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SETTING UP A BUSINESS WISHH MW WORKSHOP 4. A Cultural Thing 4. A Cultural Thing Target Group Ethnic Groups and other segments rarely buy at Supermarkets,

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Presentation on theme: "SETTING UP A BUSINESS WISHH MW WORKSHOP 4. A Cultural Thing 4. A Cultural Thing Target Group Ethnic Groups and other segments rarely buy at Supermarkets,"— Presentation transcript:

1

2 SETTING UP A BUSINESS WISHH MW WORKSHOP

3 4. A Cultural Thing 4. A Cultural Thing Target Group Ethnic Groups and other segments rarely buy at Supermarkets, they do at neighborhood Mom´s and Pop´s Stores or Town Markets. Ethnic Groups and other segments rarely buy at Supermarkets, they do at neighborhood Mom´s and Pop´s Stores or Town Markets. Ethnic Groups and other segments tend to mistrust most packed products unless they are priority goods. Ethnic Groups and other segments tend to mistrust most packed products unless they are priority goods. Ethnic Groups and other segments like products that they can cook with. Ethnic Groups and other segments like products that they can cook with. Ethnic Groups and other segments will buy their foodstuffs in a daily basis. Ethnic Groups and other segments will buy their foodstuffs in a daily basis. Target Group Ethnic Groups and other segments rarely buy at Supermarkets, they do at neighborhood Mom´s and Pop´s Stores or Town Markets. Ethnic Groups and other segments rarely buy at Supermarkets, they do at neighborhood Mom´s and Pop´s Stores or Town Markets. Ethnic Groups and other segments tend to mistrust most packed products unless they are priority goods. Ethnic Groups and other segments tend to mistrust most packed products unless they are priority goods. Ethnic Groups and other segments like products that they can cook with. Ethnic Groups and other segments like products that they can cook with. Ethnic Groups and other segments will buy their foodstuffs in a daily basis. Ethnic Groups and other segments will buy their foodstuffs in a daily basis. MAYAN WOMEN COOKING FOR SCHOOL LUNCH PROGRAM IN GUATEMALA

4 II. The Paradigm of Flavor and Price

5 II.1. FLAVOR US Health End Choice flavor and traditional flavor in beverages and soymilk are not accepted. US Health End Choice flavor and traditional flavor in beverages and soymilk are not accepted. Flavors and colors have to be strong as well as sugar in beverages and soymilk, specially in the Tropics. Flavors and colors have to be strong as well as sugar in beverages and soymilk, specially in the Tropics. US Health End Choice thick consistency of beverages and soymilk are not accepted US Health End Choice thick consistency of beverages and soymilk are not accepted Natural tofu is not accepted well. Natural tofu is not accepted well. Yogurt, Meat substitutes and other soyfoods such as oriental foods are easily accepted as long as they are tasty. Yogurt, Meat substitutes and other soyfoods such as oriental foods are easily accepted as long as they are tasty. II.1. FLAVOR US Health End Choice flavor and traditional flavor in beverages and soymilk are not accepted. US Health End Choice flavor and traditional flavor in beverages and soymilk are not accepted. Flavors and colors have to be strong as well as sugar in beverages and soymilk, specially in the Tropics. Flavors and colors have to be strong as well as sugar in beverages and soymilk, specially in the Tropics. US Health End Choice thick consistency of beverages and soymilk are not accepted US Health End Choice thick consistency of beverages and soymilk are not accepted Natural tofu is not accepted well. Natural tofu is not accepted well. Yogurt, Meat substitutes and other soyfoods such as oriental foods are easily accepted as long as they are tasty. Yogurt, Meat substitutes and other soyfoods such as oriental foods are easily accepted as long as they are tasty. II.2. PRICE II.2. PRICE Premium prices for Organic products will not be payed by the consumer. Premium prices for Organic products will not be payed by the consumer. There are quality food products made in the C.A. region at a fair price, and also a strongCommon Market. There are quality food products made in the C.A. region at a fair price, and also a strongCommon Market. Packaging and Ingredients will depend on what market segment wants to be reached. Packaging and Ingredients will depend on what market segment wants to be reached. Distribution and Logistics are difficult and expensive Distribution and Logistics are difficult and expensive Almost every Raw Material used Latin American is imported. Almost every Raw Material used Latin American is imported. Expensive Freight and Taxes. Expensive Freight and Taxes. Expensive and Irregular Utilities. Expensive and Irregular Utilities. II.2. PRICE II.2. PRICE Premium prices for Organic products will not be payed by the consumer. Premium prices for Organic products will not be payed by the consumer. There are quality food products made in the C.A. region at a fair price, and also a strongCommon Market. There are quality food products made in the C.A. region at a fair price, and also a strongCommon Market. Packaging and Ingredients will depend on what market segment wants to be reached. Packaging and Ingredients will depend on what market segment wants to be reached. Distribution and Logistics are difficult and expensive Distribution and Logistics are difficult and expensive Almost every Raw Material used Latin American is imported. Almost every Raw Material used Latin American is imported. Expensive Freight and Taxes. Expensive Freight and Taxes. Expensive and Irregular Utilities. Expensive and Irregular Utilities.

6 III. PROCESSING SOYFOODS IN LATIN AMERICA

7 FOREWORDFOREWORD I.Soyfoods Target Groups II.in Latin America I.Soyfoods Target Groups II.in Latin America

8 1. Necessity 1. Necessity Target Group Central America and Caribbean Central America and Caribbean Population: 80,000,000. Population: 80,000,000. 44 % population of Latin America* under Poverty Line. 44 % population of Latin America* under Poverty Line. 12 % population of Latin America * on Poverty Line (one US$ a day). 12 % population of Latin America * on Poverty Line (one US$ a day). Governments, PVO´s, and NGO,s trough School Lunch and Social Programs. Governments, PVO´s, and NGO,s trough School Lunch and Social Programs. * This population does not have acess to protein. Target Group Central America and Caribbean Central America and Caribbean Population: 80,000,000. Population: 80,000,000. 44 % population of Latin America* under Poverty Line. 44 % population of Latin America* under Poverty Line. 12 % population of Latin America * on Poverty Line (one US$ a day). 12 % population of Latin America * on Poverty Line (one US$ a day). Governments, PVO´s, and NGO,s trough School Lunch and Social Programs. Governments, PVO´s, and NGO,s trough School Lunch and Social Programs. * This population does not have acess to protein. MAP OF GUATEMALA

9 2. Nutrition 2. Nutrition Target Group 9% of Children under the age of 5 are malnourished in Latin America. 9% of Children under the age of 5 are malnourished in Latin America. 11% of Latin Americans are undernourished. 11% of Latin Americans are undernourished. 19% of Central Americans are undernourished. 19% of Central Americans are undernourished. 28% of the Caribbean population is undernourished. 28% of the Caribbean population is undernourished. Goverments, PVO´s and NGO´s trough School Lunch and Social Programs. Goverments, PVO´s and NGO´s trough School Lunch and Social Programs. Target Group 9% of Children under the age of 5 are malnourished in Latin America. 9% of Children under the age of 5 are malnourished in Latin America. 11% of Latin Americans are undernourished. 11% of Latin Americans are undernourished. 19% of Central Americans are undernourished. 19% of Central Americans are undernourished. 28% of the Caribbean population is undernourished. 28% of the Caribbean population is undernourished. Goverments, PVO´s and NGO´s trough School Lunch and Social Programs. Goverments, PVO´s and NGO´s trough School Lunch and Social Programs. MALNOURISHED CHILD IN GUATEMALA

10 3. The Lactose Intolerant 3. The Lactose Intolerant Target Group 75% of Latin Americans are Lactose Intolerant. 75% of Latin Americans are Lactose Intolerant. Supermarket Chains want alternatives to dairy products, and other foods which are expensive such as delactosed dairy products, and also health end choice products. Supermarket Chains want alternatives to dairy products, and other foods which are expensive such as delactosed dairy products, and also health end choice products. Only a 27% of Central Americans drink dairy milk due to its cost. Only a 27% of Central Americans drink dairy milk due to its cost. Institutional Groups, such as Goverments, PVO´s and NGO´s. Institutional Groups, such as Goverments, PVO´s and NGO´s. Food Processors who want to expand their product line with soy based raw materials. Food Processors who want to expand their product line with soy based raw materials. Target Group 75% of Latin Americans are Lactose Intolerant. 75% of Latin Americans are Lactose Intolerant. Supermarket Chains want alternatives to dairy products, and other foods which are expensive such as delactosed dairy products, and also health end choice products. Supermarket Chains want alternatives to dairy products, and other foods which are expensive such as delactosed dairy products, and also health end choice products. Only a 27% of Central Americans drink dairy milk due to its cost. Only a 27% of Central Americans drink dairy milk due to its cost. Institutional Groups, such as Goverments, PVO´s and NGO´s. Institutional Groups, such as Goverments, PVO´s and NGO´s. Food Processors who want to expand their product line with soy based raw materials. Food Processors who want to expand their product line with soy based raw materials. SOYMILK

11 III.1. WHICH ONES? III.1. WHICH ONES? Soyfoods Soyfoods 1.Soymilk 2.Soy Beverages 3.Yogurt 4.Analog Cheeses 5.Milk Powder Replacers 6.Meat Analogs 7.Baked Foods 8.Okara Products : The New Soyfoods Rising Star in Latin America Soyfoods Soyfoods 1.Soymilk 2.Soy Beverages 3.Yogurt 4.Analog Cheeses 5.Milk Powder Replacers 6.Meat Analogs 7.Baked Foods 8.Okara Products : The New Soyfoods Rising Star in Latin America

12 III.2.3. HOW? Processing Equipment and Comparison III.2.3. HOW? Processing Equipment and Comparison MACHINECAPACITYOPERATION PRICE US$ F.O.B. PROSOYA 200 L/h 50 L/h 50 L/hContinuousBatch(Electric) 42,500.00 42,500.00 5,000.00 5,000.00 AGROLACTOR 250 L/h Continuous 81,900.00 81,900.00 Takai Tofu 200L/hContinuous 21,600.00 21,600.00 BARN.A INC. 200L/hBatch 71,730.00 71,730.00 Perfecta Curitiba 600L/h300L/h 50 L/H 50 L/HContinuousContinuous Batch (LP Gas, and manual grinder) 70,400.00 70,400.00 42,000.00 42,000.00 3,750.00 3,750.00 ASSOY 50 L/h 50 L/h Batch (Electric) 5,000.00 5,000.00 APV500L/hContinuous 171,000.00 171,000.00

13 III.4. PACKAGING

14 3. Asceptic Expensive – Freight/Tax – Imp./Exp. – Limited Dist. – Long Life + Atractive + 3. Asceptic Expensive – Freight/Tax – Imp./Exp. – Limited Dist. – Long Life + Atractive + 4. Gable Top Refrigerated – Distribution – Freight/Tax – Popular + Atractive + 4. Gable Top Refrigerated – Distribution – Freight/Tax – Popular + Atractive + 2. Plastic Distribution – Refrigerated – Sizes – Popular + Price + See Product + 2. Plastic Distribution – Refrigerated – Sizes – Popular + Price + See Product + 1.Pouch Refrigerated – Fragile – Distribution – Shelf Life – Popular + Price + 1.Pouch Refrigerated – Fragile – Distribution – Shelf Life – Popular + Price +

15 III.5 INGREDIENTS

16 3.a. Soybeans Organic Non Organic GMO Non GMO 3.b. Isolates 3.c. Soy Meal 3.d. New Soy Raw Materials 3.e. Okara 3.f. Soymax® 3.a. Soybeans Organic Non Organic GMO Non GMO 3.b. Isolates 3.c. Soy Meal 3.d. New Soy Raw Materials 3.e. Okara 3.f. Soymax®

17 III.5.a. Microsoy Flakes

18 III.6. EXISTING REGULATIONS FOR SOYMILK AND SOYBEVERAGES IN LATIN AMERICA

19 A. BRAZILS NTA – 36 B. ASA SEAL OF QUALITY PROGRAM STANDARDS A. BRAZILS NTA – 36 B. ASA SEAL OF QUALITY PROGRAM STANDARDS

20 III.6. How to deal with Registers for Soymilk in the C.A. and Caribbean Region

21 III.6.a. Paperwork III.6.a. Paperwork Setting up a Company Setting up a Company Permits Permits Trade Mark & Design Register Trade Mark & Design Register Phitosanitary Permit Phitosanitary Permit Certificate of Free Sale Certificate of Free Sale Sanitary Licences and Registers (Lab. Analysis) Sanitary Licences and Registers (Lab. Analysis) Fumigation Fumigation Freight Freight Custom Duties and Seals Custom Duties and Seals Buyer Regulations & Fees Buyer Regulations & Fees Distribution Agreements Distribution Agreements III.6.a. Paperwork III.6.a. Paperwork Setting up a Company Setting up a Company Permits Permits Trade Mark & Design Register Trade Mark & Design Register Phitosanitary Permit Phitosanitary Permit Certificate of Free Sale Certificate of Free Sale Sanitary Licences and Registers (Lab. Analysis) Sanitary Licences and Registers (Lab. Analysis) Fumigation Fumigation Freight Freight Custom Duties and Seals Custom Duties and Seals Buyer Regulations & Fees Buyer Regulations & Fees Distribution Agreements Distribution Agreements III.6.b. Labeling III.6.b. Labeling No Curative Properties, Preventive Qualities. No Curative Properties, Preventive Qualities. No Standard for Soyfoods (FDA, others). No Standard for Soyfoods (FDA, others). Ingredient Label in the native language, Sanitary Register, Number and Distributor Name. Ingredient Label in the native language, Sanitary Register, Number and Distributor Name. Regulations as well as name of ingredients vary for each country. Regulations as well as name of ingredients vary for each country. Expiration Date Label. Expiration Date Label. III.6.b. Labeling III.6.b. Labeling No Curative Properties, Preventive Qualities. No Curative Properties, Preventive Qualities. No Standard for Soyfoods (FDA, others). No Standard for Soyfoods (FDA, others). Ingredient Label in the native language, Sanitary Register, Number and Distributor Name. Ingredient Label in the native language, Sanitary Register, Number and Distributor Name. Regulations as well as name of ingredients vary for each country. Regulations as well as name of ingredients vary for each country. Expiration Date Label. Expiration Date Label.

22 III.6.c. Importing Raw Materials and Finished Products? Obtain Certificate as authorized Importer and Exporter Obtain Certificate as authorized Importer and Exporter Fumigation of Agricultural Products Fumigation of Agricultural Products Lab Analysis Lab Analysis Phitosanitary Certificate Phitosanitary Certificate Free Sale Certficate Free Sale Certficate Freights and Taxes Freights and Taxes Custom Dutiies and seals Custom Dutiies and seals Inspection and Release Inspection and Release Buyer Regulations and fees Buyer Regulations and fees III.6.c. Importing Raw Materials and Finished Products? Obtain Certificate as authorized Importer and Exporter Obtain Certificate as authorized Importer and Exporter Fumigation of Agricultural Products Fumigation of Agricultural Products Lab Analysis Lab Analysis Phitosanitary Certificate Phitosanitary Certificate Free Sale Certficate Free Sale Certficate Freights and Taxes Freights and Taxes Custom Dutiies and seals Custom Dutiies and seals Inspection and Release Inspection and Release Buyer Regulations and fees Buyer Regulations and fees

23 IV. A SOYMILK OPERATION STUDY CASE IN GUATEMALA

24 IV.1. THE REVOLUTION OF SOYFOODS PROCESSING TROUGH NEW TECHNOLOGIES AND INTERNATIONAL COOPERATION.

25 IV. 3.a. Processing Capacity Capacity to process up to 1800 lts/h with actual plant configuración and can go up to 3600 lts/h adding up modules. Capacity to process up to 1800 lts/h with actual plant configuración and can go up to 3600 lts/h adding up modules. Capacity to process up to 1800 lts/h with actual plant configuración and can go up to 3600 lts/h adding up modules. Capacity to process up to 1800 lts/h with actual plant configuración and can go up to 3600 lts/h adding up modules.

26 Sampling at La Fragua Supermarket 10.a. ¡SOY Soyaleche Soymilk Growth : 235% Oct. 02/Jun.04 Guatemala Grupo La Fragua (50% Holding with Royal Ahold) Sales: US$750,000,000.00/Y Stores in Central and South America Unisuper El Salvador All Supermarket Chains (Nov. 2004,200 ml Tetra launch and Franchising in Mexico) Exports for US Latin Markets, Caribbean, C.A. and S.A. 10.a. ¡SOY Soyaleche Soymilk Growth : 235% Oct. 02/Jun.04 Guatemala Grupo La Fragua (50% Holding with Royal Ahold) Sales: US$750,000,000.00/Y Stores in Central and South America Unisuper El Salvador All Supermarket Chains (Nov. 2004,200 ml Tetra launch and Franchising in Mexico) Exports for US Latin Markets, Caribbean, C.A. and S.A.

27 OUR PRODUCTS

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32 ¡SOY! TEAM ¡SOY! TEAM

33 IV.2. Education for Government Agencies, Importers, Processors, and Consumers

34 IV.2. Community Education Program LEARNING ABOUT SOYFOODS WITH BEANIE

35 V. Our Social Arm Association in Peace with the Environment (EPA) MISSION MAKING A BETTER HABITAT FOR HUMANS WITH SOY MISSION MAKING A BETTER HABITAT FOR HUMANS WITH SOY

36 V.1. Our Programs Our objective is to improve the physical and physiological condition of children with malnutrition in Guatemala through soy protein and provide them with liquid soy foods ready to drink in an individual aseptic package and promote the development and the generation of richness by supporting Sustainable Social Feeding Programs with US soy beans; and through Soy for Soy for Soy concept to provide isolated communities the potential for human growth so this communities and their public schools can become self sufficient by themselves using our patented Mini Soy Cow Machine, thus creating a consumer base for soyfoods in the short term. Our objective is to improve the physical and physiological condition of children with malnutrition in Guatemala through soy protein and provide them with liquid soy foods ready to drink in an individual aseptic package and promote the development and the generation of richness by supporting Sustainable Social Feeding Programs with US soy beans; and through Soy for Soy for Soy concept to provide isolated communities the potential for human growth so this communities and their public schools can become self sufficient by themselves using our patented Mini Soy Cow Machine, thus creating a consumer base for soyfoods in the short term.

37 V.2. Our Partners in Social Work ASA ASA Ministry of Education of Guatemala Ministry of Education of Guatemala Ministry of Agriculture of Guatemala (LOI) Ministry of Agriculture of Guatemala (LOI) WISHH(Cooperation Agreement) WISHH(Cooperation Agreement) CARE(Cooperation Agreement) CARE(Cooperation Agreement) Christian Relief Services (LOI) Christian Relief Services (LOI) Tetrapak (LOI) Tetrapak (LOI) NSRL/INTSOY NSRL/INTSOY Leyenda S.A.(Cooperation Agreement) Leyenda S.A.(Cooperation Agreement) ASA ASA Ministry of Education of Guatemala Ministry of Education of Guatemala Ministry of Agriculture of Guatemala (LOI) Ministry of Agriculture of Guatemala (LOI) WISHH(Cooperation Agreement) WISHH(Cooperation Agreement) CARE(Cooperation Agreement) CARE(Cooperation Agreement) Christian Relief Services (LOI) Christian Relief Services (LOI) Tetrapak (LOI) Tetrapak (LOI) NSRL/INTSOY NSRL/INTSOY Leyenda S.A.(Cooperation Agreement) Leyenda S.A.(Cooperation Agreement)

38 MINI SOY COW MACHINE AB- 40I

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40 Microsoy Corporation, USA Microsoy Flakes Manufacturer Japanese Technology US Soybeans Microsoy Corporation, USA Microsoy Flakes Manufacturer Japanese Technology US Soybeans Perfecta Curitiba, Brazil Machinery for Baked Goods Mechanical Cow Manufacturer 600 Machines insatalled up to date Perfecta Curitiba, Brazil Machinery for Baked Goods Mechanical Cow Manufacturer 600 Machines insatalled up to date Dipamaq, Brazil Distributor and Developer of Soymilk Flavors with Degussa Flavor & Fruit Systems do Brazil Dipamaq, Brazil Distributor and Developer of Soymilk Flavors with Degussa Flavor & Fruit Systems do Brazil Leyenda S.A., Guatemala C.A. Soyfoods Processor ¡SOY! Soyaleche Soymilk Social Programs with sister NGO Leyenda S.A., Guatemala C.A. Soyfoods Processor ¡SOY! Soyaleche Soymilk Social Programs with sister NGO American Soy Bean Association Farmers Association Marketing and Promotion ASA Seal of Quality Program American Soy Bean Association Farmers Association Marketing and Promotion ASA Seal of Quality Program


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