MC Markets, 12 & 13 March 2015


Target group

managing directors, commercial directors, (key)account managers, business development and market managers, marketing and communications professionals as well as all IFFI members and invitees involved in entering emerging markets and building foreign positions.


The module is divided in three sessions. Topics stem from challenges that export managers deal with every day when doing business with China, Russia or other non-European cultures. Until now China has been a promising export market for Dutch food ingredient producers. However, will the economical crisis affect the export position of well-established companies? Is it still possible to enter this market? If so, what does it take to build a sustainable market position? On the other hand, in the midst of the Russian turmoil, companies consider to leave the Russian market and allocate their resources elsewhere. What are the pros and cons when leaving a well-established market position behind? Are there any alternative scenarios possible to bridge this period of uncertainty? Finally, to deal with another business culture is a real challenge for many export managers. Especially when one has to deal with overseas key accounts without an intermediate agency or distributor in between. How to lead a sales meeting with an African counterpart? What are the dont’s and do’s when it comes down to a one-to-one negotiation? After this IFFI masterclass attendants will have a better understanding how to anticipate to current developments in foreign markets and business cultures!

Guest speakers

Steffen Smeenk, Partner Larive Internationallogo Larive Int
Russia, a market to make or break?

Although Russia has been a promising export market for many Dutch ingredient producers, today the situation looks very different. Due to the political turmoil in Ukraine and installed export restrictions, many exporting companies are rescheduling their interests and resources. What are alternative strategies and scenarios to bridge this period of uncertainty? Strategic insights at a glimpse from Steffen Smeenk, an insider and the expert in Russian market entries!

frieslandcampina-logoPatrick Heens, Business Manager IFT Formulae at FrieslandCampina DOMO
China, a market position or a stronghold?

Sofar China has been a land of hope and (some?) glory for Dutch food ingredient producers. However, will the global crisis also have an impact on the Chinese economy? And if so, how will it undermine your export or market position? Is it still possible for ingredient producers to enter the Chinese market? What does it take to enter and even more build a long lasting market position in China? Although an important export market for infant formulae, FrieslandCampina has announced recently to start a 50/50 joint venture with a local producer of baby foods. With Patrick Heens as inspirational speaker and his hands-on approach, China is just at arm’s length away.


foto Carl HasselbachCarl Hasselbach, Solution Selling Consultancy
Africa: a melting pot of business cultures

To deal with another business culture is a real challenge for many export managers. As soon as an export manager visits an overseas country, he is introduced to the local business culture by an intermediate agency or distributor. However, when food ingredient producers decide to deal with key accounts and prospects directly, one has to rely on one’s instincts and good manners. Will this do to get the next contract? Carl Hasselbach, will coach the participants in a one-to-one negotiation (english speaking) with a counterpart of an African business culture. Basic instinct or trained skills, the choice is yours!

12 March 2015

  • 13.00 hrs Registration with lunch buffet
  • 14.00 hrs Session 1: Session 1: Russia | Steffen Smeenk, Partner Larive International
  • 17.00 hrs Evaluation and drinks
  • 18.30 hrs Walking & floating dinner in Amsterdam
  • 22.30 hrs End of first day, accommodation available

13 March 2015

  • 09.00 hrs Session 2: China | Patrick Heens, Business Manager FrieslandCampina
  • 12.00 hrs Lunch
  • 13.00 hrs Session 3: Africa | Carl Hasselbach, Solution Selling Consultancy
  • 17.00 hrs Summary – Halbe Vogel, Secretary IFFI
  • 17.15 hrs Closing and drinks


The Masterclass programme and walking dinner will take place in Amsterdam. If you wish to stay overnight, we will be happy to arrange a room for you in the Amsterdam Tropen hotel.

KIT The Royal Tropical Institute

The Royal Tropical Institute (KIT) enjoys a proud place in Amsterdam’s cultural memory, embodying its past and present spirit. Since its creation in 1926, the neo-renaissance building has hosted activities of international co-operation, trade and cultural awareness.

Costs and registration

The IFFI Masterclass modules include dinner, lunch and refreshments and exclude accommodation in the Amsterdam Tropen hotel (€ 89,–). Participation costs for non-members are € 950,- per module, excluding VAT. Participation costs for IFFI colleagues are covered by the membership fee. Reservations cancelled less than 48 hours from the check-in time (12.30 hrs) will be charged 100%.

Registration members Registration non-members

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