While market access is often described as the ability to sell goods in another country, for Pacific businesses the issue is more layered. Eligibility to export does not automatically translate into commercial success. Across Europe, exporters must meet stringent food safety, labelling, traceability and sustainability requirements, while also competing in mature and price-sensitive retail markets.
Jodie Stewart, PTI Europe’s Trade Commissioner, said clarity around what market access involves is essential for Pacific businesses entering the EU.
“When we talk about market access in Europe, we’re not just talking about tariffs or permissions to trade,” Jodie said. “We’re talking about the full pathway from production through to shelf. Businesses need to understand regulatory expectations, certification requirements, logistics and how buyers assess risk.”
Pacific countries that are party to the Economic Partnership Agreement (EPA) with the EU benefit from duty-free access on many products. Non-tariff requirements, however, often present a more complex challenge. Certification standards, biosecurity protocols and responsible sourcing regulations are frequently a minimum requirement for entry, and maintaining compliance across supply chains requires coordination and capability.
Beyond compliance, structural factors can materially influence competitiveness. Reliable access to production areas, consistent road and marine transport, post-harvest handling, freight consolidation and port efficiency all affect whether a product can move through the supply chain in a timely and cost-effective manner. Even where tariffs are zero, customs processing costs, handling fees and shipping charges can have a significant impact on landed price and margin.
Jodie noted that certification and compliance are only one part of the equation.
“Even once a product meets regulatory standards, it still needs to compete,” she said. “European retailers are highly structured and data-driven. Products that do not achieve consistent sales are delisted quickly. Exporters need strong buyer relationships, realistic pricing strategies and external marketing support to protect their position.”
PTI Europe supports Pacific exporters by providing in-market guidance on regulatory pathways, facilitating introductions to distributors and importers, and advising on commercial positioning. In a similar vein, the office works closely with businesses to identify where constraints sit – whether in documentation, packaging, freight, pricing structure or relationship management – and to strengthen their export readiness before product reaches port.
Market access is also dynamic. Changes in trade policy, geopolitical shifts, disease outbreaks or evolving sustainability regulations can alter conditions rapidly. For small island economies, these shifts can have immediate implications for exporters and producers.
By taking a whole-of-journey view – from farm gate to final buyer – PTI Europe is working to ensure Pacific businesses are not only eligible to enter European markets, but equipped to compete within them.
“Europe remains a significant opportunity for a number of Pacific exporters,” Jodie said. “With the right preparation and support, select Pacific products can secure and sustain a presence here. Our role is to help businesses navigate complexity and convert access into commercial outcomes.”
Pacific businesses interested in exploring opportunities in Europe are encouraged to connect with the PTI Europe team for guidance on requirements.
