K.I.Asia NewsBytes
Partnering for Sustainable Development:  July 2007 (#97)

Feature Story:
K.I.Asia helps ASEAN food companies build their capacity to export to major markets.
With a grant from the US Agency for International Development (USAID), K.I.Asia has provided business match-making, entry strategy development, packaging improvement, marketing advice and regulatory information to more than 100 ASEAN packaged food companies.  The program’s objective is to help these companies enter three of the world’s biggest food markets – the United States, Japan and China.

“This is one of the best seminars I’ve ever attended” and “Very good information and the speakers make it so interesting” are some of the positive comments received for the final seminar on packaging design in late June that completed the nearly year-long trade capacity building program.  The seminar featuring an American branding strategist and a packaging designer benefited 94 executives from packaged food firms and packaging design institutions from six ASEAN countries.
 
The packaging workshop and the three previous seminars in the series all received approval ratings over 90% from participants.  The Japan market seminar received a 100% rating.  Consultants and speakers received praise for their ability to provide practical information that could immediately boost business. One of the best liked features was the opportunity to consult one-on-one with industry experts.

Business Matching:
A highlight of the program was a series of business matching meetings carried out in conjunction with the THAIFEX – World of Food Asia 2007 trade show in May. K.I.Asia brought in 50 ASEAN suppliers to exhibit at the show and attracted 23 major food buyers from the USA, Japan and China to meet with them in one-on-one sessions to taste their products, critique packaging and discuss purchases.  Initial feedback from participating suppliers indicated that negotiations for new business in excess of $3 million in the next 6 months had either been concluded or were well underway.

“I received very useful, practical marketing information from an expert with direct experience, not information which could be found from general sources,” said Nichaya Srisuchart, Business Development Manager of Surintip Rice Mill Co., Ltd.
“We received advice on strategy to enter the U.S. market, which is really beneficial and just what we sought.  It’s like a doctor diagnosing a patient and correctly pinpointing the disease,” she said. “We knew were having problems, but we didn’t know why.” Khun Nichaya was one of many ASEAN food company executives that had extensive discussions with Kevin Leibel, President of Innovation Management, LLC, and Mr. Ron Farnum, Founding Partner of SPARK Marketing Services. 

The experts brought to Thailand by K.I.Asia helped companies fine tune their branding and packaging strategy and redesign their packaging for the U.S. market.  As real-world examples of the changes needed for the US market, the consultants helped four companies completely redesign their packaging.  The resulting new designs were then featured to support the experts’ presentation on effective packaging design for the U.S. market to a group of ASEAN-wide audience during the June seminar.

The Project:
USAID funded the program in support of the US-ASEAN Cooperation Plan.  A key objective of the Plan is to assist the ten