HORECA: What It Is, How to Break In, and Why You Don’t Want to Sleep on It
The HORECA sector encompasses the Hospitality, Restaurant, and Catering industries. This industry plays a pivotal role in the global economy, incorporating hotels, dining establishments, and catering services, all requiring a diverse range of products and services.
The HORECA sector consistently needs high-quality, desirable food and beverage products. Consistent demand provides vast opportunities for exporters to introduce new commodities that can enhance the quality
and experience of hospitality services. The sector spans across multiple areas, from luxury hotels and fine dining restaurants to casual eateries and catering services. This diversity allows businesses to explore various niches and tailor their offerings to specific segments, increasing their chances of success. Each segment has its unique requirements and opportunities, allowing for a broad range of products and services to be introduced.
Engaging with the HORECA industry offers businesses
the opportunity to expand their international footprint. This sector’s global nature means that successful products and services can be scaled to various markets worldwide. The HORECA sector is also often at the forefront of innovation in foodservice and hospitality. Businesses that export to this sector can benefit from exposure to new trends, which can drive further growth and development. Staying ahead of trends in sustainability, health and wellness, and technology can position businesses as leaders in the market.
Steps for Breaking into the HORECA Industry Market Research: Conduct comprehensive market research to understand the demands and trends within the HORECA sector. Utilize resources like Food Export’s Market Entry programs to gain insights into different markets and consumer preferences. Analyzing competitors and understanding local regulations are crucial steps in preparing your business for export.
The HORECA sector is also often at the forefront of innovation in foodservice and hospitality.
Businesses that export to this sector can benefit from exposure to new trends, which can drive further growth and development.
Quality and Compliance: Ensure your products meet international standards and regulations. Compliance with health and safety standards is paramount. Food Export’s Branded Program can assist with marketing strategies and ensure your products align with the necessary quality standards. This Program helps U.S. suppliers with funding for marketing and promoting their products internationally, which can be essential for building a brand presence in new markets.
Networking: Establish strong connections with key industry players through Focused Trade Missions, Buyers Missions, and industry events. Food Export offers Focused Trade Missions to facilitate these connections, providing opportunities to meet potential buyers and distributors in target markets. Building relationships with local partners can provide valuable insights and help navigate market entry barriers.
Adaptability: Be prepared to customize your products and services to meet different regions' specific needs and preferences. Cultural differences can impact food preferences, dining habits, and service expectations. Being flexible and responsive to these variations can enhance your competitiveness in the HORECA sector. Adaptability also includes being aware of and responding to trends such as sustainability and health consciousness, which are increasingly important to consumers worldwide.
Marketing and Promotion: Effective marketing is essential for breaking into the HORECA sector. Utilize digital marketing, participate in trade shows, and consider collaborations with local influencers to increase brand awareness. Food Export’s marketing services, including the Branded Program, provide tools and funding to help promote your products effectively in international markets.
Trending Exports in the HORECA Market
The HORECA sector thrives with various exports catering to its diverse needs. Here are some examples of products that are currently performing well:
High-Quality Food Products: Organic and sustainably sourced food products are in high demand. Items such as premium meats, seafood, specialty cheeses, and gourmet condiments are popular among hotels, restaurants, and catering services.
Beverages: Craft beers, fine wines, specialty coffees, and artisanal spirits are sought after by the HORECA sector. These products enhance the dining experience and attract a discerning clientele.
Health-Conscious Options: With the rising trends in health and wellness, products like plant-based foods,
gluten-free items, and low-calorie alternatives are becoming staples in many HORECA establishments.
Convenience Foods: Pre-packaged meals, ready-toeat snacks, and frozen foods offer convenience without compromising on quality, making them popular in the fast-paced HORECA environment.
Eco-Friendly Products: Sustainable packaging, biodegradable utensils, and equitably sourced ingredients resonate with the eco-conscious values of many consumers and businesses in the HORECA sector.
By leveraging Food Export resources and programs, businesses can successfully navigate the complexities of the HORECA sector. Our programs provide valuable support, from market research to funding for marketing initiatives, ensuring successful entry and sustained growth in international markets.
For more information, visit Food Export’s website and explore the extensive resources and programs available to help your business succeed in the HORECA sector.
Empower Your Export Journey with Food Export’s Comprehensive Resources
Food Export maintains a vast database of tools and resources to help you kickstart and supercharge your export journey. You don’t need to Google “how tos” and filter through complex articles and databases of content. Go right to the source and pick the content that’s right for you and what you need.
Exporter Education
When you sign up for a Food Export webinar, we’ll send you the recording, even if you miss the live event!
UPCOMING WEBINARS
Important Uses of the Harmonized System “HS” | August 7, 2024
Master the Harmonized System (HS) and Schedule B Numbers, and learn how to leverage accurate classifications for successful international trade.
How to Access Duties and Taxes: Use Customs Info, the “AG Export Tracker”, and “FTA Tariff Tool” | August 21, 2024
Gain critical insights into tariffs, taxes, and Free Trade Agreements, ensuring your exports are accurately classified and strategically positioned for preferential treatment.
A Primer on USMCA | September 11, 2024
Join us as we review the dynamics of the United States, Mexico and Canada Free Trade Agreement
How to Use “GATS” – Global Agricultural Trade System | September 25, 2024
Unlock the power of export statistics and learn how to leverage this data to identify target markets and make informed export decisions.
RECORDED WEBINAR
“Top 10” Food Exporter Mistakes
This webinar discusses the most common challenges and pitfalls that small- and medium-sized food exporters face.
THE IMPORTANCE OF
Evaluations
We know evaluations can feel like a chore, but they are super important! Your feedback really makes a difference. Here’s why we “nag you” for those evaluations:
During each Program Year (January 1 – December 31), we try to collect evaluations from every event participant both right after the event and again six months later. We also ask for feedback from anyone using our programs and services.
In 2023, we aimed to collect 1,350 evaluations from 604 participants. Unfortunately, we only received 999.
WHY YOUR FEEDBACK HELPS
Showcases Program Impact: Your feedback helps us show USDA FAS (our funding source) how our programs support U.S. small- and medium-sized businesses.
Secures Funding: It strengthens our case for continued support through the Market Access Program (MAP).
Gets More Funding: Helps us secure additional funding opportunities like RAPP funding.
Supports U.S. Suppliers: Your feedback highlights how we help U.S. suppliers create new export opportunities, form new distributor relationships, and enter new export markets.
Boosts Economic Growth: Provides insights on how our programs help U.S. companies positively impact the domestic economy by creating new jobs and sourcing ingredients from other U.S. companies.
WHY IT HURTS WHEN EVALUATIONS AREN’T COMPLETED
Incomplete Picture: Without enough feedback, we can't fully show how we’re helping U.S. suppliers.
Skewed Data: Incomplete data adversely impacts our overall numbers.
YOU SHOULD KNOW
Evaluations are Confidential:
– We don’t share evaluation data publicly.
– Supplier names and data are kept private and reported in aggregate.
In-Kind Contributions: Reporting your contributions, like time and money spent attending an event, is crucial.
– Since our funding comes from the Federal Government, we need to show that for every dollar of federal money spent, our participants contribute at least $1.50 (in time, money, and resources). This in-kind contribution is not only a requirement but also shows the value of the program funds and how wisely they are spent.
By completing your evaluations, you help us prove the value of our programs and secure the funding we need to keep supporting you! Thank you for your help!
74% Evals Received
Caribbean Basin
Processed Vegetables & Pulses
74.1% of the population lives in urban areas.
Processed Vegetables & Pulses
Prepared/Preserved Seafood
Prepared/Preserved Seafood
Food Preparations & Ingredients
$3.1 Billion in U.S. consumer-oriented food products exported to the Caribbean in 2022 #8
Food Preparations & Ingredients
Prepared/Preserved Meats
Prepared/Preserved Meats
Processed Vegetables & Pulses
Processed Vegetables & Pulses
Food Preparations & Ingredients
TOP US FOOD EXPORTS TO THE CARIBBEAN, 2022
Prepared/Preserved Seafood
Food Preparations & Ingredients
Prepared/Preserved Meats
Processed/Prepared Dairy Products
Processed/Prepared Dairy Products
Among U.S. Agricultural Export Markets
Processed/Prepared Dairy Products
Beverages
The Caribbean is an attractive market for U.S. suppliers due to its proximity, strong commercial ties, developing tourism industry, and favorable trade policies.
Alcoholic Beverages
Beverages
Beverages Fats & Oils
Syrups and Sweeteners
Oils
HORECA IN THE CARIBBEAN
Prepared/Preserved Meats
TOP EXPORTS FOR CARIBBEAN FOODSERVICE SECTOR Pork and
Processed/Prepared Dairy Products
Alcoholic Beverages
Non-Alcoholic Beverages
Rising tourism on the islands supports consistent growth.
Beverages
• Premium Red Meat Cuts, Pork, and Poultry
• Premium Seafood
Fats & Oils
• Cheeses • Frozen Potatoes and Veggies • Fresh Fruits • Wine and Craft Beer
Syrups and Sweeteners
and Sweeteners
Sauces, Jams & Jellies
Condiments, Sauces, Jams & Jellies
Ready Meals
Guatemala
#16
Among U.S. Agricultural Export Markets
Guatemala has the largest economy and population in Central America.
The Hotel, Restaurant, and Institutional (HRI) sector represents 4.5% of the country’s GDP.
The food and beverage sector accounts for 5% of total GDP.
There is a demand for higher quality and specialty products, including health foods and organic products, driven by a more sophisticated consumer base.
Dairy Products
Fats & Oils
Breakfast Cereals
Oilseeds
Ready Meals
Prepared/Preserved
Sweet Biscuits, Snack Bars, and Fruit
Food Preparations
Syrups and Sweeteners
Canned/Dried Fruit
Seafood and Aquatic Food
Breakfast Cereals
Coffee
Soups
Nuts
Processed Vegetables & Pulses
Prepared/Preserved
Canned/Dried Fruit
Processed/Prepared
Condiments, Sauces, Snack Foods
Coffee
Bakery Ingredients
Alcoholic Beverages
Chocolate & Confectionery
TOP U.S. CONSUMER-ORIENTED PRODUCTS IN GUATEMALA:
Animal Fats
Prepared/Preserved Seafood
Processed Vegetables & Pulses
Nuts
Dog + Cat Food
Non-Alcoholic Beverages
Dairy Products
Poultry Meat & Products
Food Preparations & Ingredients
Vegetable Oils
Dairy Products
Prepared/Preserved Seafood
Prepared/Preserved Meats
Pork & Pork Products
Animal Fats
Fats & Oils
Sweet Biscuits, Snack Bars, and Fruit
Oilseeds
Beef + Beef Products
Food Preparations & Ingredients
Beef and Beef Products Processed Vegetables
Ready Meals
Vegetable Oils
Processed/Prepared Dairy Products
Prepared/Preserved Meats
Alcoholic Beverages
Bakery Goods, Cereals, and Pasta
Processed Vegetables
Syrups and Sweeteners
Beer
Seafood and Aquatic
Dried Fruits + Nuts
Prepared/Preserved
Breakfast Cereals
Beef + Beef Products
Wine + Distilled
Soups
Condiments & Sauces Fresh Fruits
Processed/Prepared Dairy Products
Non-Alcoholic Beverages
Alcoholic Beverages
Fats & Oils
Non-Alcoholic Beverages
Food Preparations
Canned/Dried Fruit
Dried Fruits + Nuts
Condiments, Sauces, Snack Foods
Bakery Ingredients
Specialty
Learn more about Guatemala, the largest market for U.S exports of consumer food products in Central America.
Coffee
Wine + Distilled
Prepared/Preserved
Chocolate &
Dog + Cat Food
Processed/Prepared
Product Highlights
Making Sustainability Real with Plant-Based Snacks
Sustainability is the buzzword, but what does it mean for snacks? Let’s break it down.
RISING STARS
Asia-Pacific
• Popular countries: Australia, Japan.
• Market potential in Australia: Increasing vegan, vegetarian, and flexitarian diets, with diverse options like vegan burgers and sausages.
• Market potential in Japan: Growing interest in plant-based proteins from soy, peas, and lentils, driven by health and sustainability concerns.
• Export potential: Diverse plant-based snacks that cater to health and sustainability trends.
ESTABLISHED MARKETS
Europe
• Popular countries: UK, Germany, the Netherlands.
• Driving factors: Health and eco-conscious consumers.
• Export opportunities: High demand for diverse plantbased snacks such as protein bars, vegetable crisps, and nut clusters.
EMERGING OPPORTUNITIES
Latin America
• Popular countries: Mexico, Chile, Argentina.
• Market potential: Growing demand for plant-based foods due to increasing awareness of health and sustainability.
• Export potential: Products adapted to local preferences, such as incorporating traditional flavors and affordable pricing. Collaborating with local vegan brands and participating in plant-based events can enhance market entry.
HORECA SECTOR
Plant-Based Exports
• Hotels, restaurants, and cafes globally are expanding their plant-based offerings.
• Key opportunities: Supplying plant-based snacks and ingredients to meet the growing demand for vegan and vegetarian menu options.
• Focus: High-quality, versatile products that cater to diverse culinary applications.
FACING CHALLENGES
France
• Resistance factors: Strong meat and dairy traditions, taste and nutrition concerns.
• Key strategy: Understanding local preferences to successfully introduce plant-based snacks.
PLANT-BASED SNACKS U.S. EXPORTERS CAN BRING TO THE INTERNATIONAL MARKET
MICHIGAN PICKLE SUPPLIER EXPANDS EXPORTS TO NEW ZEALAND
McClure’s Pickles says the Branded Program was “absolutely critical” in the development of their growth in New Zealand, driving national supermarket presence and innovative marketing campaigns – read more about their journey
BRATTLEBORO, VERMONT- BASED MAPLE SYRUP EXPORTS GROW TO AUSTRALIA AND THE UNITED ARAB EMIRATES
For 20 years, America’s leading independent supplier of pure and organic Maple Syrup has utilized various Food Export-Northeast Programs to help them secure export agreements to over 36 countries – learn more about their program history and continued success.
Q &A
WITH FOOD EXPORT’S BRANDED PROGRAM
What’s the least utilized but most effective marketing tactic you have seen from Branded Program participants?
Veronica: I will have to say print advertising, end caps, temporary gondolas, and in-store promotions
Share a unique marketing strategy you have encountered.
Veronica: WeChat, marketing on popcorn cups during a movie, milking aprons, marketing at dog shows
Katie: Promoting a movie premier (pet food promoted Puss ‘N Boots premier in SE Asia)
Dawn: Sending samples to online bloggers to write a product review (some bloggers even documented with pictures how to prepare a dish using the product)
Gabe: Using QR codes to link to promotional materials at trade shows
John: Influencer care packages
Eoin: Having a chef influencer use the company’s products to prepare a full-course meal and post the process on social media
Amy: Bus wraps
What best tip can you give a company new to the Branded Program?
Veronica: Request a Branded 101 meeting with a Branded team member. This meeting will cut down
on miscommunication and late submissions. I set up these meetings with my new and experienced companies to discuss their marketing plans and explain the program’s benefits. Many companies also like to include their sales team so they will understand the need for specific documentation requested.
Katie: Ask about the claim documentation and submission process ahead of time (during the application/contracting process) to ensure you are prepared to meet the program requirements. (Liaisons can connect you with someone in the Branded Program throughout the process.)
Dawn: Share with us the marketing activities you are presently engaged in and your future goals. Having a conversation will allow us to understand your goals, and we can tailor our support to your specific marketing efforts.
Gabe: Reach out to set up a meeting with your Branded contact after you are officially contracted.
John: Read the Branded Program Manual and submit your claims asap.
Eoin: Read the Branded Program Contract and Program Manual in full. Stay in contact with your Branded Program coordinator.
Amy: Contact Branded Program staff in advance of making any travel arrangements!
Food Export knows the migration to the new claim submission platform was a hurdle for participants last year; how can suppliers navigate the claim submission process more effectively and efficiently this year?
Veronica: We are making changes to the Branded Program page and uploading the latest videos that show how to submit and navigate successfully.
Katie: Our Branded Program Resource page has a lot of information – including video tutorials – on documentation requirements and the submission process for all different types of claims.
Dawn: The new portal has “Quick Links,” which quickly shows an overview of existing claims and their statuses. Companies can easily stay up to date on the status of their claims and address any issues that may require more information.
Gabe: With the new portal, information is consolidated to make accessing things easier and give companies information
Name something participants are amazed to learn about the Branded Program.
Veronica: Some companies still are amazed (after explaining the process and the documents needed) they will receive funding.
Katie: We can help with the cost of foreign import compliant packaging, one of the most expensive things a company needs to do to export their products.
Dawn: That marketing activities done by their importers are eligible.
Gabe: They are always shocked to learn that they have more options for international trade shows than just the ones we have listed in our Branded Program Manual.
Amy: That this program is not just for trade show reimbursement, but for all kinds of international marketing expenses!
How important is Food Export’s Branded Program to U.S. suppliers?
Veronica: Small companies that are just starting out
rely on the funding, knowledge and contacts the Branded Program provides. The Branded Program not only increases a company’s marketing budget to try to give them a chance to compete with experienced companies, but it also gives them the confidence to push harder.
Katie: It is an essential program that allows U.S. suppliers the ability to expand their marketing in new and creative ways they would not otherwise be able to.
Dawn: This program creates opportunities for U.S. suppliers to break into foreign markets faster. It extends their budget and provides them the ability to take on more export-oriented activities and say “yes” to a deal with an importer that would require them to update their packaging and labeling. It gives them a chance to be a real “contender” in today’s competitive marketplace.
Gabe: It’s a vital program because it simultaneously expands a supplier's budget and marketing and export opportunities.
John: Without it many companies would not be able to expand their international offerings so quickly.
Amy: It has been extremely valuable to our companies, most of whom could not afford to do even half of these marketing activities and trade shows without this funding!
Learn more about the Branded Program.
Thank you to the Food Export Branded Program staff for their insight! You can always contact staff with questions:
Food for Thought
Sustainable, Versatile and Delicious: American lobster wows diners in Taiwan and Hong Kong foodservice promotions
Read about how Food Export and FAS are raising awareness about Northeast U.S. seafood products in global markets and stay up to date with the latest in industry trends, current events, upcoming activities and more with Food Export’s official blog
PREPARING FOR A BUYER’S MARKET
Be “Export Ready”
To successfully attend a buyer’s market, it is essential to be “Export Ready.” This involves meeting several key criteria to ensure your products and company meet buyer expectations. Here’s a guide, linked with relevant Food Export resource to help you prepare:
HAVE A PRODUCT READY FOR EXPORT!
• Ensure your U.S.-made products are ready for distribution.
• Know how to ship product samples if requested by the buyer.
– Understand the logistics of shipping your product and how it will arrive.
• Classify your product(s) for export using the HS code. (Export Essentials – Module 2)
• Utilize the extended 10-digit Schedule B number for filing the Electronic Export Information. This will help you segment markets based on value, volume, unit price, and any preferential tariff treatment. (Export Essentials – Module 2)
KNOW YOUR PRICING
• Research duties and taxes and qualify your products for Free Trade Agreements (FTAs) and Trade Promotion Agreements (TPAs). (Export Essentials – Module 2)
• Develop an export pricing strategy, considering both internal pricing and the “landed cost” to the buyer. (Export Essentials – Module 4)
• Gain information on common export pricing strategies for value-added processed food products. (Export Essentials – Module 5)
• Understand the correct Terms of Sale and Trade. (Export Essentials - Module 6)
• Familiarize yourself with various distribution systems available for exporters. (Export Essentials – Module 7)
LEARN ABOUT REGULATORY SYSTEMS AND DOCUMENTARY REQUIREMENTS
• Understand the regulatory systems and necessary documents for exporting food and agricultural products. (Export Essentials – Module 8)
• Be ready to assemble the proper set of commercial export documents.
PRE-MEETING PREPARATION AND BUYER SELECTION
Identify Target Markets
and Select your Buyers
• Use export statistics and market research to identify markets where your product will perform well. (Export Essentials – Module 3)
• Review buyer profiles shared by Food Export on the mission’s website event page.
• Select buyer meetings based on your market readiness and pricing strategies.
– Assess the industry segments the company operates in, and review their company description, customer base, office locations, consolidation locations, and logistics information.
– Note the buyer’s shipping preferences, preferred Incoterms, and confirm compatibility with your company.
– Ensure your products fit within the buyer’s listed “Products of Interest” and check for any additional information in their profile.
Prepare Your Presentation
• Have your products available at the meetings.
• Consider your presentation setup: signage, table cover, product display stand, video presentation, business cards, product information sheets, and possible
DURING THE MEETING Be Prepared and Punctual
• Be on time for your scheduled meetings as the buyers will come to you.
– Share your company’s profile and background effectively.
– Utilize your pre-meeting research notes regarding the buyer’s company background and history. (Be sure to refer to the buyer’s website linked in their profiles)
• Have product samples available for buyers to see and taste. (Don’t forget utensils!)
• Introductions are key! Be aware of cultural differences and proper introductions (refer to resources like “Kiss, Bow, Or Shake Hands: The Bestselling Guide to Doing Business in More Than 60 Countries”).
• Have your pre-meeting pricing prepared and ready to present.
By following these steps, you can ensure you are wellprepared to meet buyer expectations and succeed in a buyer’s market.
Upcoming Activities
Training Webinars
Stay informed with our insightful webinars for the latest market updates and trade strategies. Watch for announcements of upcoming webinars and browse our library of past webinars at www.foodexport.org
Events & Buyers Missions
Look for Food Export teams at these upcoming global events, where we connect with industry leaders and showcase international trade opportunities.
ERD Early Registration Deadline SRD Standard Registration Deadline
‣ Food Show Plus!™ @ Seoul International Cafe Show Seoul, South Korea November 7-9, 2024 | SRD 08/17
‣ Focused Trade Mission to Korea for Innovative, Healthy, and Convenient Products in Retail and Foodservice October 29-30, 2024 | SRD 08/08
‣ Value-Added Feed Ingredients Buyers Mission at the 2024 World Dairy Expo October 2, 2024 | SRD 08/23
‣ Plant-Based Food Buyers Mission at the Plant Based World Expo New York September 10, 2024
‣ Food Show PLUS! At Food Ingredients Europe Frankfurt, Germany November 19-21, 2024 | ERD September 19, 2024
‣ Focused Trade Mission to Korea for Innovative, Healthy, & Convenient Products in Retail and Foodservice Seoul, Korea | October 29-30, 2024
‣ Focused Trade Mission to Chile for Retail and Foodservice Santiago, Chile November 20-21, 2024
‣ Focused Trade Mission to U.A.E. for Retail and Foodservice Dubai, UAE December 4-6, 2024
If you are a buyer or a seller interested in participating in any of our in-person events and learning more, please contact info@foodexport.org.
Global Food Marketer™
FOOD EXPORT ASSOCIATION OF THE MIDWEST USA® AND FOOD EXPORT USA®–NORTHEAST
We are non-profit organizations comprised of state agricultural promotion agencies that use federal, state, and industry resources to promote the export of Midwestern and Northeastern food and agricultural products.
Food Export–Midwest and Food Export–Northeast administer many services through Market Access Program (MAP) funding from the Foreign Agricultural Service (FAS) of the USDA.
Brendan Wilson
Chief Executive Officer/Executive Director
Michelle Rogowski
Chief Operating Officer/Deputy Director
Laura England
Chief Communications Officer/Deputy Director
Teresa Miller
Chief Program & Partnership Officer
Gina Donio
Marketing & Communications Manager
FOOD EXPORT ASSOCIATION OF THE MIDWEST (FOOD EXPORT–MIDWEST) 309 W. Washington St., Suite 600 Chicago, IL 60606 USA tel: 312.334.9200 • www.foodexport.org
FOOD EXPORT USA-NORTHEAST (FOOD EXPORT–NORTHEAST) One Penn Center, 1617 JFK Blvd. , Suite 420 Philadelphia, PA 19103 USA tel: 215.829.9111 • www.foodexport.org
Food Export–Midwest and Food Export–Northeast administer many services through Market Access Program (MAP) funding from the Foreign Agricultural Service (FAS) of the USDA. Persons with disabilities who require reasonable accommodations or alternate means of communication of program information should contact us. Additionally, program information may be made available in languages other than English. Food Export–Midwest and Food Export–Northeast prohibit discrimination in all their programs and activities on the basis of race, color, national origin, religion, sex, gender identity (including gender expression), sexual orientation, disability, age, marital status, familial/parental status, income derived from a public assistance program, political beliefs, reprisal or retaliation for prior civil rights activity. To file a program discrimination complaint, go to https:// www.ascr.usda.gov/filing-program-discrimination-complaint-usda-customer. Food Export–Midwest and Food Export–Northeast are
