exporting to the nordic region
TRANSCRIPT
Exporting to the Nordic Region
Tim HarrapHead of Collaboration
Lye Cross Farm
The story of cheese production at Lye Cross Farm
The Nordic Region
• A context for understanding our neighbours
Denmark
• Pop: 5.7m GDP per capita £32k
• Traders out in the world• “Well branded, packaged and innovative
products” UKTI Denmark• Remember this territory is the heart of design
consciousness
Denmark
• Geography – offices and flights• Competitive environment – direct relationships?• Distributors being cut out? Consolidation• Discounters have 47% market share• Spot activities?• Organic – big market• Private label – dual branding?• Store visits from Copenhagen Central Station
Denmark
Values
Flexibility Tolerance
Business acumen Honesty
Cleanliness Protestant work ethic
Egalitarianism Social justice
Equality of women Ironic
Sarcastic Frank
Source: Richard Lewis When Cultures Collide
Denmark
Source: Richard Lewis When Cultures Collide
Hygge – making things “cozy” for everyone
• Linguistic connections to….
Norway
• Pop: 5m GDP per capita £47k
• Informality of business meetings• Import quotas and tariffs• Retailers’ own import division?• Evolving business environment in FMCG• Seasonality – Christmas and Grill season
Norway
Other advice:• Yes it is expensive so take the train from the
airport to the city centre• Internal flights – a large country• Regional businesses importing: Stavanger• Cash in advance possible with smaller distributors
Norway
Values
Honesty Pragmatism
Cautious Thrift Taciturnity
Dislike of extravagance Obstinacy, introversion
Belief in the individual Love of nature
Self-reliance Prudence and foresight
Controlling resources Norway centred
Sense of humour Prefer action to words
Source: Richard Lewis When Cultures Collide
Norway
Source: Richard Lewis When Cultures Collide
Sweden
• Pop: 9.8m GDP per capita £33k
• Retailers Axfood, ICA, COOP• ICA Listing? Beware.• Bergendahls – regional retailer• Niche distributors potential avenue EEN?
Sweden
• Christmas business central to UK cheese• Competition Swedish Cheddar –really? REALLY!• Red Leicester a no no?!! Impact Red Cheddar• Alternative channels – expect the unexpected• Is your product really unique? • Quality challenge – Dorset Cereals
Visit the market
Sweden
• Organic a distinct market opportunity• Britishness
Sweden
Values
Conscientiousness Honesty
Loyalty Tolerance
Equality Love of peace
Love of Nature Cleanliness
Kindness Modesty
Source: Richard Lewis, When Cultures Collide
“If the PM says walk into the sea…”
Sweden
Source: Richard Lewis, When Cultures Collide
Giving and receiving trust? Loyalty – no trouble, no arguments, difficult to get change
Finland (Hurraa!)
• Pop: 5.5m GDP per capita £29k
• Finnish a unique language• 5% Swedish speakers so dual language labels luckily they speak English• Russian import ban serious issue
Finland
• Retail environment split between:– S Group(46%), – K Group(33%) &– Lidl(8%)
• Importer/Distributors historically strong but…• Service provision in supermarket environment• Stockmann – the Harrods of the North x9 – events?
Finland
• Again the Christmas season - quality or quantity? Planning in February/March
• High level of women in the workforce• Coffee drinkers• Pea soup Thursday – a Reformation treat!• Seahorse Restaurant• June – EVERYONE is on holiday
Finland
Values
Warm hearted Desire for solitude
Hardworking / intelligent Drink too much
Want to communicate [!] Cannot lose face (like Asians)
Democratic Make no attempt to charm
Love their country What will the neighbours say?
Source: Richard Lewis, When Cultures Collide
Finland
• Think Kimi Raikkonen
Estonia
• Short ferry trip to Tallinn from Helsinki
• Tourism boom importing through Immingham
Iceland
Nordic notes
• If you can sell in Manchester!• Due diligence: conscious appraisal of opportunities• Use Flipboard to research latest news• Different temperaments / Degrees of informality• Names: Google images• Pan Nordic distribution if only!• If at first you don’t succeed….things change
“family businesses seek survival…and enter foreign markets patiently and organically.”
Douglas Rushkoff
Thank you
• tim_harrap
• BritishCheese
• lyecrossfarm