Exporting to the Nordic Region

Tim HarrapHead of Collaboration

Lye Cross Farm

The story of cheese production at Lye Cross Farm

The Nordic Region

• A context for understanding our neighbours

Denmark

• Pop: 5.7m GDP per capita £32k

• Traders out in the world• “Well branded, packaged and innovative

products” UKTI Denmark• Remember this territory is the heart of design

consciousness

Denmark

• Geography – offices and flights• Competitive environment – direct relationships?• Distributors being cut out? Consolidation• Discounters have 47% market share• Spot activities?• Organic – big market• Private label – dual branding?• Store visits from Copenhagen Central Station

Denmark

Values

Flexibility Tolerance

Business acumen Honesty

Cleanliness Protestant work ethic

Egalitarianism Social justice

Equality of women Ironic

Sarcastic Frank

Source: Richard Lewis When Cultures Collide

Denmark

Source: Richard Lewis When Cultures Collide

Hygge – making things “cozy” for everyone

• Linguistic connections to….

Norway

• Pop: 5m GDP per capita £47k

• Informality of business meetings• Import quotas and tariffs• Retailers’ own import division?• Evolving business environment in FMCG• Seasonality – Christmas and Grill season

Norway

Other advice:• Yes it is expensive so take the train from the

airport to the city centre• Internal flights – a large country• Regional businesses importing: Stavanger• Cash in advance possible with smaller distributors

Norway

Values

Honesty Pragmatism

Cautious Thrift Taciturnity

Dislike of extravagance Obstinacy, introversion

Belief in the individual Love of nature

Self-reliance Prudence and foresight

Controlling resources Norway centred

Sense of humour Prefer action to words

Source: Richard Lewis When Cultures Collide

Norway

Source: Richard Lewis When Cultures Collide

Sweden

• Pop: 9.8m GDP per capita £33k

• Retailers Axfood, ICA, COOP• ICA Listing? Beware.• Bergendahls – regional retailer• Niche distributors potential avenue EEN?

Sweden

• Christmas business central to UK cheese• Competition Swedish Cheddar –really? REALLY!• Red Leicester a no no?!! Impact Red Cheddar• Alternative channels – expect the unexpected• Is your product really unique? • Quality challenge – Dorset Cereals

Visit the market

Sweden

• Organic a distinct market opportunity• Britishness

Sweden

Values

Conscientiousness Honesty

Loyalty Tolerance

Equality Love of peace

Love of Nature Cleanliness

Kindness Modesty

Source: Richard Lewis, When Cultures Collide

“If the PM says walk into the sea…”

Sweden

Source: Richard Lewis, When Cultures Collide

Giving and receiving trust? Loyalty – no trouble, no arguments, difficult to get change

Finland (Hurraa!)

• Pop: 5.5m GDP per capita £29k

• Finnish a unique language• 5% Swedish speakers so dual language labels luckily they speak English• Russian import ban serious issue

Finland

• Retail environment split between:– S Group(46%), – K Group(33%) &– Lidl(8%)

• Importer/Distributors historically strong but…• Service provision in supermarket environment• Stockmann – the Harrods of the North x9 – events?

Finland

• Again the Christmas season - quality or quantity? Planning in February/March

• High level of women in the workforce• Coffee drinkers• Pea soup Thursday – a Reformation treat!• Seahorse Restaurant• June – EVERYONE is on holiday

Finland

Values

Warm hearted Desire for solitude

Hardworking / intelligent Drink too much

Want to communicate [!] Cannot lose face (like Asians)

Democratic Make no attempt to charm

Love their country What will the neighbours say?

Source: Richard Lewis, When Cultures Collide

Finland

• Think Kimi Raikkonen

Estonia

• Short ferry trip to Tallinn from Helsinki

• Tourism boom importing through Immingham

Iceland

Nordic notes

• If you can sell in Manchester!• Due diligence: conscious appraisal of opportunities• Use Flipboard to research latest news• Different temperaments / Degrees of informality• Names: Google images• Pan Nordic distribution if only!• If at first you don’t succeed….things change

“family businesses seek survival…and enter foreign markets patiently and organically.”

Douglas Rushkoff

Thank you

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