agroalimentaire Canada]
[Government of Canada wordmark]
[End]