U.S. Dry Bean Council Progress Report of EMP Activities 2 nd Quarter January March 2015 2015 Activities E14MXASEA4: Providing Southeast Asian Buyers with Greater Technical Knowledge of the U.S. Dry Bean Industry Introduction: This project, Providing Southeast Asian Buyers with Greater Technical Knowledge of the U.S. Dry Bean Industry, is funded by Emerging Markets Program funds. The U.S. Dry Bean Council received notification of approval on August 1, 2014. This is a 2-year EMP project, with a completion date of December 31, 2017. The project is funded at $208,990, subject to the completion and approval by the EMP Office of a Technical Assessment. It encompasses the markets of Indonesia, Philippines, Malaysia,, Vietnam, and Cambodia. Major Activities and Objectives of Project: Project Background Southeast Asia is a relatively new and small market for U.S. dry beans. Although sales to the Philippines and Malaysia have been occurring for many years, many U.S. exporters have limited knowledge of Southeast Asia and have not visited the Region. Similarly, dry beans are not a staple in the diet of most Southeast Asians, thus many consumers and industry buyers are not familiar with U.S. dry beans and have not met U.S. suppliers. Historically, U.S. great northern beans have moved primarily to 4 5 canners in Malaysia and 2 canners in the Philippines. There have been sporadic and limited shipments of most other types of U.S. dry beans. This project is ultimately designed to maintain and expand U.S. exports of dry and garbanzo beans to Southeast Asia by providing importers and food processors with a greater technical understanding of U.S. dry and garbanzo beans and their production, processing, and marketing. In conjunction with other EMP, GBI, and MAP initiatives, it is estimated that U.S. exports of dry beans (including garbanzo beans) will be increased by at least 1,500 MT annually, a 23% expansion, by the year 2017. Secondary objectives include: Allow existing and new buyers to see first-hand the production, processing, and marketing of U.S. dry beans; Provide buyers with a greater understanding of the various types of U.S. dry and garbanzo beans and their differences and similarities in production, marketing, consumption, and product characteristics; Strengthen the relationships of the U.S. dry bean industry with importers and food processors in Southeast Asia as well as the U.S. industry s knowledge of the Region; Improve the purchasing practices and efficiency of buyers; and Allow buyers to meet with existing and new potential U.S. exporters to the Region. 2 nd Quarter E14MXASEA4 Page 1
This project has two main components: 1) a technical assessment; 2) educational travel to the U.S. by a team of 8 10 Southeast Asian importers and food processors in both years of the project. Benchmarks Achieved and Activities Accomplished: In this quarter, the USDBC Regional representative traveled in Southeast Asia, February 27 March 12 with Bryant Christie Inc, a contractor hired to conduct the Technical Assessment for this project and the USDPLC EMP projects, E13MXSAE10, In-Country Technical Workshops on Baking with Pea Flour in Southeast Asia; E14MXEM102, Increasing the Demand for U.S. Pulse Ingredients. The countries visited were Indonesia, Malaysia, the Philippines, Vietnam, and. The team conducted 41 interviews with the FAS offices in each country, importers, bakery producers or resources, food manufacturers, and canners. Of the interviews conducted, 5 were FAS offices, 11 were importers, 7 were bakery producers or resources, 6 were food manufacturers, 5 were snack food manufacturers, and 5 were canners. The program schedule is found below. Technical Assessment Team 1 Travelers: 1. Mr. Tim Mitchell, Project Manager for Research and Evaluation, Bryant Christie Inc. 2. Ms. Pornnicha Sathujarun, Project Manager, USDBC & USDPLC ASEAN Representative Date Time Schedule USA Fri, 27 Feb 2015 11:57 am Tim departs Seattle, Washington for Bangkok, Sat, 28 Feb 2015 23:10 pm Tim arrived Bangkok, check-in at Suvarnabhumi Airport Hotel Sun, 1 Mar 2015 8:20 am Tim and Pornnicha depart Bangkok for Jakarta Indonesia 11:55 am All travelers arrived Jakarta, Check-in at Grand Hyatt Hotel 19:00 pm Dinner meeting Mon, 2 Mar 2015 10:00-11:30 am Meeting with PT. Jakarta Sereal 13:30-14:30 pm Meeting with PT. Heinz ABC 16:00-17:30 pm Meeting with Mr. Gordon Bradley 18:30-20:00 pm Meeting with Chef Haryanto Makmoer Tue, 3 Mar 2015 9:00 10:00 am Meeting with USDA Foreign Agricultural Service (FAS), Jakarta Office 11:00 12:00 am Meeting with PT. Magnolium Mandiri Indonesia 14:00 15:30 pm Meeting with Ms. Alfi Puruhita 18:00 20:00 pm Supermarket Survey Wed, 4 Mar 2015 11:00 12:00 am Meeting with PT. Nutrifood 15:00 16:30 pm Meeting with Kalbe Nutritionals Division Thur, 5 Mar 2015 10:00 11:30 am Meeting with PT. Foodindo Dwivestama 17:00 pm Depart Jakarta for Kuala Lumpur, Malaysia Malaysia 20:10 pm Arrive Kuala Lumpur, Check-in at JW Marriott Hotel Fri, 6 Mar 14:00 pm Meeting with USDA Foreign Agricultural Service Kuala Lumpur Office 16:00 pm Meeting with InterFlour R&D and Commercialization Center Sat, 7 Mar 14:00-17:00 pm Supermarket Survey Sun, 8 Mar Refreshment Mon, 9 Mar 11:00 am Conference Call with PT. Ekacitta Dian Persada (EDP) 14:00 pm Meeting with Malaysian Institute of Baking (MIB) 16:00 pm USDA Foreign Agricultural Service Bangkok office 2 nd Quarter E14MXASEA4 Page 2
17:00 pm Meeting with Mr. Nick Loh 19:00 pm Attend a reception for the Under Secretary and a trade delegation at Grand Hyatt Hotel Tue, 10 Mar 2015 12:30 pm Meeting with Spectrum Ingredients 17:20 pm Depart Kuala Lumpur for Bangkok 18:25 pm Arrive Bangkok, Tim check-in at InterContinental Hotel Wed, 11 Mar 2015 9:00 am Conference call with Danis Asia Pacific Pte. Ltd. 10:30 am Meeting with Hanami Foods Co., Ltd. 13:00 pm Group meeting Thu, 12 Mar 2015 7:00 am Tim departs Bangkok for US Technical Assessment Team 2 Travelers: 1. Mr. Eric Rosenberg, Vice President, Bryant Christie Inc. 2. Ms. Kate Lydin, Project Manager for Research and Evaluation, Bryant Christie Inc. 3. Ms. Dee Richmond, Senior Project Manager, USDPLC & USDBC ASEAN Representative 4. Ms. Surisa Techawiratchon, Project Assistant, USDPLC & USDBC ASEAN Representative Date Time Schedule USA Fri, 27 Feb 2015 5:20 am Eric and Kate depart Seattle, Washington for the Philippines Philippines Sat, 28 Feb 2015 21:30 pm Eric and Kate arrive Manila, Check-in at Raffles and Fairmont Makati Hotel Sun, 1 Mar 2015 Refreshment 13:50 pm Dee departs Bangkok for Manila 17:00 pm Supermarket Survey 18:20 pm Dee arrived Manila, Check-in at Raffles and Fairmont Makati Hotel 20:00 pm Dinner meeting Mon, 2 Mar 2015 7:30 am Meeting with Commodity Quest Inc. 10:00 am Meeting with Liwayway Marketing Corporation 16:00 pm Meeting with Century Pacific Group Tue, 3 Mar 2015 9:30 am Meeting with JBC Food Corporation 12:00 am Meeting with Bakerite Wed, 4 Mar 2015 7:30 am Meeting with Ideal Macaroni & Spaghetti 10:00 am Meeting with RAM Foods Inc. 13:00 pm Meeting with USDA FAS Manila Office 16:00 pm Meeting with Universal Robina Corporation (URC) Thur, 5 Mar 2015 6:50 am Eric and Kate depart Manila for Ho Chi Minh City, Vietnam 13:10 pm Dee departs Manila for Bangkok Vietnam Wed, 4 Mar 2015 11:20 am Surisa depart Bangkok for Ho Chi Minh City 12:50 pm Surisa arrived HCMC, Check-in at Intercontinental Asiana Saigon Hotel Thur, 5 Mar 2015 8:30 am Eric and Kate arrived HCMC, Check-in at Intercontinental Asiana Saigon Hotel 11:00 pm Group meeting 14:00 pm Meeting with USDA Foreign Agricultural Service HCMC Office 16:00 pm Meeting with TMT Co., Ltd. Fri, 6 Mar 2015 9:00 am Meeting with Chef Norbert Ehrbar 10:30 am Meeting with Cong Ty Co Phan Sx TM Tai Tai 14:00 pm Meeting with Acecook Vietnam Joint Stock Company 16:00 pm Supermarket survey 2 nd Quarter E14MXASEA4 Page 3
Sat, 7 Mar 2015 9:00 am 10:00 am Meeting with Nguyen Thao Co., Ltd.. Meeting with Cong Ty Tnhn Mtv Tmm Nong San Huu Tri 13:00 pm Supermarket survey 17:00 pm Eric, Kate, and Surisa depart HCMCC for BKK 18:30 pm Eric, Kate, and Surisa arrived Bangkok Eric and Kate check-in att InterContinental Hotel Sun, 8 Mar 2015 Mon, 9 Mar 2015 8:30 am 10:30 am Refreshment Meeting with UFM Food Centre Co.,, Ltd. Meeting with Daika (Thai) Inc. 13:30 pm Meeting with Wang Chemical Co., Ltd., Tue, 10 Mar 2015 10:00 am 13:00 15:00 pm Meeting with JR F&B Company Limited Supermarket Survey Wed, 11 Mar 2015 9:00 am 10:30 am Conference call with Danis Asia Pacific Pte. Ltd. Meeting with Hanami Foods Co., Ltd. 13:00 pm Group meeting Thu, 12 Mar 2015 7:05 am Eric and Kate depart Bangkok for USS The results of the interviews and recommendations for future EMP and otherr market development programs will be found in the final EMP Technical Assessment Report. The report is currently being drafted and should be submitted to the EMP Office in earlyy May. Preliminary observations from the interviews are also found in the Technical Assessment trip report. Some pictures taken during the trip are provided below. Meeting with Kalbe Nutritionals, Indonesiaa Meeting withh Ms. Alfi Puruhita, Indonesia Dinner Meeting with Chef Haryonto Makmoer in Jakarta, Indonesia Red Bean Flavored Ice Confection in Indonesia Market 2 nd Quarterr E14MXASEA4 Page 4
U.S. pea-based fried snack in Indonesia Meeting with Malaysian Institute of Baking, Malaysia Attend U.S. Southeast Asia Agribusiness Trade Mission in Kuala Lumpur, Malaysia Supermarket survey in Kuala Lumpur, Malaysia Meeting with TMT Co., Ltd., Vietnam Meeting with Nguyen Thao Co., Ltd., Vietnam Meeting with Cong Ty Co Phan Sx TM Tai Tai, Vietnam Meeting with Hanami Foods Co., Ltd., 2 nd Quarter E14MXASEA4 Page 5
The 1 st Quarterly EMP Report for this project was completed and submitted to Duane Maatz on February 12 th. Difficulties Encountered The main problem encountered in implementation was with setting up the meetings. Some of our major contacts were unable to meet with the team for the interviews due to their tight schedule and unable to provide insight information that related to our projects. Therefore, we decided to conduct conference calls with these contacts instead. The Chinese New Year/Tet holidays also occurred just prior to the visit of the team, making it more difficult to set up meetings, especially in Vietnam. Activities Planned for April June 2015 Communicate with BCI and local contractors on final reimbursements of expenses incurred during the trip. Work on the trip report. Review the draft Technical Assessment report Submit the final Technical Assessment report to the EMP Office Budget Utilization In this quarter, budgeted funds were used for partial payment of BCI s fees for conducting and preparing the Technical Assessment. Travel and related expenses associated with the Assessment research were also paid this quarter. Finally, funding was used to pay for the time of the USDBC local representatives for trip planning, coordinating with BCI and appropriate contacts, as well as travel with BCI team throughout the region. 2 nd Quarter E14MXASEA4 Page 6