Participation in international trade fairs is a tool for attracting new contracts: the story of walnut brand Slow Walnuts

Nutsee LLC, Slow Walnuts TM, specialises in the processing of walnut kernels and pumpkin seeds and is an experienced company that has been exporting products for over 15 years. The company holds a leading position in the supply of walnuts to customers from the retail, HoReCa, and food industry producing bakery products, sauces, confectionery and snacks. Currently, Slow Walnuts products are successfully exported to France, Germany, Italy, Austria, Croatia, Serbia, Bosnia and Herzegovina, Slovenia, Romania, Hungary, and Greece. In addition, it provides a full range of logistics and customised services to make customers feel comfortable.

“Last year, we received certification for organic walnuts and launched a new brand, Slow Walnuts, which aims to combine responsible consumers with the promotion of walnut traditions in Ukraine. We have a very good competitive position, as there are not so many organic walnuts in the world”, said Oleg Moroz, Export Manager at Nutsee LLC, Co-Founder of Slow Walnuts TM.

Currently, nuts are mainly grown in intensive orchards internationally, which is harmful to the environment. Industrial nut cultivation requires a significant amount of water for irrigation, which can lead to depletion of water resources. The use of chemicals to protect plants from pests and weeds leads to soil and water pollution, and monoculture cultivation reduces biodiversity. In addition, greenhouse gas emissions from heavy machinery and chemical fertilisers contribute to climate change.

Instead, walnuts by Slow Walnuts TM are grown and harvested in large quantities using only organic methods, without harming the environment and without the use of pesticides, and they have a high concentration of fatty acids.

EUR 525,000 worth contracts — result of participation in ANUGA 2023

Participation in ANUGA 2023 was the company’s third experience of presenting its products at international trade events as an exhibitor.

ANUGA is one of the largest and most prestigious international food and beverage trade fairs held in Cologne, Germany. It gathers producers, suppliers and consumers from all over the world, providing a platform for product demonstrations, deal-making and exchange of experience.

The main purpose of the company’s participation in ANUGA 2023 was to develop contacts before the season, discuss product quality and volumes, and present the new brand. At the time of the fair, the new season had not yet begun, so the producer was unable to make price offers. However, after the fair, the company tried to monetise the contracts that had already been processed.

At that time, it was very difficult to take on new partnerships due to logistical difficulties. The problem was not so much in the timing as the fact that a large amount of money was effectively frozen in queues on the borders. The company representatives were afraid to take on new orders because almost all deliveries were urgent by Christmas, and there was no certainty that there would be enough funds and that the deadlines would be met.

“ANUGA 2023 proved to be productive for us. We developed a large number of new contacts and did not even have time to meet with all our customers due to the large number of visitors, although four of our representatives worked at the stand. We managed to introduce the new brand in the organic pavilion, as well as in the organic supermarket, a special exhibition area at the event for additional brand promotion, from where many people came to our stand. From these meetings, we received a lot of useful information, in particular about the brand's positioning and the demand for our business model”, reported Oleg Moroz.

Thanks to participation in the international trade fair ANUGA 2023, the company managed to conclude supply contracts worth EUR 105,000 with partners from Germany and France, as well as EUR 420,000 with partners from Italy, Austria, and France.

Preparation of the first order for the Scandinavian market as a result of the company's participation in the Export to Sweden programme

The Swedish market has become attractive due to high quality standards and demand for organic and healthy food products. In addition, a stable economy and developed retail infrastructure make this country a promising destination for Ukrainian exports.

Swedish consumers are known for their interest in eco-friendly products, which is in line with Nutsee’s values. That is why the producer gladly participated in the Export to Sweden programme, which was created to support Ukrainian food producers (wine, frozen or freeze-dried berries, honey, nuts, sunflower oil) in entering the market of one of the most developed countries in the world.

Export to Sweden provided participants with relevant knowledge and the opportunity to apply it. Thus, an integral part of the trip to Sweden was participation in the Sthlm Food & Wine 2023 festival, where the manufacturer presented its products at the Ukrainian national stand.

The company organised meetings with representatives of retail chains, which helped it to start cooperation with ACT Food, one of the largest chains in Sweden. Nutsee is now an accredited supplier and is preparing its first order for the Scandinavian market.

“As part of the Export to Sweden programme, we received high-quality analytical information, useful practical advice on entering the European market, mentoring support, and joined a study tour to Sweden. We have seen from our own experience that the aim of the programme was not just to teach and report, but to demonstrate efficiency and concrete results in practice”, said Export Manager at Nutsee LLC.

BIOFACH 2024: first experience of participating in the trade fair as an exhibitor

This year, for the first time has Nutsee participated as an exhibitor in the largest organic food trade fair BIOFACH, where Ukraine was represented by the National Pavilion of Ukraine. Previously, the company’s representatives had only participated in the event as visitors.

The producer met with some potential customers at BIOFACH 2024 for the second time, as the first meeting took place at ANUGA 2023, which took place in October in Cologne, Germany.

“We had a strong team, a great stand and comfortable conditions for meetings. Each exhibitor conveyed a single message and complemented each other, creating a holistic picture. We had a very tight schedule, as we wanted to invite as many target customers as possible to visit our stand through personal invitations and CRM-mailing”, said Oleg Moroz, Export Manager at Nutsee LLC, Co-Founder of Slow Walnuts TM.

Following the results of BIOFACH 2024, the company received an order from partners in the UK to supply walnuts used in a one-component nut paste, and continued cooperation with a partner in France, signing contracts worth EUR 105,000.

In addition, they are actively negotiating with importers, local distributors, retailers and representatives of the food industry.

“We have laid an excellent foundation for achieving good results next season, given that this was only our first season in organic nuts. In September-October, we will be able to announce the final figures of the results achieved at BIOFACH”, said Oleg Moroz.

The export manager noted that participation in trade fairs helps a lot in attracting new partnerships, as it increases brand awareness and gives customers a certain confidence in the company’s reliability as a sustainable supplier. At international trade fairs you can discuss contract amounts, payment terms, advance payments, etc. Customers are more willing negotiate long-term contracts. This allows planning and cooperating more effectively, taking into account logistical aspects and ensuring timely delivery of products.

The company plans to continue to actively participate in international trade fairs and expand its export geography, ensuring sustainable growth and development. Using trade fairs as a tool for business internationalisation provides access to new markets, new customers and partners, and contributes to the company’s overall growth.

For reference:

• The National Pavilion of Ukraine at Anuga Organic 2023 was organised by the Entrepreneurship and Export Promotion Office in framework of national project Diia.Business under the patronage of the Ministry of Agrarian Policy and Food of Ukraine and in partnership with Organic Initiative Public Association with support from Switzerland through the State Secretariat for Economic Affairs (SECO) within the framework of the Swiss-Ukrainian Programme “Higher Value Added Trade from the Organic and Dairy Sector in Ukraine” (QFTP) implemented by the Research Institute of Organic Agriculture (FiBL, Switzerland) in partnership with SAFOSO (Switzerland), and the USA through the regional USAID Economic Development, Governance, and Enterprise Growth (EDGE) Project.

• The Export to Sweden programme was organised by the Entrepreneurship and Export Promotion Office, national project Diia.Business, and government organisation Open Trade Gate Sweden.

• The National Pavilion of Ukraine at BIOFACH 2024 was organised by the Entrepreneurship and Export Development Office and Diia.Business, under the patronage of the Ministry of Agrarian Policy and Food of Ukraine, with the assistance of the NGOs Organic Ukraine and Organic Initiative, and with the support of Switzerland within the framework of the Swiss-Ukrainian programme “Higher Value Added Trade in the Organic and Dairy Sectors of Ukraine” (QFTP), implemented by the Research Institute of Organic Agriculture (FiBL, Switzerland) in partnership with SAFOSO AG (Switzerland), EBRD and funded by Switzerland through the EBRD's Small Business Impact Fund (donors to the SBIF are Italy, Ireland, Japan, Korea, Luxembourg, Sweden, Switzerland, the USA, Taiwan Business - EBRD Technical Cooperation Fund); Ukraine-Moldova American Enterprise Fund.