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Project part-financed by the European Union
Interview with Elsa Fairbanks: UK Trade & Investment (UKTI) regional sector specialist for food and drink
Can you give us an overview of what is happening in your sector in relation to export growth in the region?
Food and drink is a dynamic sector with a good mix of large well known companies and small new ones offering a wide range of products, from high quality regional specialities to innovative products developed to meet the demands of the modern consumer e.g. convenient health eating foods.
Is this a sector that is particularly important to the Yorkshire and Humber region?
Yes, Yorkshire and Humber is one of the country’s largest food and drink producers together with the North West and East Midlands. Of the UK regions, Y&H has been showing the most consistent growth in recent years according to the Office of National Statistics.
How do exports in this sector from the Yorkshire and Humber region compare with exports from the sector in other regions?
Our region has one of the highest shares of exports of all the UK regions, although it could definitely do better given the range of products and strong companies that are producing food and drink in Yorkshire and Humber.
Are there any particular products in this sector that have seen a significant growth?
Success stories include some significant growth in the drinks sector and the export of raw materials like flour.
Ireland continues to be the UK’s largest market, followed by France, the US and Spain.
Which geographical markets are growing the fastest?
Within the EU Spain has been growing for some years – with increased numbers of ex pats and British tourists contributing to this, but also as supermarkets become more developed UK companies are supplying more mainstream products as well. The Nordic markets also show good growth. Outside the EU markets like Canada and the Gulf States are performing well and offer really good opportunities for UK suppliers.
Are there any particular market entry strategies favoured in this sector (e.g. using an agent/ joint ventures etc)?
As major supermarkets and foodservice operators become more powerful and better organised around the world they are starting to work directly with overseas suppliers to cut down costs. This is particularly relevant when purchasing own brand products – a key strength of the UK and in particular the Yorkshire & Humber regions.
Are there any challenges/ milestones specific to this sector that companies would have to overcome in order to succeed in overseas markets?
A key challenge for companies selling food and drink outside the UK is that they must demonstrate a willingness to adapt their products to local requirements and to take a long-term view. In many cases the UK has been leading trends in convenience and private label which are in the early stages of development in mainland Europe so although the long-term opportunities are enormous, this will take time.
Are there any key organisations/networks which could help people in this sector with planning their overseas trading?
The new co-operation between UK Trade & Investment (UKTI) Yorkshire and Humber and Food from Britain [FFB] means that local companies have access to a wide range of specialist support including a helpdesk.
Could you give us a brief indication of your background and experience in this sector?
After studying business studies and languages I have spent all my working life in international sales and marketing in the food industry so I feel I have a very practical understanding of the needs of companies. More recently I spent three fascinating years as an export promoter for food and drink in Southern Europe.
In what ways can you assist Yorkshire and Humber companies in this sector?
I am available to help companies to develop the international side of their business through the services offered by UKTI both regionally and overseas and also through the FFB network. As part of my role in Yorkshire & Humber I organise dedicated activities for local companies e.g. export master classes, buyer inward missions and visits to international markets.
