How to sell Agricultural Products in the Italian Market
Commodity exchange value pools have grown substantially, nearly doubling from $27 billion in 2018 to approximately $52 billion in EBIT in 2021.
Commodities Market will likely attract new entrants who will enhance competition, and McKinsey’s analysis suggests that its value overall will continue to grow.
Are you a company that produces or markets agricultural products and would like to test the Italian market but don’t want to take on too many risks?
Do you currently have only a few customers in Italy, but do you believe that the Italian market is favorable for your agricultural products? Do you need a targeted and tailor-made marketing and commercial campaign?
If so, my commercial consultancy can be right for you and I’ll explain some important strategies for marketing agricultural goods in Italy.
The value of agriculture in Italy: in total 38.2 billion euros
Italy in second place in the EU27 after France (39.2 billion euros) before Spain (32.9 billion) and Germany (31 billion).
The agricultural and food sector is distinguished by an expansive value chain involving numerous highly interconnected stakeholders.
There are myriad small enterprises, often family-run, focused on enhancing the distinctiveness of their offerings. Consequently, Italian Food Industries rely on specialized industrial clusters and consortia, cooperatives, which furnish a unified identity and bolster enterprises’ market positioning.
Italian national production is not self sufficient and cannot guarantee for example the procurement of food raw materials.
For this reason, we import 62% of common wheat, 46% of corn, 36% of barley, 83% of soybeans. ( Feed Economy Report 2023).
This context offers an opportunity to producers and marketers of agricultural raw materials.
Introducing Agricultural Products to the Italian Market: Case Study
Overview: The Company is a joint venture of Latvia and Ukraine, which was founded in 2021. It brings together
people with more than 10 years of experience in trading both in Europe and Ukraine.
The company offers agricultural commodities
Challenges:
- Enter and develop their business in Italy
- Understanding better the market
- Getting new opportunities and potential clients ( wholesalers,
producers, farm factories, consortia etc)
Timing: 3 months
The Strategy :
- development of a robust database comprising approximately 400 contacts across diverse sectors, including traders, agricultural enterprises, wholesalers, distributors, agricultural consortia, and cooperatives.
- creation of a bilingual institutional e-brochure, strategically tailored in Italian and English to effectively communicate the company’s values and offerings.
- targeted marketing campaign , featuring personalized phone calls and email outreach to introduce the company, presenting a curated product list, and exclusive pricing to procurement decision-makers in the realm of raw materials.
Results within the three-month timeframe:
- 16 successfully scheduled sales appointments
- 1 new client ( 2021 company revenue € 56.144.445)
This real-world case of strategies for marketing agricultural goods in Italy underscores the effectiveness of a meticulously planned and executed market entry strategy, demonstrating the power of tailored communication, targeted outreach, and strategic engagement in navigating the complexities of the Italian agricultural market.
Support in Marketing and Sales: contacting agrigarden, livestock farms, animal breedings
By offering comprehensive support in these areas, I can help companies navigate the complexities of doing business in Italy and increase their chances of success in the market.
- Marketing Analysis: a targeted market research for your sector in Italy ( key players, competitors, distributions partners).
- Networking Opportunities: Introduce the company to relevant industry associations, trade fairs, and networking events to expand their professional network and build relationships with key stakeholders.
- Marketing and Branding: Develop tailored marketing and branding strategies to resonate with Italian consumers and differentiate the company’s products or services in the market.
- Sales Support: Provide sales support services, such as arranging sales appointments, negotiating contracts, and providing after-sales support to ensure customer satisfaction.
If you would like further information about my business consultancy in Italy, I invite you to schedule a brief call or fill out the form. I will be happy to assist you!
