With the assistance of Joy and his team of culinary professionals, processors can have recipes developed that utilize their products and have them showcased at exhibitions aimed at the restaurant and foodservice industry. Joy also works with chefs to determine their specific requirements, and brings a level of awareness to them of products available through Alberta processors. Without it, the amount of development and research required would not have taken place. The scope of the projects AFPA has developed through the assistance of CARD funding is not limited to direct food sales. It includes technological and educational components as well.
Trade missions are one such example.
Spearheaded by Arnold de Leeuw, vice president of AFPA's Trade and Business Services, a series of trade missions has been developed to explore market and product opportunities. Based on a needs assessment through company consultations, the focus of the trade missions can vary. It could be one where an Alberta contingent is part of a trade show as an exhibitor. It could be a group of interested companies visiting a show to determine potential involvement, or to learn more about technological products available. Interested exporters participate to determine potential markets, and talk to brokers, distributors, custom officials and regulatory agents.