TICAD Ⅳ Follow‐up Initiatives
Program for African Products toEnter the Japanese Market:
Results of Evaluation Service forAfrican Products
Development Cooperation Division
Trade and Economic Cooperation
Department
Japan External Trade Organization (JETRO)
1

Evaluation Service Implementation
Workflow
Embassies in Tokyo
11 countries,
142 products

Japanese diplomatic
missions abroad(MOFA)JETRO overseas offices

1 country, 10 products

Submission

16 countries,
240 productsof samples

TICAD IV Follow‐up Initiatives, Program for African Products to Enter the JapaneseMarket, Evaluation Service for African Products
April 16, 2009 (Thursday) 9:30 – 17:30, and April 17, 2009 (Friday) 9:30 – 16:00
Sixteen experts evaluated 392 products submitted by 22 countries
Collection ofindividual reports
Compilation of generalreportMeeting to Report Results ofEvaluation Service2

Breakdown of Submitted Samples by Country (1)Country nameSubmitted product samples

Number ofproducts

RouteBenin

Cassava flour, salt, nuts, soybeans, dried fruits, coconut cereal, coffee,
shea butter, cotton, children’s clothing

10E, J

Botswana

Dried fruits, baskets, key chains, accessories, figurines made of ostrich
eggshells, candles

10EBurkina Faso

Dried fruits, hibiscus, nuts, confectionery (toffee)

7

JCameroon

Dried fruits, ginger powder

7E

Cote d’Ivoire

Liqueurs, chocolate, coffee

9J

Egypt

Herbal tea, spices, frozen vegetables and fruits, jam, juice, oil,glass crafts, towels, ceramic tiles

68E, J

Eritrea

Stone materials for construction purposes (marble, granite)

1

E

EthiopiaSesame, coffee, shoes

4E, JGhana

Dried fruits, spices (grains of paradise), shea butter products, masks,art pieces, drums, accessories, apparel, cummerbunds, fabrics

47E, JKenya

Jam, spices, oil, black tea, essential oils, shea butter products, soap,
skin lotion, accessories

63JMalawi

Macadamia nuts, oil, honey, cassava flour, black tea, coffee, soybeans,pigeon beans, rice, soap, handmade paper, canes, baskets

16E, J*E: Submitted via Embassy, J: Collected by JETRO overseas office 3

Breakdown of Submitted Samples by Country (2)Country nameSubmitted product samples

Number ofproducts

RouteMali

Dried fruits (mango), cotton2J

Mauritius

Canned tuna fish, curry powder, jam, beauty essence, suits,shirts and other garments

10ENamibia

Devil‘s Claw Root powder

1J

Nigeria

Cassava flour, shea butter products, indigo dye and other dyes

12J

RwandaBlack tea, coffee, baskets, accessories, folk art pieces

13E

SenegalHibiscus, herbal tea, spices, jam, honey, baobab powder, shea
butter products, oil, milky lotion, soap, cotton, coffee

49

JSouth Africa

Rooibos tea, wine, fruit bars, kigelia products,masks, carved wooden objects

16E, JTanzania

Black tea, spices, herbs, vanilla, cacao, sesame, organic cotton

14J

UgandaDried fruits, vanilla beans, hibiscus oil

24

JZambia

Organic honey, bees wax, peanuts

3J

Zimbabwe

Macadamia nuts, black tea, juice, tomato sauce, batik

6E*E: Submitted via Embassy, J: Collected by JETRO overseas office 4

Overall Evaluation
Not muchpotential
138 votes(17%)

Strengths

No
potential
26 votes
(3%)

Great
potential
113 votes(14%)

Somepotential
560 votes(67%)

【Level of weighted average values】
Great potential: 90 points
Some potential: 60 points
Not much potential: 30 points
No potential: 0 points

Weighted average:
57 points

・ Materials and ingredients that are unusual in Japan, developedon the basis of a diverse natural environment
・ Africa’s unique history and appealing product backgroundinformation=> Emphasize these features to differentiate African products fromproducts manufactured in other regions

Challenges

・ Strengthening of product quality and safety
・ The existence of rival products manufactured in other regions=> Understand the specific characteristics of the Japanese market andimprove product competitiveness in both quality and price5

Food Sector (219 Products)
No potential
18 votes(4%)
Not muchpotential
83 votes
(19%)

Great
potential
32 votes
Some (7%)
potential
311 votes(70%)

Weighted average:
54 points【Product aspects that were good】【Product aspects that need to be improved】

6

No potential
0 votes(0%)

Food Sectora. Dried
Fruits(37Products)
Great

Not muchpotential
19 votesSome(26%)
potential
48 votes(65%)

potential
7 votes(10%)

Weighted average:
55 products【Potential/Challenge in the Japanese market】【Product aspects that need to be improved】

7

Food Sectorb. Herbs, Spices, and Herbal Tea (74 Products)
No potential
0 votes(0%)
Not muchpotential
23 votes
(13%)

Great
potential
11 votes(6%)
Somepotential
141 votes(81%)

Weighted average:
58 points【Potential/Challenge in the Japanese market】【Product aspects that need to be improved】

8

Food Sector
c. Jam (23 Products)
Not muchpotential
12 votes(29%)

No potential
1 vote(2%)
Somepotential
28 votes
(68%)

Great
potential
0 votes(0%)
Weighted average:
50 points【Potential/Challenge in the Japanese market】【Product aspects that need to be improved】

9

Food Sector
d. Nuts (11 Products)
No
potential
0 votes(0%)

Not much Somepotential potential
3 votes 14 votes
(18%)
(82%)

Great
potential
0 votes(0%)

Weighted average:
55 points【Potential/Challenge in the Japanese market】【Product aspects that need to be improved】

10

Food Sector
e. Honey (5 Products)
No potential
Great
0 votespotential
0 votes
Not much (0%)
Some (0%)
potential
potential
0 votes
7 votes(0%)(100%)

Weighted average:
60 points【Potential /Challenge in the Japanese market】【Product aspects that need to be improved】

11

Food Sector
f. Frozen Vegetables, Fruits and Juices (19 Products)
Not muchpotential
1 vote(3%)

Somepotential
26 votes(68%)

NoGreat potential
potential 0 votes
11 votes (0%)(29%)

Weighted average:
68 points【Potential/Challenge in the Japanese market】【Product aspects that need to be improved】

12

Food Sectorg. Chocolate Candy and Cacao (7 Products)

Not muchpotential
1 vote(7%)

Nopotential
5 votesSome(33%) potential
9 votes(60%)

Greatpotential0 votes(0%)

Weighted average:
38 points【Potential/Challenge in the Japanese market】【Product aspects that need to be improved】
13

Food Sectorh. Cassava (8 Products)
No
potential
6 votes
(29%)

Great
potential
0 votesSome
Not much (0%) potential
potential
8 votes
7 votes(38%)(33%)
Weighted average:
33 points【Potential/ Challenge in the Japanese market】【Product aspects that need to be improved】

14

Food Sector
i. Coffee (8 Products)
No
potential
3 votes(38%)

Not muchpotential
2 votes
(25%)

Great
potential
2 votes(25%)
Somepotential
1 vote(13%)

Weighted average:
38 points【Potential/Challenge in the Japanese market】【Product aspects that need to be improved】

15

Food Sector
j. Black Tea (6 products)
Weighted average:
52 points【Potential/Challenge in the Japanese market】【Product aspects that need to be improved】

16

Food Sectork. Sesame and Soybeans (5 products)
Weighted average:
57 points【Potential/Challenge in the Japanese market】【Product aspects that need to be improved】

17

Food Sectorl. Alcoholic Beverages (5 Products)
GreatNopotential
potential
0 votes
0 votes(0%)(0%)
Not muchpotential
3 votes(60%)

Weighted average:
42 points

Somepotential
2 votes(40%)

【 Potential/Challenge in the Japanese market】【Product aspects that need to be improved】

18

Cosmetic Products of Plant Origin(88 Products)
Not muchpotential
20 votes(9%)

No potential Great
2 votes potential(1%)
47 votesSome(21%)potential
152 votes(69%)

Weighted average:
63 points【Potential/Challenge in the Japanese market】【Product aspects that need to be improved】
19

Cosmetic Products of Plant Origin
a. Oils and Aromatherapy Products (41Products)Not muchpotential
13 votes(13%)

No potential
0 votes(0%)
Somepotential
65 votes
(64%)

Great
potential
23 votes(23%)

Weighted average:
63 points【Potential/Challenge in the Japanese market】【Product aspects that need to be improved】
20

Cosmetic Products of Plant Originb. Shea Butter Products, Soap, and Skin Lotion (47 Products)
Not muchpotential
7 votes(6%)

No
potential Great
2 votespotential(2%)
Some 24 votes
potential (20%)
87 votes(73%)
Weighted average:
63 points【Potential /Challenge in the Japanese market】【Product aspects that need to be improved】

21

Fabrics, Apparel, Fancy Goods(29 Products)
No
potential
3 votes(5%)
Not muchpotential
23 votes(35%)

Somepotential
32 votes
(49%)

Great
potential
7 votes(11%)
Weighted average:
50 points【Potential/Challenge in the Japanese market】【Product aspects that need to be improved】
22

Fabrics, Apparel, Fancy Goods:
Fabrics and Apparel [Cotton, Dyed Fabrics, Towels,Clothing, etc.] (25 Products)

Weighted average:
51 points【Potential /Challenge in the Japanese market】【Product aspects that need to be improved】

23Fabrics, Apparel, Fancy Goods
Fancy Goods and Shoes (4 Products)
No
potential
0 votes(0%)

Not muchpotential
5 votes(56%)

Somepotential
4 votes
(44%)

Great
potential
0 votes(0%)

Weighted average:
43 points【Potential/Challenge in the Japanese market】【Product aspects that need to be improved】

24

Accessories and General
Merchandise (54 Products)

Weighted average:
63 points【Potential/Challenge in the Japanese market】【Product aspects that need to be improved】

25

Accessories and General Merchandise
Accessories (8 Products)
Not much
NoGreatpotential potential
potential5 votes
0 votes
6 votes(24%)(0%)Some (29%)
potential
10 votes(48%)
Weighted average:
61 points【Potential/Challenge in the Japanese market】【Product aspects that need to be improved】

26

Accessories and General Merchandise
Baskets, Ornaments, and Other Gifts (46 Products)

Weighted average:
63 points【Potential/Challenge in the Japanese market】【Product aspects that need to be improved】

27

Stone Materials for Construction Purposes(2 Products)

Weighted average:
60 points【Potential/Challenge in the Japanese market】【Product aspects that need to be improved】

28

Future Initiatives by JETRO
Products evaluated as having highpotential for export to Japan, but
requiring product improvement

JETRO support
projects

Provision ofinformation toJapanese companies

Evaluation
service’s individual
reports

Feedback toEmbassies
Feedback to
producers

Examples:a. Guidance on product improvement through dispatch of experts
b. Japanese market surveys through acceptance of trainees
c. Matching assistance through support for participation in exhibitions(FOODEX 2010, etc.)
d. Pilot Demonstration Project for Development and Import Schemes29Thank youfor your kind attention.
Development Cooperation DivisionTrade and Economic Cooperation Department
Japan External Trade Organization (JETRO)

30