Identifying high-potential market opportunities in North America for Latin American and Caribbean agro-industry firms

Abstract

The document addresses that one of the objectives of the joint venture project between the IICA, Agriculture Canada (AGCAN) and the Canadian International Development Agency (CIDA), specifically as concerns agroindustry and trade, is to increase knowledge in the countries of LAC concerning the characteristics and peculiarities of North American markets, as a means of expanding opportunities and promoting new and better trade relations. This monograph, prepared by the external consultants Deloitte&Touche, constitutes a significant step toward reaching that goal. The document identifies the main trends and factors affecting the demand for processed products on the principal North American markets. It also identifies ten groups of processed agricultural products, demand for which is growing dynamically. Four of these - processed meats and tropical fruits, natural edible and inedible additives-were given priority because of the strong possibility of their being supplied by LAC. The material contained in this monograph represents a synthesis of the complete work; detailed studies are available for consultation at IICA Headquarters. The monograph also includes a helpful guide for identifying market opportunities as seen from the perspective of export promotion. Table of contents: a step-wise approach to marketing opportunity identification; a review of high-potential products for LAC firms in North American markets; conclusions from high-potential market sector studies and three annexes.