The Pacific Islands are renowned for their focus on maintaining high standards of ethical production, using traditional knowledge to create clean and authentic products. This reputation has reached Europe, where many within the European market are intrigued by the culture and customs of the region. Pacific Trade Invest (PTI) Europe Trade Commissioner, Jodie Stewart, plays a critical role in this space, as she explores the potential for Pacific Island businesses to thrive in the European market. Stewart believes that the German market, in particular, is one that shows promise for Pacific Island businesses looking to export to the region.
Despite being closely connected with their neighbours, the diversity of the different European countries is vast. From the food eaten, to architecture, culture, habits, and even ones approach to business, each country has a unique character. Germany, in particular, is an excellent example of this. With a population of 82.4 million and a GDP that accounts for 4.54% of the world's total, the nation is a key market for Pacific Island businesses. As the largest economy in the European Union, Germany is considered an industrial powerhouse and is known for its stable government, strong rule of law, and effective regulatory system, making it the largest consumer market in the EU and accounting for 20% of the EU's GDP.
Kristian Schnack, is an experienced trade and investment professional based in Germany who has recently been appointed Team Leader of the European Union’s Trade and Market Access Program for Pacific Islands (Papua New Guinea, Fiji, the Solomon Islands and Samoa).
“My job is to extensively market trade and investment opportunities in these four Islands to the European business community. I look forward to working very closely with PTI Europe to ensure we gain the most for the Pacific Islands,” says Kristian.
Of the German market, Schnack emphasizes the need for adequate certification.
“You have to understand that everything in Germany is regulated. Everything. A joke in Germany goes 'if it moves, regulate it!' Which means - and this is something many exporters underestimate - that you have not only EU regulations to deal with but also specific German regulations. It's so important to understand these and get your product to conform with these if you're looking at Germany”, says Kristian.
Another noticeable difference for Pacific Islanders is the directness of Germans, who tend to be straightforward in their opinions. This direct approach can be initially confrontational for those not used to it, but Stewart has adapted to this style and now finds it helpful in quickly determining the interest of German companies in Pacific Island products.
Kristian’s main advice for Pacific Island businesses entering the German market is to start small.
“Figure out where your niche might be and start regionally, if possible. It's often a good approach to test market your product in a smaller EU country or, in Germany, a region of Germany. Not the whole country right away,” he advises.
“My job is to extensively market trade and investment opportunities in these four Islands to the European business community. I look forward to working very closely with PTI Europe to ensure we gain the most for the Pacific Islands,” says Kristian.
The German market presents a unique opportunity for Pacific Island businesses, with a large and ethical consumer market, regulated but navigable regulations, and a direct approach to business. With the help of Kristian and PTI Europe, Pacific Island businesses can enter this market with confidence and succeed in their ventures.
For more information regarding Pacific exports to the European market, reach out to the team here.
