Success Story

Group Export: Strategic U.S., China, France Entry & Local Partnering

Sainte-Julie, Québec, Canada

Headquarter

Turnover

Agri-food

Sector

Validate their potential in the U.S., China and France markets

Challenge

Expand with confidence

"With ALTIOS by our side, we were able to offer our members great strategic advice and in the field support during the challenging pandemic year and gave them the opportunity to discover new markets."

Martin Lavoie

President and CEO of Group Export Agri-Food

Challenges

Group Export Agri-Food (Group Export) is the largest association of agri-food product exporters in Canada. Group Export helps Québec agri-food exporters, who are members of the group, enter markets outside the province and abroad by organising trade shows, buyers’ meetings, and other events. Group Export is thus forming an essential bridge between the public and private sectors and bolstering the presence of Québec products in foreign markets.
When the pandemic imposed a lockdown upon the whole world, lasting almost a full year, Group Export needed to find new ways to support its members that were still looking for new opportunities in foreign markets.
“Because of COVID-19, hosting large in-person shows or traveling abroad was no longer an option. We, therefore, decided to develop a new program to help our members explore potential new markets without having to leave Canada”, says Martin Lavoie, president, and CEO of Group Export. “With ZENiTH, we wanted to create a unique advisory program in which recognized experts would support the companies with their international development strategy.”
To provide this international strategy and in the field support, Group Export reached out to ALTIOS. “We chose ALTIOS because a couple of our members had great experiences working with them in the past”, says Lavoie. “Furthermore, we were looking for a partner with a strong local presence in the key markets we wanted to target, which is one of the many features ALTIOS offers.”

Solutions

Group Export decided to focus on three markets in their ZENiTH program: the U.S., China, and France. “We chose these three because they have a lot to offer to our members in terms of size, of the positivity with which Quebec products are generally welcomed, but also because they’re complex markets that require help from local experts to enter successfully”, Lavoie explains.
ALTIOS supported Group Export’s members with validating their potential in these markets, and, in the cases where viability was established, developing a market strategy and connecting these companies via local partnering.
“Having support in the field during the pandemic was a great advantage for most of our members”, says Lavoie. “Even though travel was restricted, they still had the opportunity to explore new markets and establish contact with potential partners, thanks to ALTIOS expertise.”

Results

According to Lavoie, the support that ALTIOS offered has put many of the participating Group Export’s members on a path to success. “We have companies that are now selling in the target markets due to their participation in the ZENiTH program, some have established important contacts with which they can build upon and there were even a couple of companies that learned that these markets were not a good fit for their products. This is an important outcome, because they can now focus on other potential opportunities and avoid time and money waste.”
Group Export is very pleased with the first edition of the ZENiTH program. “With the help of ALTIOS, we were able to offer our members a great alternative solution during a time that made travel to new markets impossible”, says Lavoie. “We had never provided our members with services that were really tailored to their specific needs and questions before, so it is a big plus for us as a group to be able to offer this type of support.”
Even though Group Export’s activities are no longer restricted by the pandemic, Lavoie is convinced the program will have another edition with ALTIOS as a partner. “The local knowledge and network that ALTIOS can offer are a great advantage for any company that wants to expand to a new market.”

Discover more about GEA on: https://www.groupexport.ca/en/

Tips and Best Practices

Adaptability in Business Models: The ability of Group Export to swiftly adapt by creating the ZENiTH program during the pandemic showcases the importance of flexibility in business strategies. Companies should consider how they can pivot or adapt their services to continue supporting their clients under changing circumstances.
Leveraging Partnerships: Group Export’s decision to partner with ALTIOS, which has a strong local presence in targeted markets, underlines the value of selecting partners with specific strengths that complement your business needs. This is particularly crucial when entering new or complex markets.
Focus on Local Expertise: Utilizing local experts to navigate foreign markets is a critical strategy for international expansion, especially in regions where cultural, economic, and regulatory landscapes vary significantly. The local insights provided by ALTIOS played a vital role in assessing market viability and connecting with potential partners.
Virtual Engagement: With travel restrictions in place, the shift to virtual platforms for market exploration and partner meetings proved essential. This approach not only maintained business continuity but also reduced costs and expanded the potential for networking without geographic limitations.
Tailored Services: Offering services tailored to the specific needs and questions of members helped provide more targeted and effective support. Customizing services to address the unique challenges faced by each member can lead to better outcomes and higher satisfaction.
Evaluating Market Fit: It is crucial to assess the suitability of products for new markets. The ZENiTH program helped some companies realize that certain markets were not a good fit, allowing them to redirect resources more efficiently and focus on more promising opportunities.
Continuous Improvement and Iteration: The intention of Group Export to run another edition of the ZENiTH program with ALTIOS highlights the importance of continuous improvement. By reviewing the outcomes and feedback from the initial program, organizations can refine and enhance their offerings.
Long-term Planning and Support: Even post-pandemic, the value of ongoing support and the development of international markets should not be underestimated. Building and maintaining relationships with local partners and experts is vital for sustained success.

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