By Mia Anthony
SS Natural Fruit Flavoured Inc, an agro-processor based in Georgetown, Guyana, recently participated in the LAC Flavours 2024 event held in Manaus, Brazil. The event was designed to foster trade relationships and showcase the best of Latin American and Caribbean agro-products.
“We were honoured to be selected by the Inter-American Development Bank for our international export readiness, high-quality marketing materials, and substantial production capacity. This recognition was a testament to the hard work and dedication of our team at SS Natural,” CEO Sandra Craig said.
She shared that on being informed of their selection by G-Invest, the directors at the company quickly reached a consensus and made the decision to send their regional sales and business development lead to represent the company at the event. Craig emphasised the strategic importance of this decision thus: “It was crucial to have someone with the expertise and experience to navigate the international market and make meaningful connections.”
The decision on which products to showcase was equally strategic. SS Natural chose to display and pitch their Guyana National Bureau of Standards’ (GNBS) ‘Made in Guyana’ certified products: barbecue sauce, spicy fusion sauce, sweet and sour sauce, and assorted fruit dips. Craig explained, “We have over a dozen products, but for LAC Flavours 2024, we focused on those that best represent our brand’s quality and uniqueness.”
The primary goals for attending were clear. SS Natural wanted to increase international market exposure, create new distribution channels and partnerships, enhance brand awareness, and solidify Guyana’s position as a leading agro-processor within the LAC region. Prior to the event, meetings were pre-arranged with companies from Argentina, Bahrain, Barbados, Brazil, Canada, Chile, Costa Rica, Israel, and Lebanon. “These meetings were crucial for initiating prospective trade relationships,” Craig stated.
The networking aspect of LAC Flavours proved invaluable for SS Natural. The team gathered critical marketing data that will help target specific markets and enhance Guyana’s agro-processing reputation. While no immediate sales or orders were secured, the sessions generated direct interest and led to follow-up virtual meetings post-event.
Participating in such a significant event, however, came with its challenges. “Linguistic barriers hindered some interactive sessions,” Craig admitted, but the provision of interpreters in the latter half of the event helped overcome these challenges.
SS Natural Fruit Flavoured Inc plans to follow up with prospective partners and distributors to finalise sales orders. “It’s not just about making a sale; it’s about building lasting partnerships,” Craig emphasised. The company also looks forward to participating in future events to showcase its “One Guyana” slogan and capture additional markets.
Craig offered an invaluable piece of advice for other small businesses looking to showcase their products at international events – “Be prepared!”
SS Natural Fruit Flavoured Inc expressed heartfelt gratitude to several organisations for their support. “We are immensely thankful to GMSA [Guyana Manufacturing and Services Association] for their ongoing support, to Mr Peter R Ramsaroop and his Go-Invest team for pushing Guyana’s agro-processing sector, to GNBS for their guidance on quality management standards, and to New GMC for promoting our products and those of other Guyanese manufacturers.”
