Porto Workshop: Food and Beverage Exporting to the Chinese Market

Portuguese small and medium-sized businesses have built strong brands in the Food & Beverage sector and a growing number of them are internationalising, including to China. The Chinese market, while offering many opportunities, may seem daunting at first to SMEs due to its vast size, language barrier and complex market access regulations.

To assist SMEs looking to export F&B products from Portugal to China, the EU SME Centre is organising on 10 April, in collaboration with Sociedade Portuguesa de Inovação (SPI), the Young Entrepreneurs Association Portugal-China (Associação de Jovens Empresários Portugal-China – AJEPC), and Portugal Foods, a workshop in Porto on the opportunities and challenges of exporting to the Chinese market. During this workshop, experts of China’s F&B market will share best practices on market entry strategies, compliance with the regulations, and case studies of SME peers.

Agenda (Porto Time)

9:15 – 9:30

Registration of participants at the venue

9:30 – 9:35

Opening remarks
Sara Medina, Member of the Board, Sociedade Portuguesa de Inovação (SPI)

9:35 – 9:45

AJEPC Presentation
Introduction to the Associação de Jovens Empresários Portugal-China – AJEPC

9:45 – 9:55

Portugal Foods Presentation
Deolinda Silva, Executive Director, Portugal Foods

9:55 – 10:10

EU SME Centre Presentation

10:10 – 10:40

Understanding China’s Food and Beverage Market: Opportunities and Challenges
Daniel Pedraza, Project Director, EIBENS

10:40 – 10:45

Q&A

10:45 – 11:00

Coffee Break

11:00 – 11:30

Navigating the Regulatory Landscape: Solutions for Food and Beverage Exports to China
Daniel Pedraza, Project Director, EIBENS

11:30 – 11:40

Q&A

11:40 – 12:00

Digital Strategies for Success: Entering the Market in China with a Focus on Digitalisation and E-Commerce
Daniel Pedraza, Project Director, EIBENS

12:00 –12:10

Q&A and interactive discussion

12:10 – 12:30

The Pillars of Collaborative Innovation in China’s Food and Beverage Industry
Daniel Pedraza, Project Director, EIBENS

12:30 – 12:45

China Market: Learnings & Experience Sharing
Dr. António Gaspar, China Country Manager, Super Bock Group

12:45 – 13:00

Q&A and closing remarks

Keynote Speaker

Daniel Pedraza

Project Director, EIBENS

Daniel Pedraza serves as the Project Director at EIBENS, a firm that specialises in market intelligence and communication for the agri-food industry in Asia, with a strong focus on China. The company has offices in Beijing, Ho Chi Minh City, Singapore, and Madrid.

Daniel’s area of expertise involves assisting foreign F&B companies and associations with trade compliance, marketing, and communications in China. He also focuses on creating strategies for European agri-food sectors aiming to bring their products to new heights in Asian markets.

With more than eight years of living and working in China, Daniel brings a deep understanding of the market. Before this, he worked at the European Union Chamber of Commerce in China and EXTENDA, the trade promotion agency of the Government of Andalusia-Spain in Beijing. He has earned a master’s degree in international business from EOI Business School and holds a dual BA in Business Administration and Economics from the University of Malaga.

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