The Opportunity of Europe

The EU made up over 18% of global agri-food and seafood imports in 2013, and its demand has been rapidly growing over the last decade.

Video transcript

[Funky electronic music starts.]

[The video opens with an aerial shot of a wheat field.]

[Cut to a close up shot of fishing nets being pulled back on a boat.]

[Cut to an aerial view of a shipping yard.]

[Cut to a shot of two people shopping inside a grocery store.]

[Cut to a shot of a cup of coffee and a croissant sitting on a cafe table. In the background people are quickly walking by.]

Julie Ferguson-Ceniti: Canada's the first G7 country...

[Cut to shot of street highly congested with pedestrians.]

...to have negotiated a free-trade agreement with Europe.

[Cut to a shot of Julie against a white background. She is speaking slightly off camera.]

It's really the time now for Canadian companies to get in the door.

[Cut to an animated shot of all the countries of the Europe Union slowly falling onto the screen. The title of the video appears over top of the image.]

Text on screen: Canadian Agri-Food Trade Commissioners

[The first title flies away and is replaced by a second title.]

Text on screen: The opportunity of Europe

[Cut back to Julie against a white background.]

Europe is a really big market. It's large. There's 500 million consumers.

[Cut to a shot of Nora Gr�tters standing against a white background. She is speaking slightly off camera.]

Nora: It's relatively wealthy. The average age is about 41 years.

[Cut to an aerial shot of a European city perched on a hillside.]

[Cut to a shot of a more modern European city. It's a time lapse shot and we see it go from daytime to nighttime.]

Europe is much more than just one market.

[The shot changes to show another European city at night.]

It's actually 28 markets in one and they're all different.

[Cut back to a shot of Nora against a white background.]

You have multiple ethnic markets and sub-markets. Spain is different from France and Poland and Germany.

[The shot changes to show two men from different cultures drinking beer together.]

[Cut to a shot of three bowls of different grades of honey.]

Their taste preferences, consumer habits...

[Cut to a shot of a colourful display of dried lentils and beans.]

...it's all different.

[Cut to a shot of a busy European street at night. People are walking down the sidewalks and cars and buses are zipping by on the street.]

[Cut to a slow motion shot of a vineyard owner swirling white wine in a glass.]

[Cut to a shot of a fisherman working with his net.]

[Cut to a shot of Nora standing against a white background.]

Text on screen: Nora Gr�tters, Trade Commissioner, Germany

The people are really interested in foods. They're well informed.

[Cut to a shot of a plate of food being assembled in a restaurant.]

They like new taste experiences.

[Cut to a shot of Julie against a white background.]

Text on screen: Julie Ferguson-Ceniti, Trade Commissioner, Belgium

Julie: Consumers are also very health and wellness focused.

[Cut to a shot of a man running through a puddle in the forest.]

[Cut to a shot of a man riding a bike down a dirt road.]

They are very conscious about being fit...

[Cut to a shot of a man standing in front of his produce store, looking proud.]

...and eating well and eating healthy.

[Cut to a shot of prepared shrimp on ice.]

[Cut to a scenic shot of a vineyard on the edge of a lake.]

[Cut back to a shot of Nora standing against a white background.]

Nora: Sustainability and environmental production is very important.

[Cut to an aerial shot of a large grain field.]

[Cut to a shot of several large shipping vessels waiting at a port.]

[Cut to a shot of beef cattle being herded by a man on horseback.]

It's one of the key subjects for consumers who are looking for products right now.

[Cut to a shot of a variety of canadian seafood.]

[Cut to a shot of man shopping in a grocery store.]

[Cut back to a shot of Julie against a white background.]

Julie: Europe is a very mature market. So there's a lot of domestic competition...

[Cut to a shot of a busy shipping yard.]

...there's also a lot of foreign competition from other third countries.

[Cut back to Julie and Nora standing together against a white background.]

I think you need to really just think about which market you want to target.

[Cut to a shot of just Julie standing against a white background.]

Where you want to put it, make sure it's got a maple leaf on it.

[Cut back to both Julie and Nora standing against a white background.]

Nora: Exactly like you might have a product that really sells well in Spain...

[Cut to a shot of just Nora standing against a white background.]

...but doesn't have any success in Austria.

[Cut back to both Julie and Nora standing against a white background.]

So you have to make sure to really get to know the market beforehand.

Julie: The best place to start is to talk to one of the Trade Commissioners.

[Cut to a shot of a busy shipping yard at dusk. It's a time lapse shot so we can see a flurry of activity. The closing title of the video appears over the image.]

Text on screen: Contact us today

[The first title disappears to make room for the second title.]

Text on screen: tradecommissioner.gc.ca

[Cut to the animated Canada wordmark on a white background.]

Text on screen: Canada, Her Majesty the Queen in Right of Canada, as represented by the Minister of Agriculture and Agri-Food (2015).

[Funky electronic music fades out.]

[Fade to black.]

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