12 Aug Guide to exporting food products successfully
Exporting food to other countries is a way of growth for many companies in the agri-food sector. However, it also means facing a series of logistical, regulatory and commercial challenges that require preparation and strategy.
In this guide, we review the main factors to consider in order to successfully internationalize a food product in the 21st century.
1. Know the target market
Before starting any export operation, it is essential to study the market you wish to access. Knowing the target market is the basis of any export strategy. One of the most common mistakes in internationalization processes is to assume that a product that works well in the domestic market will have the same acceptance abroad.
However, each country has its own particularities in terms of tastes, consumption habits, food culture and distribution channels. Therefore, before making any logistical or commercial decision, it is essential to carry out a detailed study of the target market.
Analysis of consumption habits
It is essential to analyze consumption habits, taking into account what type of food is part of the regular diet and what role it plays in it. Some cultures prioritize home cooking, while others place more value on convenience or ready-to-eat products. For example, the consumption of pulses in some countries is associated with traditional dishes, while in others they are on the rise due to the demand for vegetable proteins by vegetarian or vegan consumers.
It is also worth analyzing factors such as:
– Frequency of purchase and package sizes.
– Relevance of values such as ecological, local or functional.
– Seasonality of the product and possible substitutes.
Purchasing trends and distribution channels
Each country has its own predominant channels for marketing food products. It is essential to know where the end consumer buys. Whether they do it in supermarkets, specialized stores, online marketplaces or through the horeca channel (hotels, restaurants and catering).
In addition, it is necessary to identify who makes the purchasing decisions in the chain: a wholesale importer, a purchasing center, a distribution chain, a horeca operator, etc. This information conditions the entry strategy as well as the type of negotiation and the commercial approach.
Local and international competition
Another crucial step is to evaluate which brands and products are already present in the market. This makes it possible to detect market gaps or unmet needs, adjust price and quality positioning, and identify opportunities to differentiate.
Likewise, analyzing competitors’ labeling, packaging and advertising messages can provide useful information on how to adapt our value proposition.
Regulatory requirements and barriers to entry
Each country may impose specific requirements that act as technical or legal barriers. In addition to sanitary and phytosanitary certificates, it is important to be aware of labeling requirements in terms of language, nutritional information and traceability. Also, tariffs and taxes applicable to imports and restrictions on certain ingredients or additives. All this has a direct influence on the viability of the product in the market, as well as on the final cost to the customer.
And, of course, all the necessary export documentation related to commercial documents (proforma invoice, non-commercial invoice, commercial invoice and packing list), transport documents (Bill of Lading (B/L), Airway Bill (AWB), Forwarding Certificate of Receipt (FCR), CMR consignment note and transport insurance policy or certificate) and customs documents (Single Administrative Document (SAD) and certificates of origin).
2. Comply with legal and sanitary requirements
Food products are subject to strict controls in most countries, so complying with legal and sanitary requirements is a guarantee of access and confidence.
One of the fundamental pillars of any food export operation is strict compliance with sanitary regulations, both internationally and in the country of destination. This aspect is not only a legal issue, but also a way of generating trust and credibility with distributors, importers and consumers.
Recognized quality certifications
Having international food safety certifications is nowadays a basic requirement to operate in most markets. The most demanded by international buyers are:
– IFS (International Featured Standards) with the highest possible score.
– BRCGS (Brand Reputation Compliance Global Standards)
– FSSC 22000 (Food Safety System Certification)
– FDA (Food and Drug Administration)
These certifications certify that the product has been manufactured under rigorous standards of hygiene, traceability and quality control. They also facilitate access to large distribution chains, which require them as a prerequisite for working with a supplier.
Labeling and presentation requirements
Each country has specific rules regarding the information that must appear on food labeling. Some of the most common aspects include the mandatory languages on the label, the declaration of allergens and nutritional values, the best-before or use-by date, storage and use, the origin of the product and country of processing or the presence or absence of specific ingredients.
Sometimes, it may even be required to modify the graphic design, pictograms or coding systems to adapt them to the standards of the receiving country.
Restrictions on ingredients and additives
Some markets restrict or prohibit certain ingredients or additives, even if they are permitted in the country of origin. There are also specific regulations on maximum levels of salt, sugar, trans fats, preservatives or colorants.
For example, in some Asian countries, artificial additives are limited; in the USA, certain preservatives accepted in Europe are regulated differently; and in Gulf countries, products must be certified as halal in order to be marketed.
It is therefore essential to study local food legislation in depth and, if necessary, adapt the product formulation.
Preparing for audits and inspections
In certain markets, especially in large-scale exports, the authorities in the destination country may require audits or on-site inspections at the production plant. In these cases, documented protocols, full traceability and a trained technical team are essential to successfully pass the assessments. In fact, having staff experienced in regulatory affairs or outside expertise in international trade can make all the difference in these processes.
3. Choosing the right format and packaging
Product format, shelf life and packaging are key to international acceptance. The packaging of a food product fulfills multiple functions beyond physical protection: it facilitates transportation, communicates key information, reinforces the brand image and becomes a decisive factor in consumer choice.
When exporting, choosing the right format and packaging is a strategic decision that can make the difference between success and rejection of the product in the destination market.
Product format
It is necessary to adapt the offer to local needs, as each market has its own preferences in terms of:
– Package size: in some countries individual or family formats are demanded, while in others multipacks or formats for the horeca channel are valued.
– Type of presentation: some cultures value ready-to-eat foods, while others prefer basic products that allow cooking from scratch.
– Portioning and weight: depending on consumer habits and purchasing power, these can vary considerably.
For example, cooked pulses can be marketed in pouch format for quick consumption in countries with a fast-paced lifestyle, while the same product in glass jars may be better received in markets that value tradition and reuse of packaging.
Types of packaging
The type of packaging influences both logistics and the perception of product quality. Some of the most commonly used formats in food exports are:
– Metal cans: durability, strength and easy stacking; highly valued for export by sea and in the horeca channel.
– Pouch or doypack: lightness and versatility, ideal for modern retail or ready-to-eat products.
– Glass bottle: perception of higher quality, transparency of contents, reusability and recyclability, although heavier and more fragile.
– Compostable or recyclable packaging: increasingly in demand by distributors and consumers committed to sustainability.
The choice must balance aspects such as product shelf life, transport conditions, local packaging regulations and end consumer tastes.
Tagged
Labeling must not only comply with the legislation of the country of destination, but is also a key communication tool to connect with the buyer. Some important aspects to take into account when preparing it are:
– Multilingual or market-specific design.
– Inclusion of certificates or recognized seals (organic, halal, kosher, gluten-free…).
– Clear information on ingredients, nutritional values and mode of use. To this end, it is vital to prepare good technical data sheets.
– Visual elements that reflect the quality, origin or value proposition of the product.
It is advisable to work with designers specialized in international packaging and to validate the content with professional translators or local experts.
Logistical compatibility
Logistics compatibility is key. Therefore, packaging must be compatible with the destination logistics systems. Standard palletization, which provides resistance to transport and guarantees the stability of the packaging, should be used.
Likewise, care must be taken in labeling with bar codes, batches and dates in the appropriate format. And adapt to the requirements of the distribution channel by means of display boxes or formats designed for supermarket shelves.
4. Securing logistics and transportation
Exporting food implies ensuring that the product arrives at its destination in perfect condition. Thus, ensuring logistics and transportation is the chain that guarantees quality. Once the product is prepared, certified and adapted to the destination market, one of the most delicate moments of the entire export process arrives: logistics.
Transporting food safely, efficiently and cost-effectively requires careful planning, especially when dealing with products with specific preservation requirements or tight deadlines.
Choosing the right mode of transportation
The choice of means of transport will depend on several factors, including destination, type of product, volume and urgency of delivery. The main options are:
– Ocean freight: the most common option for large volumes and distant destinations. It is cost-effective and safe, although slower. Ideal for canned goods and products with long shelf life. These are the most important seaports in the world for exporting food.
– Ground transportation: useful for shipments within the continent or bordering areas. It offers greater flexibility and shorter transit times.
– Air freight: much faster, but also more expensive. It is used in cases of urgency, high-end products or air shipments scheduled by the end customer.
It is essential to know the transport conditions in each country and to anticipate possible customs delays, strikes or seasonal changes that may affect the route.
Collaborate with specialized logistics operators
Working with logistics companies with experience in the management of food products and international operations is an investment that provides security. These operators offer document management (certificates of origin, customs declarations, cargo insurance…), real-time shipment tracking, advice on packaging and labeling according to the standards of the destination country and efficient management of incidents or returns.
In some cases, it is advisable to have a freight forwarder or customs broker to accompany the process and facilitate the resolution of complex procedures.
Temperature control and storage conditions
If the product requires it, it must be ensured that the cold chain or optimal storage conditions are maintained throughout the entire journey. Products such as canned vegetables have a long shelf life and do not require refrigeration, but there are many other products that do require rigorous control.
The most common solutions involve the use of reefer containers (refrigerated), thermal protection packaging and monitoring with temperature and humidity sensors connected to remote control systems. These measures not only prevent losses, but also serve as a quality guarantee for the end customer.
Optimize loading and secondary packaging
An essential part of logistics is space utilization and packaging strength. That is why it is advisable to use palletizable and optimized boxes for containers, minimize empty spaces and reinforce fragile areas and incorporate standardized logistics labels (EAN, bar codes, QR for traceability…).
Good packaging management not only protects the product, but also reduces logistics costs and improves the sustainability of the shipment.
5. Build lasting business relationships
Exporting is not just a transaction. It is about building a long-term relationship with local distributors, importers or brands. Exporting food products is not only about placing a product in another country, but also about building a network of trusted relationships with local distributors, importers, distribution chains and operators.
In an increasingly competitive global market, long-term partnerships are a key strategic asset to consolidate and grow international presence.
Professionalism and constant communication
The first step in establishing lasting relationships is to communicate clearly, transparently and consistently. This includes strictly complying with the agreed deadlines and conditions, keeping the customer informed about the status of orders, changes in production or new products, and resolving possible incidents with agility and a collaborative attitude.
Good business communication not only avoids misunderstandings, but also builds trust and loyalty.
Understanding B2B customer expectations
Each type of customer has different needs. While a wholesale importeris looking for competitive pricing and logistical ease, a supermarket chain may be more interested in packaging design, product sustainability or point-of-sale support.
Adapting to the specific needs of each partner and understanding how our product fits into their strategy is key to strengthening the relationship.
Participate in international fairs and events
Being present at trade fairs, trade missions or B2B meetings facilitates direct contact with potential customers and strengthens ties with existing ones. Events such as SIAL (Paris), ANUGA (Cologne), Gulfood (Dubai), PLMA (Amsterdam) or Foodex (Tokyo) are key showcases for companies in the food sector. And you can take advantage of them as an exhibitor and as a visitor.
In addition to exhibiting products, these meetings provide an opportunity to observe trends firsthand, to carry out tastings or live demonstrations and to listen to the real needs of the market. These are the most important agri-food fairs taking place this year.
Betting on the private label as an entry point
In many markets, private label or distributor brands have a large weight in the shopping basket. Collaborating with chains or wholesalers in the development of your own brand can be an excellent way to enter a new country, generate business volume and create a solid relationship based on trust. These are the requirements they usually take into account.
Although the manufacturer’s brand is not always visible, consistent quality, on-time delivery and adaptability are attributes that customers value and remember. In fact, many private label relationships evolve into closer partnerships or even co-developed products.
Maintain an attitude of continuous improvement
Finally, a solid business relationship is not only based on what is delivered today, but also on a shared vision of the future. Being open to improving processes, adapting products, incorporating required certifications or innovating in formats is a sign of commitment to the customer.
The best alliances are built with companies that, in addition to manufacturing, listen, adapt and grow together with their international partners.
Exporting food products is not an immediate process, but with good planning, it can open up new business opportunities, diversify risks and increase the company’s competitiveness. Experience, adaptation to each market and a firm commitment to quality are the best guarantees for international growth.